Web Conversion Rates
February 22, 2010 by Jason58 · 5 Comments
If you need to increase website conversion rates then you need to begin trying out different copy because your copy will have the greatest impact on your overall profits. Powerful, focused copy that positively promotes your products or services clearly and addresses all the classic objections will trounce badly 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 a barrier to implementation. 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 themselves.
Why so?
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 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 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 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. One of the most interesting things you can find out there is how just 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.