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

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

Why so?

Simply because it is quite hard. However, there’s some new technology about now called Evolving 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 gets 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 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 machine.

The commercial value of increasing web conversion rates is massive and you can actually find a punchy little training course about it on on ReallySimpleTesting.com. Personally I think that 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.

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