Designing AI Experiences That Drive Conversions, Not Confusion

AI can support every stage of the customer journey. But if the design is confusing, AI will stall conversions instead of driving them forward.

Where AI Fits in the Journey

• Search and discovery: Personalized product suggestions.
• Decision support: Clear answers to comparison questions.
• Post-purchase engagement: Recommendations that deepen loyalty.

Common Mistakes

AI tools often fail when they deliver vague results, remove user control, or create complex flows. Each mistake makes customers less confident and less likely to buy.

Best Practices for Conversion-Driven AI

• Clarity: Use plain, direct language.
• Control: Let users refine or override AI.
• Business alignment: Ensure nudges support real goals using the GPS framework.

Hypothetical Example

A travel site’s AI recommends hotels without showing filters or reasoning. Customers leave. A usability study would suggest adding explanation labels and letting users adjust recommendations. These small changes reduce confusion and drive sales.

Work with us to design AI that converts.