Self Optimising Web Pages
Sunday, February 7th, 2010 | Great Sites
If you need to increase website conversion rates then you need to start experimenting with different copy because your page copy will have the biggest impact on your profits. Strong, focused copy that positively sells your products or services clearly and tackles all the standard objections will trounce badly written, unchecked, unfocused and badly laid out 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 online marketer about the value of copy testing and they’ll tell you it is essential to success. But few people actually get round to doing it.
Why?
Because it is 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 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 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 mark.
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 value of increasing web conversion rates is massive and you can actually find a short course about it on on ReallySimpleTesting.com. One of the most interesting things you can discover there is how small changes in website conversion rates at various stages in the purchase funnel can make a huge difference to the amount of money you make.