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If you need to increase website conversion rates then you ought to start testing different copy because your page copy will have the biggest impact on your profits. Powerful, channelled copy that positively sells your products or services clearly and answers all the classic objections will trounce poorly written, slack, 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 a barrier to implementation. 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.

Why so?

Because it is quite hard. However, there’s some new technology about now called Darwinian HTML which does copy testing for you. Better than that, it reacts to the outcome of tests in such a way that your website evolves to get better and better at converting as time moves on. The way 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 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 a feedback 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 massive and you can actually find a punchy little course about it on on ReallySimpleTesting.com. One of the most intriguing 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 the amount of money you make.

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