How we're harnessing AI in Conversion Rate Optimisation

The way we work with CRO is constantly transforming.

Conversion Rate Optimisation (CRO) is evolving rapidly, and AI is becoming a game-changer in how we enhance digital experiences for our clients. With AI-powered tools, we can analyse user behaviour more efficiently, run smarter experiments, and make data-driven decisions faster. Here’s how we’re leveraging AI in CRO to drive better results.

AI-driven research and analysis

The first step in CRO is research—understanding how users interact with a website. Getting this right means we can prioritise the most impactful changes to boost conversions. We use a range of tools, including Mouseflow for user behaviour, GA4 for quantitative insights, Zuko for form analysis, and Userbrain for usability testing. We’ve also been experimenting with Attention Insights and Wevo Pulse to speed up AI-driven analysis.

Mouseflow

Mouseflow uses AI-driven machine learning to identify patterns in user behaviour. Its friction score automatically detects high-friction sessions, pinpointing where users struggle most. The Friction Insights dashboard further analyses and summarises behavioural pain points, helping us spot trends faster and optimise websites more effectively.

Userbrain

Userbrain’s AI Insights feature streamlines usability testing by automatically identifying key moments in user test transcripts. Instead of manually sifting through hours of feedback, AI tags major takeaways like usability issues and key observations (#usability_issue, #key_takeaway), significantly speeding up the analysis process.

Attention Insights

When we need heatmap data before a site has enough real user behaviour to analyse, Attention Insights steps in. Using AI-generated predictive heatmaps, it shows us where users are likely to focus, allowing us to refine designs early and reduce the need for extensive A/B testing.

AI for hypothesis generation & ideation

AI is also revolutionising how we generate and test hypotheses. Instead of relying solely on manual brainstorming, we use AI-powered tools like Easy Peasy AI’s Hypothesis Maker.

How It Works:

• Input Your Research Topic: Enter the subject or focus area (e.g., "Will changing the headline from a question to a statement increase homepage click-through rates?")

• Enable Advanced AI (Optional): Use GPT-4-powered AI for even more refined hypotheses.

• Generate Hypotheses: AI produces multiple, clear, and testable hypotheses.

• Review & Refine: Select and fine-tune the most relevant hypothesis.

By integrating AI into this phase, we can test smarter and optimise faster while still applying human expertise to refine and execute the best ideas.

Smarter A/B testing and personalisation with AI

Once we’ve completed research and hypothesis generation, the next step is validation—whether through changes, A/B tests, or further research. AI is making A/B testing more efficient by optimising traffic allocation, predicting winning variations faster, and dynamically personalising content based on user behaviour.

Unbounce’s Smart Traffic takes traditional A/B testing to the next level. Instead of splitting traffic 50/50 and waiting for statistical significance, Smart Traffic analyses visitor data (e.g., device, location, browsing behaviour) and automatically directs each user to the variant they’re most likely to convert on. It starts optimising after just 50 visits and continuously learns over time, boosting conversions by an average of 30% without manual intervention.

Personalisation is a game-changer in digital experiences. Dynamic Yield uses AI to customise content, offers, and messaging in real-time, tailoring experiences based on user intent and past behaviour. By serving users content that actually matters to them, engagement and conversions see a significant lift.

The future of AI in CRO

AI’s role in CRO is only just beginning. Over the next 3–5 years, we expect it to evolve from an efficiency tool into more of a strategic tool that reshapes our approach to optimisation.

Here’s where we see things going:

• Personalised journeys: AI will potentially be able to generate and adapt entire user journeys in real-time based on individual user behaviour, context, and preferences, not just personalised headlines or CTAs, but full layouts, page structures, and content blocks.
• Predictive UX design: Using historical data and behavioural insights, AI will help us design experiences that anticipate user needs before they even express them, suggesting product features, next steps, or support before a drop-off occurs.
• Autonomous AB testing: In the near future, AI could not only propose and prioritise tests but also execute, monitor, and iterate on them in real time, removing much of the manual CRO cycle entirely.

We’re also actively exploring new possibilities, including:

• Predictive analytics to proactively optimise user journeys
• AI-driven chatbots to boost engagement and conversions
• NLP-powered customer support & site search for enhanced user experience
• AI for prioritising A/B tests, identifying high-impact experiments
• AI for test analysis, processing experiment results in real time to accelerate decision-making and iteration

Our take on all of this?

While AI offers a lot of opportunity and promise, we believe it should enhance, not replace the CRO process. There’s a growing temptation in the industry to use AI as a shortcut, throwing a tool at a problem instead of doing the hard work of strategy, empathy, and thinking from a human perspective. 

Ultimately, the best CRO outcomes will still come from the combination of AI’s speed and scalability with human intuition, creativity, and judgment. AI isn’t replacing CRO, it’s enhancing it. It allows us to move faster, make smarter decisions, and ultimately drive better results for our clients.