How Olly is updating its product detail pages for the AI era

These days, shoppers are increasingly asking ChatGPT for recommendations like “the best sleep supplement” and “best women’s multivitamin.” So instead of browsing a brand’s homepage, shoppers are landing directly on a product page. And they may be deciding whether or not to purchase within minutes.

As more research and product discovery happen through LLMs and AI platforms, brands like supplement maker Olly say they are experiencing a shift in their traffic patterns in real time. According to Jennifer Peters, Olly’s director of DTC, marketing technology and digital compliance, shoppers are now coming to the brand’s website from a lower part of the marketing funnel. Due to the high intent of purchase, these shoppers are often ready to check out much quicker than other website visitors. As such, she said, visitors are spending less time clicking around the Olly site, but are converting faster to the products.

This shifting behavior is forcing brands to focus more on the actual product pages and less so on the home landing pages. Olly is making changes to its website by beefing up its in-house educational blog posts and expanding each product page with a frequently asked questions section.

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