{"id":188645,"date":"2025-06-16T10:36:38","date_gmt":"2025-06-16T15:36:38","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=188645"},"modified":"2025-06-16T17:28:55","modified_gmt":"2025-06-16T22:28:55","slug":"ai-search-traffic-conversions-ahrefs","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ai-search-traffic-conversions-ahrefs\/","title":{"rendered":"Does AI Search Traffic Convert Better Than Traditional Search? For Ahrefs, Yes: 0.5% of Visitors Drove 12.1% of Signups"},"content":{"rendered":"\n<div class=\"intro-txt\">Search engines keep telling us traffic from AI search is better quality, but is it? At least for Ahrefs, this channel has the highest Conversion \/ Visit ratio. AI search visitors convert at a 23x higher rate than traditional organic search visitors for Ahrefs.<\/div>\n\n\n\n<p>The terminology in this industry is evolving. I\u2019m defining AI search as search that happens in AI assistants like ChatGPT, Copilot, Gemini, etc.<\/p>\n\n\n\n<p>While we\u2019re working on a larger study across many websites, I wanted to share more data on how AI search visitors measure up against search visitors for Ahrefs.<\/p>\n\n\n\n<p>This data comes from <a href=\"https:\/\/ahrefs.com\/web-analytics\">Ahrefs Web Analytics<\/a>, a simple, free, and privacy-focused alternative to Google Analytics.<\/p>\n\n\n\n<p>Let\u2019s dive&nbsp;in.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<p><a id=\"post-187899-_gjdgxs\"><\/a><\/p><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"0,5% of Ahrefs traffic is from AI search\" data-section=\"ai-search-traffic\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-188645-_vq55on2jx7vi\"><\/a>0.5% of Ahrefs traffic is from AI search<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>AI search traffic accounts for just 0.5% of our traffic for the last 30 days. 0.3% for&nbsp;YTD.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1982\" height=\"2048\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/0-5-of-ahrefs-traffic-is-from-ai-search.png\" alt=\"0.5% of Ahrefs traffic is from AI Search\" class=\"wp-image-188646\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/0-5-of-ahrefs-traffic-is-from-ai-search.png 1982w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/0-5-of-ahrefs-traffic-is-from-ai-search-411x425.png 411w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/0-5-of-ahrefs-traffic-is-from-ai-search-768x794.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/0-5-of-ahrefs-traffic-is-from-ai-search-1487x1536.png 1487w\" sizes=\"auto, (max-width: 1982px) 100vw, 1982px\"><\/figure>\n\n\n\n<p>Here\u2019s the trend for the last 12 months. The segment is growing fast, and we saw a recent uptick in&nbsp;May.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"876\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/ai-search-traffic-is-growing-quickly-on-ahrefs-com.png\" alt=\"AI search traffic is growing quickly on ahrefs.com\" class=\"wp-image-188647\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/ai-search-traffic-is-growing-quickly-on-ahrefs-com.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/ai-search-traffic-is-growing-quickly-on-ahrefs-com-680x291.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/ai-search-traffic-is-growing-quickly-on-ahrefs-com-768x329.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/ai-search-traffic-is-growing-quickly-on-ahrefs-com-1536x657.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>We\u2019ve seen a few interesting increases in August 2024, November 2024, and May 2025. The majority of the increase, and traffic overall, comes from ChatGPT. I haven\u2019t had a chance to look into why we\u2019re seeing more visitors from them, but the timing makes me wonder if they fixed some of the <a href=\"https:\/\/ahrefs.com\/blog\/generative-engines-are-breaking-web-analytics\/\">issues I called out related to them not sending referral data<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1321\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/most-of-the-ai-search-traffic-is-from-chatgpt.png\" alt=\"Most of the AI search traffic is from ChatGPT\" class=\"wp-image-188648\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/most-of-the-ai-search-traffic-is-from-chatgpt.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/most-of-the-ai-search-traffic-is-from-chatgpt-659x425.png 659w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/most-of-the-ai-search-traffic-is-from-chatgpt-768x495.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/most-of-the-ai-search-traffic-is-from-chatgpt-1536x991.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\" 12.1% of Ahrefs signups come from AI search\" data-section=\"conversions\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-188645-_5lb6vmdxiwfv\"><\/a>12.1% of Ahrefs signups come from AI search<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>This data is for the last 30 days. The vast majority of the signups are from ChatGPT.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1097\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/12-1-of-ahrefs-signups-come-from-ai-search.png\" alt=\"12.1% of Ahrefs signups come from AI Search\" class=\"wp-image-188649\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/12-1-of-ahrefs-signups-come-from-ai-search.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/12-1-of-ahrefs-signups-come-from-ai-search-680x364.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/12-1-of-ahrefs-signups-come-from-ai-search-768x411.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/12-1-of-ahrefs-signups-come-from-ai-search-1536x823.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>That\u2019s crazy right? 12.1% of signups from 0.5% of the traffic. This channel performs really well for us. As I mentioned earlier, AI search visitors convert 23x better than traditional organic search visitors for Ahrefs.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"User metrics are a mixed bag\" data-section=\"user-metrics\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-188645-_h5xhma9j2uct\"><\/a>User metrics are a mixed&nbsp;bag<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Search engines tell us AI search traffic is higher quality, but is it? I already showed that AI search traffic was our highest performing channel for <code>conversions \/ visit<\/code>, but what about user metrics on the&nbsp;site?<\/p>\n\n\n\n<p>I\u2019d say overall, yes, the traffic is better, but it\u2019s a close call. Bounce rate and pages per visit are higher, but visit duration is&nbsp;worse.<\/p>\n\n\n\n<p>Less people bounce when coming from AI Search compared to Search. This could be because they\u2019re further down their journey and ready to take action, at least judging by the conversion rate for these visitors.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1128\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/less-people-bounce-when-coming-from-ai-search-comp.png\" alt=\"Less people bounce when coming from AI Search compared to Search\" class=\"wp-image-188650\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/less-people-bounce-when-coming-from-ai-search-comp.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/less-people-bounce-when-coming-from-ai-search-comp-680x375.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/less-people-bounce-when-coming-from-ai-search-comp-768x423.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/less-people-bounce-when-coming-from-ai-search-comp-1536x846.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Users coming from AI search don\u2019t spend as much time on the site as visitors from traditional search. This might be somewhat unique to us because we have the best blogs and videos in the industry. People really like our content and spend the time to consume our information and insights.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1229\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/users-coming-from-ai-search-dont-spend-as-much-ti.png\" alt=\"Users coming from AI Search don\u2019t spend as much time on the site as visitors from Search\" class=\"wp-image-188651\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/users-coming-from-ai-search-dont-spend-as-much-ti.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/users-coming-from-ai-search-dont-spend-as-much-ti-680x408.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/users-coming-from-ai-search-dont-spend-as-much-ti-768x461.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/users-coming-from-ai-search-dont-spend-as-much-ti-1536x922.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Visitors from AI search go to 50% more pages than visitors from traditional search. I already showed that <a href=\"https:\/\/ahrefs.com\/blog\/ai-search-traffic-by-page-type-ahrefs\/\">80% of our visitors from AI search go to our homepage, free tools, and product pages<\/a>, but they also browse around the site more than visitors from search.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Insights into the \u201cnew normal\u201d\" data-section=\"insights\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-188645-_uf6psq1u9nw5\"><\/a>Insights into the \u201cnew normal\u201d<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>There\u2019s a big gotcha with the previous data. I did some rough calculations involving searches, platform users, and total estimated web traffic of search engines versus AI assistants, and modeled it versus our traffic from these different sources. Based on our data and these models, <strong>users from AI search click links 75% less than they do in traditional organic search<\/strong>.<\/p>\n\n\n\n<p>It might not be that bad, because much of the search traffic hasn\u2019t shifted to AI assistants. A lot of their users are using it for other tasks like coding.<\/p>\n\n\n\n<p>If AI search becomes the default, our search traffic may be less than 25% of our current traffic. I\u2019ll take it as long as the conversion rate remains higher, but I\u2019m not sure it will scale in that way. If it did scale, we\u2019d see more than 5x more conversions based on the higher conversion rate, and my gut tells me it won\u2019t be quite that&nbsp;good.<\/p>\n\n\n\n<p>It seems I\u2019m not the only one who feels this way. Our very own Ryan Law&nbsp;says:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">These CTRs are probably the highest they\u2019ll ever be as the novelty of this format wears&nbsp;off.<\/div><div class=\"quote-info clearfix\"><span class=\"quote-author\">Ryan Law,<\/span> <span class=\"quote-author-job\">Director of Content Marketing,  <a href=\"https:\/\/ahrefs.com\/blog\/author\/ryan-law\/\" target=\"_blank\">Ahrefs<\/a><\/span><\/div><\/blockquote>\n\n\n\n<p>Search engines believe it will go the other way. According to Microsoft Bing:&nbsp;<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">As AI advances, the value of clicks is rising and expected to continue rising.<\/div><div class=\"quote-info clearfix\"><span class=\"quote-author\">Microsoft Bing<\/span> <span class=\"quote-author-job\"><\/span><\/div><\/blockquote>\n\n\n\n<p>I sure hope Bing is&nbsp;right.<\/p>\n\n\n\n<p>It\u2019s going to take a huge adjustment from marketers and from businesses to accept the new normal, but it doesn\u2019t look like we\u2019ll have a choice in the matter. We\u2019ll have to adjust our goals and KPIs, and educate our stakeholders on this&nbsp;shift.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-188645-_7e69x3b40di8\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>Visitors from AI search to Ahrefs do seem to be higher quality and convert better than visitors from traditional search.<\/p>\n\n\n\n<p>We\u2019re still processing the data for a larger study across many sites, and we\u2019ll have that information for you&nbsp;soon.<\/p>\n\n\n\n<p>If you have any questions, ask me on <a href=\"https:\/\/www.linkedin.com\/in\/patrickstox\/\">LinkedIn<\/a> or <a href=\"https:\/\/x.com\/patrickstox\">X<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The terminology in this industry is evolving. I\u2019m defining AI search as search that happens in AI assistants like ChatGPT, Copilot, Gemini, etc. While we\u2019re working on a larger study across many websites, I wanted to share more data on<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":150,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414],"tags":[],"coauthors":[377],"class_list":["post-188645","post","type-post","status-publish","format-standard","hentry","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does AI Search Traffic Convert Better Than Traditional Search? For Ahrefs, Yes: 0.5% of Visitors Drove 12.1% of Signups<\/title>\n<meta name=\"description\" content=\"Search engines keep telling us traffic from AI search is better quality, but is it? At least for Ahrefs, the answer is... yes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/ai-search-traffic-conversions-ahrefs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does AI Search Traffic Convert Better Than Traditional Search? For Ahrefs, Yes: 0.5% of Visitors Drove 12.1% of Signups\" \/>\n<meta property=\"og:description\" content=\"Search engines keep telling us traffic from AI search is better quality, but is it? 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