If you need to increase website conversion rates then you need to start testing different copy because your page copy will have the greatest impact on your overall profits. Powerful, focused web copy that actively promotes your products or services clearly and addresses all the standard objections will trounce badly written, slack, unfocused and badly presented copy.

But the process of copy testing is not quite as easy as it needs to be. And this is an implementation barrier. Ask virtually any online marketer about the value of copy testing and they’ll tell you it is absolutely key. But few of these people actually actually get round to doing it.

Why?

Because it is quite hard. However, there’s some new technology about now called Evolving HTML which does copy testing for you. 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 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 powerful copy gets displayed more and more 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 course about it on the website ReallySimpleTesting.com. Personally I think that one of the most intriguing 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 massive difference to the amount of money you make.