If you need to increase website conversion rates then you ought to start trying out different copy because your copy will have the greatest impact on your overall profits. Powerful, channelled web copy that positively promotes your products or services clearly and tackles all the classic objections will beat poorly written, unchecked, unfocused and badly laid out copy.
But the process of copy testing is not quite as easy as it needs to be. And this is a barrier to implementation. Ask virtually 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.
Why so?
Simply because it is quite hard. However, there’s some new technology about now called Evolving HTML which does copy testing for you automatically. Better than that, it reacts to the outcome of tests in such a way that your website evolves to get better and better at converting as time progresses. The way evolving, or Darwinian HTML, works is via a feedback mechanism. Every time some copy is displayed it either results in 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 an automatic feed back system ensures that, as data comes in, the most powerful copy gets displayed more and more which results in your HTML evolving to become fitter as a conversion engine.
The commercial value of increasing web conversion rates is huge and you can actually find a short training course about it on on ReallySimpleTesting.com. Personally I think that one of the most intriguing things you can discover on that site is how minute changes in website conversion rates at various stages in the purchase funnel can make a huge difference to the amount of money you make.
