AI Search: Achieving a 20% Conversion Rate

:pxtra shares practical learnings on how to leverage AI search as a new touchpoint while achieving a high conversion rate.

Artificial intelligence is changing how people search for solutions and how companies get discovered. Most software providers face these challenges:

• Decline in SEO traffic
• Traditional visibility in search engines is losing importance
• AI-generated answers are increasingly gaining significance in the comparison phase

The new challenge is staying visible and being found in this new SEO world. To do this, you'll need to adjust your own strategy.

Peter, Head of Marketing at :pxtra, shares concrete steps in this best-practice article on how to use AI search as a new touchpoint while achieving a higher conversion rate than traditional SEO results.

Step 1: Understand Your Customer Journey

The first step is to develop a deep understanding of your customer journey while keeping a clear focus on your Ideal Customer Profile (ICP). It's about precisely defining which customer segments should be your priority.

"What I always say: focus on your ICP, your Ideal Customer Profile. Be crystal clear about which segment you're targeting. Where do you see potential, working together with your sales and product teams, where do you want to go, what's your core market? Focus is really the most important thing." - Peter Struck, Head of Marketing at :pxtra

Step 2: Understand Your Target Audience

Building on your defined ICP, you should now create detailed personas that paint a realistic picture of your target customers. These personas shouldn't stay static:

• Work with them interactively,
• Test campaign ideas,
• Use AI tools to run through scenarios and simulate resonance.

Another best-practice aspect is to check your visibility in AI-powered search experiences: Does your company appear in relevant AI Overviews or generative search results? If not, there's a clear action item.

"There are plenty of questions that people ask and want answers to, and they show up exactly there in AI search. If you're not showing up there, you've got some catching up to do. And I can tell you, we're in that boat too, everyone is right now, because it's a growth market. So we can all grow together right now." - Peter Struck, Head of Marketing at :pxtra

"And of course, many of you already have existing content. Just throw it into ChatGPT yourself and ask: what do I need to do to get you to display this? I can only say that you get really great answers that way." - Peter Struck, Head of Marketing at :pxtra

Step 3: Build a Bridge Between Awareness and Trust

Visibility doesn't just come from your own channels. A decisive lever is working with strong partners like OMR Reviews or similar platforms. This positions you exactly where your Ideal Customer Profile (ICP) is actively researching and preparing their decisions.

Especially in the changing landscape of SEO and AI Overviews, such platforms play a dual role:

• They increase your reach in relevant search contexts, and
• They simultaneously strengthen your credibility through independent reviews and comparisons.

The combination of visibility and trust-building makes partner networks a central part of a future-proof go-to-market strategy.

"When you're a young company, you want two things. You want to create visibility and awareness, and on the other hand you need trust. And that's exactly where OMR Reviews came in as the most obvious solution, because everything you need is right there. OMR has a lot of power, especially in the digital space where our target audience hangs out." - Peter Struck, Head of Marketing at :pxtra

"One thing I see for us and can recommend externally is to create a bridge between awareness and trust. That means working with strong partners, brand messaging. Get yourself positioned, and specifically where your target audience is." - Peter Struck, Head of Marketing at :pxtra

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