Digital optimisation in the age of AI has become quite an adventure. We have more tools, more options and, above all, higher expectations than ever before. If AI has presented an opportunity, it has also brought a real challenge: making the CRO-AI combination actually work.
The potential of AI is real, but turning theory into practice isn't always easy. The advantages seem numerous and everyone appears convinced. But how many can genuinely claim that AI has improved their CRO results?
In this article we explain the real reach of AI when it comes to optimising your conversion rate and what uses (real and proven ones) it has in your day-to-day operations. Here you'll find a brief guide to start implementing artificial intelligence effectively in your digital business.
The first and most important step to implementing AI effectively in your CRO is having a clear idea of what CRO is and what it isn't. That means knowing precisely what optimising your conversion rate involves so you can clearly define your expectations and the scope of this new technology.
CRO is the sum of several processes aimed at improving a website, app or digital product to increase the number of users who take a desired action. Usually that action involves buying, subscribing or even filling in a form. It all depends on your business.
More than a process in itself, CRO is a way of approaching the growth of your digital business. It's a data-driven approach that, after proper analysis and with a clear strategy, seeks to make decisions with real impact on your business.
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Since artificial intelligence in digital marketing became commonplace, the way we approach CRO decisions has changed completely. Combining CRO, AI and other tools has utterly transformed the digital landscape.
AI has two characteristics that make it especially useful for CRO. The first is its data processing capacity. It's no longer necessary to invest hours upon hours of work to identify insights or opportunities — AI handles the heavy lifting so you can focus on thinking up solutions.
Beyond its great capacity for processing data, AI also has significant potential for interpreting it and drawing conclusions that might go unnoticed by the human eye. Combining variables, identifying behavioural changes, analysing from a different perspective… AI can also help you make a different kind of decisions.
The potential of the CRO-AI combination is constantly evolving. More tools, more alternatives and more algorithms are emerging all the time that let you enhance your optimisation by leveraging this new technology. Here are the most important ones (so far):
Nothing beats knowing your customers better in order to make decisions that truly generate results and improve your conversion. And nothing beats AI for dissecting your audiences more thoroughly and dividing your users according to new criteria.
Expectations, needs, behaviours, changes… Thanks to advanced segmentation in marketing you'll be able to design digital experiences tailored to each of them and fire up your conversion through dynamic personalisation.
Another great advantage of doing CRO with AI is the possibility of predicting changes in user behaviour or the competitive landscape and making decisions in line with those opportunities. This is known as behavioural insight extraction.
Artificial intelligence can obtain insights or draw conclusions about the behaviour of your users (or changes in it) simply by analysing data or paying attention to other information sources such as heatmaps.
Anyone who works in CRO knows everything that goes into a simple A/B test. Hours of analysis and competitor benchmarking, generating hypotheses, designing alternatives, setting up the test in the right environment… A whole process that takes many hours.
Thanks to AI and tools like Keak, everything is now much easier. Its powerful A/B test generation engine can analyse your website, your competitors' sites and your users' behaviour to propose sensible A/B tests in a matter of minutes.
Talking about CRO is, in many cases, talking about user experience. Users are increasingly demanding and it's expected that your website or digital product is highly optimised to avoid any friction in their interaction.
AI is a great ally for facilitating that experience or being available to find solutions on the spot. Conversational models are increasingly important for acting as a shortcut for your users and helping them reach conversion.
For many people, this idea of "CRO AI" and improving their website's conversion is too abstract. And that's understandable. The big challenge with artificial intelligence is knowing how to apply it effectively and turning it into a growth engine rather than something merely cosmetic.
Below we detail some real scenarios in which AI can act as an important lever for improving the conversion of your website. Concrete and demonstrable examples.
One of the sectors that invests the most in CRO is e-commerce. All those businesses where conversion is the number one objective and where a single change can generate great results (or many problems).
AI plays an active role in these digital businesses. Especially among those customers who are already part of the company's database and are potential repeat buyers. To retain them, artificial intelligence is key.
Thanks to its ability to process, cross-reference and interpret data, AI lets you create completely personalised recommendations for each customer. Based on their profile, changes in their behaviour, or even external factors that affect purchasing.
Digital services are an increasingly consumed product. We all have hundreds of subscriptions that make our lives easier but which can sometimes be hard to get started with. And that's why we end up abandoning them.
That's where good onboarding comes in. A launch process that facilitates understanding of the service and effectively guides the user towards real conversion (payment or subscription). Thanks to AI, that process can be much more effective.
Not all users follow the same processes or look for the same things. AI can identify behavioural patterns and propose specific routes and processes for each user profile, modifying messages and flows according to their behaviour.
The retail sector is also one of those that benefits most from the CRO-AI combination. In fact, its heavy dependence on customer behaviour means that a single change to its website can completely affect its results.
Consumers' high sensitivity to a product's price means decisions on this front are very delicate. Often those changes don't respond to reliable data or the customer's real preferences. But AI can solve this.
By combining information about previous purchases, other consumers' movements and data about your business, artificial intelligence can propose changes to your products' prices and adapt them to each customer. Always based on data.
The "CRO AI" approach has great potential for any digital business. The advantages are clear in the day-to-day of many sectors, and it allows for much more agile decisions — and above all, decisions based 100% on data rather than intuition.
But there are risks with automating all CRO and marketing decisions. The human factor plays a critical role in the process and there must always be human oversight of AI to guarantee its rigour and the ethics of those decisions.
Artificial intelligence is a constantly evolving technology that, as we all know, has certain limitations. Clear biases, legal grey areas, unreliable interpretations… A model like this requires time and clear oversight at all times.
It's important to understand that AI makes decisions based on the data you provide it with. If your digital analytics are not of quality, the technology will be guided by incorrect or inaccurate information, resulting in vague and inefficient CRO.
Additionally, AI also raises some ethical and legal questions and concerns. The boundaries around how far certain information can be used are constantly being debated, and it's important to respect current regulations and client expectations. Great care is needed.
Making the leap to CRO AI is not as complex as it might seem. The key is having clear priorities for your business and knowing how to identify the areas where artificial intelligence can really make a difference.
Identify the weaknesses in your current CRO process — The most important thing is understanding where the potential lies for your business. Maybe it's unclear digital analytics, lack of data visibility or insufficient resources to run A/B tests. You need to know your business.
Define what you want to get from AI and how you'll measure it — Once you're clear on what you need to focus on, it's important to define what you're trying to achieve. AI does many things but can't do them all at once. Settle on one benefit: more clarity, more speed, more tests per month…
Find a tool that adapts to you — Don't try to adapt your business to a particular tool. The great advantage of AI is that it's adaptable. If you can't find an ideal model for you, why not build your own? Depending on the resources you have available, it may well be worth it.
Always monitor AI activity through recurring audits — Avoid complacency. Even if the initial results are good and everything seems to be running, you should always check that this integration is maintained over time and continues to add value to your digital business.
Depending on your business priorities and the stage of digital optimisation where you want to integrate CRO AI, you'll find different alternatives to help you get the most out of it.
Digital Analytics — Contentsquare — To design effective digital experiences, you need clear insights from your digital business. Tools like Contentsquare help you better interpret your data and, if you have questions, consult them directly with AI.
Digital Experience — Synthetic Users — Imagine having profiles of all your customer types quickly and effectively to validate your hypotheses or explore their motivations and needs. Thanks to "synthetic users" you can create AI profiles that adapt to different scenarios and help you optimise your digital experience.
A/B Testing — Keak — The potential of tools like Keak lies in their great ability to process your data, find benchmarks and propose and coordinate A/B tests quickly and efficiently. That way you just need to choose which one to focus on and analyse the results.
Combining AI with your CRO is no longer an option — it's a necessity for any digital business that wants to get the most out of its web optimisation. Artificial intelligence is here to stay, and above all, to help you make better business decisions.
The challenge lies in implementing it correctly. What can I achieve? Which tool should I trust? If you still have these questions and would like to make sure you choose the right option and integrate it effectively, reach out. We'll carry out a free initial audit to help you know where to invest your efforts.
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