Source = ChatGPT. Good or Bad?

Hello!

Over the last month or so I’ve seen a few posts on LinkedIn of people claiming that their conversion rate on traffic from ChatGPT is far higher than their overall site conversion rate.

I have seen starkly the opposite, so I am interested to know what y’all have been seeing.

What I’m seeing

A high volume client of mine (plenty of data to make this statistically significant) sees a conversion rate 29.19% lower on traffic from chatgpt.com compared to the traffic from all sources. Screenshot below. The date range is July 14th, 2024 (first day we saw any traffic from chatgpt.com), through July 12th, 2025.



Working theories

  - Our overall conversion rate is very high because we have a fair amount of brand equity in our niche. Perhaps those searching on ChatGPT are not familiar with us, leading to a lower conversion rate.
  - ChatGPT is presenting the user with our website within a list of others. “Give me a list of websites where I can buy XXXXXXX” type queries. Perhaps we are shown next to more than the 3-5 competitors we normally compared to on traditional channels, like search.

Have any data to share?

I am curious to see what others in ecommerce are seeing here, and what their thoughts are. If you’re willing, please share (anonymously or not) via the submission form linked below.

→ Submit here!

Thanks for reading,
John Sciacchitano
E-com Heads: Scale or Die Trying
Connect w/ Me on LinkedIn