30 percent fewer clicks in B2B.
Is this the end of the classic website?

The numbers are clear and they hurt. According to current data, more than 52 percent of Google searches end without a click zero click. In B2B, click through rates have in some cases dropped by 30 percent since the introduction of the AI overviews.
The conclusion drawn by Verena Gründel DMEXCO is harsh but true: the equation “more content equals more traffic” no longer works.

Why? Because information has become a commodity. If an AI answers my questions in seconds, why should I still click on a website to read a text?

The bitter truth:
anyone who still sees their website as a digital library is being cannibalised by AI.

The solution:
from monologue to dialogue. We need to build websites that AIs cannot simply summarise. We need experiences and real interaction.
This is exactly where I see huge potential for tools like bagless. Instead of static text, bagless follows the principle “showroom instead of reading room”.

Immersion instead of pure information:

360 degree spaces turn a visit into an experience. An atmosphere is something ChatGPT cannot copy.
The chair factor: the website becomes a meeting room. With guided tours and direct video conferences in the browser, we bring human dialogue back to the page.
Barrier free: no app, no download the experience is available immediately.

The strategy for 2025 is clear:
if we want to win the traffic battle against AI, we have to turn our websites from information sources into destinations.

Those who “only” deliver content will be summarised. Those who create encounters win the customer.

How are you dealing with the zero click phenomenon? Are you already using immersive tools.