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Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages.

Ruslan Korniichuk1, Mariusz Boryczka1

  • 1Institute of Computer Science, Faculty of Science and Technology, University of Silesia in Katowice, Będzińska 39, 41-200 Sosnowiec, Poland.

Entropy (Basel, Switzerland)
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Summary

Analyzing landing page text readability accurately predicts conversion rates. This machine learning approach offers practical insights for marketing professionals to improve campaign performance.

Keywords:
classificationconversion rate predictionlanding pagesmachine learningmarketing communicationsreadability indices

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Area of Science:

  • Digital Marketing
  • Machine Learning
  • Natural Language Processing

Background:

  • Digital marketing has seen rapid advancements, yet accurate conversion prediction remains a challenge.
  • Existing prediction technologies in digital marketing often lack sufficient accuracy.
  • Conversion prediction is a persistent problem for marketing professionals seeking to optimize campaigns.

Purpose of the Study:

  • To investigate the efficacy of text readability analysis in predicting landing page conversion rates.
  • To identify specific textual features that significantly influence conversion outcomes.
  • To demonstrate a practical machine learning application for marketing professionals.

Main Methods:

  • Utilized a dataset of landing page content and associated conversion data.
  • Applied machine learning techniques, including building five predictive models.
  • Employed the Support Vector Machine (SVM) algorithm for model development and the SHAP package for interpretation.

Main Results:

  • Text readability analysis proved capable of predicting conversion rates.
  • The Support Vector Machine (SVM) model demonstrated promising accuracy for practical implementation.
  • Identified key features within landing page text that directly impact conversion.
  • The study addresses the cold-start problem, with relevance to non-member purchases.

Conclusions:

  • Detailed analysis of text readability is a viable method for predicting landing page conversion rates.
  • Machine learning models, particularly SVM, can effectively predict conversions based on content analysis.
  • The findings provide actionable insights for marketing professionals to enhance landing page effectiveness.