Do visitors from ChatGPT and AI search convert differently?

Yes — AI-referred visitors arrive pre-sold: an assistant already summarized who you are, what you cost, and why you fit before they clicked. There are fewer of them than classic search sent, but they land deeper in the journey.

That changes the landing experience's job from persuasion to confirmation. The visitor is verifying what the AI told them — so pricing, services, and claims on your site must match what assistants say about you, and the next step (call, book, quote) should be immediate.

Track them separately: ChatGPT and Perplexity pass referrer data, so segment AI-referred sessions in analytics and optimize their pages for confirmation and action, not introduction.