The future of conversion rate optimization is here - and it's being driven by AI. From personalized video to scalable email outreach, learn how to maximize conversions with AI CRO.
If Kieran and I were to invest our marketing budgets over the next 6-12 months, we would choose to AI Conversion Rate Optimization (AI CRO)The
In fact, our confidence in AI CRO is so high that we've prioritized it over other marketing growth strategies such as natural search, paid promotion, brand marketing, and even product marketing. The potential rewards are unrivaled, with some experiments showing 50-100% conversion rate increases.
I know what you're probably thinking: [CRO] is a marketing foundation that's been around for years.
That's right. But AI completely disrupts the process, providing an unprecedented level of personalization, scalability, and automation. The result? It's a faster, smarter way to turn interested visitors into loyal customers.
In a recent issue of Marketing Against the Grain [On the show], Kieran and I break down what AI CRO means, its key areas of change in marketing, and recommendations for integrating it into your marketing strategy.
What is AI Conversion Rate Optimization and why is it important?
AI-driven conversion rate optimization (AI CRO) uses artificial intelligence to optimize conversion rates through the Analyze massive amounts of data and identify key customer patterns(e.g., repeated behaviors or associations between different touchpoints) to boost conversions.
Based on these insights, AI identifies conversion opportunities - such as adjusting login page content, email messages, or campaign interaction sequences to better match user behavior and preferences.
In our view, the power of AI CRO lies in the scale of its impact. For example, at HubSpot, our AI-generated email campaigns converted at a higher rate than a non-AI test control group 94%. That's exactly what we're talking about. game changerThe
3 Key Areas Where AI is Transforming CRO + Tool Recommendations
You're probably already using generative AI for marketing to some extent - but we're here to tell you that you should be doing it to more. Here are some ways to do it.
Chatbots and the User Journey
in providing personalized support in real time.AI chatbots are one of the most powerful tools in AI-driven CROs. These bots mimic human interaction, provide 24/7 support, and deliver the exact information users need when they need it in a personalized and efficient manner.
For example, features like [HubSpot's AI chatbot] can handle everything from answering customer questions to making personalized content recommendations in real time, ultimately improving the overall [user experience].
While some companies worry that chatbots may appear impersonal, our [HubSpot AI Chat Experiment] experiment showed the opposite result, with chats increasing in value by more than 501 TP3T, Customer Satisfaction Scores (CSAT) comparable to human interactions, and chat conversions increasing by 431 TP3T.
Mass Personalized Email
"Personalization of messages - and at scale - is an important application of AI for CROs," Kieran said. " He explains how AI can help marketers write and customize marketing and sales messages for different audiences. "It always works well when you can reach customers in a personalized way."
[generative AI tools] such as GPT-4 and Claude AI, which makes personalized email campaigns easily scalable and virtually manual, ensures that every message is relevant and timely for the recipient.
Video Content Generation
We talk a lot about [how AI video is disrupting the marketing industry], and as a result, creating and customizing video content with [AI video marketing tool] has become a leading strategy among AI-driven CROs.
For example, tools like [HeyGen] and [Infinity AI] can help marketers quickly create videos for campaign or product pages that are missing videos, or personalize existing videos for different customer segments.Video content keeps visitors on the page longerwhich leads to higher user engagement and conversion rates.
Recommendation for AI CRO
AI CRO has great potential, but without the right approach, it may not deliver the desired results. Here's what Kieran and I have learned about using AI to drive real conversion results.
1. Moving ahead to take advantage of opportunities
Incorporate AI into your CRO strategy now, not tomorrow or next week - this will give you valuable time to experiment, iterate and optimize your approach while others are still playing catch-up.
"If you look at the companies that are really early adopters of AI and integrating it into their external lead generation systems ...... their growth has been remarkable," says Kieran. "But as AI goes mainstream, the market will become saturated and companies will reach similar levels."
If you get involved early, you're not only learning, you're defining how AI-driven CROs are shaping the industry landscape.
2. Be like Spielberg: be a creative problem solver
In an AI CRO strategy, especially in the early pilot phase, things don't always go according to plan, and therefore The ability to shift flexibly and solve problems creatively is criticalThe
Kieran shares the story of Steven Spielberg's mechanical shark malfunction during the filming of Jaws. Not letting the problem get in the way of filming, Spielberg worked through the night to revise the script, using a yellow bucket to symbolize the shark's presence - which not only solved the problem, but also created an iconic plot point in film history.
"So are you a problem solver?" Kieran asked, "Or do you let problems stop you from accomplishing what you really want to do?"
By staying flexible, testing different strategies and moving forward, you'll find new and sometimes better solutions.
