€12.4 million in additional revenue through A/B testing!
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New Study: How AI Search is Changing SEO Visibility in E-Commerce
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Format: Recording
Duration: 60 minutes
Source: LEAP × SISTRIX study 2026
2,496 online shops
No online shop disappears overnight. Just like on German high streets, where nearly 2,500 stores went insolvent in 2025 and average shops without a unique reason to visit were the first to go, the same thing is happening on Google right now. AI-generated answers are wedging themselves between search results and clicks. If you don't pay attention now, you won't notice until your traffic has already taken a noticeable hit.
It used to be a list of blue links; if you were on page one, you got visitors. Today, the same user gets a ready-made recommendation, often before they have even clicked on a shop.
Nevertheless, 99.5 percent of Google AI responses include at least one source from the top ten organic search results. The AI doesn't invent its recommendations; it relies on what is already ranking at the top. Therefore, start with the SEO basics, then move to targeted GEO measures, and eventually to technical integration with AI assistants. Skipping this order means building on an unstable foundation. Each stage creates the prerequisite for the next. In the end, patience pays off twice over.
Visibility in AI responses is the result of high rankings, not a shortcut to them. Tools that simply paste text onto a page won't change that if the page itself doesn't rank well. Investing in ranking tools and their recommendations without actually improving your search position is a waste of time. Working on the facade won't make the foundation any more stable.
Furthermore, 76 percent of the largest German online shops operate without an A/B testing tool—especially now, when the most cost-effective channel is under pressure. Those who test generate revenue from traffic they have already paid for. Even small improvements in conversion rate directly impact revenue, without needing additional budget for reach.
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As Managing Director, I focus primarily on strategy, overseeing internationalization, relaunches, and other large-scale corporate projects. I am also responsible for the ongoing development of our services and solutions, and I am the author of the Spiegel bestseller *Besser Online Verkaufen* (Selling Better Online).
Dennis Herzberger is Senior Manager of Marketing & Revenue Growth at LEAP. With over 15 years of experience in CRO, experimentation, and funnel optimization, he has helped companies in e-commerce, insurance, fashion, and banking systematically unlock conversion potential. He focuses on measures that deliver measurable results rather than just sounding strategic.
