Quick Facts

• Olly added detailed FAQ sections to product pages, resulting in 20% month-over-month revenue increase
• AI-driven retail traffic increased 393% year over year in Q1 2026, with 37% higher revenue per visit
• AI traffic converts 42% better than traditional channels like paid search and email marketing

Supplement brand Olly is restructuring its product detail pages to capture the surge in AI-driven shopping traffic. The Unilever-owned company added comprehensive FAQ sections that explain ingredients and supplement efficacy after identifying friction points through digital analytics.

The changes paid immediate dividends. Olly saw a 20% month-over-month increase in website revenue and higher average order values after implementing the new product page elements.

“Just having that information living on that page somewhere in an ‘FAQ’ format is something that LLMs like,” said Jennifer Peters, Olly’s director of DTC, marketing technology and digital compliance. The FAQ sections detail ingredients like adaptogens, zinc and vitamins to help AI search engines connect users asking about sleep supplements directly to Olly’s Sleep gummies.

The strategy reflects a broader industry shift. Adobe data shows AI-driven retail traffic increased 393% year over year in the first quarter of 2026. AI-prompted visits generate 37% higher revenue per visit compared to non-AI traffic.

“People are now entering the mid-funnel instead of top-of-funnel, which is what we’ve been doing the last 15 years,” Peters said. These shoppers arrive with higher purchase intent and convert faster, spending less time browsing but more time engaging with product pages.

AI traffic converts 42% better than traditional channels like paid search and email marketing. Once AI-sourced visitors land on retail sites, they show 12% higher engagement rates and browse 13% more pages per visit.

Olly used digital analytics company Contentsquare to identify and eliminate friction points like vague ingredient descriptions. The company optimized pages specifically for ChatGPT and Gemini without creating AI-generated content.

“We are not writing personalized content for anyone on the site,” Peters said. “That is not very scalable right now, but also we don’t want to publish fake content.”

The majority of Olly’s revenue still comes from brick-and-mortar retailers like Walmart and Target. But Peters said the DTC website increasingly serves as the primary discovery point as consumers use AI to research health solutions.

Adobe research shows 39% of consumers have used AI for online shopping, with 85% reporting improved experiences. The trend particularly impacts Olly’s core demographic of millennial women who are adopting AI search tools.

“Because suddenly it’s not just about conversion, it’s about discoverability,” Peters said.

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