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:pxtra shares practical insights on how they use AI search as a new touchpoint and achieve a high conversion rate in the process.
AI is changing how people look for solutions - and how companies are found. Most software providers run into these issues:
- Decline in SEO traffic
- Traditional visibility in search engines is losing importance
- AI responses are becoming more important in the comparison phase
The new challenge is to remain visible and be found in the new world of SEO. However, this requires adapting your own strategy.
In this best practice article, Peter, Head of Marketing at :pxtra, shares concrete steps on how to use AI search as a new touchpoint and achieve a higher conversion rate than with traditional SEO results.
Step 1: Understand the customer journey
The first step is to develop a deep understanding of the customer journey, with a clear focus on the ideal customer profile (ICP). The aim is to precisely define which customer segments should be the focus.
“What I always say: Focus on ICP, or Ideal Customer Profile. Be very clear about which segment you are targeting. Where do you see potential, together with your sales and product team? Where do you want to go? What is your core market? Focus is the most important thing.” - Peter Struck, Head of Marketing at :pxtra
Step 2: Understand your target audience
Building on the defined ICP, you now need to create detailed personas that paint a realistic picture of your target customers. These personas should not remain static:
- Work with them interactively,
- Test campaign ideas,
- Use AI tools to run through scenarios and simulate response.
Another best practice is to check visibility in AI-powered search experiences: Does your company appear in relevant AI overviews or generative search responses? If not, there is a clear need for action here.
“[There are] lots of questions that can be answered, but they are asked by people and then listed right there [in the AI search]. And if you're not listed there, then you have some catching up to do. And I can say that - we have it too, everyone has it right now, because it's a growth market. So we can all grow along with it now.” - Peter Struck, Head of Marketing at :pxtra
“And, of course, many existing content checks. Just throw it into ChatGPT yourself and ask it: what do I have to do to get you to play it? At this point, I can only say that you'll get some really great answers.” - Peter Struck, Head of Marketing at :pxtra
Step 3: Build a bridge between awareness and trust
Visibility is not only created through your own channels. A key lever is to work with strong partners such as OMR Reviews or similar portals. This allows you to position yourself exactly where your ideal customer profile (ICP) actively seeks information and prepares decisions.
Especially in the changing environment of SEO and AI overviews, such platforms play a dual role:
- They increase your reach in relevant search contexts and
- At the same time, they strengthen your credibility through independent reviews and comparisons.
The combination of visibility and trust building makes partner networks a central component of a sustainable go-to-market strategy.
“If you're a young company, you want two things. You want to create visibility and awareness, and on the other hand, you need trust. And that's exactly where OMR Reviews came in as the most obvious answer, because everything is right there on the spot. OMR has a lot of clout, especially in the digital sector, where our target audience is active.” - Peter Struck, Head of Marketing at :pxtra
“One point that I see in our company and can recommend to others is to build a bridge between awareness and trust. This means working with strong partners and brand messaging. Position yourself where your target group is.” - Peter Struck, Head of Marketing at :pxtra