If you need to increase website conversion rates then you ought to begin testing different copy because your copy will have the single biggest impact on your profits. Strong, channelled copywriting that positively sells your products or services clearly and answers all the standard objections will beat poorly written, unchecked, unfocused and badly laid out copy.

However the process of copy testing is not quite as simple as it needs to be. And this is a barrier to implementation. Ask nearly any internet marketer about the value of good copywriting and they’ll tell you it is vital. But few people actually get round to doing it.

Why?

Simply because it is quite 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 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 essentially 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 mechanism 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 value of increasing web conversion rates is huge and you can actually find a short course about it on the website ReallySimpleTesting.com. One of the most interesting things you can find out on that site is how tiny changes in website conversion rates at various stages in the purchase funnel can make a huge difference to the amount of money you make.