If you need to increase website conversion rates then you ought to start experimenting with different copy because your copy will have the greatest impact on your overall profits. Strong, focused copy that actively promotes your products or services clearly and addresses all the classic objections will trounce badly written, slack, unfocused and badly laid out copy.
But the process of copy testing is not quite as easy as it ought to be. And this is an implementation barrier. Ask virtually any online marketer about the value of good copywriting and they’ll tell you it is vital. But few of these people actually actually get round to doing it.
Why?
Simply 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 reacts to the outcome of tests in such a way that your website gets better and better at converting as time progresses. The way that 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 an automatic feed back system 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 commercial value of increasing web conversion rates is huge and you can actually find a short course about it on on ReallySimpleTesting.com. Personally I think that one of the most interesting things you can learn there is how tiny changes in website conversion rates at various stages in the purchase funnel can make a huge difference to your profitability.