🎉 Conversion Party #49: AI isn’t good at CRO, except...

Welcome to Conversion Party. This week, we’ve got…

• CRO Deep Dive: AI isn’t good at CRO, except…

• heatmap update: Welcome Marko + Carina!

• Goings on: Not nothin’

• CRO Hack: Shipping package synonyms

Enjoy ⬇️ 

CRO DEEP DIVE
AI isn’t good at CRO, except…

We use chatGPT and Claude every day. For content creation. For ideation. For writing grocery lists organized by location of items in the store to ensure an optimized shopping experience.

But for CRO? Nah.

When it comes to UX audits, it’s a known fact that robots are suss AF:

Baymard says GPT-4 driven UX audits show an 80% error rate and a 14-26% discoverability rate. Does this mean generative AI is entirely useless when it comes to CRO?

Well, if we’re talkin’

• UX feedback

• JS error identification

• Editing code

• Page creation

Kinda, yeah.

And don’t even get me started on copywriting. It doesn’t matter how baller your prompt engineering is; if you take the final product from a GPT and slap it on your site, a) your prospects will notice and b) you won’t make money.

And since we like money, here’s one way you should be incorporating AI into your CRO workflow: Review analysis.

Here’s how.

#1. Export your reviews as a PDF

You need to feed the machine something, so this is the logical starting place. Why a PDF? Because it’s the preferred file flavor of robots the world over.

#2: Upload with a prompt asking what you want to know about customers

Could you roll with something simple like “I attached some reviews, summarize them pretty please.”

But why stop there?

I recommend a prompt to the effect of…

Notice that the key here isn’t to ask for content. It’s to request deep insights.

#3: Talk to your customers. Literally, ask anything.

Take a look at at the results and prepare to have your mind blown. In this particular example, the brand who’s reviews we analyzed was 100% focused on younger audiences and cognitive engagement.

But in analyzing the reviews with chatGPT, it was clear that they should also be focusing their copywriting (from website to ad creative) on:

• Multi-generational fun

• Easy to learn, challenging to master

• High replay value

They’d likely never have come across these killer creative angles without AI analysis.

#4. Ask negative things too!

By having AI analyze negative reviews, you can uncover pernicious business problems.

Stuff like product quality and packaging issues can be shared with your manufacturer or 3PL. Are these CRO insights? No. Can they help you make more money? Hell yeah.

***

In closing, by leveraging AI to analyze your reviews, you can “talk directly” to your customers.

This will help you improve your:

• Website: Extract the exact language customers use to describe your products' benefits and pain points, then mirror this authentic voice throughout your site copy. This helps new visitors instantly connect with your brand since you're speaking their language rather than using corporate jargon.

• Ad Creative: Pull compelling phrases and specific benefits directly from positive reviews to create ads that resonate more deeply with potential customers. When prospects see their own thoughts and concerns reflected in your ads, they're more likely to click and convert.

• Email: Mine reviews for actual customer success stories and common purchase hesitations, using these to craft more persuasive subject lines and email content. This authentic approach typically drives higher open and conversion rates than generic promotional messaging.

• Customer Service: Analyze patterns in customer feedback to proactively address common issues before they arise and create more helpful self-service support content. This reduces support tickets while improving customer satisfaction.

• Product Development: Use review analysis to identify your customers' most-requested features and unmet needs, then prioritize your product roadmap accordingly. This ensures your product evolution is driven by actual customer demand rather than internal assumptions.

What are you waiting for, eh?

HEATMAP UPDATE
Meet Marko + Carina!

Our team’s growing! Meet Marko, our new (and only) AE, and Carina, our Head of Partner Marketing:

Tech or agency partner interested in working together? You should hit Carina up. Wanna learn more about heatmap? Marko’s your man.

I asked them both to ingratiate themselves with our growing audience (nearly 18k subs, baby!).

Here’s what I got:

Person A

• “My favorite show is The Sopranos.”

• “I once ate 4lb of chicken wings in one sitting.”

• “I’m a proud member of Bills mafia™️ .”

Person B

• “I own a restaurant + cocktail bar called Otto's High Dive.”

• “I’m a nationally qualified bodybuilder.”

• “I learned English in three months.”

(you’ll never guess who’s who)

GOINGS ON
Not nothin’…

Interested in collaborating? Hit me: allen at heatmap dot com

The Ultimate Performance Marketing Guide

We’ve teamed up with The Starters to create the BEST performance marketing guide in ecom.

40+ pages packed with everything e-comm brands need to know to run a high-performing marketing engine. We interviewed ecommerce channel experts who have used these strategies to grow brands like Caraway, Chamberlain Coffee, and HelloFresh.

The best part? It’s completely FREE.

Grab the guide at the link below:

New Year Strategy Guide for Health & Wellness Brands

Our friends at adQuadrant just dropped a new guide to help health + wellness brands turn resolutions into revenue.

With contributions from Klaviyo, ShipBob, Recharge, Opensend, Nostra AI, REVIEWS.io, and Triple Whale, the New Year Strategy Guide for Health & Wellness Brands is a must-read.

In it you'll learn how to...

🏃‍♂️ Pump up your paid search and social media campaigns
🤸‍♀️ Flex your skills to identify and engage your target audience
🏋️‍♂️ Strengthen your customer journeys to improve retention
🏊‍♂️ Swim through peak traffic with optimized fulfillment and website performance
🚴‍♀️ Keep your recurring revenue spinning with subscription models
🤼 Pin down customer trust and conversions with stellar reviews

If those corny fitness puns didn't incite a smile and a download, I hope the vengeance you seek against whatever hurt you is both swift and satisfying.

CRO HACK: BFCM
Shipping package synonyms