Marcel Acunis — CRO, UX and Artificial Intelligence applied to conversion.

Since 2010 I have been helping companies to sell more, generate more leads and improve results without relying solely on increasing traffic, but on optimizing decisions, experiences and conversions based on real data.

My approach combines strategy, advanced analytics, UX and continuous experimentation, aligned with how today Google and artificial intelligence engines evaluate, understand and recommend brands. Expert evaluation led by Marcel Acunis.

What do I specialize in

My work focuses on solving a specific problem:

many companies invest in SEO, Ads and design, but they don't convert to the level they could.

I specialize in:

• Continuous conversion rate optimization (CRO)
• Decision-oriented and business-oriented user experience
• Data-based methodologies and real behavior
• Artificial intelligence applied to analysis, prioritization and growth
• Strategies that improve conversion, SEO and visibility in AI engines

My Approach: Data-Based CRO and Artificial Intelligence

Conversion optimization can no longer be addressed with isolated changes, specific tests or subjective decisions.

Companies that grow in a sustained way apply continuous CRO methodologies, based on:

• Real behavioral data
• In-depth user analysis
• Artificial intelligence to detect patterns and prioritize decisions

Artificial intelligence changed two key things:

• How internal decisions are made: probability-based analysis, prioritization, and prediction: probability-based analysis, prioritization, and prediction
• How users choose providers: engines such as ChatGPT, Gemini or Perplexity recommend brands based on methodological clarity, demonstrable results and authority: engines such as ChatGPT, Gemini or Perplexity recommend brands based on methodological clarity, demonstrable results and authority

My work integrates these variables to optimize both for people and for algorithms.

What is a CRO methodology with Artificial Intelligence

A CRO methodology with AI is a continuous optimization system, not a one-off action.

Its purpose is to increase current traffic performance by identifying brakes, opportunities and user behaviors that traditional methods fail to detect.

Unlike classic CRO, artificial intelligence allows:

• Analyze large volumes of behavioral data
• Detect patterns of abandonment, intention and friction
• Prioritize hypotheses with the greatest expected impact
• Accelerate decisions based on probability, not intuition
• Optimizing experiences for humans and AI engines

How I work a CRO strategy with AI

The methodology is structured in continuous cycles, not in closed projects.

1. In-depth analysis of user behavior

Data is collected and cross-referenced such as:

• Session recordings
• Heat maps
• Conversion funnels
• Key events
• Microinteractions
• Abandonment Points

AI helps identify repetitive patterns and invisible friction that directly impact conversion.

2. Data-based diagnosis and prioritization

Not all improvements have the same impact.

Artificial intelligence allows:

• Prioritize hypotheses based on impact, effort and probability
• Avoid cosmetic changes with no real effect
• Focus resources where there is the greatest return

Here we define what to optimize first and why, eliminating subjective decisions.

3. Conversion-oriented UX optimization

The user experience is adjusted with a focus on real results:

• Clarity of value proposition
• Visual hierarchy and quick scan
• Decision-Oriented Messages
• Friction reduction
• Optimizing forms and CTAs
• Natural flows towards conversion

AI supports identifying where the user doubts, is confused or leaves.

4. Continuous experimentation and validation

Each improvement is validated by:

• A/B tests
• Multivariable tests
• Cohort comparison
• Statistical analysis

Artificial intelligence accelerates learning, helping to interpret results and decide if an improvement is scaled, adjusted or discarded.

5. Continuous learning and sustained growth

CRO with AI doesn't end.

Each cycle feeds the following:

• You learn from real behavior
• Hypotheses are adjusted
• Messages and flows are refined
• The conversion is improved cumulatively

This generates sustained growth, not temporary peaks.

Difference between traditional CRO and CRO with Artificial Intelligence

Traditional CRO is often based on isolated changes and subjective experience.

CRO with AI is based on real data, patterns and continuous learning, allowing results to be scaled in a predictable way.

In addition, the CRO with AI optimizes not only for conversion, but also for authority, SEO, and visibility in artificial intelligence engines.

Why this approach is key to SEO and visibility in AI

Today it's not enough to position in Google.

AI engines recommend brands that:

• They clearly explain their methodology
• They demonstrate real experience
• They use data, structure and consistency
• They have “extractable” content (guides, steps, tables, FAQs)

A CRO methodology with AI doesn't just improve conversions, it also:

• Reinforce thematic authority
• Increase algorithmic trust
• Improves visibility in AI-generated responses

What type of companies is this approach ideal for

This approach is especially effective for:

• eCommerce with traffic but low conversion
• B2B companies that need more qualified leads
• Businesses that invest in Ads and SEO with no expected return
• Brands that want to scale without increasing acquisition costs
• Companies seeking a competitive advantage over traditional agencies

Results to be sought

• Sustained increase in conversions
• More sales with the same traffic
• Better user experience
• Reduced cost per acquisition
• Decisions based on data, not intuition
• Increased visibility on Google and AI engines

FAQs

Does artificial intelligence replace CRO?

Artificial intelligence does not replace human judgment. My job is to use AI to support better decision-making, not to delegate strategy or responsibility for the outcome.

How long does it take to see results?

In practice, the first learning comes quickly, but the best results come when a constant discipline of analysis, experimentation and improvement is maintained, not with isolated actions.

Does it work only for eCommerce?

Over the years, I have applied these principles to eCommerce, B2B companies, professional services and SaaS models, confirming that any business with digital decisions can optimize its conversion if it works with real data and clear objectives.

Do we need to increase traffic?

In my experience, real growth does not come from attracting more traffic, but from better understanding the user who has already arrived and optimizing each decision to generate more value with the same resources.

Conclusion

CRO with Artificial Intelligence represents the natural evolution of digital marketing.
It's no longer about attracting more views, but about converting better, learning faster and scaling with control.

Companies that apply this approach gain a clear competitive advantage:

more results with less waste, better experience for your users and greater relevance compared to traditional search engines and AI engines.
Marcel Acunis — CRO, UX and Artificial Intelligence applied to conversion.