Web Conversion Rates
If you need to increase website conversion rates then you need to begin testing different copy because your copy will have the single biggest impact on your overall profits. Powerful, channelled copywriting that positively sells your products or services clearly and tackles all the classic objections will trounce badly written, slack, unfocused and badly laid out copy.
However the process of copy testing is not quite as easy as it ought to be. And this is an implementation barrier. 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 themselves.
Why so?
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 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 system ensures that, as data comes in, the most powerful copy gets displayed more frequently 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 punchy little training course about it on the website ReallySimpleTesting.com. Personally I think that one of the most interesting things you can learn on that site is how minute changes in website conversion rates at various stages in the purchase funnel can make a massive difference to the amount of money you make.