At Credo, we appreciate how AI can be applied in conversion rate optimisation (CRO). It helps us with ideation, predicting a winner to tests, and creative tasks. However, we are far from dependant on it. In fact, if it were to go away, it wouldn’t harm what we do at all. We may be becoming an exception though as AI becomes more ubiquitous in CRO.
We firmly believe that AI cannot fully replace the human element in CRO, not now, and likely not ever (thankfully). This article explores how AI can be useful in CRO as well as why we are still on the side of the humans.
AI in analysis and evaluation
Take any website, ask ChatGPT to tell you what’s wrong with it and you will get a few fairly decent starting points. You can also input your site into AI tools that claim to be able to fully audit your site such as fibr.ai and Promer. We’ve tested a couple of them out and they are, well, okay (when they work). We wouldn’t recommend relying on them by any means. In terms of fibr.ai, the results are minimal, didn’t really work, and don’t come across as being that actionable.
These tools can also get things wrong. Because they are scanning your site, rather than looking at it with human eyes, they can mix up headings, not perceive elements that are there, and not correctly understand your target audience or brand voice. Most are also limited to analysing your landing pages.
We see these tools as a good starting point, and something that can certainly be used in the beginning, but they are very limited in what they can tell you. We believe that it is only when a real human with expertise in CRO and user psychology sits down and reviews your site that you can really get to grips with what is stopping your site from reaching its full potential.
AI in copywriting
We’ve all read obviously AI generated copy. Although the tell tell signs are getting harder to spot the more advanced it becomes, there’s still something about it that feels a little off. When it comes to the copy on your core pages, there is no room for messaging which gives people that uncanny valley feeling which harms trust.
Sites such as anyword claim to be able to fix the obviously AI content produced by tools such as ChatGPT and Claude. But the tool still needs human input to understand what it should produce. These tools also can’t do the research into your specific target audience like a real copywriter or CRO expert can, meaning your copy is limited to what the AI can perceive.
It may be that the copy produced by tools such as these sounds good but fails to resonate. That’s why although they are helpful, we still believe you do need a real qualified human to evaluate what they are producing.
AI in A/B testing
We’ve entered a new age where AB software tools such as VWO will provide you with A/B testing ideas. In our experience, this feature doesn’t always work. Again, they are also generic suggestions that don’t take into account your specific target audience. They are good for idea generation, but require a CRO expert to identify the good from the bad.
AI in moderated user research
At Credo, we advocate for moderated user research with a user research expert. If you are attempting moderated user research alone AI can help you write questions to ask users and some software such as Dovetail summarises user research session transcripts, cutting down on hours of manual work.
It can’t however truly understand which questions are going to prompt the deepest insights. It can’t spontaneously ask the right follow up questions when an answer given is vague or off topic, and it can’t pick up on body language and shifts in tone of voice. Visible uncomfortableness would go unanalysed and unquestioned if left to AI alone.
AI for CRO road mapping & project management
In theory, you can use AI to help you build out an AB testing roadmap. However, it is unable to take into account the resources you have available to you, team member’s other commitments, broader business objectives, other changes being made to the site, or marketing considerations easily. It also cannot learn from tests and adapt the roadmap to the findings.
It is the communication between the CRO expert and the client/wider team that ensures a CRO roadmap stays in tune with the business overall. Additionally, AI cannot provide you with the assurance that comes from knowing an expert is guiding your CRO project.
Summary
This article may have come across as a little negative towards AI overall. If that is your impression, I understand why. However, I feel it’s important to reassert that we do value and use AI at Credo. We see it for what it is, a useful tool. What we don’t believe in is that AI can fully replace the CRO professional, copywriter, designer, developer, or user researcher.
If you would like to work with a CRO agency that embraces technology but still values the human touch, then send us a message today to secure your free consultation. We would love to hear from you.
Hi, I’m Charlotte. I love writing about user psychology and tips I’ve picked up from leading user research and CRO projects. Get in touch if you’d like to work with me to improve the user experience on your site or click here to learn more about your future CRO team.