Web Conversion Rates
If you need to increase website conversion rates then you ought to begin trying out different copy because your page copy will have the single biggest impact on your overall profits. Strong, channelled writing that positively sells your products or services clearly and answers all the classic objections will beat badly written, slack, unfocused and badly presented copy.
But 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 vital. But few people actually get round to doing it.
Why?
Because it is hard. However, there’s some new technology about now called Darwinian HTML which does copy testing for you. 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 moves on. The way that 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 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 mechanism 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 machine.
The commercial value of increasing web conversion rates is huge and you can actually find a punchy little course about it on on ReallySimpleTesting.com. One of the most interesting things you can find out on that site is how just tiny changes in website conversion rates at various stages in the purchase funnel can make a massive difference to your profitability.