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Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages

Institute of Computer Science, Faculty of Science and Technology, University of Silesia in Katowice, Będzińska 39, 41-200 Sosnowiec, Poland
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Academic Editors: Mehul Motani and Song-Nam Hong
Received: 24 July 2021 / Revised: 21 September 2021 / Accepted: 20 October 2021 / Published: 23 October 2021
Digital marketing has been extensively researched and developed remarkably rapidly over the last decade. Within this field, hundreds of scientific publications and patents have been produced, but the accuracy of prediction technologies leaves much to be desired. Conversion prediction remains a problem for most marketing professionals. In this article, the authors, using a dataset containing landing pages content and their conversions, show that a detailed analysis of text readability is capable of predicting conversion rates. They identify specific features that directly affect conversion and show how marketing professionals can use the results of this work. In their experiments, the authors show that the applied machine learning approach can predict landing page conversion. They built five machine learning models. The accuracy of the built machine learning model using the SVM algorithm is promising for its implementation. Additionally, the interpretation of the results of this model was conducted using the SHAP package. Approximately 60% of purchases are made by nonmembers, and this paper may be suitable for the cold-start problem. View Full-Text
Keywords: classification; conversion rate prediction; landing pages; machine learning; marketing communications; readability indices classification; conversion rate prediction; landing pages; machine learning; marketing communications; readability indices
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MDPI and ACS Style

Korniichuk, R.; Boryczka, M. Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages. Entropy 2021, 23, 1388. https://0-doi-org.brum.beds.ac.uk/10.3390/e23111388

AMA Style

Korniichuk R, Boryczka M. Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages. Entropy. 2021; 23(11):1388. https://0-doi-org.brum.beds.ac.uk/10.3390/e23111388

Chicago/Turabian Style

Korniichuk, Ruslan, and Mariusz Boryczka. 2021. "Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages" Entropy 23, no. 11: 1388. https://0-doi-org.brum.beds.ac.uk/10.3390/e23111388

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