A lot of people don’t seem to fully grasp how Natural Language Processing is being utilized in the conversion optimization field. You can start using it to drive more conversions and we’re going to tell you how.
https://fomoconews.com/ gives you a little background on just what Natural Language Processing is and what its benefits might be for your business. Once we understand the basics, we’ll break down the method and show you how it can be applied.
What is Natural Language Processing?
Natural Language Processing (NLP) is the application of computer software to process human language. You may have already heard of NLP or seen it in use, even if you didn’t know its name. It’s everywhere. Companies like Google and Amazon use NLP on a daily basis to recognize and analyze what we type and say to them. Most people probably don’t realize it, but we all use NLP whenever we talk to Siri or Alexa or other digital assistants. For example, when using Siri, you actually train it how to work with you by using voice commands very similar to search queries (say “set my alarm for 7am” instead of “alarm for 7am”).
Identify the order of words
NLP is used to identify the order of words in a sentence, categorize them into parts of speech, identify their meanings, and then use that knowledge to answer questions. For example, Amazon used NLP to determine the most popular items in your Amazon wishlist when you asked “how many of these do I need?” or “what are my top 5 wishlist items?” because Amazon knows what you need. They know what customers are actually looking for when they get on Amazon. The same technology applied to your website will identify the most popular products on your site, for example.
Think of it this way, NLP can be thought of as the “vocabulary” of your business. With just the right NLP tools at your disposal, you can begin building more effective content that better serves your customers.
Benefits of Natural Language Processing Tools
It’s not only difficult to know what you should be doing by analyzing Google Analytics data and analytics dashboards; it’s also difficult to know what results users are getting when they click on said content. After all, Google Analytics displays only a fraction (by design) of the data tracked by a small business like yours.
With NLP, you can process your customer’s actual words and convert them into actionable data. You can know what types of questions and answers people seek and how to adjust your content to give users the answers they’re looking for. It doesn’t matter if you’re an e-Commerce store, a brick-and-mortar retailer, or a software company—NLP tools like Google Analytics will give you results that will help you improve your business.
We’ll even show you how to use NLP to identify what content users are seeking out on your website or app that isn’t being viewed or purchased by enough people.
What Type of Software is Right for You?
There are several types of NLP software that can be used to analyze Google Analytics data. Some tools you might already use are Gmail, Google Apps, or Google Search. We’ll briefly discuss why these tools are the best options for the type of data you want to analyze with NLP.
The most cost-effective option for businesses is to purchase an Email Marketing Tool like Prospector by ExactTarget, which is a free email analytics tool that will also provide you with NLP functionality. If this isn’t an option for your company, then you may want to consider using Google Apps Scripts, which was recently introduced in Google Drive. With a few clicks, you can have access to Google Analytics data in a spreadsheet so you can begin analyzing your data.
This is where you will want to run your NLP analysis from. In order to do so, it’s best to have a Google account with the proper permissions set up on the website or app that you want analytics from. You’ll be able to view all of the documents stored in that account and find the script linked below near the bottom of the menu of search results.
Once this is done, installing a NLP tool of choice will allow you to perform a variety of tasks on a spreadsheet containing your data. For example, the first step is to load the spreadsheet into your computer, then create a script that can be run through your Google Analytics data.
This first step is only the tip of the iceberg for what you can do with NLP on Google Search. There are many advanced options that you can adjust to customize your analysis, which are discussed next.
Advanced NLP Tools for Google Search
You may have already noticed tools like AdWords appear in your list of search results when clicking on an NLP link from Google Search. It’s not only possible to access multiple accounts with NLP, but it’s also very easy if you know how to modify a few settings.