Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Landing page 登陸頁面入門
+ Funnel 漏斗概念入門
+ Google & Facebook 追蹤式廣告入門
By ivan so
About me
● CS, Southampton UK
● 15 years experience in SEO & WordPress
● 50+ sites for testing SEO
● Exit due to SEO proje...
Index
● Landing page 登陸頁面入門
● Funnel 漏斗概念入門
● 甚麼是追蹤式廣告 retargeting ads?
● 追蹤式廣告有什麼好處?
● 追蹤式廣告例子
● 追蹤式廣告懶人工具 adroll 及 perfe...
Website & LP difference?
Exercise
- 3 to 4 people a group
- Introduce yourself & industry
- 7-8 minutes
- Write down the difference between website...
http://bit.ly/ivanso-lp1
What is LP?
LP definition
A landing page is any page on a website
where traffic is sent specifically to prompt
a certain action or res...
Why do we use LP & its benefits?
LP benefits
Get more leads which you can turn
them into customers eventually.
Focus on your prospect's (usually very
limit...
Multiple LP
If you want to sell multiple products to multiple audiences, you can employ
multiple highly customized landing...
Conversion rate
Increased conversion rate (not just for PPC, but
for organic search, email and social media
marketing also)
http://bit.ly/ivanso-lp2
What makes a good LP?
LP (lead magnet)
http://bit.ly/ivanso-lp3
Exercise
- 3 to 4 people a group
- 4 to 5 minutes
- What elements have my page used?
- Pros & cons
https://www.hdcourse.com/
5 questions visitors have when they visit
your LP?
5 questions
● Cost - can you give me some idea of cost, even if its’ a
range?
● Problems - be honest with me. What are the...
10 LP Do's and Don'ts
Is traffic important to a LP?
Traffic is important but most crucial is Conversion
You have to get people to visit the site or page
you're directing them...
Traffic is important but most crucial is Conversion
Conversion means persuading the reader to do
the thing you want them t...
Exercise
- 3 to 4 people a group
- 7-8 minutes
- How do you get the traffic?
- How do you qualify the traffic?
- How do yo...
3 types of traffic
1. Free
2. Paid
3. Own
To qualify your traffic
2 basic types of LP
Click Through Page
Typically used in ecommerce funnels, they can
be used to describe a product or offer in
sufficient deta...
Lead Generation Page
The sole purpose of the page is to collect
information that will allow you to market to
and connect w...
How do you attract users to submit their
personal information?
The Short Answer: Free giveaways that
are useful, valuable or funny.
Exercise
- 3 to 4 people a group
- 4 to 5 minutes
- How many free giveaways can you think of?
8 types of giveaway
● Ebook or whitepaper
● Webinar registration
● Consultation for professional services
● Discount coupo...
Long VS Short LP – Which One Works
Better?
Depends on your purpose
Request the right number of data you need. If you only follow-up lead via email, do
not collect ex...
Long LP tips
How many LP do I need?
Companies do see a 55% increase in leads when
increasing LP from 10 to 15
Breakdown for B2B and B2C businesses
More LP Means
● More Conversion Opportunities (SEO benefit)
● More Variety (Wider variety of offers)
● More Marketing Coll...
Conversion rate
What is the average conversion rate for
a NORMAL WEBSITE?
1-3%Surprisingly, studies show that the average conversion rate for a website is
between 1% and 3%, which means it’s only ...
What is the average conversion rate for
a LP?
5-15%A landing page (also referred to as a lead-capture page) is a crucial must-have for
any website because it provides a...
What is the average conversion rate for
an OPTIMIZED LP?
30-40%While landing pages perform better than main site pages at a 5-15% conversion
rate, they can do much better if using...
Maths questions
● If you have 10,000 traffic to your website, what is
the converted traffic for
○ normal website
○ normal ...
Maths questions
● If a single traffic cost you $4 to generate, the
single converted customer will pay you $100.
● How much...
How to optimize the LP?
LP case studies
Case study: BettingExpert Adds Value
Betting Expert is an online sports betting site, looking to increase sign-ups on thei...
Result: A 31.54% increase in page conversions
Why? One word: value.
Entry form optimization is a huge part of maximizing y...
Case study: Vendio Slims down the Process
Ecommerce host Vendio was concerned that their entry form was decreasing
landing...
Result: A 60% increase in visitor signups.
Why?
What removing the entry form also did is allowed for larger images, a larg...
Case study: WikiJob Includes Customer Testimonials
Interview-prep website WikiJob was having great success with people usi...
Result: The variation page achieved a 34.0%
improvement over the original
Why? It’s all about the trust factor. Recent Ede...
Case study: BagServant Includes a Trust Symbol
Ecommerce site BagServant, devoted to showcasing lesser-known designers as
...
Results: A 72.05% improvement
Why? This is a great example of a small design change having a huge influence
on a business’...
Case study: Underwater Audio Keeps Flow in Mind
Waterproof headphone developer “Underwater Audio” had recently updated the...
Result: 35.6% Online Conversion Increase
Why? Many sources, including Nielsen, have found that the human eye naturally
fol...
Case study: Smiling People Increases Sign-Ups for
High Rise
Highrise, a simple lead management platform from the team at 3...
LP software
WordPress (WP) CMS for website
Thrive Architect (WP plugin)
Elementor (WP plugin)
Other than WP
http://www.hubspot.com/
https://www.leadpages.net/
http://unbounce.com/
https://instapage.com/
https://www.l...
Retargeting ads
By ivan so
index
● What is it?
● What benefit do we get from it?
● What does it looks like in real?
● 35 Retargeting campaigns idea
●...
What is retargeting ads?
Retargeting converts window-shoppers into buyers.
Generally, 2% of shoppers convert on the first ...
Benefit
● 39% of consumers have a positive or very positive reaction to retargeted
ads, vs. 11% who feel negatively about ...
What does it looks like in real for FB &
google ads?
Try zalora, agoda
Exercise
- 3 to 4 people a group
- 4 to 5 minutes
- What usage do you think the re-targeting ads
for?
Wordpress plugins for tracking
● Google analytics by monster insights
● Pixel your site
● Enhanced E-commerce for Woocomme...
Adroll / perfect audience ads
Facebook ads
Google ads
Bonus: 4 free stock site
● www.Freepik.com
● www.Pixabay.com
● https://www.pexels.com/
● https://unsplash.com/
BONUS: how to create banner ads in 10 mins
The end
Thanks for listening / Q&A / Contact me
● Website: https://www.hdcourse.com
● Facebook: https://www.facebook.com/ivansopag...
Feedback
https://www.hdcourse.com/workshop-feedback/
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門
Upcoming SlideShare
Loading in …5
×

Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門

51 views

Published on

Landing page 登陸頁面入門
Funnel 漏斗概念入門
甚麼是追蹤式廣告 retargeting ads?
追蹤式廣告有什麼好處?
追蹤式廣告例子
追蹤式廣告懶人工具 adroll 及 perfect audience 的好與壞,世上最昂貴的免費工具
如何使用 Facebook 追蹤式廣告?
如何使用 Google 追蹤式廣告?
BONUS: 4 個免費圖片平台及 5 分鐘廣告設計技巧

Website: https://www.hdcourse.com/

協辦機構 : Coffice Coworking Space - https://www.coffice.com.hk/

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門

  1. 1. Landing page 登陸頁面入門 + Funnel 漏斗概念入門 + Google & Facebook 追蹤式廣告入門 By ivan so
  2. 2. About me ● CS, Southampton UK ● 15 years experience in SEO & WordPress ● 50+ sites for testing SEO ● Exit due to SEO project ● Co-organiser of HK WordPress Meetup ● Lead organiser of HK WordCamp ● WordPress agency firm ● Online course / Corp training / Consultant service for SEO & digital marketing
  3. 3. Index ● Landing page 登陸頁面入門 ● Funnel 漏斗概念入門 ● 甚麼是追蹤式廣告 retargeting ads? ● 追蹤式廣告有什麼好處? ● 追蹤式廣告例子 ● 追蹤式廣告懶人工具 adroll 及 perfect audience 的好與壞,世上最昂貴的免費 工具 ● 如何使用 Facebook 追蹤式廣告? ● 如何使用 Google 追蹤式廣告? ● BONUS: 4 個免費圖片平台及 5 分鐘廣告設計技巧
  4. 4. Website & LP difference?
  5. 5. Exercise - 3 to 4 people a group - Introduce yourself & industry - 7-8 minutes - Write down the difference between website & LP
  6. 6. http://bit.ly/ivanso-lp1
  7. 7. What is LP?
  8. 8. LP definition A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. In online marketing a landing page, sometimes known as a "lead capture page" or a "lander", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.
  9. 9. Why do we use LP & its benefits?
  10. 10. LP benefits Get more leads which you can turn them into customers eventually. Focus on your prospect's (usually very limited and scattered) attention on your offer much more effectively.
  11. 11. Multiple LP If you want to sell multiple products to multiple audiences, you can employ multiple highly customized landing pages with specifically targeted content.
  12. 12. Conversion rate Increased conversion rate (not just for PPC, but for organic search, email and social media marketing also)
  13. 13. http://bit.ly/ivanso-lp2
  14. 14. What makes a good LP?
  15. 15. LP (lead magnet) http://bit.ly/ivanso-lp3
  16. 16. Exercise - 3 to 4 people a group - 4 to 5 minutes - What elements have my page used? - Pros & cons
  17. 17. https://www.hdcourse.com/
  18. 18. 5 questions visitors have when they visit your LP?
  19. 19. 5 questions ● Cost - can you give me some idea of cost, even if its’ a range? ● Problems - be honest with me. What are the potential issues with this approach? ● Comparison - how does this compare to the other options and competitors? ● Reviews - what are others saying about this product or service? ● Best - who are the best service providers / what are the best products in this category?
  20. 20. 10 LP Do's and Don'ts
  21. 21. Is traffic important to a LP?
  22. 22. Traffic is important but most crucial is Conversion You have to get people to visit the site or page you're directing them to. You may get tons of traffic but it does not mean you’re doing well. Unless you can capture some lead and convert them into your customers eventually.
  23. 23. Traffic is important but most crucial is Conversion Conversion means persuading the reader to do the thing you want them to do, whether that's to buy a product from your online store, download your case study in exchange for his email address or to call you to set up a consultation. Your end goal isn't traffic. It's sales! Without sales, you'll be out of business, regardless of how much traffic you have. So define your goal of the landing page.
  24. 24. Exercise - 3 to 4 people a group - 7-8 minutes - How do you get the traffic? - How do you qualify the traffic? - How do you make them to be your customers?
  25. 25. 3 types of traffic 1. Free 2. Paid 3. Own
  26. 26. To qualify your traffic 2 basic types of LP
  27. 27. Click Through Page Typically used in ecommerce funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.
  28. 28. Lead Generation Page The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.
  29. 29. How do you attract users to submit their personal information?
  30. 30. The Short Answer: Free giveaways that are useful, valuable or funny.
  31. 31. Exercise - 3 to 4 people a group - 4 to 5 minutes - How many free giveaways can you think of?
  32. 32. 8 types of giveaway ● Ebook or whitepaper ● Webinar registration ● Consultation for professional services ● Discount coupon/voucher ● Contest entry ● Free trial ● A physical gift (via direct mail) ● Notification of a future product launch
  33. 33. Long VS Short LP – Which One Works Better?
  34. 34. Depends on your purpose Request the right number of data you need. If you only follow-up lead via email, do not collect extra information like fax and mobile to increase conversion rate. Long LP Short LP Number of lead capture Less More Lead quality Higher Lower
  35. 35. Long LP tips
  36. 36. How many LP do I need?
  37. 37. Companies do see a 55% increase in leads when increasing LP from 10 to 15
  38. 38. Breakdown for B2B and B2C businesses
  39. 39. More LP Means ● More Conversion Opportunities (SEO benefit) ● More Variety (Wider variety of offers) ● More Marketing Collateral (More prospects you'll be able to capture as leads) ● More Targeting Opportunities / Personalization (Highly relevant to different parts of their audience, is much better able to convert visitors into leads)
  40. 40. Conversion rate
  41. 41. What is the average conversion rate for a NORMAL WEBSITE?
  42. 42. 1-3%Surprisingly, studies show that the average conversion rate for a website is between 1% and 3%, which means it’s only converting a teeny tiny portion of site traffic. With such a poor outcome, why do businesses still rely on the homepage to do the heavy lifting?
  43. 43. What is the average conversion rate for a LP?
  44. 44. 5-15%A landing page (also referred to as a lead-capture page) is a crucial must-have for any website because it provides a targeted platform for converting higher percentages of visitors into leads. In fact, landing pages have a 5-15% conversion rate on average. Yet they are often overshadowed by a homepage or other product pages.
  45. 45. What is the average conversion rate for an OPTIMIZED LP?
  46. 46. 30-40%While landing pages perform better than main site pages at a 5-15% conversion rate, they can do much better if using the best practices explained below. In fact, many of HubSpot's customers who have implemented these tips are experiencing a 30-40% conversion rate! That’s insanely above the average!
  47. 47. Maths questions ● If you have 10,000 traffic to your website, what is the converted traffic for ○ normal website ○ normal LP ○ optimized LP
  48. 48. Maths questions ● If a single traffic cost you $4 to generate, the single converted customer will pay you $100. ● How much traffic do you need to generate $5,000 from normal website, normal LP & optimized LP? ● And how much is the traffic to reach that goal?
  49. 49. How to optimize the LP?
  50. 50. LP case studies
  51. 51. Case study: BettingExpert Adds Value Betting Expert is an online sports betting site, looking to increase sign-ups on their landing page.
  52. 52. Result: A 31.54% increase in page conversions Why? One word: value. Entry form optimization is a huge part of maximizing your landing page’s performance. Optimizing your form based on the right amount of info boxes, the color copy and the CTA design all make for a complicated process. Betting Expert changed their CTA to be lead-focused, telling them what they got, rather than what to do.
  53. 53. Case study: Vendio Slims down the Process Ecommerce host Vendio was concerned that their entry form was decreasing landing page conversions. Let’s take a look at their test…
  54. 54. Result: A 60% increase in visitor signups. Why? What removing the entry form also did is allowed for larger images, a larger USP and a more central CTA button - all small details that can make the conversion difference.
  55. 55. Case study: WikiJob Includes Customer Testimonials Interview-prep website WikiJob was having great success with people using their free tools but was struggling for paid conversions. Let’s check out what they did to their landing page to encourage sales.
  56. 56. Result: The variation page achieved a 34.0% improvement over the original Why? It’s all about the trust factor. Recent Edelman data shows that the most trusted source of information is fast becoming a “person like yourself”, over even a sector expert: trust in marketing
  57. 57. Case study: BagServant Includes a Trust Symbol Ecommerce site BagServant, devoted to showcasing lesser-known designers as well as big name brands online, had recently won an impressive sector award. Let’s see how including that award symbol improved their landing page conversion rates.
  58. 58. Results: A 72.05% improvement Why? This is a great example of a small design change having a huge influence on a business’ success. Showing off a sector-based award is a great way (especially for lesser-known businesses) to improve conversions. Even if someone hasn’t heard of your business, knowing that a recognizable business trusts you (or, in this case, a recognizable celebrity businesswoman) will increase your landing page conversion rates.
  59. 59. Case study: Underwater Audio Keeps Flow in Mind Waterproof headphone developer “Underwater Audio” had recently updated their landing page and was confused by a lack of improvement in their conversion rate. They made a small formatting change and were surprised by the results.
  60. 60. Result: 35.6% Online Conversion Increase Why? Many sources, including Nielsen, have found that the human eye naturally follows an “F” shape when we view a page (either hardcopy or online). We shouldn’t be particularly surprised as this is also how we read: left to right, top to bottom. The original design had web traffic focusing on the CTA before they saw the customer testimonial, resulting in a low conversion rate. The boost in conversions comes from the page communicating enough value in a visitor-friendly way.
  61. 61. Case study: Smiling People Increases Sign-Ups for High Rise Highrise, a simple lead management platform from the team at 37 Signals, had just seen an increase in sign ups by testing a new long form page against their original design as well as customers image.
  62. 62. LP software
  63. 63. WordPress (WP) CMS for website
  64. 64. Thrive Architect (WP plugin)
  65. 65. Elementor (WP plugin)
  66. 66. Other than WP http://www.hubspot.com/ https://www.leadpages.net/ http://unbounce.com/ https://instapage.com/ https://www.launchrock.com/ https://kickofflabs.com/
  67. 67. Retargeting ads By ivan so
  68. 68. index ● What is it? ● What benefit do we get from it? ● What does it looks like in real? ● 35 Retargeting campaigns idea ● Wordpress plugins for tracking (google analytics by monster insights, pixel your site, Enhanced E-commerce for Woocommerce store) ● Google analytics data (where to read) ● Adroll / similar audience ads ● Facebook ads ● Google ads ● BONUS: 4 free stock site ● BONUS: how to create banner ads in 10 mins
  69. 69. What is retargeting ads? Retargeting converts window-shoppers into buyers. Generally, 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. Refer: adroll & google image
  70. 70. Benefit ● 39% of consumers have a positive or very positive reaction to retargeted ads, vs. 11% who feel negatively about them. ● Retargeting can boost ad response up to 400%. ● The average click-through rate for display ads is 0.07%, and the average click-through for retargeted ads is about 0.7%. ● Web site visitors who are retargeted with display ads are 70% more likely to convert on your Web site. ref: cmo
  71. 71. What does it looks like in real for FB & google ads? Try zalora, agoda
  72. 72. Exercise - 3 to 4 people a group - 4 to 5 minutes - What usage do you think the re-targeting ads for?
  73. 73. Wordpress plugins for tracking ● Google analytics by monster insights ● Pixel your site ● Enhanced E-commerce for Woocommerce store
  74. 74. Adroll / perfect audience ads
  75. 75. Facebook ads
  76. 76. Google ads
  77. 77. Bonus: 4 free stock site ● www.Freepik.com ● www.Pixabay.com ● https://www.pexels.com/ ● https://unsplash.com/
  78. 78. BONUS: how to create banner ads in 10 mins
  79. 79. The end
  80. 80. Thanks for listening / Q&A / Contact me ● Website: https://www.hdcourse.com ● Facebook: https://www.facebook.com/ivansopage ● YouTube: https://www.youtube.com/c/ivanso ● LinkedIn: https://www.linkedin.com/in/ivanso/ ● Podcast: https://www.anchor.fm/hdcourse ● Amazon: http://amazon.com/author/ivanso ● Udemy: https://www.udemy.com/user/ivanso/ ● Skillshare: https://www.skillshare.com/user/ivanso ● Eventbrite: https://ivanso.eventbrite.com
  81. 81. Feedback https://www.hdcourse.com/workshop-feedback/

×