If you need to increase website conversion rates then you ought to begin experimenting with different copy because your page copy will have the greatest impact on your profits. Strong, focused copy that actively promotes your products or services clearly and addresses all the standard objections will beat poorly written, unchecked, unfocused and badly laid out copy.
But the process of copy testing is not quite as simple as it ought to be. And this is a barrier to implementation. Ask nearly any internet marketer about the value of good copywriting and they’ll tell you it is essential to success. But few people actually get round to doing it themselves.
Why?
Simply because it is hard. However, there’s some new technology about now called Darwinian HTML which does copy testing for you automatically. Better than that, it reacts to the results of tests in such a way that your website gets better and better at converting as time moves on. The way that evolving, or Darwinian HTML, works is via a clever feedback mechanism. Every time some copy is displayed it either generates a conversion or it doesn’t. If you get a conversion, then the copy that was displayed is given a vote of confidence. Conversely, if copy fails to get a conversion it gets a negative mark.
Over time some copy will clearly outperform other copy and a feedback mechanism ensures that, as data comes in, the most effective copy gets displayed more frequently which results in your HTML evolving to become fitter as a conversion machine.
The commercial value of increasing web conversion rates is massive and you can actually find a punchy little course about it on on ReallySimpleTesting.com. One of the most intriguing things you can find out there is how tiny changes in website conversion rates at various stages in the purchase funnel can make a huge difference to the amount of money you make.
