How To Use AI Optimisation to Double Conversions for Black Friday 2025

Introduction 

Once again, Black Friday 2025 is poised to be a landmark event for eCommerce brands, with sales expected to soar beyond last year’s record-breaking $10.8 billion in the U.S. alone. 

However, amidst this surge in expected traffic volumes, standing out requires more than just competitive pricing; it demands intelligent, AI-driven strategies that not only attract the right traffic but also engage visitors and convert prospects into loyal customers.

Search intent vs keywords

An AI summary and SEO ranked brandTraditional SEO tactics focused heavily on keyword optimisation. While still important, this approach is increasingly insufficient in the age of AI-driven search. Modern search engines, powered by large language models (LLMs) like Google’s Gemini and OpenAI’s ChatGPT, prioritise user intent and contextual understanding over exact keyword matches.

For instance, a user searching for “Reputable SONOS retailer with great prices in the UK” is expressing a specific intent: to find a trusted retailer, that offers good prices for a well known brand. AI-powered search engines interpret this query by considering the user’s context, preferences, and past behaviors, which leads, ultimately, to a more personalised and relevant result.

This shift means eCommerce brands must adapt by optimising their content strategy; product listings, images, videos, FAQs and blogs, to align with the nuanced queries these AI systems process.

Confused about SEO and AIO, read our blog on what the differences are and why successful eCommerce brands use both.

AI-driven search: attracting high-intent traffic

With AI reshaping how consumers discover products, it’s crucial for brands to optimise their presence in this new search landscape:

• Conversational SEO: Craft content that addresses natural language queries. For example, instead of focusing solely on “buy winter jackets,” consider phrases like “what are the best winter jackets for cold climates?” 
• Structured Data Markup: Implement schema markup to help AI systems understand your content’s context, enhancing visibility in AI-generated search results. 
• Content Refresh: Regularly update product descriptions and blog posts to ensure they remain relevant and aligned with current consumer interests and search behaviors.

By highlighting your most relevant content and aligning it with AI’s understanding of user intent, you can attract more qualified, high-intent traffic to your site.

Optimising the buyer journey with AI

AI’s impact extends beyond search; it can enhance every stage of the buyer journey:

1. Discovery

AI-powered tools can analyse user behavior to recommend products tailored to individual preferences. Platforms like  Tools such as Clerk.io, boost.ai and Algolia utilise AI to guide customers through product discovery, enhancing engagement and increasing the likelihood of conversion.

2. Consideration

During the consideration phase, AI image generators like Nano banana can transform any image with simple text prompts, improving product listings, while AI chatbots like Helpscout can provide instant, real-time assistance, answering questions and offering personalised product suggestions. This immediate support can significantly reduce bounce rates and keep potential customers engaged.

3. Decision

AI can optimise pricing strategies by analysing market trends and competitor pricing in real-time, ensuring your offers remain competitive. Additionally, personalised discounts or incentives can be presented to  more regular users of your products and services, based on their browsing and purchase history.

4. Post-Purchase

AI doesn’t stop at the check out. Post-purchase, AI can help manage customer relationships by sending personalised follow-up emails, suggesting complementary products, or gathering feedback to improve future interactions.

Want to know more about optimising your buyer journey with AI, download our free eBook

Key metrics to measure AI Success

To assess the effectiveness of your AI-driven strategies, monitor the following metrics:

• Conversion Rate: Track the percentage of visitors who complete a desired action, such as making a purchase. 
• Average Order Value (AOV): Monitor changes in AOV to gauge the impact of personalized recommendations and bundling strategies. 
• Customer Lifetime Value (CLV): Evaluate how AI-driven personalisation affects long-term customer loyalty and repeat purchases. 
• Bounce Rate: Analyse bounce rates to determine if AI chatbots and personalised content are effectively engaging visitors. 
• Click-Through Rate (CTR): Assess CTR to understand how well your AI-optimised content performs in search results

Preparing for Black Friday 2025

To capitalise on Black Friday 2025, start preparing early:

• Audit Your Content: Ensure product descriptions, blog posts, and other content are optimised for AI-driven search 
• Implement AI Tools: Integrate AI-powered tools that enhance product discovery, personalisation, and customer support 
• Test and Iterate: Regularly test AI-driven strategies and iterate based on performance data to continually improve results 
• Monitor Competitors: Keep an eye on competitors’ AI strategies to identify opportunities and stay ahead in the market

For your complete Black Friday Playbook watch our latest webinar

Conclusion

AI is no longer a futuristic concept; it’s a present-day necessity for eCommerce brands aiming to maximise sales and revenue during the ultra-competitive Black Friday period.

By understanding and leveraging AI-driven search, optimising the buyer journey, and utilising the right tools, brands can not only attract high-intent traffic but also convert that traffic into loyal customers, ultimately boosting their conversions.

For a deeper dive into your AI powered Black Friday strategies, check out our recent webinar on AI Optimisation. Watch the webinar here.

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