Fords of Winsford (FOW) is an award-winning Car Supermarket, operating multiple showrooms across Cheshire and Manchester. In late 2023, FOW invested heavily in its website, bringing in Leadoo and other technology with the goal of improving not only Lead Generation, but User Experience.
Since then, website leads have accelerated, generating business growth through website reservations and showroom appointments. FOW have also won multiple industry awards for the quality of digital experiences they are providing customers.
How Leadoo is boosting FOW’s Lead Gen 📊
For Ben Mills, Digital Marketing Specialist at FOW, lead generation was always the primary use case for Leadoo. As he explains:
“When bringing in Leadoo, we immediately noticed we were better at nurturing missed opportunities, and driving conversions through more personalised and interactive user experiences. With actionable insights, we have since successfully harmonised our website experience to support online buyers.”
“As a high volume business, fow.co.uk is our highest converting sales channel. We’re extremely proud to present a hassle-free and enjoyable car shopping experience. With Leadoo bots, our homepage now lets you find the right car, check finance options, or even book an appointment. It’s a bit like having your own personalised vehicle expert on hand, at home, or on the move.”
FOW now features a mix of Chatbots and VisualBots across different website pages to drive conversions. Their lead generation outcomes have been impressive. In 2024, FOW saw year-on-year increases of:
- 19% more total Website Leads
- 25% more Showroom Appointments booked
The upward trend has continued into 2025, and also translated into more final cars being sold. In Q1 2025, total car sales were up more than 11% year-on-year.
How Leadoo is boosting FOW’s UX 💡
For Ben though, advancements in user experience were just as important as improvements in lead generation. Especially as it became clear that for FOW, the two would go hand-in-hand:
“What we saw before was customers having to do the heavy lifting onsite. By bringing in Leadoo and other tools like Vehicles in Video, we’ve seen a massive shift in how customers engage with the site. The improved UX is obviously a big plus for them and our brand sentiment, but is also directly leading to more appointments and sales.”
“Marketers often talk about the importance of Personalisation. Leadoo is helping us deliver it onsite, but we take it a step further by using the bots to capture leads for a Personalised Video from one of our reps. We find this level of personal and accessible service online helps us stand out, and delivers quality leads.”
Another unique way FOW use Leadoo tools is through interactive quizzes. For example, this quiz on Electric Vehicles both educates and surprises users with EV facts. Try it – even if you’ve got one – we bet you won’t get 10 out of 10!
That’s because Ben designed the quiz partly to dispel common myths about EVs, but also to help users along in their research journey. So even though the tool is more for educational purposes than lead generation, he wants incorporate the VisualBot far beyond the website:
“Even though EV’s have been around for a while, we still see a knowledge gap among interested customers, and even people who claim to be experts in them! There are lots of people interested in EVs for lots of different reasons, so educating customers on what they can and can’t do is very important. So one idea we have is to take the Leadoo EV Quiz and have it on physical displays in our showrooms where we have hybrids and EVs.”
All this emphasis on interactive, educational and personalised website experiences has earned the FOW website industry recognition. At the 2024 Motor Trader Awards, FOW won both the ‘Digital Initiative’ and ‘Website of the Year’ awards.
For FOW’s Account Managers at Leadoo, Gavin Greer and Sofia Dedyukhina, this recognition could not be more well deserved. As they explain:
“Ben and the whole FOW team have worked extremely hard on their website and digital presence recently. They are model customers for a technology like ours, always willing to experiment and take guidance on ideas that could improve lead gen and UX.”
“Through touches like offering personalised sales videos, quizzes to help engage customers, and continual optimisation of their site, they consistently prove how much they value customer experience. The results we’ve achieved together are a testament to all the work they’ve put in their side.”
“The next stage is to scale up these personalised customer experiences even more through Leadoo AI. And we can’t wait to keep building together on what we achieved in 2024!”
