[STUDY] How Does ChatGPT & LLM Traffic Convert?

SMK reports on the study by Maximilian Kaiser and Christian Schulze examining conversion patterns from ChatGPT and large language model (LLM) platforms. The article highlights the research analyzing 12 months of first-party data from 973 e-commerce websites with $20 billion in combined revenue, including over 50,000 ChatGPT-referred transactions. The piece explores how organic LLM traffic currently underperforms traditional digital channels across key financial metrics like conversion rates and revenue per session, despite showing favorable engagement signals. The article discusses the study’s findings that oLLM traffic lags behind Google’s paid and organic search channels, while also noting positive trajectories suggesting potential for gradual improvement and long-term channel evolution in e-commerce performance.