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Data shows that while Google Organic drives more traffic, ChatGPT generates significantly higher conversion rates—6.8 times higher for free trial sign-ups. This suggests that ChatGPT traffic brings higher-intent users.
Here’s how to leverage that traffic:
- Focus on quality, not just quantity. Google Organic brings in large volumes of traffic, but ChatGPT delivers more qualified leads. Shift your focus to dramatically improve conversions.
- Track ChatGPT traffic in GA4. By tracking traffic from ChatGPT (via UTM parameters), you can measure how well it converts in comparison to traditional SEO traffic. For instance, ChatGPT accounted for just 4% of traffic but 22% of conversions in the example study.
- Optimize your funnel for ChatGPT. Users arriving from ChatGPT are often pre-sold and highly qualified, reducing drop-off rates in the conversion funnel. Tailor your website’s user experience to cater to these high-intent visitors.
- Emphasize user intent. ChatGPT users typically have a clear goal when they click, resulting in a higher likelihood of completing actions like signing up for a free trial. Align your messaging with their intent.
- Monitor and adapt. Adjust your SEO and CRO strategies as ChatGPT’s role in the digital marketing ecosystem evolves.
Dig into this tactic from Alden Do Rosario.
