If you need to increase website conversion rates then you need to begin trying out different copy because your copy will have the greatest impact on your profits. Strong, channelled web copy that positively sells your products or services clearly and tackles all the standard objections will trounce badly written, unchecked, unfocused and badly laid [...]
If you need to increase website conversion rates then you need to begin trying out different copy because your copy will have the greatest impact on your profits. Strong, channelled web copy that positively sells your products or services clearly and tackles all the standard objections will trounce badly written, unchecked, unfocused and badly laid out copy.
However the process of copy testing is not quite as simple as it needs 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 of these people actually actually get round to doing it themselves.
Why?
Simply because it is quite hard. However, there’s some new technology about now called Darwinian 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 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 results in a conversion or it doesn’t. If you get a conversion, then the copy that was displayed gets 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 effective copy gets displayed more and more 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 the website ReallySimpleTesting.com. Personally I think that one of the most interesting things you can find out there is how minute changes in website conversion rates at various stages in the purchase funnel can make a massive difference to your profitability.
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