Self Optimising Web Pages
If you need to increase website conversion rates then you need to start testing different copy because your copy will have the biggest impact on your profits. Strong, focused copy that actively sells your products or services clearly and tackles all the classic objections will trounce badly written, unchecked, unfocused and badly laid out copy.
However the process of copy testing is not quite as easy as it ought to be. And this is a barrier to implementation. Ask nearly any online marketer about the value of good copywriting and they’ll tell you it is vital. But few of these people actually actually get round to doing it.
Why so?
Simply because it is quite 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 outcome of tests in such a way that your website gets 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 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 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 value of increasing web conversion rates is huge and you can actually find a short training course about it on the website ReallySimpleTesting.com. One of the most interesting things you can learn on that site is how small changes in website conversion rates at various stages in the purchase funnel can make a huge difference to your profitability.
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This entry was posted on Sunday, May 30th, 2010 at 3:34 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.