If you need to increase website conversion rates then you ought to begin experimenting with different copy because your page copy will have the greatest impact on your overall profits. Strong, channelled web copy that positively promotes your products or services clearly and tackles all the classic objections will trounce poorly written, slack, unfocused and badly laid out copy.
But the process of copy testing is not quite as simple as it ought to be. And this is an implementation barrier. Ask nearly any online marketer about the value of good copywriting and they’ll tell you it is essential to success. But few people actually get round to doing it.
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. Better than that, it reacts to the outcome 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 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 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 and more which results in your HTML evolving to become fitter as a conversion machine.
The value of increasing web conversion rates is huge and you can actually find a short course about it on on ReallySimpleTesting.com. One of the most intriguing things you can learn there is how small changes in website conversion rates at various stages in the purchase funnel can make a huge difference to your profitability.