The short, strange history of gene de-extinction

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

This week saw the release of some fascinating news about some very furry rodents—so-called “woolly mice”—created as part of an experiment to explore how we might one day resurrect the woolly mammoth.

The idea of bringing back extinct species has gained traction thanks to advances in sequencing of ancient DNA. In recent years, scientists have recovered genetic blueprints from the remains of dodo birds, more than 10,000 prehistoric humans, and frozen mammoths, a species that went extinct around 2000 BCE.

This ancient genetic data is deepening our understanding of the past—for instance, by shedding light on interactions among prehistoric humans. But researchers are becoming more ambitious. Rather than just reading ancient DNA, they want to use it—by inserting it into living organisms.

Colossal Biosciences, the biotech company behind the woolly mice, says that’s its plan. The eventual goal is to modify elephants with enough mammoth DNA to result in something resembling the extinct pachyderm.

To be sure, there is a long way to go. The mice Colossal created include several genetic changes previously known to make mice furry or long-haired. That is, the changes were mammoth-like, but not from a mammoth. In fact, only a single letter of uniquely mammoth DNA was added to the mice.

Because this idea is so new and attracting so much attention, I decided it would be useful to create a record of previous attempts to add extinct DNA to living organisms. And since the technology doesn’t have a name, let’s give it one: “chronogenics.”

“Examples are exceptionally few currently,” says Ben Novak, lead scientist at Revive & Restore, an organization that applies genetic technology to conservation efforts. Novak helped me track down examples, and I also got ideas from Harvard geneticist George Church—who originally envisioned the mammoth project—as well as Beth Shapiro, lead scientist at Colossal.

The starting point for chronogenics appears to be in 2004. That year, US scientists reported they’d partly re-created the deadly 1918 influenza virus and used it to infect mice. After a long search, they had retrieved examples of the virus from a frozen body in Alaska, which had preserved the germ like a time capsule. Eventually, they were able to reconstruct the entire virus—all eight of its genes—and found it had lethal effects on rodents.

This was an alarming start to the idea of gene de-extinction. As we know from movies like The Thing, digging up frozen creatures from the ice is a bad idea. Many scientists felt that recovering the 1918 flu—which had killed 30 million people—created an unnecessary risk that the virus could slip loose, setting off a new outbreak.

Viruses are not considered living things. But for the first example of chronogenics involving animals, we have to wait only until 2008, when Australian researchers Andrew Pask and Marilyn Renfree collected genetic data from a Tasmanian tiger, or thylacine, that had been kept in a jar of ethanol (the last of these carnivorous marsupials died in a Hobart zoo in 1936).

The Australians then added a short fragment of the extinct animal’s DNA to mice and showed it could regulate the activity of another gene. This was, at one level, an entirely routine study of gene function. Scientists often make DNA changes to mice to see what happens. 

The difference here was that they were studying extinct genes, which they estimated accounts for 99% of the genetic diversity that has ever existed. The researchers used almost religious language to describe where the DNA had come from. 

“Genetic information from an extinct species can be resurrected,” they wrote. “And in doing so, we have restored to life the genetic potential of a fragment of this extinct mammalian genome.”

That brings us to what I think is the first commercial effort to employ extinct genes, which came to our attention in 2016. Gingko Bioworks, a synthetic-biology company, started hunting in herbariums for specimens of recently extinct flowers, like one that grew on Maui’s lava fields until the early 20th century. Then the company isolated some of the genes responsible for their scent molecules. 

“We did in fact insert the genes into yeast strains and measure the molecules,” says Christina Agapakis, Gingko’s former senior vice president for creative and marketing, who led the project. Ultimately, though, Ginkgo worked with a “smell artist” to imitate those odors using commercially available aroma chemicals. This means the resulting perfumes (which are for sale) use extinct genes as “inspiration,” not as actual ingredients.

That’s a little bit similar to the woolly mouse project. Some scientists complained this week that when, or if, Colossal starts to chrono-engineer elephants, it won’t really be able to make all the thousands of DNA changes needed to truly re-create the appearance and behavior of a mammoth. Instead, the result will be just “a crude approximation of an extinct creature,” one scientist said. 

Agapakis suggests not being too literal-minded about gene retrieval from the past. “As an artwork, I saw how the extinct flower made different people feel a deep connection with nature, a sadness and loss at something gone forever, and a hope for a different kind of relationship to nature in the future,” she says. “So I do think there is a very powerful and poetic ethical and social component here, a demand that we care for these woolly creatures and for our entanglements with nature more broadly.”

To wrap up our short list of known efforts at chronogenics, we found only a few more examples. In 2023, a Japanese team added a single mutation found in Neanderthals to mice, to study how it changed their anatomy. And in unpublished research, a research group at Carlsberg Laboratory, in Copenhagen, says it added a genetic mutation to barley plants after sifting through 2-million-year-old DNA recovered from a mound in Greenland. 

That change, to a light-receptor gene, could make the crop tolerant to the Arctic’s extremely long summer days and winter nights.


Now read the rest of The Checkup

Read more from MIT Technology Review’s archive

How many genetic edits can be made to a cell before it expires? The answer is going to be important if you want to turn an elephant into a mammoth. In 2019, scientists set a record with more than13,000 edits in one cell.

We covered a project in Denmark where ancient DNA was replicated in a barley plant. It’s part of a plan to adapt crops to grow in higher latitudes—a useful tool as the world heats up.

To learn more about prehistoric animals, some paleontologists are building robotic models that fly, swim, and slither around. For more, have a look at this MIT Technology Review story by Shi En Kim.

The researcher who discovered how to make a mouse with extra-long hair, back in 1994, is named Jean Hebert. Last year we profiled Hebert’s idea for staying young by “gradually” replacing your brain with substitute tissue.

Looking for an unintended consequence of genetic engineering? Last year, journalist Douglas Main reported how the use of GMO crops has caused the evolution of weeds resistant to herbicides.

From around the web

The United Kingdom now imports half the donor sperm used in IVF procedures. An alleged donor “shortage” is causing sperm to become more expensive than beluga caviar, on a per-gram basis. (Financial Times)

Jason Bannan, the agent who led the FBI’s scientific investigation into the origins of covid-19, is speaking out on why he thinks the pandemic was started by a lab accident in China. (Vanity Fair)

An Australian company, Cortical Labs, released what it’s calling “the first commercial biological computer.” The device combines silicon chips with thousands of human neurons. (Boing Boing)

The Trump administration is terminating medical research grants that focus on gender identity, arguing that such studies are “often unscientific” and ignore “biological realities.” Researchers vowed to press on. (Inside Medicine). 

The US Senate held confirmation hearings for Stanford University doctor Jay Bhattacharya to be director of the National Institutes of Health, which funds nearly $48 billion in research each year. Bhattacharya gained prominence during the covid-19 pandemic for opposing lockdowns. (NPR)

Francis Collins has retired from the National Institutes of Health. The widely admired geneticist spent 12 years as director of the agency, through 2021, and before that he played a key role in the Human Genome Project.  Early in his career he identified the gene that causes cystic fibrosis. (New York Times)

The Download: gene de-extinction, and Ukraine’s Starlink connection

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

The short, strange history of gene de-extinction

This week saw the release of some fascinating news about some very furry rodents—so-called “woolly mice”—created as part of an experiment to explore how we might one day resurrect the woolly mammoth.

The idea of bringing back extinct species has gained traction thanks to advances in sequencing of ancient DNA. This ancient genetic data is deepening our understanding of the past—for instance, by shedding light on interactions among prehistoric humans. But researchers are becoming more ambitious. Rather than just reading ancient DNA, they want to use it—by inserting it into living organisms.

Because this idea is so new and attracting so much attention, I decided it would be useful to create a record of previous attempts to add extinct DNA to living organisms. And since the technology doesn’t have a name, let’s give it one: “chronogenics.” Read the full story.

—Antonio Regalado

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here

If you’re interested in de-extinction, why not check out:

+ How much would you pay to see a woolly mammoth? We spoke to Sara Ord, director of species restoration at Colossal, the world’s first “de-extinction” company, about its big ambitions.

+ Colossal is also a de-extinction company, which is trying to resurrect the dodo. Read the full story.

+ DNA that was frozen for 2 million years has been sequenced. The ancient DNA fragments come from a Greenland ecosystem where mastodons roamed among flowering plants. It may hold clues to how to survive a warming climate.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 Ukraine is worried the US could sever its vital Starlink connection
Its satellite internet is vital to Ukraine’s drone operations. (WP $)
+ Thankfully, there are alternative providers. (Wired $)
+ Ukraine is due to start a fresh round of war-ending negotiations next week. (FT $)
+ Meet the radio-obsessed civilian shaping Ukraine’s drone defense. (MIT Technology Review)

2 Israel’s military has trained a powerful AI model on intercepted Palestinian data
The ChatGPT-like tool can answer queries about the people it’s monitoring. (The Guardian)

3 Donald Trump has suspended tariffs on Canada and Mexico
Until April 2, at least. (Reuters)
+ It’s the second time Trump has rolled back import taxes in as many days. (BBC)
+ How Trump’s tariffs could drive up the cost of batteries, EVs, and more. (MIT Technology Review)

4 Can someone check on NASA’s Athena lunar lander?
While we know it reached the moon, it appears to have toppled over. (NYT $)
+ If it remains in an incorrect position, it may be unable to complete its mission. (CNN)
+ Its engineers aren’t sure exactly where it is on the moon, either. (NBC News)

5 Shutting down 2G is easier said than done
Millions of vulnerable people around the world still rely on it to communicate. (Rest of World)

6 The hunt for the world’s oldest functional computer code
Spoiler: it may no longer be on Earth. (New Scientist $)

7 Robots are set to compete with humans in a Beijing half marathon🦿
My money’s on the flesh and blood competitors. (Insider $)
+ Researchers taught robots to run. Now they’re teaching them to walk. (MIT Technology Review)

8 Where did it all go wrong for Skype?
It was the world leading video-calling app—until it wasn’t. (The Verge

9 Dating is out, matchmaking is in
Why swipe when a platform can do the hard work for you? (Wired $)
+ Forget dating apps: Here’s how the net’s newest matchmakers help you find love. (MIT Technology Review)

10 Apps are back, baby! 📱
It’s like the original smartphone app boom all over again. (Bloomberg $)

Quote of the day

“You can only get so much juice out of every lemon.”

—Carl-Benedikt Frey, a professor of AI and work at Oxford University’s Internet Institute, explains why pushing AI as a means of merely increasing productivity won’t always work, the Financial Times reports.

The big story

The cost of building the perfect wave

June 2024

For nearly as long as surfing has existed, surfers have been obsessed with the search for the perfect wave.

While this hunt has taken surfers from tropical coastlines to icebergs, these days that search may take place closer to home. That is, at least, the vision presented by developers and boosters in the growing industry of surf pools, spurred by advances in wave-­generating technology that have finally created artificial waves surfers actually want to ride.

But there’s a problem: some of these pools are in drought-ridden areas, and face fierce local opposition. At the core of these fights is a question that’s also at the heart of the sport: What is the cost of finding, or now creating, the perfect wave—and who will have to bear it? Read the full story.

—Eileen Guo

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)+ Planning a holiday? These handy accessories could make your journey a whole lot easier (beach powder optional)
+ How to avoid making common mistakes.
+ The latest food trend is dry-aged fish—tasty.
+ It’s Friday, so let’s enjoy a bit of Bob Dylan and Joan Baez.

Montana Knife Co Blends Craft with Scale

Montana Knife Company launched in 2020 in a two-car garage near Missoula. One co-founder is a certified “Master Bladesmith” who has produced handmade knives since he was 11. The other, Brandon Horoho, is a seasoned digital marketer and ecommerce pro.

Combined, the entrepreneurs prove the value of craftsmanship at scale marketed directly to consumers. Business is booming, and the company will soon move into a 50,000 sq. ft. manufacturing facility.

Brandon and I recently spoke. He shared the company’s origins, culture, “drop” selling, and more. Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Tell us who you are and what you do.

Brandon Horoho: I’m the co-founder, vice president, and chief marketing officer of Montana Knife Company. My background is in marketing, and I’ve been involved in ecommerce since 2010.

I’ve worked for big supplement and fitness brands and on many ecommerce platforms, including Magento and Shopify. One of my early accomplishments was adopting SMS marketing when it was unregulated, which helped me understand how to grow businesses in emerging markets.

We make our knives entirely in Montana, near Missoula. We started in 2020 and are entirely bootstrapped. We focus on creating quality knives for the most hardcore hunters, offering a product you could take on a two-week hunt in Alaska without needing backups. We aim to make tools that last for generations. We stand apart from the mass market, which has shifted toward cheaper, disposable products.

We manufacture our knives to last. That’s what sets us apart. We’re obsessive about quality and craftsmanship, even at scale. My business partner, Josh Smith, has been making knives since he was 11. At age 19, he became the youngest Master Bladesmith from the American Bladesmith Society. His specialty is Damascus steel and highly intricate, custom-made handles.

People would buy his knives to collect them, which bothered him because he wanted folks to use them. That’s why we started this company.

Bandholz: How do you stand out in a crowded industry?

Horoho: We’re different from traditional knife companies. We don’t do blade shows, and we don’t follow the typical market trends for knives. We focus on making specific tools for specific people. Our brand is like the anti-knife knife company.

We also differentiate through our dedication to customer service. Our warranty is unmatched — if you buy a knife from us, we’ll sharpen it as often as you need. If something goes wrong, we’ll fix it. This warranty applies to the original owner and anyone who inherits the knife.

Bandholz: Have you had any issues with knockoffs of your knives?

Horoho: We’ve seen a few knockoffs on platforms like Temu, but we don’t lose sleep over it. We’re 100% direct-to-consumer, so if you aren’t buying from our website, you’re buying a fake. Our knives are hand-finished and hand-sharpened; it’s tough for anyone to replicate that on a large scale.

Bandholz: Your knives are often out of stock. Is that a success or failure?

Horoho: It depends on how you look at it. When we started, we could afford to make only 200 knives — most went to friends and family. We sold out before we had the next batch ready. That’s how our drop model started — we had no product to sell for a month or two, so we decided to announce drops for specific dates.

Coming from the fitness and apparel world, I was familiar with the drop model, but it wasn’t supposed to be our primary business strategy. The first time we did it, the knives sold out in 14 minutes, and we hadn’t even finished making them. It was chaos. We didn’t have enough packaging, and Josh was sharpening knives as fast as he could while I worked on the shipping labels.

We continued with the drop model because it worked, but it was never the plan. We were also launching during Covid, so we faced challenges sourcing steel and finding contractors willing to work with a small company like ours.

Bandholz: Have you kept up with demand?

Horoho: No, we still haven’t caught up. When we started, we bought one CNC machine — Computer Numerical Control, a manufacturing process — and operated out of a two-car garage. We now have a 10,000-square-foot facility on Josh’s property, but we outgrew it in less than a year. We’re building a 50,000-square-foot plant, which will include 30,000 square feet of manufacturing space.

We’re still constrained even with our expanded production capabilities. We have only five available knife models, and our sell-through rate is about two weeks. We drop new products every Thursday, but we can’t make enough to keep up with the demand.

Bandholz: Tell us about your marketing efforts.

Horoho: I had many years of making marketing mistakes before Montana Knife. We focused on the basics first, setting up a proper data management system from day one, especially for Google and Facebook ads, which I’m familiar with from my time in the supplement space.

I knew we’d be competing with companies that have been around for decades, but when I looked at their digital footprints, I saw they were missing opportunities. I worked with a friend, Joel, from Fluxe Digital Marketing, to establish a strong organic search strategy, even before we had products on the site. That’s been huge.

Our focus is growing our email list, not just social media platforms. Having the ability to reach customers directly has been key. Consistent daily posting keeps us top of mind, and collaborations with like-minded brands are where I see the future. Artificial intelligence might soon dominate ads, but genuine brand partnerships will stand out.

Bandholz: Where can people follow you?

Horoho: MontanaKnifeCompany.com. We’re on X, YouTube, and Instagram. You can find me on LinkedIn and Instagram.

Google’s Martin Splitt Warns Against Redirecting 404s To Homepage via @sejournal, @MattGSouthern

Google has released a new episode in its “SEO Office Hours Shorts” video series, in which Developer Advocate Martin Splitt addresses a question many website owners face: Should all 404 error pages be redirected to the homepage?

The Clear Answer: Don’t Do It

In the latest installment of the condensed Q&A format, Splitt responds to a question from a user named Chris about whether “redirecting all 404 pages to the homepage with 301 redirects can have a negative impact on rankings or overall website performance in search.”

Splitt’s response was unambiguous: “Yes, and also it annoys me as a user.”

Why 404s Serve A Purpose

404 error pages signal to users and search engine crawlers that a URL is broken or nonexistent. This transparency helps people understand what they’re dealing with rather than being unexpectedly redirected to an unrelated page.

Splitt explained:

“A 404 is a very clear signal this link is wrong and broken or this URL no longer exists because maybe the product doesn’t exist or something has changed.”

Impact on Search Crawlers

Splitt says blanket redirects to the homepage can disrupt search engine crawlers’ efficiency.

When crawlers encounter a legitimate 404, they recognize that the content no longer exists and can move on to other URLs. However, redirecting them to the homepage creates a confusing loop.

Splitt noted:

“For a crawler, they go like homepage and then click through or basically crawl through your website, finding content, and eventually they might run into a URL that doesn’t exist.

But if you redirect, they’re kind of like being redirected, and then it all starts over again.”

Best Practices for Handling Missing Content

Splitt offered clear guidance on proper redirects:

  1. If content has moved to a new location, use a redirect to that specific new URL
  2. If content is truly gone, maintain the 404 status code
  3. Don’t redirect to the homepage or what you think is the “closest” match

Splitt emphasized:

“If it moved somewhere else, use a redirect. If it’s gone, don’t redirect me to the homepage.”

This latest guidance aligns with Google’s longstanding recommendation to maintain accurate HTTP status codes to help users and search engines understand your site structure.

New Format

The SEO Office Hours Shorts format is a new approach from Google’s Search Relations team.

The original format was a live show where anyone could call in and get their questions answered in real time.

This format then transitioned to recorded sessions where Google personnel responded to a selection of pre-approved questions.

Now, SEO Office Hours is presented as short videos. If you prefer one of the previous formats, Splitt encourages feedback in the comments section of the video below:


Featured Image: Screenshot from YouTube.com/GoogleSearchCentral, March 2025.

Google Discontinues Controversial “Page Annotations” On iOS via @sejournal, @MattGSouthern

Google has discontinued its Page Annotations feature in the iOS app, which automatically added search links to webpages.

The feature was introduced late last year and converted certain website text into Google Search links without publisher consent.

Recent updates confirm that it’s no longer supported.

Short-Lived & Controversial

The Page Annotations feature was first announced in November and attracted attention for its potential to divert traffic away from websites.

This feature automatically converted on-page text into tappable links that directed visitors to Google Search results.

Unlike similar features in Google’s ecosystem, Page Annotations used an opt-out model, meaning publishers didn’t need to opt in.

If you didn’t want Google to insert links into your content, you had to submit an opt-out form, and the changes would take effect within 30 days.

Silent Removal

Google has removed all mentions of the Page Annotations feature from its official documentation on “Control what you share with Google.”

The updated text outlines various methods for publishers to control their content’s appearance in search results but does not mention the now-discontinued feature.

Additionally, the annoucement thread on Google’s community forums has been removed.

An archived version of the announcement remains available. See it in the screenshot below:

Screenshot from: web.archive.org, March 2025.

Why the Reversal?

While Google hasn’t publicly stated reasons for discontinuing Page Annotations, the feature’s introduction came at a sensitive time for the company, which has been facing increased scrutiny over its search and advertising practices.

The feature raised concerns about Google’s relationship with publishers. By inserting its links into others’ content without explicit permission, Google influenced how people interacted with websites within its app.

Why This Matters

Google’s quick discontinuation of Page Annotations suggests it may be reevaluating its publisher relationships due to ongoing antitrust concerns.

Publishers no longer need to worry about Google adding links to their content in the iOS app.


Featured Image: Below The Sky/Shutterstock

14 Digital Content Types You’re Probably Not Using Enough via @sejournal, @xandervalencia

Feeling tapped out when it comes to creative content ideas?

If you feel like you’ve done it all, I challenge you to explore these 14 uncommon types of content. Many marketers overlook these unconventional digital content formats, but they can be highly effective.

Slot some of these content styles into your arsenal to mix up your campaigns and see better results from your content marketing.

1. User-Generated Content (UGC)

Every brand knows to talk about the benefits of their products or services. But having real customers sing your praises? That makes a real impact.

User-generated content is content created by consumers – not the brand – heralding the brand’s products or services.

Examples include product reviews, testimonial videos on social media, and the like. Platforms like TikTok, Instagram, and Facebook are hotspots for UGC.

Identifying UGC can take some hunting, such as browsing hashtags associated with your brand on Instagram or following industry influencers on TikTok. You could also use social listening tools to identify brand mentions.

UGC can also be inspired. For example, many brands host contests that reward users for creating great UGC, such as inspiring graphics or dynamic videos.

You might also create a custom hashtag encouraging users to share content; Coca-Cola’s #ShareACoke campaign is one popular example.

UGC draws in new eyes through the user’s followers and you can also repurpose UGC on your brand’s social media accounts and in your campaigns.

UGC is a great form of brand advocacy and is particularly effective at driving user engagement.

In fact, according to a survey conducted by EnTribe, 84% of users are more likely to trust a brand that uses content from customers rather than paid influencers, and 77% would be more likely to purchase from a brand that shares content from real customers in its marketing.

2. Screencasts

“Talking head” videos are perhaps the most common type of video content. The speaker talks to the camera (i.e., the audience), and there might be product photos or slides thrown in.

But POV content is the next hot thing in content marketing. Instead of a talking head, the audience experiences the video from the speaker’s first-person point of view, whether through a camera lens or a screencast.

Screencasting involves recording your mobile or computer screen as you narrate.

Screencasts work well for tutorials or to demonstrate your work in action. They are an impactful format for social media and YouTube videos.

Your screencast can include a voiceover narration and/or music. You might use tools like Camtasia and Loom to make, edit, and repurpose professional screencasts for marketing campaigns.

Here’s one example of an effective screencast in a video titled “Design with me ✨ My full web design process using Figma & Squarespace.”

3. Templates

Templates are ready-made documents your audience can use to streamline tasks, organize their lives, and even get their finances in order.

Some of the most popular templates include invoice templates for business owners, social media design templates for brand managers, resume templates for job seekers, and checklists for travel or events.

People love templates because they are easy to use, helpful, and don’t require much investment (if any at all).

However, they are great tools for brands looking to build trust with potential customers and capture new email subscribers.

How does this work? Typically, you’d advertise the template on your website and social media and then deliver it to interested users via email. Users must submit their email address to get the template. Ta-da! You have a newly opted-in email subscriber.

When it comes to templates, the opportunities are truly endless, which make it easy for business owners to launch a new website in a matter of hours.

4. Worksheets

Worksheets pack tons of value because they empower people with the tools and steps they need to achieve their goals, like planning a business, creating a budget, or nurturing a more positive mindset.

So, how can brands use worksheets to inspire growth? Like templates, worksheets are a great opportunity to gain email subscribers, get re-shares on social media, and drive website traffic.

If you publish a great worksheet (like therapistaid did), people will happily share it.

Active learning tools, like worksheets, benefit users, students, business owners, and more. One study found that active learning methods like polls and chat can lead to 16 times higher rates of non-verbal engagement.

5. Illustrations

If you’re like me, you may be tired of the overly corporate, cookie-cutter graphics used in most marketing materials.

Many of these designs are sourced from the same stock image sites. Why not get a little more creative?

Custom illustrations – hand-drawn or digitally-drawn visuals – can be a great addition to your marketing materials. Designed by freelance illustrators, illustrations can add uniqueness, flair, and even quirkiness to your brand.

Illustrations are gaining in popularity as well. A study conducted by VENNGAGE reports that marketers found original graphics, like infographics and illustrations, to outperform other types of media, such as stock photos, charts, and even videos.

Illustrations add personality to your digital content, particularly when it comes to storytelling.

6. Text Messages

Short message service (SMS) campaigns – a.k.a. text message campaigns – reach consumers via their mobile devices. With so many people on the go, this is one of the most accessible ways to get users’ attention.

Compared to email campaigns, SMS marketing has a much higher average click-through rate (11.19% for texting vs. 1.47% for email). This makes texting great for lead follow-ups, special offers, time-sensitive deals, appointment reminders, and customer support.

Text messaging can be enabled in many of today’s client relationship management (CRM) tools, allowing you to send emails, automate text reminders, and templatize your campaigns. You can even track open rates, conversion rates, and unsubscribe rates.

7. Web Apps

If you want to level up engagement and customer retention, a web app is a good way to do it.

Web apps are interactive online tools (such as games, calculators, login portals, etc.) that make it easier for users to interact with your brand, use your services, get customer support, and so much more.

From fitness apps to mortgage calculators, web apps are everywhere, and they are elevating the user experience in so many unique ways.

Want to utilize this digital content type? Here are some potential app ideas:

  • Travel itinerary planner.
  • Appointment booking.
  • Interactive quiz.
  • Budget calculator.
  • Fitness tracker.
  • Recipe generator.
  • Customer portal.
  • Virtual try-on experiences.
  • Event planning tools.
  • E-learning platform.
  • Gamified rewards.
  • Customer service chat.

8. Animations

Have you ventured into the world of motion graphics? If you haven’t, this might be a creative content type to try. And trust me, it’s not as labor-intensive or expensive as you might think.

You can find many reputable and affordable animators online, able to create everything from animated logos to social media ads and product demos.

Of course, if you are launching a major campaign with multiple elements, you might want to invest in a more premium service.

There are many ways to use animations, such as in explainer videos, infographics, GIFs, short clips for social, and more.

Transform static graphics into moving, grooving animations to catch viewers’ attention and get people talking about your brand.

9. Op-Eds

We’ve talked a lot about visual content thus far, but what about good ol’ written content? While most are familiar with the standard blog post or traditional press release, less common is the controversial op-ed.

Well, op-eds don’t have to be controversial, but they are opinion-based. Rather than purely instructive, they share the writer’s unique take on a particular subject. This can be interesting reading material to publish on your website.

If your brand usually publishes how-to content, perhaps mix it up with opinion pieces.

Get an industry leader’s POV on a trending topic or an editorial writer’s hot take on a common misconception in your industry. There are many ways to spin it.

Publishing different content types can drum up more engagement and shares.

10. Live Video

With all of today’s streaming technology, live video has become an effective medium for brands and thought leaders.

Not only does live video require less planning and editing than pre-recorded video, but it’s also a great way to engage with viewers in real time.

The most prominent live video options are Facebook Live, Instagram Live, YouTube Live, and TikTok Live. All allow you to share a title or caption for your video topic, stream to an audience, and field messages from viewers.

Live video is particularly useful for Q&A sessions, interviews, brand takeovers, and company updates. Even Mark Zuckerberg himself went live to provide a recent update about Meta’s “fact-checking” policy.

If you have a bit of digital stage fright and need some convincing, just know that 51% of consumers are eager for more live content on streaming services. This is not a content medium to be sleeping on.

11. Slides

When it comes to this digital content type, I’m talking about expertly designed presentation slides (as you might make in Slides or PowerPoint) to accompany videos, emails, and other marketing materials.

Tools like SlideShare have risen in popularity as brands have started providing more readable assets to accompany their services, presentations, and products.

For example, many fitness brands now share workout plans and meal prep guides in slide format, making it easy for clients to access the materials, follow along, and share the content digitally.

You’ll also see slides used during live videos, webinars, and in pre-recorded YouTube videos. They are simple and instructional, keep viewers engaged, and show your brand to be a valuable resource in your space!

12. Timelines

As a legal marketing specialist, I often look for creative ways to showcase content for law firms while maintaining a level of professionalism. Timelines often strike that balance.

Say you run a law firm in the area of class action lawsuits. You might want to demonstrate the history of your case, key milestones or accomplishments in your case, how new policies have affected the trial, and so on. A simple timeline on a landing page is a smart way to capture all of these details.

Timelines don’t have to be so corporate, though. For instance, maybe you are a digital nomad documenting your travels across Southeast Asia. A timeline on your website or within a blog post is a great way for readers to keep up with your journey.

Overall, ​​timelines are engaging, visual displays or chronological events. They help your audience understand context, progressions, and stories, making your brand more transparent and relatable.

13. Gamified Content

“Gamification” might seem like a buzzword often thrown around in the world of marketing. But it’s gaining traction for good reason.

Users want content fast, and they want to be entertained. And gamification proves that marketing doesn’t have to be boring – it should be fun!

Gamified content engages users with game mechanics like virtual stories, points, rewards, or leaderboards. Duolingo is a great example of this. Their app boasts users’ language “streaks,” implementing a point system that unlocks special materials and chapters. It’s also just fun to use.

Fitbit is another brand that uses gamified content. The associated app hosts activity challenges, step competitions, and achievement badges, motivating users to keep moving. This encourages people to keep using the tool and to reach their fitness goals.

You can implement gamified content through a web app (if you have one), via email marketing campaigns, and through social media features like surveys and polls.

14. Immersive VR

We can’t talk about the evolution of digital content without mentioning virtual reality (VR). This technology has blown up in the last few years, making its way into games, social media platforms, and even in-person experiences.

To be clear, VR involves technology that virtually transports users into an interactive, 3D environment. This is ideal for video games, of course, but also virtual tours (e.g., virtual real estate walkthroughs) and product sales (e.g., virtual try-ons).

The VR market is projected to reach $18 billion by 2025. While it can take some effort and investment to pull off a VR app, it may be well worth it when it comes to growing your audience and sales.

Shake Up Your Marketing Campaigns With Uncommon Content Formats

There are so many creative ways to showcase your content. Break outside the traditional blog post or ebook once in a while and try out some of these methods.

From gamified content to live video and web apps to templates, try something new to grow your audience and drive sales.

More Resources:


Featured Image: TetianaKtv/Shutterstock

The Download: Denmark’s robot city, and Google’s AI-only search results

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

Welcome to robot city

The city of Odense, in Denmark, is best known as the site where King Canute, Denmark’s last Viking king, was murdered during the 11th century. Today, Odense it’s also home to more than 150 robotics, automation, and drone companies. It’s particularly renowned for collaborative robots, or cobots—those designed to work alongside humans, often in an industrial setting.

Odense’s robotics success has its roots in the more traditional industry of shipbuilding. During the ‘90s, the Mærsk shipping company funded the creation of the Mærsk Mc-Kinney Møller Institute (MMMI), a center dedicated to autonomous systems that drew students keen to study robotics. But there are challenges to being based in a city that, though the third-largest in Denmark, is undeniably small on the global scale. Read the full story.

—Victoria Turk

This story is from our latest print issue, which is all about how technology is changing our relationships with each other—and ourselves. If you haven’t already, subscribe now to receive future issues once they land.

If you’re interested in robotics, why not check out: 

+ Will we ever trust robots? If most robots still need remote human operators to be safe and effective, why should we welcome them into our homes? Read the full story.

+ Why robots need to become lazier before they can be truly useful.

+ AI models let robots carry out tasks in unfamiliar environments. “Robot utility models” sidestep the need to tweak the data used to train robots every time they try to do something in unfamiliar settings. Read the full story.

+ What’s next for robots in 2025, from humanoid bots to new developments in military applications.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 Google has started testing AI-only search results
What could possibly go wrong? (Ars Technica)
+ It’s also rolling out more AI Overview result summaries. (The Verge)
+ AI means the end of internet search as we’ve known it. (MIT Technology Review)  

2 Elon Musk’s DOGE is coming for consultants
Deloitte, Accenture and others will be told to justify the billions of dollars they receive from the US government. (FT $)
+ One federal agency has forbidden DOGE workers from entering its office. (WP $)
+ Anti-Musk protestors set up camp inside a Portland Tesla store. (Reuters)

3 The US military will use AI tools to plan maneuvers
Thanks to a new deal with startup Scale AI. (WP $)
+ Meanwhile, Europe’s defense sector is on the ascendancy. (FT $)
+ We saw a demo of the new AI system powering Anduril’s vision for war. (MIT Technology Review)

4 Global sea ice levels have fallen to a record low
The north pole experienced a period of extreme heat last month. (The Guardian)
+ The ice cores that will let us look 1.5 million years into the past. (MIT Technology Review)

5 Where are all the EV chargers?
Lack of charging infrastructure is still a major roadblock to wider adoption. So why haven’t we solved it? (IEEE Spectrum)
+ Why EV charging needs more than Tesla. (MIT Technology Review)

6 We need new tests to measure AI progress
Training models on questions they’re later tested on is a poor metric. (The Atlantic $)
+ The way we measure progress in AI is terrible. (MIT Technology Review)

7 American cities have a plan to combat extreme heatwaves
Data mapping projects are shedding new light on how to save lives. (Knowable Magazine)
+ A successful air monitoring program has come to an abrupt halt. (Wired $)

8 Chatbots need love too
New research suggests models can tweak their behavior to appear more likeable. (Wired $)
+ The AI relationship revolution is already here. (MIT Technology Review) 

9 McDonald’s is being given an AI makeover 🍔
In a bid to reduce stress for customers and its workers alike. (WSJ $)

10 How to stop doom scrolling
Spoiler: those screen time reports aren’t helping. (Vox)
+ How to log off. (MIT Technology Review)

Quote of the day

“What happens when you get to a point where every video, audio, everything you read and see online can be fake? Where’s our shared sense of reality?”

—Hany Farid, a professor at the University of California, tells the Guardian why it’s essential to question the veracity of the media we come across online.

The big story

What Africa needs to do to become a major AI player


November 2024

Africa is still early in the process of adopting AI technologies. But researchers say the continent is uniquely hospitable to it for several reasons, including a relatively young and increasingly well-educated population, a rapidly growing ecosystem of AI startups, and lots of potential consumers. 

However, ambitious efforts to develop AI tools that answer the needs of Africans face numerous hurdles. The biggest are inadequate funding and poor infrastructure. Limited internet access and a scarcity of domestic data centers also mean that developers might not be able to deploy cutting-edge AI capabilities. Complicating this further is a lack of overarching policies or strategies for harnessing AI’s immense benefits—and regulating its downsides.

Taken together, researchers worry, these issues will hold Africa’s AI sector back and hamper its efforts to pave its own pathway in the global AI race. Read the full story.

—Abdullahi Tsanni

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)+ Are you a summer or winter? Warm or cool? If you don’t know, it’s time to get your colors done.
+ Why more women are choosing to explore the world on women-only trips.
+ Whitetop the llama, who spends his days comforting ill kids, is a true hero 🦙
+ If you missed the great sourdough craze of 2020, fear not—here are some great tips to get you started.

New Ecommerce Tools: March 6, 2025

We publish a rundown each week of new products from companies offering services to ecommerce merchants. This installment includes updates on AI agents, financing, fulfillment, audience targeting, popups, security, and China.

Got an ecommerce product release? Email releases@practicalecommerce.com.

New Tools for Merchants

Meta tests AI agents for businesses. Meta has launched a business AI pilot, offering AI agents to interact with customers on Instagram, Facebook, and WhatsApp. Agents can operate via ads and direct messages. Businesses can delegate which tasks they want the AI agent to handle and which to hand off to customer service representatives. Business AI tasks include managing returns and exchanges, recommending products, and handling purchases.

Home page for Meta's business AI

Meta’s business AI

ShipBob debuts financing program for merchants. ShipBob, a supply chain and fulfillment platform, has launched ShipBob Capital, enabling U.S. customers to apply for working capital through the company. Slope, a J.P. Morgan-backed B2B payments platform, is partnering with ShipBob to operate the program. Eligible merchants can receive up to $250,000 instantly, according to the ShipBob. To qualify, businesses must have an employer identification number and more than $100,000 in annual revenue.

Swap secures $40 million to expand and release ecommerce inventory tool. Swap, an ecommerce platform to manage operations for direct-to-consumer brands, has announced a $40 million funding round led by ICONIQ Growth. With this capital, Swap will accelerate expansion into the U.S. and E.U. and open new regions, including Australia and Canada. The capital will also allow Swap to launch new products, including Swap Inventory, which provides pricing modeling and smart AI-driven recommendations around restocking and replenishment.

Helium 10 releases advertising platform powered by Pacvue. Helium 10, a provider of ecommerce marketplace data, has launched Helium 10 Ads, a merging of search optimization and ad technology powered by Pacvue, a retail media provider. The solution combines Pacvue’s ad technology with Helium 10 to help sellers unlock smarter advertising at scale.

Helium 10 web page announcing new offering

Helium 10

FedEx launches picture proof of delivery in China. Federal Express Corp. has launched picture proof of delivery for express residential deliveries in mainland China, where signatures upon delivery are not required. FedEx couriers can deliver the parcel to customers’ doorsteps and take a real-time photo showing its position. Recipients can view photos of successful deliveries via FedEx’s website Tracking and Advanced Tracking and FedEx’s WeChat account, using the free service without enrollment, an account, or login.

Shop Circle raises $60 million for AI-powered B2B software. Shop Circle, a provider of AI-powered B2B software, has closed a $60 million funding round led by Nextalia Ventures with participation by Endeavor Catalyst, an investor in over 50 unicorn companies. With the funding, Shop Circle has completed its first platform-agnostic acquisition, Aiden, an AI-powered guided selling software.

Skydeo launches Audience Manager for targeting. Skydeo, a provider of predictive audience data and insights, has launched Audience Manager, a platform to help brands, agencies, and platforms discover, activate, and optimize predictive audience segments across social, mobile, connected TV, and programmatic channels. According to Skydeo, Audience Manager allows marketing teams to identify and engage the most valuable prospects quickly.

Home page of Skydeo

Skydeo

Amazon Web Services marketplace in China launches professional services product type. Amazon’s marketplace for AWS customers in China has launched a professional services product type, which includes assessments, implementation, premium support, managed services, and training. Marketplace sellers can publish professional services listings to the public catalog and extend offers directly AWS customers. Example services include cloud solutions, procurement, customizing pricing, scope of work, and contract terms.

LegitScript unveils AI-powered platform for merchant risk management. LegitScript, a provider of security solutions for online transactions, has launched its Xray AI Risk Intelligence platform for payment companies, ecommerce marketplaces, and online platforms. The platform enables companies to scan merchant websites for violations instantaneously, match merchants against its database to uncover already identified risks, and more. LegitScript is also introducing Risk Landscape Reports, a subscription-based offering for security insights.

Australia-based StoreUp to launch platform to sell online instantly. StoreUp, an Australia-based ecommerce platform, announced the launch of a mobile-first ecommerce platform for small businesses. According to the company, the platform will help sellers create a functional online store in minutes without technical knowledge. StoreUp has not disclosed pricing other than the “first three transactions” are free.

Intuit Mailchimp announces product enhancements and refreshed popup forms. Intuit Mailchimp has announced product enhancements, including revamped popup forms in beta. Marketers can target and engage site visitors with branded popups to collect data for AI-powered personalized marketing. With eight new offer types, businesses can use popups to drive conversions with offers such as discounts, free shipping, consultations, contests and giveaways, event signups, newsletter subscriptions, and more.

Mailchimp web page announcing the new popup features

Intuit Mailchimp

10 Top Converting Landing Pages That Boost Your ROI [With Examples] via @sejournal, @unbounce

This post was sponsored by Unbounce. The opinions expressed in this article are the sponsor’s own.

Want to increase sign-ups, sales, or demo requests from your landing page?

How can you ensure your landing page is optimized for conversions?

Landing pages can make or break your conversions.

A well-designed landing page doesn’t just look good; it also seamlessly guides visitors toward action, such as signing up, purchasing, or booking a demo.

A high-performing landing page should align with your goals:

  • Capturing leads.
  • Driving sales.
  • Promoting an event.

The best landing page templates are designed with conversion in mind, featuring strategic layouts, persuasive copy, and clear calls to action.

So, let’s look at a few top-performing landing page examples to learn about why they work and how you should implement them.

1 & 2. FreshGoods & Radiant Yoga Studio: Great For A Clear & Compelling Unique Selling Point

The secret to beating the competition is positioning your brand so you’re the only one in your specific space.

How? By honing in on your Unique Value Proposition (UVP):

  • What is the one reason to choose you, your products, or services?
  • Where does your competition fall short?
  • How do you make your UVP stand out?

FreshGoods Landing Page

Landing pageImage by Unbounce, 2025

Radiant Yoga Landing Page

yoga landing pageImage by Unbounce, 2025

Why They Work

These conversion-optimized landing page templates effectively highlight a USP throughout the design.

  • A clear and bold headline that immediately communicates the core benefit.
  • The supporting subheadline allows brands to reinforce the core USP message by expanding on the offer in a way that adds clarity without overwhelming visitors.
  • The strategic use of whitespace and strong typography ensures that the USP remains the focal point, making it easy for visitors to grasp the value of the offer at a glance.

How To Recreate These Landing Pages

Step 1: Define Your Unique Selling Proposition

A strong USP makes visitors feel like they’ve found exactly what they need. Instead of blending in with competitors, it positions your brand as the only choice.

  • Ask yourself: What is the one reason customers should choose you over others?
  • Example: FreshGoods & Radiant Yoga Studio’s landing pages showcase a crystal-clear UVP in their messaging and design.

Step 2: Craft a Compelling Headline & Supporting Headline

Your headline is your first impression, so you have to make it count. The supporting headline expands on that core message.

  • Best Practices:
    • Be specific: Instead of “The Best Marketing Tool,” try “Turn Clicks into Customers with AI-Powered Marketing in Minutes.”
    • Reinforce value: “No coding, no guesswork. Just smarter campaigns that drive real revenue.”

Step 3: Address Concerns with Reinforcing & Closing Statements

  • A reinforcing statement builds trust (“Trusted by over 10,000 businesses…”).
  • A closing statement eliminates hesitation (“Every second you wait is a sale you’re losing. Start your free trial now.”)

3 & 4. Vita Health & Orbit SaaS: Great For Hero Images & Visual Storytelling

Before visitors read a single word, visuals will capture their attention and convey meaning.

A strong hero image isn’t just decoration,  it sets the tone, builds trust, and instantly reinforces your message. The right imagery makes your offer feel more tangible, relatable, and desirable.

Vita Health Landing Page

health wearables landing page exampleImage by Unbounce, 2025

Orbit Flow Landing Page

SaaS landing page example and inspirationImage by Unbounce, 2025

Why They Work

A landing page’s imagery is a strategic tool that helps communicate your offer, build trust, and nudge visitors toward conversion. Choose visuals that don’t just look good but work hard to sell.

A well-chosen visual:

  • Supports the UVP.
  • Evokes an emotion that drives action
  • Showcases the product, service, or outcome in action
  • Makes the page feel polished, professional, and credible

In addition to the visual, the full landing page benefits from:

  • Strong hero image placement
  • An opportunity to reinforce the messaging conveyed with the hero image throughout the page
  • White space highlights supporting visuals
  • Visual hierarchy guides site visitors down the page to the parts that matter.

How To Recreate These Landing Pages

Step 1: Choose the Right Hero Image

Before visitors read a word, visuals capture attention. A great hero image should:

  • Support the USP
  • Evoke emotion & drive action
  • Showcase the product, service, or outcome

Step 2: Guide the Visitor’s Eye

Strategic use of visuals can nudge visitors toward your CTA:

  • Eye gaze: People follow where others are looking in an image.
  • Angles & positioning: Lines or arrows subtly direct attention to the CTA.
  • Contrast & color: Key elements should stand out.

Step 3: Reinforce Messaging with Supporting Imagery

Don’t rely on just one image. Use:

  • Icons & illustrations
  • Graphs & charts
  • Customer photos & testimonials
  • Short videos or GIFs

Bonus Tip:

Use A/B testing to find the ingredients for maximum impact.

The right image can make or break conversions, so test different options. Some images resonate better with your audience, drive more engagement, or feel more aligned with your brand.

Some elements to test include:

  • People vs. product-focused visuals.
  • Static images vs. motion (GIFs or videos).
  • Close-ups vs. wider perspective shots.
  • Different background colors or lighting.

5 & 6. Serene Vista & Digital Foundry: Great For Clearly Conveying Benefits

Visitors specifically care about what it does for them.

That’s why benefits should take center stage on a conversion-optimized landing page, not just a list of features.

Serene Vista

Travel website landing page inspirationImage by Unbounce, 2025

The Digital Foundry Landing Page

Marketing agency landing page inspirationImage by Unbounce, 2025

Why They Work

  • The benefits are concise and audience-focused
  • Each feature section is well-spaced to garner attention
  • Benefits are integrated well into the page structure with the subheadings and images to help visitors scan

How To Recreate These Landing Pages

Step 1: Translate Features into Benefits

  • Feature: “AI-powered keyword research tool”
  • Benefit: “Find high-converting keywords in seconds—no guesswork needed.”

Step 2: Address Pressing Concerns

  • What pain points does your audience face?
  • How does your product solve them better than competitors?

Step 3: Qualify Your Audience

  • Use benefit-driven copy that attracts the right people:
  • Example: “Perfect for fast-growing teams who need to scale without the chaos.”

7 & 8. Revive Aesthetics & Smile Dental: Great For Social Proof That Builds Trust

Not all social proof is created equal.

The best reinforces your UVP, addresses concerns, and speaks directly to your audience.

See what we mean here.

Revive Landing Page

Health and spa landing page inspirationImage by Unbounce, 2025

Smile Kids Landing Page

Dentist landing page inspirationImage by Unbounce, 2025

Why These Landing Page Templates Work

  • The headshots paired with the social proof enhance trustworthiness and make a connection with site visitors because they can see themselves in the experiences being described.
  • The rounded shape and contrasting colors make the social proof stand out.
  • Located near the point of conversion.

How To Create This Landing Page

Step 1: Choose the Right Type of Social Proof

  • Customer testimonials & reviews
  • Case studies & success stories
  • Logos of recognizable brands
  • Ratings & review scores
  • Media mentions & awards

Step 2: Strategically Place Social Proof

  • Near the CTA: Reinforces trust before action.
  • Midway down the page: Nudges hesitant visitors.
  • In the hero section: Puts endorsements front and center.

9 & 10. Livewell Lifestyle & Inner Handyman: Great For Turning Interest Into Conversions With Calls To Action

A landing page without a strong CTA is like a roadmap without a destination.

Your CTA is the single most important element that tells visitors what to do next.

And if it’s unclear, compelling, and easy to find, you’ll lose conversions.

A compelling CTA is a combination of copy, design, and placement that removes hesitation and drives action.

Livewell Landing Page

Healthy living landing page exampleImage by Unbounce, 2025

Inner Handyman Landing Page

Local business landing page and website inspirationImage by Unbounce, 2025

Why They Work

  • CTAs can be customized to stand out and get attention
  • CTA sizing and positioning make them clear focal points despite having multiple elements on the page. It ensures you get the most conversion power in every pixel
  • The CTA buttons are placed where it matters throughout the page, making sure the page attempts the conversion when and where it matters most

How To Recreate These Landing Pages

Step 1: Craft a Clear, Compelling CTA

A high-converting CTA should be:

  • Action-oriented: “Start Growing Today” vs. “Submit”
  • Benefit-driven: “Unlock Exclusive Access” vs. “Sign Up”
  • Urgent (if appropriate): “Claim Your Spot Today”

Step 2: CTA Placement for Maximum Impact

  • Above the fold: First CTA visible immediately.
  • After key information: CTA follows value explanation.
  • Near social proof or benefits: Reinforces trust.
  • At the end of the page: Captures hesitant visitors.

Step 3: CTA Design That Stands Out

  • Color contrast: The CTA should pop from the background.
  • Size & positioning: Large enough to be noticeable but not overwhelming.
  • Whitespace & directional cues: Ensures the CTA is the focal point.

Bonus Tip:

A/B test your CTAs for better conversions.

CTAs aren’t one-size-fits-all. Even small tweaks can make a huge impact on conversions, so A/B testing different variations is essential:

  • Wording – Try “Get Started” vs. “Try It Free”
  • Color – A bold button color vs. a softer, branded one
  • Placement – Above the fold vs. midway down the page
  • Size and shape – Larger buttons vs. compact ones
  • Personalization – “Start My Free Trial” vs. “Start Your Free Trial”

Build High-Converting Landing Pages Faster

A great landing page isn’t just about design.

It’s about strategy.

Every element, from your USP and hero images to your social proof and CTAs, is critical in guiding visitors toward conversion. When these elements work together, your landing page drives action.

But building a high-converting landing page from scratch can be time-consuming and complex. That’s why using proven, conversion-optimized templates can give you a head start.

With Unbounce, you get access to 100+ professionally designed landing page templates built for maximum conversions. Whether capturing leads, promoting a product, or running a campaign, these templates help you launch faster, test smarter, and convert better—without needing a developer.

Ready to build an optimized landing page that converts?

Explore Unbounce’s best-performing templates and start optimizing today!


Image Credits

Featured Image: Image by Shutterstock. Used with permission.

Google CTR Study: AI Overviews Rise As Click Rates Decline via @sejournal, @MattGSouthern

A new study on Google search behavior examines changes in clickthrough rates across industries. The data correlates with increased AI Overviews (AIOs) in Google’s search results.

Research from Advanced Web Ranking (AWR) reveals that AIOs appeared in 42.51% of search results in Q4, up 8.83 percentage points from the previous quarter.

With this increase, clickthrough rates for informational queries dropped significantly.

Websites in the top four positions for searches using terms like what, when, where, and how saw a combined decrease of 7.31 percentage points in desktop clickthrough rates.

Study author Dan Popa states:

“This surge in AI Overviews may be impacting clickthrough rates for organic listings, as informational content is increasingly getting overrun by these AI-generated summaries.”

Here’s more about the study and what the findings mean for your website.

Industry CTR Gap

The study reveals SEO success is becoming increasingly industry-dependent.

For example, law and politics sites recorded a 38.45% CTR in position one, while science sites get 19.06% for the same ranking. That gap nearly tripled in a single quarter.

CTR shifts were observed in the following sectors:

  • Law & Politics: Recorded Q4’s highest position-specific increase with a 7.39 percentage point CTR gain for top desktop positions, alongside 68.66% higher search demand.
  • Science: Recorded Q4’s largest CTR decline with top desktop positions dropping 6.03 percentage points, while experiencing a 37.63% decrease in search demand.
  • Careers: Despite search demand more than tripling (+334.36%), top three desktop positions lost a combined 4.34 percentage points in CTR.
  • Shopping: The holiday season brought a 142.88% surge in search demand, yet top-ranked sites saw CTR declines of 1.39 and 1.96 percentage points on desktop and mobile, respectively.
  • Education: Mixed bag with top positions gaining nearly 6% in CTR while positions 2-3 declined, all during a traffic increase.

Only the business and style and fashion sectors saw increased search demand and improved CTRs, making them rare bright spots in a challenging market.

Desktop vs. Mobile

The report also looks at behavior patterns between devices.

While desktop CTR for informational queries declined, mobile showed opposing trends, with top-ranked sites gaining 1.81 percentage points.

Similar device-specific shifts appeared across multiple industries. For example, arts and entertainment websites saw a 1.01 percentage point drop in desktop CTR but a 2.28 percentage point mobile gain for position one.

Query length also influenced click behavior differently across devices.

Long-tail queries (four or more keywords) experienced CTR declines on desktop for positions 2-3. In contrast, single-word queries gained nearly two percentage points in CTR on mobile for top positions.

Why This Study Matters

These findings demonstrate that ranking #1 doesn’t guarantee the same traffic it once did. Your industry, query type, and SERP features (especially AI Overviews) all impact click potential.

AWR suggests tracking pixel depth (how far users must scroll to see your listing) alongside rankings for more accurate traffic forecasting.

It’s important to account for these widening performance gaps, particularly for informational content competing with Google’s AIOs.

Study Methodology

Advanced Web Ranking’s research compared CTR averages from Q4 2024 to Q3 2024. It included data from markets like the US and UK, linking CTR shifts with industry search demand.

Using AWR’s free AIO tool, the study found an 8.83 percentage point rise in AI Overview presence. Queries were categorized by intent, length, and 21 industry verticals to identify user behavior patterns.

For more, read the full study.


Featured Image: jack_the_sparrow/Shutterstock