In 2024 and 2025, GenAI became part of how B2B buyers learn and buy. Forrester reported that around 9 in 10 B2B buyers have adopted GenAI, and more expect to use it in purchasing.

At the same time, buyers are more skeptical. Trust and proof matter more than clever copy.

Also, Google is moving deeper into AI search experiences where people ask longer questions and follow-ups. Google’s guidance is simple: publish unique, helpful content that truly answers needs.

So CRO is no longer just “make the button bigger.”

It is now:

• trust building

• risk removal

• faster time-to-value

• proof that your AI works in the real world

The proven CRO frameworks that still work (and why)

These frameworks are proven because they force you to look at what drives action, not what looks nice.

1) The LIFT Model (great for landing pages)

LIFT breaks conversion down into factors like value proposition, clarity, relevance, distraction, urgency, and anxiety.

Why it still works for AI:

• AI products create anxiety fast (accuracy, privacy, “will it break stuff?”)

• LIFT makes you fix anxiety and clarity first

2) MECLABS Conversion Sequence Heuristic (best for diagnosing friction)

MECLABS frames conversion around motivation, value proposition, friction, incentive, and anxiety.

Why it still works for AI:

• “Anxiety” is massive in AI buying

• “Friction” includes setup, permissions, data access, security reviews

3) CXL research-led CRO (best for consistent wins)

CXL pushes a research-first CRO process: collect evidence, form hypotheses, then test.

Why it still works for AI:

• AI buyers ask different questions per role (CTO vs RevOps vs Security)

• research stops you from guessing

4) Reforge Growth Loops (best for compounding growth)

Loops treat growth as a system, not a funnel. Product, channel, and monetization work together.

Why it matters for AI:

• the best AI products spread through usage, outputs, and sharing

• the “activation moment” is often inside the product, not on the site

What worked in 2024 and 2025, but will be weaker in 2026

These won’t fully die. They just won’t be enough.

1) “Feature-first” landing pages
AI buyers want outcomes, limits, and proof. Not 12 features.

2) Trust as a footer checkbox
Many leaders say security and data protection are top concerns with GenAI. One survey reports 95% say more security is needed, and 94% see data protection as a major concern.

If trust is buried, conversion drops.

3) CRO that ignores AI search
If AI assistants do the “first read,” your page needs to be easy to extract and cite. Microsoft warns against walls of text and hiding key answers in tabs because AI systems may not render hidden content.

The UnOptimised framework for AI B2B CRO in 2026

We use proven frameworks (LIFT + MECLABS + research) but we add AI-specific layers.

The TRUST-to-VALUE Framework (6 blocks)

1) Intent Match
One page, one job. Match the exact search question.
This is basic SEO psychology too: different intents need different pages.

2) Proof First
Above the fold:

• who uses it

• what changed

• numbers, not adjectives

3) Risk Removal
Make risk visible, not hidden:

• security posture

• data handling

• human-in-loop controls

• what your AI will NOT do

4) Time-to-Value
AI buyers want value fast.
Time-to-value is a core PLG metric and ties directly to activation.

Your page should show:

• “first value in X minutes”

• setup steps

• what to connect first

5) Control
AI fear is loss of control.
So show:

• permissions

• approvals

• audit logs

• rollback options

6) Loop
The page should push into a loop:

• demo or trial, then

• activation path, then

• proof sharing path (export, report, outcome)

This is how you compound growth, not just win one signup.

This also fits product-led SEO thinking: long-term growth comes from aligning content with product value and real user needs, not chasing keywords.

What we’ve seen work

Across AI and B2B SaaS sites we rebuild, the biggest lifts usually come from:

• removing “AI magic” wording

• making trust and limits clear

• showing time-to-value

• putting proof next to the CTA

Example from our work: a SaaS client pricing page hit 14% conversion rate, and demo volume jumped after we rewired messaging + page structure.