ChatGPT Traffic Converts 5.1x More Than Organic Traffic

Large language models (LLMs) like ChatGPT are changing how people research and make purchasing decisions. Instead of bouncing between searches and websites, much of the early exploration now happens entirely inside AI platforms.

At Rocket, we analysed traffic data across a broad range of industries over the past 18 months, and the pattern was clear: visits from ChatGPT were 5.1 times more likely to convert than traffic from organic.

These results are not isolated. Independent studies show LLM traffic converts anywhere from 4.4x to 23x higher than organic search traffic. Combined with ChatGPT’s explosive adoption and 700M weekly active users in Australia, the implications for marketers are undeniable.

The difference comes down to how the buyer’s journey unfolds.

• With organic search: Consumers are still exploring further up the funnel. They run multiple queries, click between sites and refine their searches. The intent to convert is often low in the browsing stage and the user experience is disruptive, running through different websites and gathering information.
• With ChatGPT and other LLMs: That same back-and-forth happens inside the platform in a cohesive, summarised manner. People ask questions and compare options before ever leaving the chat, and they get the most relevant information needed to make a purchase decision in the same place. And by the time they click through to a website, they are far closer to converting. 

GIF Description: ChatGPT browses multiple bakery websites to find the best cake recommendations, capturing awareness stage traffic.

Put simply, LLMs absorb the top-of-funnel browsing that once happened on websites. Because of this, what reaches a brand’s site is a smaller volume of traffic with much higher intent.

For marketers this creates two important shifts:

• Volume falls, value rises: AI-driven sessions are fewer, but much more likely to convert.
• Visibility in-platform matters: At present, there are no paid placements in ChatGPT responses. Organic optimisation is the only way to be seen, and there are nuances to getting it right.

1. Measurement needs to evolve

Tracking ChatGPT-driven traffic is challenging. Click-through rates are low (around 1%), results are highly personalised and there are no built-in tracking tools. At Rocket, we address this with GA4 filters and proprietary tracking to capture conversion signals across sources, and if this is a topic of interest, read our blog on how to track and monitor conversions from AI search.

2. Optimise for AI visibility

Just as websites were tuned for Google’s algorithms, the next phase is ensuring your brand is discoverable and trusted by LLMs. Structured data, authoritative content, consistent brand presence and the correct technical setup will play a big role. For a deeper breakdown of the ranking framework, see our blog on how to structure content for AI search visibility.

3. Prioritise quality over quantity

With ChatGPT visits converting at more than five times the rate of traditional traffic, the priority should shift from chasing raw volume to capturing and converting high-intent audiences.

We’re moving from a “search and click” world to a “chat and decide” world. For brands this means websites need to give equal priority to discovery and conversion. Your website’s technical setup and a great SEO strategy will make sure it’s easily found, and an intentional approach to building authority and credibility through your content and digital presence will make sure you get high-quality conversions.

The businesses that adapt now will be best placed to thrive as this shift accelerates.