ChatGPT Referrals to E-Commerce Websites: Do LLMs Outperform Traditional Channels?
📊 Analyzing data from 973 websites with $20 billion revenue, researchers reviewed 50,000 ChatGPT referrals and 164 million traditional transactions over 12 months. Organic LLM traffic underperforms traditional channels, except paid social media, across financial metrics. Despite favorable bounce rates, conversion rates and revenue per session are lower than Google's search channels. While conversion rates improved, average order values declined. Projections suggest no parity with organic search within a year, questioning LLMs as immediate "Google killers," but hinting at long-term potential.
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