Google AI Drives 69% of Shopping Traffic: New Data
▼ Summary
– A new study finds that 69% of users performing transactional searches in Google’s AI Mode still clicked through to a website, countering the narrative that it eliminates traffic.
– AI Mode changes SEO dynamics, as 89% of users clicked on multiple businesses, making inclusion in the top 3-5 results (the consideration set) more important than the #1 rank alone.
– Most users (84%) scrolled through AI results, treating them as a curated list to explore rather than accepting the first answer presented.
– For transactional searches, online reviews were the key driver for clicks, with 74% of users reading them, while photos attached to business profiles were viewed by only about a quarter of participants.
– The study concludes that AI Mode primarily threatens traffic from informational queries, but businesses relying on local or transactional SEO can still attract valuable, ready-to-buy customers.
The common belief that Google’s AI Overviews will completely eliminate website traffic is a misconception, especially for businesses where customers are ready to spend money. New research focusing on transactional searches reveals a different story, showing that AI Mode is a powerful driver of qualified traffic for service-based businesses. When people are looking to hire a professional or make a purchase, they use AI to build a shortlist, not to get a final answer. This represents a fundamental shift in how search engine optimization needs to be approached for the future.
Our recent user experience study, the first of its kind to concentrate on transactional intent, provides compelling evidence. We observed 52 participants across the U.S. and Canada as they searched for high-involvement services like finding a dentist or dermatologist. The results challenge the prevailing narrative head-on.
A significant 69% of AI Mode sessions resulted in a user clicking through to a website. This directly contradicts the fear that AI summaries will capture all user intent. The data shows that only 27% of users felt prepared to make a decision based solely on the AI-generated summary. The vast majority leveraged the AI as a tool to curate options, demonstrating a clear intent to visit business websites for more detailed information before committing.
This behavior signals the end of the traditional “winner-takes-all” SEO model. For decades, the primary goal was to capture the coveted number one ranking. AI Mode changes the game; 89% of study participants clicked on more than one business. Users are actively building a consideration set, checking an average of 3.7 results per session. The new objective is no longer about a single top spot but about securing a position within that crucial shortlist, typically the top three to five results. If your business is included in that set, you have a substantial opportunity to earn a click, though you will likely be competing directly with other listed competitors.
Another outdated assumption is that users won’t scroll. In the context of AI Overviews, this is simply not true. We found that 84% of participants scrolled down to view the full consideration set presented by the AI. Because they perceive the results as a curated list rather than a single answer, they exhibit a willingness to explore and evaluate multiple options to find the best fit for their needs.
While visual elements like photos have their place, they are not the primary decision driver. Only 21% of users viewed photos on Google Business Profiles, a figure that rose only slightly to 24% for aesthetic services like Botox. The real currency for conversion is social proof, with 74% of users reading reviews before deciding where to click. In the AI interface, textual credibility and reputation carry far more weight than a flashy image gallery. Your reviews are your most critical asset for winning business.
The ultimate takeaway is clear: AI Mode will not siphon away your most valuable transactional traffic. It will, however, necessitate a strategic pivot. The old SEO mantra of “rank #1 or die” is obsolete. The new imperative is to appear in the top consideration set and win the click through superior social proof and a compelling online reputation. For local businesses and service providers, this evolution presents an opportunity, not a threat. The data proves that users ready to buy are still clicking, they’re just taking a more informed path to get there.
(Source: Search Engine Land)
