How People Convert Through Different LLMs

Google was nearly unchallenged in the age of traditional search engines. For two decades now, optimizing a product for search simply meant optimizing it to show on the first page of Google Search results for popular queries. 

LLMs bring something completely new to the table. They’ve created a fresh, competitive landscape where models like ChatGPT, Perplexity, and Microsoft Copilot openly challenge Google’s monopoly and are steadily taking over a growing share of its traffic. 

More and more people are now defaulting to LLMs for everything. They query their favorite LLM for general information, as well as product recommendations, comparisons, summaries, and even purchases.

With Google rolling out Gemini AI Overviews as the first thing users see on most queries, it’s now official that LLMs have become a primary way people search and expect to receive information. And that’s the most significant change SEO has faced since its inception.

So what does that mean for websites? It’s true that many searches can now be satisfied without a single click to a traditional website page. But that doesn’t mean content is dead or that conversions are. People aren’t going to stop using the internet to make decisions or buy things. If anything, tailored recommendations from LLMs might increase the volume of conversions because they cut through the noise much faster and have context awareness. 

So, the real question is: how do you ensure your brand, product, or service gets mentioned, cited, and recommended by LLMs?

What does it actually mean to optimize for LLMs, especially now that people aren’t sticking to just one? Google’s search volume monopoly is being challenged from all sides, and we’re entering a world where multiple LLMs act as gatekeepers to purchasing decisions.

Let’s explore what LLM optimization really means and how conversion paths now look across the four most influential models:
ChatGPT, Google AI Overviews (Gemini), Perplexity, and Microsoft Copilot.

ChatGPT (with Bing Browsing)

ChatGPT uses a hybrid approach that blends internal model knowledge with real-time information via Bing browsing. When necessary, it fetches live data and integrates it into a unified narrative. Instead of listing links, ChatGPT provides a cohesive answer and attaches citations via a "Sources" button. It tends to prioritize high-ranking pages that frequently overlap with Bing and Google SERPs.

How Does ChatGPT Cite Sources?

Citations in ChatGPT are visible but subdued. They usually appear as small link indicators or toggles that open the “Sources” view. It doesn't use numbered footnotes in-line by default. Typically, 2–5 sources are cited, usually showing the domain or page title, and they represent the key references used in forming the answer.

How Do People Click on Links in ChatGPT?

ChatGPT sees moderate click-through rates. Many users get what they need from the AI answer and don’t click out, especially for basic queries. However, a portion of users do explore citations, especially when they're highly interested. 

ChatGPT is responsible for a significant share of AI-driven outbound clicks (around 18–37%). Multi-turn chats are common, meaning users interact more with the AI than with external sites. When users do click, they often spend time on that single destination page before returning to the chat.

How Does ChatGPT Influence Conversions?

ChatGPT doesn’t have built-in product listings or transactional tools. Its role in conversion is to inform the user, recommend products or solutions, and create intent. Users must leave the platform to complete actions like signups or purchases, meaning final attribution goes to the external site. 

ChatGPT effectively compresses the top-of-funnel experience into one informed answer. If your site is cited, you may receive very warm, qualified leads; if not, you may be left out of the loop.

How Can You Optimize for ChatGPT?

To optimize for ChatGPT, focus on content that ranks well in Bing. Use technical SEO and structured formats like bullet points and FAQs. Provide accurate, up-to-date information. Create content that directly answers questions and mirrors snippet-like formats. 

Monitor referrer traffic and revise your content to address any missing context or to reinforce what’s being cited. Titles and meta descriptions still influence Bing rankings, and therefore your chance of being pulled into ChatGPT responses.

Google SGE (AI Overviews)

SGE (Search Generative Experience) is embedded into Google Search and appears at the top of the SERP as an AI snapshot. It compiles information from multiple Google-ranked pages, synthesizing key points or steps. 

Product snapshots are populated from Google’s Shopping Graph using schema markup. The content is displayed in a colored box with follow-up options and clickable product or content links.

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How Does Google SGE Cite Sources?

SGE citations typically appear below the AI answer as clickable source cards or subtle hyperlinks on specific facts. Usually, around three sources are cited, sometimes more for complex questions. In product searches, SGE may cite review sites or product pages. 

The AI answer itself rarely includes numbered footnotes. Instead, citations are placed under the content in a reference section, prioritizing well-established domains.

How Do People Click on Links in Google SGE?

CTR is generally low because SGE often satisfies the user query completely. Many users don’t click out, especially on basic informational queries. Those who do engage further are usually checking citations or reading full product details. 

Organic clicks drop when SGE is present. Users are more likely to refine or expand their search within Google than to leave the SERP. However, in shopping contexts, they may click directly to a retailer or checkout page.

How Does Google SGE Influence Conversions?

SGE facilitates nearly on-platform conversion, especially for products. It walks users through awareness, comparison, and decision stages without leaving Google. If your product appears in SGE, users might click straight to a checkout page. 

If your site depends on traffic for monetization, this can be damaging. Still, users who do reach your site from SGE are often very close to converting. Think of SGE as delivering fewer but warmer leads, with most of the journey already handled on Google's interface.

How Can You Optimize for Google SGE?

Continue optimizing for traditional Google SEO with E-E-A-T principles, schema.org markup, and structured formats. Create content that directly answers common questions and includes original insights, data, or quotes. 

Format pages for skimming using headers and lists. Keep content fresh and timestamped, especially for seasonal or fast-changing topics. Use tools like Google Merchant Center and Reviews to improve product data visibility. Monitor SGE performance via Search Console (if available), and analyze referral traffic from SGE-related domains to refine your presence in AI overviews.

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Bing Copilot (Microsoft Bing)

Bing Copilot functions as a conversational layer on top of Bing Search. It always performs live web searches and summarizes information from top Bing results and its knowledge graph. Answers often include footnotes, images, and comparison tables (especially for shopping queries). It’s deeply integrated with Bing’s real-time crawl, offering the latest prices, news, or product details.

How Does Bing Copilot Cite Sources?

Bing Copilot uses explicit numeric footnotes (e.g., “[1]”) embedded in the answer text. Users can click or hover to view source content. Nearly every factual statement gets a citation. 

After the AI summary, traditional SERP results and “Learn more” links are also shown, offering more opportunities to explore. The AI generally sticks to well-ranked Bing sources unless a user specifically requests otherwise.

How Do People Click on Links in Bing Copilot?

Bing Copilot yields a balanced click-through rate. Users frequently read the answer and click on a footnote if a claim or product intrigues them. Bing drives around 12–14% of AI referral traffic. 

If the AI answer isn't satisfying, users can still scroll to see standard results. Engagement often stays within Bing’s interface, reducing the number of total sites visited per session. Most users click only 1–2 sources per query.

How Does Bing Copilot Influence Conversions?

Bing Copilot handles much of the user journey on-platform. It’s strong in the consideration phase, offering side-by-side product comparisons and summaries. While the purchase happens off-platform, Bing gets users close to conversion – often at the "add to cart" stage. 

Features like Microsoft’s Edge sidebar can introduce coupons or cashback offers, enhancing conversion potential. For content-led conversions (e.g., downloads or contact forms), Bing pre-frames your brand with credibility if it cites your site.

How Can You Optimize for Bing Copilot?

Make sure your site is optimized for Bing search and appears for target queries. Use Bing Webmaster Tools and incorporate structured data, especially for products, FAQs, and how-tos. Submit your product feed to Microsoft Merchant Center for inclusion in shopping results. 

Create clear, fact-rich content with labeled sections and comparison formats. Maintain a neutral and authoritative tone. Track which queries bring Bing Chat traffic, and double down on those topics. A fast, user-friendly website can enhance engagement and indirectly increase your presence in Bing’s AI answers.

Perplexity AI

Perplexity is a standalone AI search engine that performs live multi-source queries for every prompt. It uses its own index and a curated network of authoritative sources. Every answer is composed by aggregating insights from several pages. Each sentence or claim is typically cited. The UI embeds source icons and links directly into the response. Perplexity prides itself on real-time content indexing and freshness.

How Does Perplexity Cite Sources?

Perplexity is extremely citation-heavy. It often includes a reference per sentence, shown as in-line links or icons (e.g., “according to NASA【†】”). The bottom of the answer contains a full bibliography-style source list. It encourages verification and sometimes uses direct quotes with proper attribution. This approach builds trust and encourages users to visit the cited sites.

How Do People Click on Links in Perplexity?

Perplexity sees high click-through rates. Users often use the AI’s answer as a launch point and click on 2–3 citations per query. This behavior results in a large number of outbound clicks relative to its user base. 

While users may skim the answer first, they frequently jump to source pages to explore details. Sessions may involve toggling between Perplexity and cited pages to gather information more deeply.

How Does Perplexity Influence Conversions?

All conversions happen off-platform. Perplexity’s goal is to inform and send users to relevant content. Visitors from Perplexity are often in mid-funnel research mode, so micro-conversions (newsletter signups, free downloads, CTA clicks) are critical. 

If your brand is mentioned or cited, make sure the landing page matches the expectations Perplexity sets. Reinforcing cited points with UX and content can improve conversions. These users are curious and informed – your job is to give them a clear next step.

How Can You Optimize for Perplexity?

Focus on question-driven, answer-oriented content. Use headings like “What is…” or “How does…” and provide clear, direct responses. Strengthen your domain authority through backlinks and high-quality content. 

Don’t block Perplexity’s crawler, and allow indexing of useful pages. Build content clusters around key topics to show depth. Use structured HTML for easy parsing. Monitor when Perplexity shows your site and adjust accordingly. Because the model updates in real-time, content changes can be reflected quickly and fine-tuned based on emerging user behavior.

How to Optimize for Conversions in LLMs

The ability to ask questions that zero in on precisely what they need, whether it's a product, service, or solution, means that users no longer need to sift through broad results or vague product descriptions. 

Instead, they can ask for specific recommendations that directly address their situation. 

Examples of Conversion-Driven Queries:

• “List me the top 5 laptops for video editing with a budget under $1000”
• “What are the best skin care products for sensitive skin in your 30s?”
• “Which headphones are best for noise cancellation under $200?”
• “What are the top-rated running shoes for flat feet?”
• “Find me the best home workout equipment for small apartments under $300”
• “What are the best meal delivery services for a gluten-free diet in NYC?”
• “Which credit cards have the best rewards for travelers?”
• “What’s the most affordable insurance for small business owners in Texas?”

These types of queries are highly specific and often have a clear intent to purchase or engage with a service. LLMs can directly answer these questions with recommendations, often including a list of options, product features, reviews, and buying advice.

What Does This Mean for Content Creation?

Instead of targeting broad keywords, businesses must now create content tailored to highly specific, detailed queries. For example, instead of writing "best laptops," you need to answer questions like "best laptops for video editing under $1000" or "best running shoes for flat feet."

• Be Specific: LLMs prioritize direct answers to precise questions. Generic content won’t cut it anymore.
• Use Structured Content: Create comparison tables and detailed lists. LLMs often pull content in these formats for clear, concise responses.
• Focus on Solutions: Address specific user problems rather than just product features. For example, focus on solving “how to fix a slow internet connection” instead of just offering a router.
• Long-Tail Keywords & FAQs: Content should answer niche questions in clear Q&A formats. LLMs excel at pulling from long-tail queries.

While SEO fundamentals like trust (E-A-T), technical SEO, and content quality still matter, now it’s about matching the user’s exact needs, in the right format, and providing clear, actionable solutions. Optimizing for LLMs is about precision, relevance, and user-centricity.

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