As marketers and SEO professionals ride the wave of generative AI and large language models (LLMs), a burning question echoes across the industry: do visitors referred by AI-driven platforms convert better than traditional organic search? A recent study by digital marketing agency Amsive delivers a clear answer—no meaningful conversion advantage exists yet, though the evolving landscape suggests strategic optimism.
1. Conversion Rates: Nearly Identical at Scale
Amsive analyzed six months of GA4 data from 54 diverse websites tracking validated macro-conversions—such as form fills or purchases. Their findings?
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Organic search conversion rate: 4.60%
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LLM referral conversion rate: 4.87%
That’s an average difference of just 0.27 percentage points, which proved statistically insignificant (p-value of 0.794).
This indicates that while LLM-sourced traffic appears to edge ahead in raw percentages, the apparent lift is inconsistent across sites and likely due to random variation rather than a systemic advantage.
2. High Variability Across Sites
Digging deeper, Amsive found:
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Around 56% of sites saw LLM traffic outperform their average conversion rate.
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41% of sites saw LLM underperform.
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A small 4% observed no difference at all.
These mixed results illustrate that LLM performance is highly site-specific, depending perhaps on content suitability, industry, or how AI models surface results.
3. LLM Traffic Volume Remains Tiny
Perhaps more critical than conversion rate is volume. The study revealed that:
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Organic search accounted for ~31.9% of sessions and 33.8% of conversions.
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LLM referrals made up just ~0.24% of sessions and 0.42% of conversions.
In other words, organic search still outperforms in scale, delivering the lion’s share of traffic and conversions, while LLMs remain a drop in the bucket—at least for now.
4. Engagement May Be Lower for LLM Visitors
Complementing Amsive’s findings, a study by SALT.agency showed that LLM-driven users tend to engage less than their organic counterparts—visiting fewer pages, spending less time, and showing higher bounce rates.
This confirms that traffic quality isn’t always synonymous with conversion readiness or engagement, and that highly contextual referrals don’t automatically translate into better outcomes.
5. Exceptions and Niche Performance Variations
Other research suggests nuance by industry:
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Contensify reports that while LLMs generally underperform compared to organic across many sectors, some verticals like health, career advice, and large product catalogs occasionally see better LLM conversion rates. Particularly, SaaS stands out: both LLM and organic channels show roughly 6.7% conversion rates, indicating parity in this niche.
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SALT.agency’s analysis found certain LLM referrals converted at rates over twice their traffic share—even though volume was small, the conversion-to-traffic ratio was higher than for traditional search.
These cases highlight that industry context matters, and businesses should evaluate LLM performance within their specific vertical rather than generalize.
6. The Bigger Picture: SEO Isn’t Dead, But It Must Adapt
Traditional SEO remains dominant for now—but the shift is underway:
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AI-powered search tools are redirecting behavior, with 80% of consumers relying on AI for at least 40% of searches, according to Bain & Co, leading to a 25% drop in organic traffic.
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To stay visible, brands are adopting new strategies like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO)—techniques that prioritize structured, conversational content optimized for generative model citation and AI-powered answer engines.
Key Takeaways: Strategic Implications for Marketers
| Insight | Strategy |
|---|---|
| LLMs currently convert at similar rates as organic. | Track LLM referral traffic, but continue prioritizing organic SEO for scale. |
| LLM traffic volume is very low. | Treat LLM growth as a supplement—not a replacement—for organic traffic. |
| Performance varies by industry. | Conduct vertical-specific experiments (e.g., SaaS, health) to gauge LLM effectiveness. |
| Engagement may be lower from LLM referrals. | Optimize landing pages for clarity and context to reduce bounce, regardless of channel. |
| AI search is on the rise—SEO must evolve. | Implement GEO/AEO strategies, ensure structured data, and maintain authoritative, well-crawled content. |
Conclusion
The promise of LLM referrals being inherently “better-quality” visitors isn’t substantiated—at least not yet. Research from Amsive confirms that LLM traffic converts about the same as organic search, but its tiny volume and inconsistent performance mean organic remains king for now. That said, generative AI is reshaping search dynamics. Brands should embrace hybrid strategies, preparing their content to succeed across both traditional and AI-driven discovery channels. LLM opportunities may be modest today—but tomorrow’s digital landscape will reward those who act proactively.
