Are You Ready for the Clickless Search Society?
For decades, success in search was measured by clicks. The funnel was simple: impressions led to clicks, clicks led to on-site engagement, and engagement led to conversions. That era is ending.
We are rapidly entering a “clickless search society,” where users get the information they need without ever clicking through to a website. The culprit? AI-driven search.
Features like Google’s AI Overviews are fundamentally changing user behavior. Instead of clicking a link, users now get a synthesized, comprehensive answer at the very top of the page. The engagement that used to happen on your site is now happening on the search results page itself.
The data is clear:
- Recent studies show that nearly 60% of all Google searches now end without a click on an external site.
- Industry data shows that since the launch of AI Overviews, search impressions have increased by 49%, while click-through rates have dropped by 30%.
- We’re seeing this with our own clients, who have experienced an average +20% spike in impressions alongside a 5-10% decline in clicks.
For ecommerce, this means the customer journey has been completely re-architected. Product discovery and consideration are no longer happening on your product pages; they’re happening on Google. Your goal is no longer just to get the click—it’s to be the cited source in the AI’s answer.
In our new article, “Clickless Search Society: How AI is Reshaping Search,” we break down exactly what this new landscape means for B2C and B2B businesses, how to adapt your content, and which new KPIs you need to start tracking.
Industry Insight: AI Gets Specialized with Adobe’s New Agents
While some AI tools are built for the consumer, Adobe is doubling down on the enterprise. The general availability of Adobe’s new AI agents inside the Adobe Experience Platform (AEP) marks a move toward specialized, high-impact automation for complex business tasks.
These aren’t general-purpose chatbots. Think of them as expert assistants engineered for specific jobs:
- The “Audience Agent” automates the creation of complex customer segments for personalization.
- The “Data Insights Agent” streamlines the analysis of customer behavior to find actionable intelligence.
This is the next evolution of AI in the enterprise: moving from broad tools to specialized agents that empower marketing and data teams to work faster and smarter.
Partner Spotlight: Yotpo – The Ultimate Customer Loyalty Platform
This month, we’re shining a light on our partner, Yotpo, the leading ecommerce marketing platform that helps brands drive retention and build lasting customer relationships.
In today’s market, acquiring a customer is just the beginning. Yotpo gives you an integrated platform to win them for life. By consolidating Reviews, Loyalty & Referrals, SMS Marketing, and Subscriptions into one place, Yotpo empowers brands to create connected experiences.