Some interesting findings from a study comparing Google Search to chatbot traffic (caveat: chatbot volume is much smaller)
AI chatbot referrals stay more than a minute longer than Google traffic.
And visit more pages
The data indicates that homepages are more important in the “AI future” and that AI chatbots qualify users better before sending them out.
and
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.
Drew Hanlen is an NBA trainer for some of the world’s most elite players, his approach to writing his new book is a template for (long form) content of any kind.
- Simple
Very short sections so that you can pick it up, put it down, pick it up, put it down
- Direct
Trimming the fat and making it shorter and shorter out of respect to the reader’s time
- Actionable
Prompts that you’re doing and filling out as you go. Identify the changes you want to make and build out the blueprint to make those things a reality
Nested in 3 is to make it relatable.
Content bricks that build a story.
Boring is the default—fight it
What ideas are not boring and worth trying?
Ones that scare you to do. You should be worried about creating and releasing it, either because you think it’ll bomb or you’re worried about people’s reactions.
Stand out.
Be weird.
via the DemandCurve newsletter
Building on this post, I like the point made at the end of the episode.
The experiences are different because Sam’s Club zagged to Costco’s zig.
It makes sense to not replicate what your chief competitor is doing but offer something different and distinct because you’ll appeal to a different segment of consumers.
Find value for your consumers that’s not just being the cheapest product available, because you’re never going to win that race
Give consumers are compelling reason to shop at your store and trust your brand
Sam’s Club has overtaken cult favorite Costco. At least when it comes to happy customers.
It’s done this by focusing on the customer experience.
Technology + convenience + value
Through the tech they’ve created a retail media network that blends seamlessly with the in-store experience.