How EU Business School boosted lead quality with chatbots
“Before Serviceform, most of our visitors filled in generic forms like ‘Contact us’ because they weren’t sure where else to go. That made it difficult for us to qualify them properly. Now, our chatbot guides them more effectively and ensures they reach the right program or application form. This has reduced friction for our students and improved the quality of leads coming in.” — Irene Sedano, EU Business School
Irene Sedano
SEO Specialist
The challenge of forms that didn’t suit the students
EU Business School has long been a top destination for international students looking to study business in Europe. However, before working with Serviceform, the university relied heavily on traditional website forms to capture leads, namely, an application form. Just a sticky form on each page, and a general contact form.
Students often were not sure whether to use the contact form, the program form, or the main application. Many defaulted to “Contact us,” which meant vague requests and extra back and forth emails to qualify them.
In 2024, most inquiries looked like this:
- Application form: 50.71%
- Contact form: 13.83%
- Program form: 28.73%
- Other: 6.74%
This made the team realise they need a simpler and more natural way to guide students through the process.
And the fix was talking to students via the website
Yes, the fix wasn’t more forms but rather being conversational with the students. EU Business School decided to adopt Serviceform tools to improve user experience and reduce friction for prospective students. The goal was clear: guide visitors in a conversational, dynamic way so they could quickly find the program or application they were interested in.
The Serviceform chatbot now directs students based on their intent—whether they’re looking for specific program information or are ready to start an application. Instead of filling out rigid forms, students enjoy a guided, natural flow that feels relevant to their needs.
By 2025, the difference was clear:
- Application form: 41.34%
- Chatbot: 23.61%
- Program form: 19.25%
- Contact form: 4.23%
- Other: 11.60%
This means 24% of leads now come directly through the chatbot. Contact form submissions dropped to just over 4 percent, which shows students are finding the right path from the start.
Higher quality leads, happier students
The marketing team notes that while the chatbot hasn’t just increased lead numbers, it has greatly improved lead quality. Many students who once filled out generic forms are now having more meaningful interactions through the chatbot, resulting in better-fit leads for the admissions team.
The drop in contact form submissions down to just 4.23% which is seen as a positive outcome, since these users are now being better served by targeted chatbot journeys instead of sending vague queries.
And usability has been a strong point too. EU Business School praises how quick and effective Serviceform has been at implementing changes, often suggesting improvements that go beyond the initial requests.
“Serviceform has given us a more dynamic and student-friendly way to engage visitors. The team has been fast, accurate, and even proactive in suggesting improvements. We’re very satisfied with the service and can recommend them to other institutions looking to improve how they communicate with potential students.”
Lead qualification for every business
Just like EU Business School, your business can also benefit from Serviceform’s conversational tools. Whether it’s simplifying the application process, automating customer communication, or boosting lead quality, our chatbots and conversion tools are designed to fit your unique needs.
Who is EU Business School?
EU Business School is an international, triple-accredited business school with campuses in Barcelona, Geneva, Montreux, and Munich, along with a strong online presence. For over 45 years, it has welcomed students from around the world to study bachelor’s, master’s, MBA, and doctoral programs in areas such as management, marketing, finance, and entrepreneurship.
Known for its diverse community and practical approach to business education, EU Business School continues to attract ambitious students who want an international learning experience in the heart of Europe.