Self Optimising Web Pages
Posted March 1st, 2010 by adminIf you need to increase website conversion rates then you need to begin experimenting with different copy because your page copy will have the greatest impact on your profits. Powerful, channelled web copy that actively promotes your products or services clearly and answers all the standard objections will trounce badly written, unchecked, unfocused and badly presented copy.
But the process of copy testing is not quite as easy as it ought to be. And this is a barrier to implementation. Ask virtually any internet 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?
Simply 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 that 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 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 and more 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 short course about it on on ReallySimpleTesting.com. Personally I think that 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 your profitability.