UnBounce - Using AI to increase conversions

AI's arrival in the SaaS world has triggered unprecedented innovation and transformation. Unbounce is no exception. The company has evolved its landing page product from a static builder to an AI-integrated platform that leverages huge volumes and multiple categories of data to optimize conversions and personalize user experiences.

In this interview of Chief Product Officer Darby Sieben, he discusses how the company began using AI in it core products and how it's now using it to develop new products. He also talks about what makes him nervous about being an AI-centric company that relies heavily on third party tools.

Topics timeline:

Evolution of Unbounce's Products – 00:02

Smart Builder: Combining Human and Machine Intelligence – 00:35

Unbounce's Smart Builder is designed to provide human users and machine intelligence with a powerful tool for creating landing pages. While users can still customize pages, the underlying semantic layer allows the machine to automatically optimize layouts, headlines, and image placements based on conversion data and user behavior.

Smart Traffic: Personalized Variant Selection – 07:20

By analyzing factors such as device type, time of day, and traffic source, Unbounce can dynamically personalize the landing page to maximize conversions. This approach allows marketers to achieve higher conversions and deliver a more customized experience for different audiences.

Mental Barrier for Smart Traffic – 14:11

Marketers may be hesitant to give up control over traffic distribution, but as they come to understand the power of these tools, they become more comfortable with relinquishing control.

Specific Optimization at the Page Level – 15:24

Unbounce recommends templates and copy based on billions of visitors and user engagements. They plan to expand optimization efforts upstream and downstream, considering the impact of different traffic sources and the relationship between copy and landing page performance.

Expansion and Partner Models – 17:41

Unbounce is connected to partner CRM tools. Even more downstream integration in the future will improve conversion optimization.

Advantages of Google's Global Data Visibility – 28:18

Google's access to global data provides several advantages, including the ability to compare landing page performance in the same industries across different geographies and regions.

Relying on Third Parties like OpenAI and Google – 28:28

While adoption of AI tools offered by OpenAI and Google brings rapid advancements, there are concerns about relying so heavily on third-party providers for strategic capabilities. The unpredictability of these providers' actions and potential changes in pricing raise concerns about future vulnerability.