Self Optimising Web Pages
February 7, 2010
If you need to increase website conversion rates then you ought to start trying out different copy because your page copy will have the single biggest impact on your profits. Strong, channelled web copy that positively sells your products or services clearly and addresses all the classic objections will beat badly written, slack, unfocused and badly laid out copy.
But the process of copy testing is not quite as simple as it ought to be. And this is an implementation barrier. Ask nearly any online marketer about the value of copy testing and they’ll tell you it is essential to success. But few of these people actually actually get round to doing it themselves.
Why?
Because it is 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 clever 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 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 a feedback system 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 machine.
The value of increasing web conversion rates is massive and you can actually find a punchy little 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 massive difference to your profitability.