Predict Conversion with Machine Learning

Predict Conversion with
Machine Learning

One of the greatest challenges for anyone working to improve conversion or progress a buyer’s journey is creating effective content. Your historical metrics can help guide the process; past success illustrates what worked in the past. The problem is that those metrics can’t tell you why a particular piece of content was compelling or effective. You have to rely on skill, experience, and intuition to build the “right” content and then test it in the wild.

Predict Conversion

But what if, instead of testing content live, you could predict conversion before deployment? Using the methods of machine learning, SoloSegment is building models that predict bounce rates and conversion rates. While those two business outcomes are our primary area of focus, there are many other business outcomes that can be modeled. We’re starting at the top of the funnel because that’s where we’re seeing the most pain for our clients.

Understand Conversion

This is the “why” of conversion. This is where the magic happens. By analyzing content against tens of thousands of content characteristics and thousands of real business outcomes we’re able to identify what the most important characteristics are for your content. We then compare your actual content to the model and show you where there are gaps--and advise you on exactly how to close them.

Feed the Beast

Not only can you evaluate new content against the predictive model but you can also then monitor performance against the model once the content is live. Our dashboard technology will merge the prediction view with the actual performance view so that you can see how you’re doing and adjust. But the real magic comes when the new data gets fed back into the model. The model gets better. You get better.

Join the Journey

SoloSegment is currently working with alpha customers to refine our predictive models to reduce bounce rates and improve conversion. If you’re an enterprise-scale company that wants to apply machine learning to your content marketing efforts, let us know. We’re providing special offers for our Alpha customers. Join the Journey.

The Time is Now: Getting to Your Goals

Posted on March 13, 2019 by Steve Zakur

Toward the end of each quarter, my mind returns to the business goals we set at the start. Some of those OKRs were related to organizational capabilities but the ones that are top of mind relate to pipeline progression and sales. This quarter. Next quarter. You probably have your own metrics that you’re tracking. So what do you do if things aren’t going right?

Digital marketing consulting to drive leads and improve experience – SoloSegment

Consulting Solutions

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We love developing smart software solutions. We also love talking with companies about the best way to use our tools and expertise to meet their specific business challenges.

Let’s chat about how we can create the right solution for you. The first consultation is on us, and there’s no obligation.

A few ways we've helped with other clients...

Analytics

Having trouble figuring out the gaps in your measurements? Is the data just not in sync? We’ll figure out automated solutions that rev up underperforming areas of your site.

Content

We can create a new content marketing plan to increase traffic and revenue. Or we can trim your current program down to essential marketing practices to attract, retain and persuade more prospects.

Machine Learning

Your data is full of clues about what your customers want. We’ll unlock the secrets of your successful (and unsuccessful) search data and turn them into actionable insights.

Search

We have the know-how and the tools to make your search programs more successful. Watch conversions and sales rise as you gain a competitive edge by improving the customer experience.

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All Business On Vacation

Posted on June 26, 2018 by Madeline Moran

Last week I left my family behind and took my 82 year-old father and his brother to Yellowstone National Park. This was a bucket list item for both of them and due to their declining health, it may have been our our last opportunity for such an adventure.

There are tons of details that need to be sorted out when traveling with someone who has special needs. In this case, it was two gents who have trouble walking long distances. This meant that during the air travel portion of the week, I was arranging for wheelchairs and negotiating the hotels of Yellowstone — which are preciously short on handicapped rooms and other accommodations for the elderly in lodgings — many of which were built long before ADA and not since updated.

I’m not going to go on my “We need to invest in our public spaces” rant. Suffice to say, we have these beautiful places and we make it difficult for folks to visit them in the name of preserving a quaint vision of the distant past. Upgrade, folks. Upgrade.

Being on vacation, I try to swivel my brain to things other than my day-to-day grind. Of course, that business function gets a little bored so it eventually looks for opportunity for improvement in all the processes that it encounters. So here’s my list from my current trip. It’s an age-old problem.

Is your onsite search a guess machine?

Posted on September 7, 2017 by Madeline Moran

Old Time Search

Just past Fish Creek Campground, a gravel, two-track wanders off into the wilderness of Glacier National Park. At the head of the road there are several warning signs about the perils of backcountry travel. Bears. Mountain Lions. Falling trees. There are also unlisted perils — flat tires, dehydration, fire, and the various demons that live in our imagination when we venture into wild places. There’s a lot of unknown down that track but that’s where we’re going, so we drove on.

Steadily increasing bar graph representing a positive return on investment (ROI).

The Value of Site Search

Posted on July 27, 2017 by Madeline Moran

The ROI of Site Search

The calculation of ROI (Return on Investment) is a critical step of the business decision making process. It can also be the most intimidating step. Even those who sat through Finance 101 and understand the concepts of ROI calculation may not fully understand how to do it in practice. Fortunately, we’ve had a lot of experience in using this tool, especially in calculating the ROI of site search improvements.

My onsite search isn’t converting

Posted on June 22, 2017 by Madeline MoranLeave a comment

Site searchers tend to show up at your website with a certain purpose in mind. They have a need and believe that you have the solution. This should be great news because you have all this great content and if they get to see your product, it is likely they’ll buy it. But our experience shows that many site searchers don’t actually get to the point of seeing your content. They use your onsite search and are frustrated by the poor quality of results. You’re frustrated too because you don’t know why this happens. Finding out why searchers are frustrated and creating a plan to prevent it can significantly improve your site search conversions and lead to sales.