Web Conversion Rates
If you need to increase website conversion rates then you need to start trying out different copy because your page copy will have the biggest impact on your profits. Powerful, channelled web copy that actively sells your products or services clearly and addresses all the standard objections will trounce badly written, unchecked, unfocused and badly presented copy.
However the process of copy testing is not quite as easy as it ought to be. And this is an implementation barrier. Ask nearly any online marketer about the value of copy testing and they’ll tell you it is absolutely key. But few people actually get round to doing it themselves.
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 actively 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 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 system 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 engine.
The value of increasing web conversion rates is massive and you can actually find a punchy little training course about it on on ReallySimpleTesting.com. One of the most interesting things you can discover on that site is how just 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.
