If you need to increase website conversion rates then you ought to begin experimenting with different copy because your page copy will have the biggest impact on your overall profits. Strong, channelled writing that actively sells your products or services clearly and addresses all the standard objections will trounce poorly written, slack, 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 internet 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 so?

Because it is hard. However, there’s some new technology about now called Darwinian 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 progresses. The way evolving, or Darwinian HTML, works is via a clever feedback mechanism. Every time some copy is displayed it either results in 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 mechanism 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 commercial value of increasing web conversion rates is massive and you can actually find a short course about it on the website ReallySimpleTesting.com. Personally I think that one of the most interesting things you can discover 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 the amount of money you make.

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