If you need to increase website conversion rates then you ought to begin experimenting with different copy because your page copy will have the biggest impact on your profits. Strong, focused writing that actively promotes your products or services clearly and answers all the standard objections will trounce poorly written, slack, unfocused and badly presented copy.
But the process of copy testing is not quite as simple as it ought to be. And this is a barrier to implementation. Ask nearly any online marketer about the value of good copywriting and they’ll tell you it is vital. But few of these people actually actually get round to doing it themselves.
Why?
Because it is hard. However, there’s some new technology about now called Evolving HTML which does copy testing for you. Better than that, it reacts to the results of tests in such a way that your website gets better and better at converting as time moves on. The way 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 essentially gets a vote of confidence. Conversely, if copy fails to get a conversion it gets a negative vote.
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 commercial value of increasing web conversion rates is massive and you can actually find a short course about it on the website ReallySimpleTesting.com. 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 huge difference to the amount of money you make.