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How can you use AI to increase conversion rates?

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Conversion rates are crucial for any search engine marketing (SEM) campaign, as they measure how effectively you can turn your visitors into customers. But how can you optimize your conversion rates without spending too much time and money on trial and error? The answer is artificial intelligence (AI).

AI is the use of computer systems to perform tasks that normally require human intelligence, such as learning, reasoning, and decision making. AI can help you increase your conversion rates in several ways, such as:

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Thiago D. Garcia, MBA, CMX

Commerce Engineer, Digital Strategy & Innovation Executive

1 Personalize your landing pages

AI can analyze your visitors' behavior, preferences, and demographics, and use this data to create personalized landing pages that match their needs and interests. For example, AI can show different headlines, images, copy, and offers based on the visitor's location, device, referral source, or previous actions. This can increase your relevance, trust, and engagement, and ultimately your conversions.

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Thiago D. Garcia, MBA, CMX

Commerce Engineer, Digital Strategy & Innovation Executive
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Choosing a digital commerce architecture that allows you to test and learn, composing the user experience and relevant scenarios is paramount in today's age of AI.

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Adarsh Shankar

Turning data into stories, ideas into action, and coffee into results
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Example: Suppose you're running a campaign for a new type of sports shoe. AI can help create different versions of your landing page for different visitors. If someone has previously looked at running shoes on your site, the AI can show them a landing page highlighting running shoes. But if another visitor frequently checks out hiking boots, they'll see a page focused on hiking footwear instead. This personalized approach makes visitors feel understood and increases the likelihood they'll find something they want to buy.

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Barb D.

Healthcare Customer Analytics Executive | Vice President, Voice of Customer
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Personalization is the next frontier in healthcare. Members are looking for services that are tailored to their specific needs, delivering what they want, when they want it and how they want it. This approach puts the customer's needs first, which is always the finest pathway to ROI.

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2 Automate your bidding strategies

AI can also help you optimize your bidding strategies for your SEM campaigns, by using algorithms that can adjust your bids in real time based on various factors, such as keywords, competition, seasonality, and conversions. AI can also predict the best time, place, and device to show your ads, and the optimal budget allocation for your campaigns. This can help you maximize your return on ad spend (ROAS) and your conversion rates.

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Adarsh Shankar

Turning data into stories, ideas into action, and coffee into results
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Example: In SEM, you bid for ad placements in search engine results. AI can automate this by adjusting your bid amounts in real-time based on how likely it is that a click will lead to a sale. For instance, if AI predicts that searches for “waterproof sports shoes” at 8 PM are more likely to lead to purchases, it will automatically bid higher for these terms at this time. This ensures you're spending your ad budget more effectively, targeting users more likely to convert.

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3 Test and optimize your creatives

AI can also help you test and optimize your creatives, such as your ad copy, images, videos, and call to action (CTA) buttons. AI can run multivariate tests that can compare different combinations of creatives and measure their performance. AI can also generate new creatives based on the best performing ones, and use natural language processing (NLP) and computer vision to create appealing and persuasive content. This can help you improve your click-through rates (CTR) and your conversion rates.

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Rafa? Pietraszek

Pomagam pobi? rekord sprzeda?y. Turbodo?adowany marketing. Wi?cej ni? SEO. Zyskaj nowych klientów i konwertuj?cy ruch za spraw? wysokich pozycji w Google. Zbuduj ze mn? siln? mark? ?? Konsultant SEO ???? Ekspert SEO
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The greatest advantage of AI is the fact that it does not get tired - while a human can come up with a few or a dozen titles, descriptions, ad variants (I mean short slogans), AI can create them endlessly. Then, when humans are exhausted from inventing new things, AI can propose new ideas that may contain digital gold. It is easier to choose a good slogan when we have many concepts, many proposals, many variants, than if there are few of them. Sites with high traffic can also use these suggestions to conduct AB tests and choose variants that work best for conversions.

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Adarsh Shankar

Turning data into stories, ideas into action, and coffee into results
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Example: Creatives include the images and text used in your ads. AI can help test different versions of these to see which ones perform best. Say you have two versions of an ad for sports shoes – one highlighting their durability and another focusing on their comfort. AI can run both ads simultaneously to different segments of your audience and analyze which one gets more clicks and conversions. Then, it can use the winning ad more, ensuring your campaign resonates better with potential customers.

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4 Segment and target your audience

AI can also help you segment and target your audience more effectively, by using machine learning (ML) and data mining to identify patterns and trends in your visitors' behavior, interests, and needs. AI can then create segments based on these attributes, and assign them scores based on their likelihood to convert. AI can also use these segments to create personalized messages and offers that can appeal to each segment. This can help you increase your conversion rates by delivering the right message to the right person at the right time.

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5 Enhance your customer experience

AI can also help you enhance your customer experience, by using chatbots, voice assistants, and other tools that can interact with your visitors in a natural and human-like way. AI can answer questions, provide information, offer recommendations, and guide your visitors through the conversion funnel. AI can also use sentiment analysis and emotion detection to understand your visitors' feelings and emotions, and adjust the tone and content of the communication accordingly. This can help you increase your conversion rates by building rapport, trust, and loyalty with your visitors.

AI is a powerful tool that can help you increase your conversion rates in various ways. By using AI, you can personalize your landing pages, automate your bidding strategies, test and optimize your creatives, segment and target your audience, and enhance your customer experience. AI can help you save time, money, and resources, and improve your SEM performance and results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Thiago D. Garcia, MBA, CMX

Commerce Engineer, Digital Strategy & Innovation Executive
(已编辑)
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Another great use case for generative AI is composition of product details content, whether it is producing enticing product content, optimizing for different themes, or generating product placement photography. Gen AI, coupled with machine learning for A/B testing and personalization, can all contribute to reducing friction and improving conversions.

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How can you use AI to increase conversion rates?

1

2

3

4

5

6

1 Personalize your landing pages

2 Automate your bidding strategies

3 Test and optimize your creatives

4 Segment and target your audience

5 Enhance your customer experience

6 Here’s what else to consider

Search Engine Marketing (SEM)

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How can you use AI to increase conversion rates?

1

2

3

4

5

6

1 Personalize your landing pages

2 Automate your bidding strategies

3 Test and optimize your creatives

4 Segment and target your audience

5 Enhance your customer experience

6 Here’s what else to consider

Search Engine Marketing (SEM)

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