The biggest opportunity with AI isn’t churning out more content—it’s understanding your audience faster and removing the friction that keeps them from becoming customers. This session explores how AI can transform website conversion strategy by helping marketers understand user intent, pinpoint friction points, and design experiences that guide visitors toward meaningful engagement. Drawing on research and frameworks from Orbit Media, we’ll show how marketing teams can apply AI across analytics, content, UX, and testing to improve lead generation performance without relying solely on more traffic.

Rather than focusing on tools in isolation, the session emphasizes practical strategy: how AI can help you analyze behavior, refine messaging, personalize experiences, and continuously optimize conversion paths. Through a guided “watch me, follow me, then do it yourself” exercise, attendees will work on one of their own website pages during the session, leaving with a completed AI-assisted conversion review and specific improvements they can implement immediately. You’ll walk away with a clear framework for applying AI to conversion optimization, plus simple, repeatable tactics for turning more of your existing traffic into qualified leads.

Learner outcomes

1. Identify high-impact conversion opportunities on their websites by using AI to surface friction points, intent signals, and underperforming pages.
2. Use AI to clarify messaging, improve calls-to-action, and strengthen landing page structure so visitors quickly understand value and next steps.
3. Build a simple AI-assisted conversion optimization workflow they can run on their own pages for ongoing testing, iteration, and lead-generation improvement.