Before I dive into updating my Conversion Rate Optimization (CRO) strategies for AI, it’s crucial to focus on the basics first. Clear messaging, robust user experience, and technical precision are still the foundation of successful CRO efforts.
Every marketer wonders how CRO and findability differ between AI systems and humans. Do different strategies cater to AI needs versus human needs, or is there common ground?
As more marketers adopt AI-powered discovery tools, understanding how CRO functions for AI agents compared with humans is crucial. Despite various considerations, the main takeaway is straightforward: effectively serving people also enhances AI findability. Though technical aspects are important, drastically different strategies for AI compared to humans aren’t necessary.
Understanding CRO Beyond the Website
When customers interact with my business directly through AI or agents, my information needs to be clear and actionable. This means having clean, well-structured data that’s easily processed by downstream systems.
With more consumers using AI assistants, it’s important that my products and services seamlessly connect. Standards like Model Context Protocol (MCP) help agents effectively engage with shared information sources.
Sometimes, humans still prefer to interact directly on a brand’s website. In these cases, my content and formatting must consistently enable users to take the actions they want, whether through paid media or organic avenues.
Dig deeper: Are we ready for the agentic web?
Optimization 1: Balancing Text Quantity
In the past, SEO strategies suggested maximizing keywords and text blocks. That’s no longer the case.
Both humans and AI favor well-structured, modular content. People find dense text blocks difficult to scan, which leads to misunderstandings. A clear layout with good spacing and a visual hierarchy helps users quickly grasp their objectives on the page.
There’s no perfect text amount for every situation. I aim to provide just enough content to clearly describe my offering, its benefits, and what makes it unique.
Visual elements, complete with effective alt text, can enhance user experience. Lead generation forms should be simple for humans to use and regularly tested to minimize spam or friction. Difficult content creates hurdles for both humans and automated systems.
Dig deeper: Lead gen PPC: How to optimize for conversions and drive results
Optimization 2: Clear Communication With Humans
The best way to communicate effectively with systems is to communicate well with people. I focus on showcasing my expertise without using excessive jargon. Descriptions should be precise, honest, and reflect the brand.
A simple test: If a 10-year-old can’t roughly understand what I offer, why it’s valuable, or how to engage, my messaging is overly complex. Even with sophisticated AI systems, clarity remains key to achieving human-focused outcomes.
If clarity is an issue, I might ask an AI assistant to critique my position statements. The goal is to simplify and clarify without adding embellishments or unfounded claims.
Visual aids like comparison tables can be useful if they genuinely clarify information. They can be detrimental if used as mere design gimmicks. Accessibility is paramount: adequate color contrast, readable fonts, and moderate font choices are necessary for everyone to access my site.
Images should be easily understood and relevant to their accompanying text, with alt text supporting users with assistive technologies and reinforcing content relations.
Optimization 3: Effective Calls to Action
People visit my site for a purpose, whether it’s shopping, requesting a quote, or contacting my team. They need to know what action to take.
When the intended action lacks clarity, it confuses both users and automated systems.
Good shopping experiences align with shopping intentions, as assistants aim to fulfill tasks they’re set to do. If checkout processes are unclear, it obstructs human businesses with me and AI might fail to understand my site’s transactional nature.
Lead generation also demands transparency. Include clickable phone numbers for calls, submit forms to lead systems, or initiate email clients. Avoid frustrating users with complex, multi-page forms.
Dig deeper: 6 SEO tests to help improve traffic, engagement, and conversions
Optimization 4: Essential Technical Fixes
Technical adjustments come last for a reason: the primary goal is to support my audience. Technical tweaks can help but aren’t game-changers on their own.
Excessive imagery, low text-to-background contrast, or unstable layouts can create usability issues.
Ensuring consistent and meaningful rendering is important for my site. Large layout shifts that occur after page load, measured as cumulative layout shift (CLS), frustrate users. Pages flooded with ads or pop-ups detract from their primary purpose, raising trust concerns.
Security is non-negotiable. Malware warnings, display issues, and incomplete page loads worry both users and automated systems.
Using tools like IndexNow helps alert search engines about content updates faster. Microsoft Clarity is free and provides insights into user site behavior, identifying friction points that might go unnoticed without it. It’s particularly handy for improving chatbot experiences.
What’s more, utilizing ad platforms and auto-generated creative tools, like Performance Max campaigns, can be enlightening. They offer glimpses into how platforms interpret my content. If the output aligns with my intentions, I’m properly serving both humans and systems. If not, it’s a sign to reevaluate clarity and user flow.
Dig deeper: CRO for PPC: Key areas to optimize beyond landing pages
What Does CRO for AI and Humans Look Like?
Whether for humans or AI, certain CRO fundamentals remain essential:
- Information must be clear and truthful.
- User tasks should be easy to complete.
- The site should refrain from manipulative or deceptive design.
- Trust should be reinforced, not undermined, by the experience.
Remember these vital CRO principles:
- Both humans and AI benefit from a clarity-first CRO approach.
- Information should be precise, grounded, and easy to follow.
- Actions need to be straightforward and easy to carry out.
- Technical choices should bolster, rather than detract from, the experience.
Focusing on these principles helps me support both human results and AI-fueled discovery.
Inspired by this post on Search Engine Land.
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