If you need to increase website conversion rates then you ought to start experimenting with different copy because your copy will have the greatest impact on your profits. Strong, focused copy that positively promotes your products or services clearly and tackles all the classic objections will trounce badly written, unchecked, unfocused and badly presented copy.
However the process of copy testing is not quite as simple 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 absolutely key. But few people actually get round to doing it.
Why?
Simply because it is quite hard. However, there’s some new technology about now called Darwinian HTML which does copy testing for you. Better than that, it reacts to the results 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 clever 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 a feedback mechanism ensures that, as data comes in, the most effective copy gets displayed more and more which results in your HTML evolving to become fitter as a conversion engine.
The value of increasing web conversion rates is huge and you can actually find a punchy little training course about it on the website ReallySimpleTesting.com. Personally I think that one of the most intriguing things you can discover there is how just tiny changes in website conversion rates at various stages in the purchase funnel can make a massive difference to your profitability.
