Nearly 1 in 4 clicks ends in a quote request: what a well-designed AI sales assistant can do
When you sell technical products online, every unanswered question costs you a sale. Shoppers hesitate, compare on other sites, put the project off, and the quote request never comes. And in the evening or on weekends, when they finally have time to do their research, nobody is there to help them.
At Colibrity, we build custom websites with a distinctive identity and a focus on conversion, along with the AI chatbots that extend them. EcoWater trusted us with its website redesign and with a custom AI chatbot built right into the site’s navigation.
The results speak for themselves: nearly every quote request sent through the AI assistant is qualified, visitors are far more engaged, and dealers receive projects that are ready to move forward. Here’s how.
Nearly 9 in 10 quote requests sent through the AI chatbot are qualified
The assistant first helps shoppers clarify what they need, then passes the request on to a dealer. The result: nearly 90% of quote requests that go through the chatbot are qualified. Dealers get concrete, well-defined projects instead of vague inquiries.
A well-advised prospect moves faster. On EcoWater’s French site, visitors who chat with the AI assistant take action: they view twice as many pages and stay actively engaged 3.4 times longer.
| Metric | With the AI chatbot | Without the AI chatbot |
|---|---|---|
| Pages per visit | 6.1 | 2.9 |
| Active engagement time | 4 min 35 s | 1 min 20 s |
Mouseflow data on ecowater.fr, June 17 – October 21, 2026.
100 years of expertise, nearly 500 patents: a brand that deserves an advisor to match
EcoWater’s founder, Lynn Lindsay, patented the world’s first automatic water softener in 1925. Nearly 500 patents later, the company is part of Marmon Holdings, a Berkshire Hathaway company (WC&P). Its product range is technical: every household needs a water softener or filtration system matched to its water, its size and its daily use.
7 ways the AI assistant guides every visitor, from the first question to the dealer
Hard water, chlorine taste, high energy bills: every visitor arrives with a specific problem. The assistant offers the path that fits.
- Estimate their savings: a few questions about the household and its usage, then a clear figure for what they’d save with the right system.
- Start from what bothers them: a playful path where they pick what they dislike about their water, and the assistant guides them to the right answer.
- Check water hardness in their town: the assistant explains what the result means and suggests the right solutions.
- Compare products: systems side by side, so they can choose with confidence.
- Ask anything: the assistant answers open questions about water and water treatment.
- Learn everything about the products: how they work, maintenance, warranties, certifications.
- Find a local professional: the assistant points them to the nearest EcoWater dealer to move their project forward.
AI guided selling: 1 in 3 prospects starts with their savings
Colibrity designed a custom AI chatbot for EcoWater, in the brand’s colors. It doesn’t just answer: it asks questions, recommends and guides, like the best salesperson in a showroom.
- Entry points wherever the question comes up: a floating button across the site, plus blocks built into the pages (“Water quality,” “Help me choose,” “Savings”).
- Widgets that move the decision forward: choices, product cards, savings calculators instead of long paragraphs.
- EcoWater’s sales logic: product range and journey by country, routing to the right dealer.
- Data-driven management: every entry point is tracked, so the team knows exactly what converts.
| Guided path | Share of paths started |
|---|---|
| Product recommendation | 46% |
| Savings calculator | 34% |
| Water quality and hardness test | 19% |
AI chatbot dashboard, last 3 months.
The message is clear: buyers first want to know how much they’ll save. By putting the right argument in the right place, the assistant turns curiosity into a buying project.
100% on-brand: a seamless experience
The assistant doesn’t look like a tool bolted onto the site. It’s part of it. Colors, fonts, tone, icons, widgets: every element is designed in EcoWater’s visual identity.
- Fully controlled design: no imposed interface, no vendor logo.
- Components you can customize at will: every widget is designed for the journey it serves.
- An experience that’s always being tested: UX and UI can be A/B tested at any time (copy, buttons, widgets, question flow) to keep the version that converts best.
- Total continuity: visitors move from the site to the conversation without leaving the EcoWater experience, from the first click to the dealer.
Custom development also lets you go further when the brand calls for it. The chatbot can live inside an immersive design: a 3D environment, animated transitions, products showcased during the conversation. The AI’s answers can even drive a 3D avatar, with its own voice, expressions and gestures, that welcomes and advises visitors around the clock.
37% conversion: “Help me choose,” the path that converts
Nearly 4 in 10 prospects who use “Help me choose” go on to send a quote request.
| Entry point | Visits followed by a quote request |
|---|---|
| “Help me choose” block | 37% |
| “Water quality” block | 14% |
| Floating button | 11% |
The lesson: a hesitant prospect is already ready to buy. They just need someone to help them decide.
And the assistant doesn’t stop at the recommendation. When a path leads to an action, here’s where the clicks go:
| Action after the path | Share of clicks |
|---|---|
| View the recommended product page | 60% |
| Visit a dealer’s page | 16% |
| Request a quote from a dealer | 12% |
| Request a quote on a product | 11% |
AI chatbot dashboard, last 3 months.
Nearly 1 in 4 clicks is a quote request. These are customers who walk into the dealer’s showroom knowing what they want.
4 types of insight that make the chatbot better every day
Every conversation is ongoing market research. The assistant collects valuable information, which is analyzed and turned into concrete improvements.
| What we collect | What it’s used for |
|---|---|
| Needs, in visitors’ own words | Refining journeys and recommendations |
| The most frequent questions | Improving answers and site content |
| Local expectations | Routing to the right dealer |
| Paths and clicks | Placing the assistant where it converts best |
The result: a chatbot that keeps improving, and a brand that knows its customers better and better. The AI model itself can be switched at any time based on quality and cost, without rebuilding the project.
4 reasons custom AI chatbot development makes the difference
At EcoWater, the sale closes at a dealer, not in a shopping cart. That’s exactly where off-the-shelf chatbots reach their limits.
- Entry points built into the content, not just a bubble in the corner of the page.
- The brand’s own sales logic: country, product range, dealer network.
- Detailed tracking of every path, cross-referenced with the site’s analytics tools.
- An asset EcoWater owns: code, widgets, knowledge base and conversation history.
To dig deeper, read our comparisons: AI chatbot for e-commerce: custom vs. off-the-shelf and AI chatbot for brand and catalog websites.
Your custom AI chatbot in 3 steps
Do your products need expert advice? Your prospects deserve the same guidance as EcoWater’s.
- Discovery: your sales process, your products, your content, the tools to connect.
- Design and build: the chatbot, its widgets, its entry points and its sales logic.
- Optimization: continuous improvements based on your prospects’ real questions.
Wondering about the budget? Everything is covered in How much does a custom AI chatbot cost?. Tell us about your project, and we’ll tell you in one conversation whether a custom build is right for you.
About Colibrity
Colibrity is an agency that designs custom websites with a distinctive identity and a focus on conversion: brand sites, e-commerce, immersive experiences, 3D configurators. We extend them with AI chatbots that speak the brand’s language and guide every visitor all the way to purchase.
For EcoWater, the AI chatbot is part of a bigger project: also read our EcoWater website redesign case study.
