If you need to increase website conversion rates then you ought to start experimenting with different copy because your copy will have the biggest impact on your profits. Powerful, channelled writing that actively promotes your products or services clearly and tackles all the standard objections will trounce badly written, slack, 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 online marketer about the value of copy testing and they’ll tell you it is essential to success. But few people actually get round to doing it themselves.
Why?
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 actively reacts to the outcome of tests in such a way that your website gets better and better at converting as time progresses. 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 powerful 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 massive and you can actually find a short course about it on on ReallySimpleTesting.com. One of the most intriguing things you can find out there 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.