Self Optimising Web Pages
If you need to increase website conversion rates then you ought to start testing different copy because your page copy will have the biggest impact on your profits. Strong, channelled copywriting that actively sells your products or services clearly and addresses all the classic objections will trounce badly written, unchecked, unfocused and badly presented copy.
But the process of copy testing is not quite as simple as it needs to be. And this is a barrier to implementation. Ask virtually any internet marketer about the value of good copywriting and they’ll tell you it is absolutely key. But few of these people actually 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. Better than that, it actively reacts to the outcome of tests in such a way that your website evolves to get better and better at converting as time moves on. 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 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 engine.
The value of increasing web conversion rates is massive 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 learn on that site is how minute changes in website conversion rates at various stages in the purchase funnel can make a huge difference to your profitability.
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