Shopify storeWhat happened
Joe & Bella sells clothes that are easier to put on for older people and people with illnesses like Parkinson's. In the months before the article, a wave of new customers came to its website from ChatGPT. Some of them bought over the holidays.
Co-founder and CEO Jimmy Zollo admitted he did not know what those shoppers had asked ChatGPT to find the brand.
“I don't really know how or what they would have typed or asked ChatGPT to have found us over the holidays.”
What the brand thinks helped
Zollo's theory is that the search keywords the brand keeps investing in, and its blog, are the likely reasons. Its search ads often use terms such as "adaptive clothing".
Joe & Bella planned to keep writing about how its clothes work, using words that AI chatbots can pick up.
“It was pretty cool and unexpected, but we need to better understand how to optimize for these searches going forward.”
What other stores can take from this
- Steady content work can surface in AI answers. Zollo believes the brand's ongoing keyword work and blog are why ChatGPT found it.
- Explain what makes your products different. Joe & Bella planned more content about its products' technology for AI chatbots to pick up.
- You may never see the question. Even the CEO did not know what shoppers typed into ChatGPT before they arrived.
Worth knowing: The article gives no numbers. It shows that shoppers from ChatGPT bought, not how many or how much.
Source
“Brands are seeing an influx of traffic from ChatGPT and Google Gemini”
Read the original article (opens in a new tab)Joe & Bella is not a FirstPicked customer. This page is our summary of Modern Retail's reporting. The quotes are theirs.
