The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Tim Paige: How to Increase Website Conversions

ABOUT THIS EPISODE

 

“The Dealer Playbook” podcast session 41 is here and your going to love this one! 

 

In today’s session team DPB is talking about getting more conversions from your website with the master Tim Paige.

 

Tim Paige is proud to be the Conversion Educator at LeadPages. An experienced marketer in all forms of media, 

 

Tim spends his days speaking to the most successful marketers across multiple industries, and sharing his findings with business owners who want to increase their marketing results. 

 

You may recognize Tim’s voice from the dozens of webinars he has hosted at LeadPages or from LeadPages official podcast, ConversionCast. In his short time at LeadPages, 

 

Here is a quick preview of our conversation with Tim Paige.

 

Traffic is not hard to get.

 

When you talk with a lot of dealers they are focused on “getting more traffic” to their website when in fact the primary focus should be converting more of the traffic you have now.

 

It is not hard to get more traffic. You can buy it and use many channels to boost your sites unique visitors, but if they are not opting in/converting to a lead, whats the point? 

 

Tim reviews several proven strategies you can start doing on your site that will automatically increase your sites conversion rates. 

 

A coupon is the worst way to generate a lead.

 

A coupon is a coupon. Everyone has them and in the end they provide really no value and don’t solve any of your target customers problems. 

 

Whats in it for me? That is all that is on your customers mind. What your store can do that solves their problem. 

 

Tim dives into how you can use that to your advantage to generate more leads from your website. 

Create a lead magnet.

 

A lead magnet is what you are going to offer your site visitors instead of coupon. Your lead magnet is resource that will help your target market solve a problem they are having. 

 

Tim breaks down what a “Lead Magnet” is and gives several examples you can use right away. 

 

Get more great information from Tim Paige

Check out Tim’s podcast Conversion Cast here. 

 

Get signed up for Tim’s FREE weekly webinar here

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

Connect with The Dealer Playbook on Facebook here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.

 

Hey, this is tim page fromlead pages and you're listening to the dealer playbook podcast. You're dialed into thedealer playbook podcast, where it's all about winning auto dealer strategies that deliver provenresults. And now your hosts, Robert Weissman and Michael Cirillo. Hey there, what's going on? You're listening to the dealer playbook podcast, episode fortyone. Every single week we're sitting down with just some incredible marketing minds andpeople inside of the automotive industry who are the movers and shakers, to findout what they're doing to enjoy incredible success. That's what we want for you.My name is Michael Sirillo. I am here with a Robert Wiseman.What's going on, buddy man, let's go on Al you're always coming inlaugh in these days. It's because we're having so much fun. I wishwe've been talking about this for a couple episodes and now maybe putting together likea blooper real because there's just some funny stuff that goes on here. Butyou know what, super excited you've taken the time to listen into the show. Today's a doozy. You know we've had a couple episodes that have beenfocused on marketing, and that's for good reason. There's a lot of opportunityfor growth from a dealership perspective in the area of Communications and marketing and advertising, and so you'll notice kind of a trend here. We really want tohelp you, whatever your role is inside the dealership, to get the mostout of not only the money that you're spending but the results that come fromthe efforts or the campaigns that you have going on. So today we're superexcited to sit down with, you know, a friend of ours, Tim Page, from a company called lead pages. Will we ask him some really coolquestions that will help you get the most out of your website? Andbefore we give it all away, let's maybe just quickly jump into our sitdown with Tim page. Today. We are excited to be sitting down withsomebody who Robert and I have actually been following for quite some time. Iknow in traditional senses that sounds really creepy, but you know what was social mediaand all that kind of stuff, it's just not that creepy. Welisten to this gentleman's podcast, conversion cast podcast, which will encourage you tocheck out. He is the conversion educator for a company called lead pages,which has phenomenal software that helps increase conversions and opt ins for or from yourwebsite. WE'RE SITTING DOWN WITH MR TIM page. Tim thanks so much forbeing on the show with us. Thanks so much for having me, andI'm really genuinely concerned. Now, like I'm going to be looking over myshoulder and like out the window just to find out if you guys are therebehind me, following me, or I'll be like, you know, man, how's the new house purchase going? Just to like make it even creepyre, just ground one of your facebook I'll be. I'll be dressed in aI'll be wearing a shirt the same color of the shades and like one ofyour rooms blended in. It just took a turn for the worst and wejust started, and we did yes, started now. But you know what'ssuper grateful to have you on the show. I know you're busy, Dude.You know you got a lot of things going on. We were justtalking pre show how you did like two hundred webinars last year and you're alreadyyou're already blasting out of gates this year. So much going on, so muchmovement, it's cool to, you know, see what you're doing andsee how you're helping people, you know, increase conversions from their websites and getopt ins and all that kind of stuff, and that's really, Ithink, what we want to sit down and talk with you about today.You know, obviously in the in the space of car dealer websites and justdifferent things that car dealers are doing this day and age. I wanted toturn it over to you by asking what you're seeing just overall in general.Are Some of the common mistakes that that website, I guess you know WebMasters or people who have websites are making...

...when it comes to conversions, becauseI think everybody says, man, I got a website, that's all Ineed. Traffics going to start coming and once the traffic comes there just goingto automatically know what to do and then a lot of people, I find, get really discouraged at the lack of performance. So what, from yourvantage point really focusing on this stuff, are some of the mistakes that yousee people making on a regular basis? Yeah, it's a good question,and one of the first mistakes that that I find people make is when they'retrying to figure out how to get their website to get results. Their firstquestion is always how do I get traffic? You hit the nail on the headwhen you said that that's the question that I get asked time and timeagain. You know, every week I do a Webinar all about how togenerate more leads, and it's really amazing because we'll get halfway through the Webinarand people will go, well, this is great, but if my websiteis converting, how do I get traffic? And it's funny because traffic is notthat hard to come by. You know, you can buy traffic,you can spend time getting traffic to your website. It's actually fairly easy toget. But it's the conversion side of things that is more important to focuson, and that's one of the biggest mistakes that people make, is notfocusing on conversions. And with that said, you know, one thing that Ialways encourage you know, car dealership owners and marketers to focus on isactually your list growth. And I know that might seem kind of like alike Duh, you know, of course that's what we're trying to talk abouthere, but it's funny because, you know, we have this tendency asas sales people. You know I I spent twelve years in traditional sales environmentsand so I know what it's like to want to close right, I getthat. You know, we want to get people into our dealership to buycars. That's what we're trying to do. That's the goal. But nowadays,with technology the way that it is, it is so easy for people tojust make a decision by going let me check out your website. Price, okay, good. Let me check out their website. Price, okaygood, whereas if you can build a strong relationship with your potential customer,not only do you set yourself apart, whether it's through price or otherwise,but you also make a lifetime customer out of that person. So the lastthree cars that I bought came from the same dealership and these are not,you know, thousand dollar cars. You know, they're nice cars, andso if you if you kind of put things in that perspective, then focusingon growing your list would seem to be kind of the smartest move, becausethat allows you to have a way to communicate with your target audience time andtime again, day in and day out. So what mistakes do people make whenthey're trying to grow their less? Well, the first one would benot focusing on it. The second thing would be focusing all the attention onyou as the business. Okay, you always need to remember when people getin that new car or when people are driving that old that old beat uphooped either they're trying to get to to your dealership. The only radio stationtheir tune to is wifem, and I know that a lot of sales peoplehave heard that before. Right, what's in it for me? That's whatthey're always thinking about. They don't give a crap about you, they don'tgive a crap about your dealership, they don't give a crap about what's sospecial about you. What they care about is how you can solve their biggestproblems. And so if you tailor all of your messaging and all your marketingtowards getting them to opt into your list and it's solves a clear problem thatthey have, you're going to see a huge improvement in your opt in rateand because of that, all of your messaging after that will be so focusedon their problems that you will see a huge improvement in people coming in tobuy new cars. And so how do you do stuff like that? Well, let me say this. The the best way to generate a lade isnot to give out a coupon, and I know that that makes a fewpeople sad because it's so easy to do. Here's a coupon for five hundred dollarsoff your next car purchase, or whatever it is, but that's notthe best way to get somebody on to your list. Why is that?Well, first off, somebody doesn't know...

...you from the next car dealership overright. They don't know really who you are, they don't know what you'reall about, they don't know why they should buy from you, they don'tknow if you're legit or not. And so giving them a coupon is notenough, because now you're just in the pricing game, all right, andnobody wants to be in the pricing game. Let's not focus on trying to getthe sale because we've got the lowest prices, right HMM. So instead, why not focusing on solving one of their biggest problems? And you knowit's going to be different depending on your dealership and what kind of vehicles thatyou sell. What that messaging is, but think about the problem that yourprimary audience might have and offer them a simple, one page list of toolsthat might solve that problem or list of resources or even a simple quick guide. Right. So what if you were your lead magnet? Your opten bribe, is some people call it, was a one page checklist of all thethings someone should look for when they're trying to find the right dealership for them. And it sounds kind of funky because you're like, wait a minute,what if that? What if that's not me? But it's probably going tobe you. If you're putting this much effort into your marketing, then youcare about your business and so you're probably the right dealership. So give thema checklist of all the things to look for. You know, and thatthose things don't have to be anything crazy. It can be, you know,something as simple as, you know, a website with with whatever, youknow, special things you have on your website. It can be professional, respectable sales people, can be whatever, but that's you know, it's somethingthat helps them solve their problem, and their problem is they're trying tofigure out where to get their next car right or, you know, andand just to jump in there because, I mean, this is I lovethis kind of stuff, because this is this is a lot of the thestuff that we believe in, and I mean, you know, I wantto just jump in here and say, you know, by virtue of doingthis, you're creating, you're creating this piece of content that just kind ofkeeps giving back to you time and time again. Yes, absolutely, itkeeps giving back to you and it the connection that you create with your audienceby giving them something of value is huge. Another one that just kind of poppedto the top of my head, and I've got a buddy who ownsa car dealership and I have to give him this one because I love it. Is What if you did something that was like the the top five insuranceagents in your area, right, because they're going to buy a car,right, they're going to they're going to need insurance. So, you know, that's something that will immediately give you people that are definitely, you know, car buyers, their shoppers. They're people that are looking for cars.Sure, they might already have a car, but at least you know that theyhave a car and that they're interested in doing some kind of shopping.So give them a list hey, the five, the five top insurance agents, you know, car insurance agents in Syracuse, New York or whatever.And so now when they're looking, it's easy for them to go, Oh, great, this is one great resource. They check that resource out. Nowthey're on your followup sequence, which we can talk about if you want, but you know, they're on your follow up sequence which, you know, provides more value and continues to show them that you are the dealership thatgives a crap and you're the dealership that they want to do business with.So you're setting yourself apart and you're creating a piece of content for, youknow, what sounds like, a group of customers who have already kind ofprogressed to a certain phase of the buying process. Yeah, that's sorry,guys, the Insurance Agent List is pretty strong to because then, also,what what happens once the insurance agents catch when that this dealerships got them listedon this list of the top insurance agents? Then they stay they're dealing with carbout. You know, car owners keeps eyes on, because they're goingto be they're going to feel more Tine to refer people to you. DOUBT, no doubt. Yeah, like that one. Yeah, it's this thesame kind of concept. You know, there was a gentleman wrote an articleabout, you know, online marketing tools in Forbes magazine on their website andit included me. Right. So it...

...talked about lead pages, but itactually mentioned my name when it was talking about lead pages and for me,I'm you know, that strokes my ego a little bit. I'm kind ofexcited about that. Forms a big deal. I've been a fantaphors for a longtime. So I blasted that thing everywhere. It's on facebook, it'son twitter, my family's checking it out, and so now this guy's article isgetting all of this attention, which, again is kind of a great wayto you know, it's a great way to promote and this is howwe promote podcast, this is how we do blog post. Why not dothe same thing, like you mentioned with with your dealership? You've now createdkind of some kind of connection with the insurance agents. They're going to promotefor you and now your dealership is getting more attention and you're giving something that'sworth sharing, you know, whether it's on social yeah, it's powerful.So to some all of that up. It's give people something of value.And I mean should people be focusing on? Should the dealers be focusing on,man what do I create, or should they focus more on create somethingand let that content find the audience for you? Yeah, that's one ofthe biggest mistakes that people make is they wait forever and ever. They thinkthink they need to create this big long video course or they think that theyneed to write an eighty page ebook about how to maintain your own car orwhatever like. People think they need to create this big stuff, but theamount of time you spend creating your lead magnet does not equal your conversion right. So don't feel like you need to go out there and spend a million, you know, days creating this thing. Create something, get it out there, see how it works. If people aren't responding to it, youcan move on to the next thing. But I really, you know,I love the list of resources. It's my favorite lead magnet to give away. For example, I'm a you know, besides lead pages, I'm also avoice artist, so I do commercials and TV shows and that kind ofstuff, and on my website, one of my websites that I have forthat, that my lead magnet is the five pieces of equipment that I usedto create all of my voiceovers and people love it. It's interesting because peopleare going to hire me to create their stuff for them, but this istelling them, here's all the equipment that you could you know that you shouldget if you want to create high quality. But yours how to do exactly whatyou're going to pay me to do. Right. And you know it's funny, is they're going to look at it and they're going to see thatit's like five thousand dollars worth of equipment or whatever and they're going to go, screw that, I'd rather spend the few hundred bucks to hire somebody todo it, and it was customer and you show them your whole hand toso it kind of builds that trust and a connection that's different. Then Ilove that right. Yeah, it solves this problem that I think, youknow, facing the public. I think dealers still have that, you know, that negative kind of feel that comes along with them that they're just abunch of scammers and stuff, and we try really hard to get over that. We don't like to draw attention to it, obviously, because that's ina lot of cases not how it is, but anything that you can do.That adds this extra layer of transparency to your business. I think isjust going to be a bonus. You know, customer facing, yes,and it's not easy to do. And I understand that. It's not easyto be, you know, as transparent as you want, because it's funnypeople, you know, consumers, think they want to see the inner workingsof everything, but then if they see that you know, let's say,for example, they see that you make one fifteen hundred profit on a car, they go well, that's fifteen hundred dollars. Proud. That's too muchprofit. That's too much. But you know you can cut that profit downand save me some money. But at the end of the day they're notlooking at it like well, you've got a staff, you've got, youknow, overhead, you've got expenses, you've got all these things. Youhad to buy the car the time, you know the experience that you've spentfor thirty years building up the stealership. They don't see all that stuff.They just see that you know that, that you're making one fifteen hundred dollarsand that seems atrocious. So it's not super easy to be transparent in away that doesn't turn people off. But the best way to do that isshow them that you know what you're talking about and provide as much value asyou can for them in the experience,...

...in the situation that they're in inlife, through things that you're giving away and, of course, worse,you're going to do that in person, but before you ever get them inthe door, this is such a great way to do that is provide,you know, a great lead magnet. Once they get onto your list,provide them emails. Don't just say, Hey, we've got, you know, five new cars or, you know, check out the all new whatever,whatever, right, don't do that, because that's just pushing, pushing,pushing pushing. Instead, you know, provide them additional value. Hey,here is you know. You know, the first thing that you opted inwas a list of the best insurance agents in Syracuse. Now the nextthing is, you know, if you need your car repaired, here area few suggestions for places to do it, or here's one way to keep yourcar running longer, or just these little things that you can give topeople and when you go hey, we're going to help you keep your carrunning longer, they go, wait a minute, doesn't mean not that I'mnot going to buy a car from you for a little bit longer, andin their head they go wow, this person cares more about me than makinganother sale, and suddenly you are almost like, you know, like amentor, and now they want to buy a car from you because you're thehelpful guy or helpful Gal. Boost your credibility and authority as well. Yes, exactly. Powerful. Okay, so provide value, focus on the customer, create a piece of content, don't don't worry about it being perfect ornot. Just get something out there that can immediately start, I guess,acquiring metrics for you to measure its effectiveness. Let's let me ask you here,maybe a bit of a lightning round for the next, you know,to three minutes, favorite metrics for you to look at? And why?Well, for me personally, because I do so many webinars, it's revenueper registrant or revenue per attendee, just because it's a great way to know, you know, what your marketing dollars are worth. So if you're goingto be driving, add traffic to a Webinar registration page. If you knowhow many, you know our how how many dollars per attendee or per registrant, then you can send more people through that funnel. But another one,a simple one that is really really powerful just to know, is simply youroptin rate. Believe it or not, people are like, oh, that'sso simple, but you know, knowing your optin rate is paramount because itwill end. And by opting rate, should clarify, I mean site whiteopten rate, because again that's site white opten rate as opposed to just thetraditional optin rate, is so important. It means how many people overall cometo your website versus how many people actually opt in. And just to giveyou some figures, the average website right now has a one half of onepercent site white opten rate. HOUSERS. Yep, so for every hundred peoplethat come to your website, half of one of them will opt in.I don't know what the other half is doing. So the other the thewebsite that is actually optimized, that's doing well, that's paying attention, maybehas a reasonable lead magnet, is averaging around two percent, and a websitethat's really focused, that's got, you know, lots of different lead magnets, that's doing content upgrades, meaning a blog post where you give away somethingspecific to that blog post. You know, doing all these things, that websiteis generating around a ten percent site wide opten rate. So if youcan kind of gage yourself against that, you'll know how you're doing. Ifyou're getting half of one percent, then there are lots of things that youneed to improve. If you're hovering around two percent, I would say frommost card dealerships that's a pretty reasonable successful number for your website. Two percent. Yeah, believe it or not, two percent is it's a website that'soptimized. It's not crushing it, but it's doing well. It's you know, it's somebody who's paying attention. Interesting. You said something else here that triggereda question. So you know, you said creating blog posts that havea unique piece of content that you want to give away or have people optedinto? How much time? I don't know if it's a daily basis.How much time is someone like yourself spending blogging, creating content and creating kindof those additional pieces of content that you want to give away, or isyour process more like I have all of...

...this content and I'm going to repurposeit so that I can give it away with this blog post. Well,let's just say you're going to stay consistent, right, you're going to write oneblog post every week. So you know, everybody writes differently. I'ma very fast writer. I'm not the best writer, but I'm pretty quick, so I can knock out a blog post fairly quickly. You know,a thousand word blog post doesn't take me that much time. But you know, the question that I always get as okay, I'm already creating this blogpost. Now you're telling me to create something else to give away along withthat blog post. And the answer is yes. But there's a simple solutionto that and it's to take the same blog post that you've already written,put it into a PDF format and have people opt in to download it.And it really works it because people love to possess things. They want tofeel like something that they're doing is their's, and so if you if you givepeople that thing that that they can download, you know, maybe theycan read it later on their phone when they don't have internet or they're ona plane or whatever it is that they're doing. And just to kind ofprove that that works, Pat Flynn from smart passive incomecom his first website wasa niche site that was all about teaching architects how to pass this exam,the lead exam, right, and and his first ever product was an ebookthat was all filled with blog post that were already available on his website,but it was an ebook and he sold it and made over Eightzero his firstmonth selling that ebook. And so if people are willing to buy that tothe tune of eight thousand dollars worth of sales in one month, you betterbelieve they're willing to opt in to get the same thing. So that's onethat you could do. Checklist that enhance the value of the block post.My favorite one and then I'll I'll stop this whole tirade, but my favoriteone is that his. I saw a blog post that was about how tobuild a wooden picnic table, all right, and the the lead magnet for thatblog post, the content upgrade, was a checklist of all the materialsyou would need to build that wooden picnic table so that you could just printthat out and take it with you to the Home Depot or whatever to makesure you didn't forget anything. The rights. It's brilliant for that block post,and so it doesn't take that much time to create that content, butthe conversion rate of one of those blog posts is insane. We have wehave several blog posts that convert at ninety percent. Who It's ridiculous, ridiculouslyawesome. That's incredible. Man. Hey, listen, you know what, somuch information here, so relevant. I love, you know, theconcept of creating content that's valuable, first and foremost, showing that you actuallycare about your target audience and then solving their problems. You know, wespend a lot of time talking about this, so it's a breath of fresh air, you know, having you on the show today and validating that.You know, I think it's one more voice added to the grouping of individualswho are helping dealers achieve greater levels of success. So, you know what, in the interest of time, I certainly certainly is certainly appreciate having youon the show. Robert and I are, like we said, big fans.Glad that we connected with you and that you've taken the time for ustoday. Thanks so much for having me. And do you mind if I tossout a little resource for everybody to Jack Atlease please. Here's what youwant to do. So I mentioned that Webinar that I do every week.It's absolutely free. You don't have to have lead pages to join the Webinarre, but it's it is. It's about ninety minutes of me just kind ofanswering questions and teaching you this strategy that we talked about. So if youwant to join that Webinar, just take out your phone right now. Ifyou're driving, don't take out your phone right now, please, but youcan listen to this again later. Text lead pages all one word Elli adpagestwo, three, eight hundred and for seven zero. So that's lead pages. Text that two, three hundred and eighthnd and for seven zero and you'llbe registered to join me on that Webinar. It is it's every single Thursday.It is a really jampacked Webinar and in there are hundreds of people thatjoin us every week. Ago Crazy about it. So I'd love to haveyou there. That's incredible and will also...

...link to that in the show notes. Triple W dot the dealer playbookcom forward slash forty one. Tim. Thanksso much, my man. Appreciate you being here. Thanks, guys,it's been fun. Yeah, thanks man, and that right there was tim pagefrom lead pages and also host of one of my favorite God to podcasts. It's called conversion cast. Michael, how'd you enjoy that? I likedit just because you know this, the sound engineer and me just loved likelistening to you could tell he's a voice actor, you know. He kindof mentioned it there, I think, at the end, that he kindof has this other business that he does with voice acting and stuff, youknow. So I enjoyed that. But what really stood out to me,and hopefully stood out to you listening in that a lot of what Tim talkedabout today validates a lot of the other episodes that have focused on marketing,you know, providing and being something of value to somebody, not worthless toeverybody. You've heard us say that so many times and so you know,hopefully you're if you're really wanting to get the most out of your marketing efforts, you've moved you've moved past the you know, hum and Haws of aman I hope this works or whatever, and realizing that so many people,so many renowned Internet marketers, use the same strategies that you are getting hereevery single week on the podcast. So that was awesome for me. Tohear just kind of some of the things that he said. That whole thingabout offering information about the insurance like brokers in the area. That was reallycool to me. Yeah, definitely, definitely, and that's just as targetedinvaluable lead as somebody that's Click and reserve a test driver whatever because they owna car. They're interested, they're there, they're they're, you know, seeingthat information now. So that was great. So and make sure tocheck out the show notes to this episode. The dealer Playbookcom what was it?Forty one right, forty one dealer playbookcom on. Yeah, forty one, Yep, and there you'll get access. Will have a link to if youdidn't catch his text code that he gave out to register for that.His webin are completely free training. Will have the link in the show notesfor that and also the link for the dealer playbook insights Eve book. Yeah, man, we've got this cool new podcast player, like right on ourwebsite that we've been testing out in rate. Built into the player you'll see alittle opt in, you know, where you can put in your emailand subscribe to our weekly newsletter and an exchange for that. We're going toactually send you an Ebook that Robert and I have put together, which isten incredible insights or Aha moments that we've had listening to our guests, youknow, from these ten incredible experts. In its volume one, because ourplan is to just keep pumping out future volumes of this book just so wecan give you as much valuable information as possible. So again, triple wdot the dealer playbookcom for forty one. Don't forget, opt in for that, register for that Webinar that Tim's putting on. It's so cool and I'vebeen a part of it. You know Robert's been on it as well.It's just a ton of information and then register or opped in for our Ebook, which we know you'll love. There's just a lot of information in there. Until next time, thanks so much for listening in and we'll catch youlater. Have a great week.

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