Secrets of Conversion Rate Optimization With Tim Paige
Digital marketing is the hot trend in the marketing world but with numerous ways of digital marketing emerging every day, picking the result driven way is really challenging.
Likewise, Conversion rate optimization is also not that simple.
After researching a lot, I found that everyone is marketing digitally, but most of them who are not been able to succeed is because of lacking skills in conversion optimization.
To discuss the issue, which are of vital importance for the digital marketing world, to explore the capabilities of Conversion rate optimization and to bring to you great piece of information on how to overcome the challenges, I talked to Tim Paige, a great conversion rate optimization expert at Lead Pages.
Q1: Just for the people who are unaware of the success you have achieved, would you mind telling the back-story of Tim Paige for them?
So, I am a husband and a dad first and foremost. My wife and my son are the number one most important thing in my life and my wife and I want many more kids.
So, eventually they will be the most important thing as well but I am also the conversion educator at Lead Pages. What it means is that I get to do live event, host a podcast, do interviews like this, do webinars. In fact, I have done over 350 webinars in last 20 months alone.
So, I do a lot of webinars but my job is to help folks be able to learn about the things that we have learned at Lead Pages and be able implement those things so that they can grow their email list, get more webinar attendees, get more sales and really just take their business to the next level. That is what I do at Lead Pages.
Moreover, the way that I got there, is kind of very interesting. I spent a lot of my life as a touring musician. So, I toured all over the country with my band; we did all sorts of stuff, we played at MTV, we got signed. We played all sorts of festivals like WOB touring Bambuzal and south by southwest.
And, we were doing some amazing things and during that time, we had to find a way to pay the bills and what a lot of people don’t actually realize is that a lot of bands are not making a lot of money. In fact we were living on $5 per day per person.
So, it’s really a struggle and we would have to come home and find these job that would allow us to work there for 2 months or whatever until our next tour.
Well, one job that allowed me to do that and actually paid the bills was the sales. You know I could make a lot of money in a short period of time and they would always want me back because I made them a lot of money, selling stuff.
So, I got really good at sales and after the band came to its end, and my wife and I had our son, we realized I didn’t want to spend all this time selling. I was spending 16 hours a day selling vacuums door to door and running a door to door vacuum sales business, making a lot of money but really just kind of miserable, never had a lot of time to spend time with my wife and my son or with my soon to be born son.
So, I was trying to figure out, what I could do to get out of that funk and get into doing something that would allow me to generate a lot of income but be able to do so from home. And one day I was watching a TV show and they showed the words “passive income” and I was like passive income “What is that? It sounds awesome” so, I goggled passive income and my friend Pat Flynn’s website smartpassiveincome.com came up.
I went there, read every blog post, I listened to every podcast interview, absorbed it all and said OK, I going to do this.
So, I started my own podcast, started networking with all these amazing influencers and one of those folks, who I networked with was John Lee Dumas from Entrepreneur on Fire, who introduced me to Clay Collins, the CEO of Lead Pages and we started conversion cast and that’s kind of where it went from there.
I am also a voice actor so, I do a lot commercials and I do some animation and promos and narration and some explainer videos, I really enjoy doing that as well as a lot of podcast intros and outros.
Q2: Can you briefly explain what Conversion Rate Optimization is, in simpler terms for newbie.
Conversion Rate Optimization is the practice of figuring out what gets people to take particular actions on your website and improving those things, so that they get more people to take those actions.
So, for example if you want more people on your email list, it’s a matter of testing your different mechanisms that get people to give you their email list and finding out what gets more people to do that.
Q3: How do you approach when deciding what to optimize first?
You know it’s not so much of a rule we just go, what would we wanna optimize first, what would we wanna optimize next.
Now, it’s more of when we have a particular goal, we focus on optimizing the things around that goal. And one of the biggest things that I think people miss is that a lot of times if you are already having some success, if you are already growing your email list, if your are already getting sales, I think what people will do is that they will just go and try to make that better and try to optimize and improve.
One of the things that we do though, is we try to test and make sure that we are not going to harm things. So, for example we are always testing things on our sales page and a lot of the times the reason is, yes of course we love to increase conversion rate on our sales page but we also when we are doing these new things, we want to make sure that the new things that we do don’t cost us money.
So, I guess to answer the question directly, we decide what to optimize based on our goals and what we are trying to do for it in that particular period of time.
Therefore, if we are trying to know that right now our front end needs some work like we need some more subscribers then we will focus on optimizing the mechanism that will help us get more subscribers.
If we know that we have got ton of people coming in from the top of the funnel but we are losing them somewhere, then we optimize that stage of the game that they are in that where we are losing them.
Q4: What were the major challenges you faced while executing the process of conversion rate optimization.
I think we are pretty well down to a sign at this point. I don’t think we face a lot of challenges. I would say the biggest thing that a lot of people face in and I guess we face that sometimes too, is just figuring out which things have the biggest impact.
A lot of time the things that we testing and optimizing don’t have that much of an impact, one way or another.
So, if test this new thing, this new button copy, this new image, this new banner or whatever a lot of times there’s not much of a change, you know 2% 3% 4 % change or whatever but there is not a big impact.
So, I think its finding out exactly what’s going get us the biggest results and where the biggest holes are or biggest opportunities for improvement.
Q5: Can you briefly walk us through your process of conversion rate optimization?
Well, you know it’s pretty simple we use our own software Lead pages.
Within which, there is split testing capabilities and we just test everything to the umtinth extent but the thing is we don’t just test that one piece of time because we may improve the conversion rate on the front end like get more subscriber, we may get a higher opt-in rate but later down the line, we may find that those people don’t convert to sales or convert to lower value sales or whatever.
So, we really test the entire process using various tools, like you know we use InfusionSoft for marketing automation, we use Lead Pages for front end, we use Go To Webinar for our webinars and we kind of test thing along as we go and see they impact the entire funnel.
Q6: Can you list every secretive tools and services that you use to track, optimize, test and accomplish other related tasks.
Well, I think I just mentioned that so:
- Lead Pages is number one for us,
- InfusionSoft is great,
- Go To Webinar is awesome for webinars.
We use some other tools, stuff like Optimizely, which is a visual website optimizer to split test some other things but really primarily its Lead pages and InfusionSoft and Go To Webinar.
Q7: Cold Traffic to Conversions/Profit? Does it really work & what is the best way to do it.
It can work it doesn’t always work but you know it’s the best way to do it is kind of loaded question as it depends on the industry, the niche, the company.
So, lot of the time it does work incredibly well but it’s all about just like have been talking about in this interview its testing. Test everything from A to Z, you want to know what happens at each point in your funnel.
So, it’s about knowing what’s the lifetime value of your customer, which takes a little while for a lot companies to find out. What’s the initial order value of your customer and what’s it going cost to acquire that customer.
And figuring those things out and then really figuring out all the other little things, like what’s going to get people to actually click through, what’s going get them to opt-in, what’s going to get them to take you up on offer. That’s the key to making it work but we send lots of cold traffic and a lot of it converts.
One of our highest conversion mechanisms is sending people from Facebook ads to a webinar registration page and then we sell them on the webinar and they sign up for lead pages.
Q8: According to you, would practicing conversion rate optimization benefit business of any niche?
Yes, absolutely I think that focusing on conversion is the first thing that people need to do, a lot of times they focus on traffic, “I need to get traffic, I need to get traffic, I need to get traffic” but if you send a million people to your website and convert none of them, it was a big waste of time. Right?
So, if you get your conversion mechanisms up and running first and optimize that then it’s good to go. I don’t think that you need to optimize it perfectly because there is no perfect level of optimization.
I think you get something going that actually gets some results for you and then drive the traffic. That’s the key but yes, I mean any niche, any size I think that the conversion optimization is important.
Q9: What do you do, when your conversion rate optimization strategy don’t lay results as you expect them to.
Keep testing keep improving, you know there are often times, where you don’t get positive results or sometime negative results or sometimes you don’t get any change.
So, yes sometimes it’s going to happen but you need keep going, keep testing we never stop testing, we never stop improving and optimizing.
Q10: What’s Tim Paige is going to do next? What do you see 3 years from now?
Yes, I am gonna keep working on what we are working – Lead pages. We want to do more webinars, develop further great partnerships, we want to take conversion cast to the next level and keep bringing people, these case studies and tactics that people haven’t heard of yet. Things that can easily be implemented and people can test those out to see what kind of results they get.
I want to do some more speaking, too. I am speaking at several events later on this year – the accent summit. The one I am most excited for although I am excited for the Accent Summit and podcast moments, which are going to be amazing but I am most excited for our own event Converted in Mini Aplex.
So, I am really excited about that but three years from now I expect to, continuingly be doing more webinars and really connecting with more folks and helping them grow their audiences and get more sales.
Q11: What’s your advice to someone who is about to begin their journey of becoming a recognized conversion rate expert? Like how they can get clients, how can they market themselves?
You know I think doing that is any different from any other business. To the people I would say, get out there, grow your list, communicate with your list, help people in your list understand the value that you offer, by proving them value on the front end. And then show them how that translates for the growth of their business.
I think what a lot of people want to do is that they want to keep their best info kind of a secret, until somebody is a paying customer don’t do that, put your best info out there. So that, when people see it, they go WOW that’s the free stuff and I can’t imagine what it would be like to pay, I want this person.
Q12: So, what’s your say on this interview.
I hope this interview helps folks and was really valuable.