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. Strong, channelled web copy that positively sells your products or services clearly and addresses all the classic objections will beat poorly written, unchecked, unfocused and badly presented copy.
However the process of copy testing is not quite as simple as it ought to be. And this is a barrier to implementation. Ask virtually any online marketer about the value of copy testing and they’ll tell you it is absolutely key. But few people actually get round to doing it.
Why?
Simply because it is hard. However, there’s some new technology about now called Darwinian 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 evolves to get better and better at converting as time progresses. The way 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 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 mechanism 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 engine.
The value of increasing web conversion rates is huge and you can actually find a short 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 just tiny changes in website conversion rates at various stages in the purchase funnel can make a massive difference to your profitability.
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