The Impact of Artificial Intelligence on eCommerce Search and CRO

The Impact of Artificial Intelligence on eCommerce Search and CRO

Whenever you ask Alexa a question or turn to Siri to type a text, you interact with Artificial Intelligence (AI). AI is becoming part of many people’s daily routines. It stands to reason that it is also infiltrating marketing decisions and Conversion Rate Optimization (CRO).  Artificial Intelligence and eCommerce Site search are inseparable nowadays. The influence of AI technology dramatically enhances the capability of eCommerce site search.  

In fact, 43% of marketers already have integrated some form of AI. AI spending went up by 62% in 2019, and more and more enterprises are leveraging technology.

AI will be the revolutionizing force of the industry. Some marketing strategies already incorporate advanced artificial intelligence software to drive continuous optimization. 

Experts like Convertica are still working out what this means for marketing, especially when it comes to CRO services. However, we know that CRO can benefit from the rise of AI in the marketing industry. Using it effectively will drive visitors to convert to customers and increase the revenue per visitor. 

Here are some predictions about what AI means for online CRO.

Defining AI 

The first image that comes to mind with AI is robots developing sentient thoughts and seeking world domination. We hope this is not Alexa’s ulterior motive. However, this characterization does capture the human-like intelligence that machines are increasingly exhibiting.

Artificial intelligence is a machine that can respond to stimulation from human interaction. It exhibits ‘human’ capabilities for thought, judgment, and intention.

AI currently focuses on four areas that impact our lives when we interact with them. 

  • Learning: As algorithms analyze activity and target personalized suggestions for you. Just think about your recommendations on Netflix! AI pairs you with helpful options that you’re actually in.
  • Speech Recognition: As when the voice assistant recognizes your voice, comprehends what you are saying, and responds accordingly. 
  • Planning: As the devices use data to identify habits and create adjustments based on this information. This prediction happens when your phone suggests a frequent route or a learning thermostat knows when to adjust the temperature. 
  • Problem Solving: This capacity is still evolving. Currently, cars show this development the most. It happens when Tesla predicts a crash before it happens or a car parallel parks without assistance.

AI displays humanistic qualities when reacting but on a different level. Artificial intelligence can do what humans do, but faster and without bias or emotional interference.

What Do We Think About AI? 

AI sometimes garners adverse reactions, mainly due to media sensation and fear for the future. Some blame the technology for stealing jobs. Others fear that it will develop past human control and take over the world. However, it can be a force for good—especially for businesses.

Artificial intelligence can help streamline operations and allow humans to focus on other aspects of business operations. Plus, AI can ultimately help save money, potentially billions in major industries like healthcare. When used correctly, it can even improve your Search Engine Optimization.

Often people criticize AI because of a lack of understanding. If you take the time to learn the truth behind the tech, you will see how it helps in this digital world.

What About AI and CRO? 

Ultimately, AI will be an invaluable marketing tool, especially for CRO. It will help with personalization, real-time changes, and efficient decision making. 


Through the tools of learning and planning, AI will increase and improve personalization and accuracy in CRO. One day, AI and CRO can combine to change your site to adapt to the visitor. It will tailor what the visitor sees based on their search history, journey into the site, and various other factors. 

Currently, online visitors express frustration when web content does not align with their interests or needs. If the site can adapt to the visitor, there will be less frustration and better customer experience. This adaptability will ultimately help the conversion rate to optimize revenue per visitor.

Real-Time Flexibility and Data Adjustment

AI is quick to adapt and can make real-time adjustments. Instead of diving into months of data and taking action based on that, AI can make automatic changes.

This data adjustment will allow your site to respond to seasonal buying patterns and improve the customer experience. Best of all, it can do this all without months spent manually tracking and predicting customer behavior.

With an improved experience, you will see a CRO-focused improvement as the artificial intelligence optimizes conversions for you.

Efficient Decisions 

AI can make decisions faster than humans—which can be a good or bad thing. It is growing and evolving continuously, so you cannot rely on it to be correct all the time. If the AI system does not have all the information or the query is incorrect, it can make mistakes. 

The margin of error means that human and machine marketers will need to collaborate. For CRO purposes, this means you cannot relax and assume AI has it covered. Instead, you will still need to test data, double-check for adjustments, and ensure effective operations. You can run tests to ensure the data you are inputting – like the emails of customers – are valid. 

Once the system runs smoothly and has the correct information, you will see a change in efficiency as it takes over. Make sure you understand your AI system, and you are aware of the limitations.

How Do AI and eCommerce Search Interact? 

Another aspect of the customer experience on your site is the eCommerce search, or site-search function. Once a user finds your site, they want to easily navigate to the specific piece of information they are seeking. 

AI is a valuable tool in the site search feature, as it uses a variety of algorithms to determine outcomes and give the user the most relevant results

AI is the underlying power behind site-search, ultimately creating an individualized user experience that translates to CRO and an increased customer value. 

Natural Language Processing (NLP) is a facet of AI that enables the site search to understand human language and determine what we are looking for. When AI combines with site-search, users are given the most relevant products without any hassle and can focus on the important task – buying something.

Algorithms in this function also help to adapt the ranking of results based on real-time data. For example, a product that usually appears first experiences a spike in popularity. Now, an AI-backed search feature can rank that product higher, making it the first result and helping to further sales of that product. 

AI also uses clickstream data and shopper profiles to give increased personalization. Again, this helps to put relevant items based not only on search queries but also based on the available user data. An efficient search powered by AI will help take shoppers to buyers. 

Combining AI, site-search, and CRO creates a valuable set of tools for any eCommerce site.

Where Can I Learn More? 

Exploring the relationship between AI, site-search, and CRO is a growing area for marketers. But if you tailor your CRO, search features, and artificial intelligence relationship to your business and audience, there is a lot of potential for growth.

AI will continue to grow, and this will affect CRO for your business. Test and monitor the options so you can be successful and ahead of the game. 

Kurt Philip is the founder and CEO of Convertica, a done-for-you conversion rate optimization agency. You can get the Convertica team to audit your site for FREE. Visit for details.  

In case you are looking forward to enable an AI-powred Site Search solution for your eCommerce store, please drop a mail to for more details.

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