Artificial intelligence continues to change the way businesses operate — with some coming out on top and others falling behind. You can stay ahead of the AI wave by using it to optimize different parts of your business, such as conversion rates.
On the Marketing Against the Grain podcast, hosts Kipp Bodnar (CMO, HubSpot) and Kieran Flanagan (CMO, Zapier) talked about three AI-driven experiments businesses can try to boost their conversion rates. To get the full rundown on how your business can leverage AI, listen to the episode on the HubSpot Podcast Network.
1. Creating distinct and effective ads
Optimizing paid ads is usually a manual, laborious process. You change the copy or image, see how it affects performance, and repeat.
The Hustle newsletter decided to use generative AI to speed up the process. The team used Midjourney, a generative-image AI tool, to create visuals aligned with their copy. It took less time and money, and helped the ads stand out from the crowd.
The result? A 300% reduction in cost to acquire subscribers — meaning these AI-created ads worked three times better than their predecessors.
The Hustle’s experiment demonstrates the small ways your business can leverage AI to reduce work time, save on design expenses, and create effective and compelling graphics.
2. Writing personalized offers
AI can also automate the process of creating written content, such as offers. At Zapier, for example, Flanagan’s team used OpenAI to build an AI bot that creates personalized guides for their clients.
First, customers provide information about themselves and their business to Zapier. The AI bot uses this data to create a customized guide — a freebie for the customer. Then, Zapier asks the customer for feedback and sends it to the AI bot — which processes the information to improve future guides.
Flanagan’s success here shows how businesses can rely on AI bots to perform automated tasks. Zapier saves significantly on content creation while sending customers highly personalized and useful guides.
3. Optimizing customer experiences
Many businesses perform mystery-shopper experiments to evaluate the quality of their onboarding. The experiment involves taking on the role of a user and going through different steps in their purchase journey, from reading content to signing up to making a purchase.
An AI bot can take on the role of a customer instead of an actual person. You can train the bot to be a customer with certain characteristics. Then, you can assign a specific end goal for that bot.
As an example goal, you could get the bot to sign up for a newsletter. They can then receive it, read it, and provide feedback to you based on their assigned buyer persona. They can explain what felt valuable to them, what fell short, and what you can do to improve the customer experience.
Though creating an AI bot takes time, it can help your business continuously and aid in improving your current customer experience.
To learn more about these experiments, listen to the full episode on the HubSpot Podcast Network.
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