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Converting Traffic in the Age of AI: Finding Funnel Friction and Increasing Conversions

As traffic sources shift and user journeys become less predictable, one thing still matters: reducing friction and making it easier for people to convert.

In this webinar, Tobias Weßler and Ton Wesseling share how to uncover funnel friction, learn from real user behavior, and adapt your CRO strategy for the age of AI.

You’ll hear a real-world case study on improving funnel performance, plus practical advice on how to turn higher-intent traffic into more conversions.

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“With just one small funnel change, we saw a 20% uplift in conversions.”

—Tobias Weßler, Chief Content Manager at Versicherungen mit Kopf

See how Tobias and his team used behavioral data to uncover friction in a 10+ step funnel, identify hidden drop-off points, and make smarter changes based on real user behavior instead of assumptions.

“AI changes discovery. It doesn’t change the fundamentals of optimization.”

— Ton Wesseling, Experimentation Coach

Ton builds on the case study by showing how AI is changing the path to conversion and what CRO teams should do about it. His session focuses on how to convert increasingly decision-ready users by confirming expectations, reducing friction, and keeping research at the center of optimization.

About Mouseflow

Mouseflow is a powerful behavior analytics platform designed to help businesses optimize their websites by understanding how users interact with them, providing deep insights into visitor behavior through session recordings, heatmaps, funnels, form analytics, and user feedback tools.