Applus+ Laboratories and the AI Conversion Challenge
In the competitive B2B landscape, Marketing leaders face constant pressure to maintain lead volume and quality. Rising acquisition costs and diminishing returns on digital advertising make justifying Marketing spend to Finance increasingly difficult.
When traffic does reach a website, converting passive visitors into qualified opportunities is often a major challenge, leading to friction with sales teams. While AI offers huge potential, its perceived complexity can feel intimidating to busy marketing leaders.
Applus+ Laboratories, a global provider of testing and certification services, experienced these challenges first hand. Operating in a global network of multidisciplinary laboratories, the company provides highly specialised services across high-complexity industries including aerospace, automotive, cybersecurity, electrical and electronics, medical devices, renewable energy, construction and railway.
Their website contains vast amounts of technical information designed for diverse audiences. The central Marketing challenge was clear:
How to efficiently guide visitors to the exact solutions they need and convert that intent into high quality leads, without relying on traditional static web forms.
Jordi Novellas, Digital Marketing Strategist at Applus+ Laboratories, identified that the traditional website structure, based on standard menus and generic contact forms could be improved to capture more opportunities.
“We identified opportunities to improve how users navigate the site and convert their intent into qualified leads” Jordi explained.
Leadoo AI as the Solution
To address this, Applus+ Laboratories partnered with Leadoo to implement an AI-powered conversational marketing platform. By deploying Leadoo’s generative AI within their Global Chatbot, which was launched across their multilingual corporate website. Applus+ Laboratories implemented a scalable way to introduce AI into their website experience.
The Chatbot was positioned in the bottom right corner of the site to act as a round-the-clock assistant. Initiating conversations, answering detailed product questions, and guiding visitors down the funnel towards conversions such as quote requests or direct enquiries.
“After implementing the Chatbot, we quickly started seeing positive results. The chatbot complemented our existing lead generation efforts by creating an additional way for website visitors to engage with us.” Jordi noted.
The data gathered during these conversations, including the prospect’s specific challenges and questions, were passed directly to the Sales Team. This context helped Sales teams better understand incoming leads and prioritise follow-ups more effectively.
The Leadoo AI chatbot delivered measurable results over time. In 2025, it captured a consistent volume of leads per day with a 20% conversion rate on discussions and a 2.2% engagement rate from all site visitors.
Crucially though, Leadoo’s Conversion Experts mean that our conversion tools are continuously optimised over time. So in 2026, all those engagement and lead generation were improved through A/B testing and journey optimisation.
Year-on-year in 2026, monthly web leads increased approximately 10%; Chatbot conversion rate rose from 20% to 25%; and the visitor engagement rate with the tools almost doubled from 2.2% to 4.2%.
Going For AI-driven Growth
Leadoo AI now autonomously handles 68% of all website discussions. And 48% of all leads coming through the website chatbot now interact with the AI chat specifically.
The integration helped improve both lead quantity and quality.
The team confirmed the commercial impact: “Since working with Leadoo, we’ve increased lead generation, with stronger lead quality. The use of generative AI in the chatbot has played a key role, providing clear, relevant answers and driving conversions effectively. It has also improved how we engage with website visitors.”
Leadoo’s hands-on support was vital to this success: “The support from Leadoo has been excellent, with regular performance check-ins and continuous optimisation suggestions,” Jordi added. “They’re also very responsive when it comes to implementing changes, whether it’s design adjustments, new chatbot use cases or integrations with our internal tools and CRM.”
Applus+ Laboratories’ experience suggests that improving lead generation does not necessarily require rebuilding a website or significantly increasing ad spend. By deploying Leadoo’s website personalisation platform, they helped convert more website visitors into qualified leads
If you want to eliminate diminishing returns, improve lead quality, and confidently achieve your Marketing targets, book a demo with our conversion experts today.
