The IT Trader

If you need to increase website conversion rates then you need to begin trying out different copy because your page copy will have the single biggest impact on your overall profits. Powerful, channelled web copy that actively promotes your products or services clearly and addresses 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 easy as it ought to be. And this is a barrier to implementation. Ask nearly any internet marketer about the value of copy testing and they’ll tell you it is essential to success. But few of these people actually actually get round to doing it.

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 evolves to get better and better at converting as time moves on. The way that 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 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 an automatic feed back 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 value of increasing web conversion rates is huge and you can actually find a punchy little course about it on on ReallySimpleTesting.com. Personally I think that one of the most intriguing things you can learn there is how minute changes in website conversion rates at various stages in the purchase funnel can make a huge difference to the amount of money you make.

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