Better clicks, bigger wins
We've been working with AI-based search tools to evaluate user behaviour and experience, helping us guide clients on what pivots their marketing needs to make.
And the data doesn't lie. We’ve seen firsthand that visitors arriving through answer engines spend significantly more time on websites compared to traditional search engine traffic.
This heightened engagement can be attributed to many factors. Users might be taking a “read-then-verify” mindset. In other words, they might not just be skimming answers but rather taking the time to verify AI-suggested results with web page content – which would make sense, considering how novel answer engines are and how (justifiably) skeptical people can be.
Answer engines don’t become thought leaders.
They create them.
On the other hand, it could be that users who click answer engine links are more invested. They've already received a comprehensive overview from the AI, so when they click through to your site, they're ready to dive deeper into specific aspects that interest them. Or, that AI helps them find higher quality answers to their queries faster, so they spend more time consuming their content than breezing through search engine results that don’t quite hit the mark.
Regardless of what’s causing the behaviour: If you can be among the answer engine’s answers, it’s a win for your organization. The longer a user is on your site, the more time they’ll be engaging with your brand. This means audiences will become more familiar with you, and you’ll get more time to inform, inspire and convert.
Remember, answer engines don’t become thought leaders, they create them.