If users jump off of AI chatbots when they’re ready to convert, landing on pages with a higher folder depth should be a better result than a category page they have to explore again.
Keep in mind that most sites have a relatively flat architecture.
Consider the homepage level 0, a blog folder (/blog) or category page level 1, and products/sub-categories/landing pages on level 2 or 3. Of course, large retailers like Amazon could significantly skew the results because it has so many sub-categories.
Folder depth of referral traffic (Image Credit: Kevin Indig)
Folder depth for referral traffic varies significantly between the difference referral sources, even among AI chatbots.
For example, ChatGPT sends over 50% more traffic to homepages than Copilot or Perplexity and over three times more than Google Search.
You should also note that only AI chatbots send referrals to a folder level of 8, which is the result of most sites not having as many levels, more so than preference.
I wonder if they’d send even more traffic deeper into websites if more sites had higher folder depth, which might not be ideal for (Google) Search but maybe for AI Search. We’ll need more data to answer this question.
Avg folder depth with and without Google (Image Credit: Kevin Indig)
On average, AI chatbots send more traffic to the homepage than Google, which sends more traffic to the second and third folder levels.
Perplexity sends traffic the deepest with an average folder depth of 2.45 compared to Gemini with 2.00 and Google Search with 2.33.
Percentage of traffic going to the homepage by referrer (Image Credit: Kevin Indig)
ChatGPT sends most users to the homepage with 30%, compared to the other referral sources, while Google sends the least with 10%. The average for Gen AI referrals is 22%.
However, it works well for ChatGPT: Session duration is higher than Google’s for referrals to non-homepages, and both page views + session duration are higher for homepage referrals than for Google Search.
Avg. pageviews and session duration of homepage referral traffic (Image Credit: Kevin Indig)
The data indicates that homepages are more important in the “AI future” and that AI chatbots qualify users better before sending them out.
This is an important contrast to (Google) Search, where homepages are often not the best result except for brand searches.
To make this point even clearer, our knowledge about transactional traffic in the old Search world is that users are impatient.
As Adelle from Similarweb pointed out to me, AI seems to go counter to the age-old study of “every second a page loads faster, it converts more people.”
Instead, it pre-qualifies users before they visit a site, which leads to those users being happy to spend more time.
As a result, SEO specialists, UX designers, and product managers need to rethink the role of homepages in the user journey and site architecture.
Deeper Content Seems To Resonate Better
Next, I asked myself if we can see a relationship between the number of terms in a search query and where users land.
Unfortunately, we can only measure the number of terms per query for Google Search, so I’m making a big leap here.
I strongly assume AI chatbot users ask longer questions because the experience is more “conversational,” which Sundar Pichai, Alphabet’s CEO, confirmed on several earnings calls:
In the past year, we’ve answered billions of queries as part of our Search Generative Experience. People are using it to Search in entirely new ways, and asking new types of questions, longer and more complex queries, even searching with photos, and getting back the best the web has to offer.1
With the assumption that AI chatbots and results “prompt” users to search for longer queries, I compared the number of terms per query with session duration in relation to folder depth for Google Searches.
% traffic and session duration by folder depth (Image Credit: Kevin Indig)
Session duration shrinks until a folder depth of 4, which is when it flattens out.
In other words, users spend the same time on a site no matter whether they visit a page on level 4 or level 10.
That trend leads me to believe that they find what they’re looking for on deeper levels of a site (when coming from Search).
Google referral traffic to the homepage vs. other pages (Image Credit: Kevin Indig)
The same is not true when we look at the number of terms for referral sessions to the homepage: Session duration doesn’t flatten out but keeps dropping with higher levels of folder depth.
So, how do we bring this back to AI chatbots? The data for Google Search raises the question of whether AI chatbot traffic would engage even better if less went to the homepage.
Since AI chatbots understand context so much better than (Google) Search, at least outside of AI Overviews, sending users to more specific pages should be a better experience.
The reason this isn’t happening yet could be that AI chatbots haven’t crawled enough of the web yet and that search functionality is still very nascent.
Conclusion: What It All Means
The adoption of AI chatbots is going incredibly well.
ChatGPT has over 300 million weekly users, Bing Chat seems to help the forever-second search engine finally gain market share, and we’ve hit a staggering 72% of companies that use AI in at least one business function.2
Over 7 million referral sessions from AI chatbots and Google Search reveal that:
About 80% of transactional traffic goes to ecommerce sites, and the same players (Amazon, eBay, Walmart) dominate both in search and AI chatbots.
AI chatbot referrals show higher engagement: They stay 2.3 minutes longer on average (10.4 vs. 8.1 minutes) and view more pages (12.4 vs. 11.8 pages on average).
AI chatbots send significantly more traffic to homepages (22% average) compared to Google (10%) but still show higher engagement.
Copilot and Perplexity showed faster growth in page views (15% and 22%) compared to Google (5%).
The big question is whether companies are willing to make an investment in AI chatbot visibility at this point with the potential reward of establishing themselves as a first-mover but at the cost of lower short-term impact.
The early results are promising, but a lot can change until AI as a “channel” reaches critical mass.
Boost your skills with Growth Memo’s weekly expert insights. Subscribe for free!
1 Google I/O 2024: An I/O for a new generation
2 ChatGPT now has over 300 million weekly users; Source; The state of AI in early 2024
Featured Image: Paulo Bobita/Search Engine Journal