28 Apr 2020
The impact of Artificial Intelligence on ecommerce search and CRO
Kurt Philip
Kurt Philip
Content Writer

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.

43% of marketers already have integrated some form of AI. Moreover, 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 regarding CRO services. However, we know that CROs 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 CROs.

Defining AI

The first image that comes to mind with AI is robots developing conscious thoughts and seeking world domination. Of course, we hope this is not Alexa’s ulterior motive. However, this characterization captures the human-like intelligence that machines increasingly exhibit.

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 impacting our lives when interacting 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: The devices use data to identify habits and adjust 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 due to media sensation and fear for the future. Some blame technology for stealing jobs. Others fear 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 streamline operations and allow humans to focus on other business operations. Plus, AI can 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. However, 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 CROs. It will help with personalization, real-time changes, and efficient decision-making.


Through learning and planning tools, 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 to the site, and other factors.

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 a better customer experience. This adaptability will 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. So 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 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 good or bad. However, 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 must collaborate. For CRO purposes, 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. In addition, 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 that you are aware of its 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 users find your site, they want to quickly navigate to the specific information they seek.

AI is a valuable tool in the site search feature, using various 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 increases 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 the 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 on search queries and the available user data. An efficient search powered by AI will help take shoppers to buyers.

Combining AI, site search, and CRO create 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 growth potential.

AI will continue to grow, affecting CRO for your business. Test and monitor the options to be successful and ahead of the game. Book a demo with Unbxd to explore the power of site search and product discovery!