Thomas Levi

Using NLP to understand and predict web page quality and conversion performance

As the world leader in providing tools to create landing pages and drive conversions for marketing teams and agencies, Unbounce is constantly striving to give our customers the best information we can so they can make data-driven decisions to design and target their pages. As a step along that path, we can ask a simple question for a webpage dedicated to getting people to convert (i.e. fill out a form and click):

What’s a good conversion rate? 

The answer, is that it depends on the page and what that page is about. Utilizing techniques in Natural Language Processing and Machine Learning, we will show how to automatically categorize pages, use this categorization to find the most similar pages, and eventually answer that question.