22February2010
Automatically Increase Conversion Rates
If you need to increase website conversion rates then you ought to begin experimenting with different copy because your copy will have the biggest impact on your overall profits. Powerful, focused copywriting that actively promotes your products or services clearly and tackles all the classic 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 ought to be. And this is an implementation barrier. Ask virtually any online marketer about the value of copy testing and they’ll tell you it is essential to success. But few people 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 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 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 is given 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 an automatic feed back system ensures that, as data comes in, the most powerful 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 huge and you can actually find a short training course about it on on ReallySimpleTesting.com. Personally I think that one of the most intriguing things you can find out on that site is how tiny changes in website conversion rates at various stages in the purchase funnel can make a massive difference to the amount of money you make.