LLM traffic converts about the same as organic search: Research

Traffic from large language models (LLMs) doesn’t convert significantly better than traditional organic search, according to new research from digital marketing agency Amsive.

What they found. Across 54 websites analyzed:

• Organic traffic converted at 4.6% vs. 4.87% for LLM referrals.
• That slight edge disappeared under statistical testing – the difference was not significant.
• Even on higher-volume sites, LLM conversion lifts didn’t hold up.
• LLM traffic made up less than 1% of overall sessions, compared to ~32% from organic search.

Why we care. Google (and other engines) have said that referrals from AI chatbots and LLMs deliver more qualified visitors or higher quality clicks. This is the second study to undercut that narrative. The real challenge is scale, not conversion quality, Amsive’s study shows. LLM traffic accounts for less than 1% of sessions, while organic drives nearly a third.

Between the lines. Conversion performance was inconsistent: some sites saw LLM outperform, others underperform. These mixed results suggest LLM traffic depends more on how AI tools surface content than on any built-in quality advantage.

About the data. Amsive analyzed six months of GA4 session data from 54 websites with validated macro conversions (form fills or purchases), applying statistical tests to ensure differences were significant.

Meanwhile: A May study by Dan Taylor of SALT.agency found organic traffic generally outperformed LLM referrals in engagement, with AI-driven clicks showing an edge only in a few niches like health and careers.

Bottom line. Organic search still dominates in scale and reliability. You should track LLM traffic as it grows, but don’t expect it to replace search as a conversion engine anytime soon.

The report. Does LLM Traffic Convert Better Than Organic? A New Data-Backed Study