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/

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. 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

5. 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

6. Website & LP difference?

7. Exercise
- 3 to 4 people a group
- Introduce yourself & industry
- 7-8 minutes
- Write down the difference between website &
LP

9. http://bit.ly/ivanso-lp1

10. What is LP?

11. 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.

12. Why do we use LP & its benefits?

13. 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.

14. Multiple LP
If you want to sell multiple products to multiple audiences, you can employ
multiple highly customized landing pages with specifically targeted content.

15. Conversion rate
Increased conversion rate (not just for PPC, but
for organic search, email and social media
marketing also)

17. http://bit.ly/ivanso-lp2

18. What makes a good LP?

20. LP (lead magnet)
http://bit.ly/ivanso-lp3

22. Exercise
- 3 to 4 people a group
- 4 to 5 minutes
- What elements have my page used?
- Pros & cons

23. https://www.hdcourse.com/

24. 5 questions visitors have when they visit
your LP?

25. 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?

26. 10 LP Do's and Don'ts

37. Is traffic important to a LP?

38. 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.

39. 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.

41. 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?

42. 3 types of traffic
1. Free
2. Paid
3. Own

43. To qualify your traffic
2 basic types of LP

44. 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.

45. 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.

53. How do you attract users to submit their
personal information?

54. The Short Answer: Free giveaways that
are useful, valuable or funny.

55. Exercise
- 3 to 4 people a group
- 4 to 5 minutes
- How many free giveaways can you think of?

56. 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

57. Long VS Short LP – Which One Works
Better?

59. 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

60. Long LP tips

61. How many LP do I need?

62. Companies do see a 55% increase in leads when
increasing LP from 10 to 15

63. Breakdown for B2B and B2C businesses

64. 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)

65. Conversion rate

66. What is the average conversion rate for
a NORMAL WEBSITE?

67. 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?

68. What is the average conversion rate for
a LP?

69. 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.

70. What is the average conversion rate for
an OPTIMIZED LP?

71. 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!

72. Maths questions
● If you have 10,000 traffic to your website, what is
the converted traffic for
○ normal website
○ normal LP
○ optimized LP

73. 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?

74. How to optimize the LP?

77. LP case studies

78. Case study: BettingExpert Adds Value
Betting Expert is an online sports betting site, looking to increase sign-ups on their
landing page.

79. 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.

80. 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…

81. 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.

82. 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.

83. 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

84. 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.

85. 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.

86. 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.

87. 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.

88. 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.

95. LP software

96. WordPress (WP) CMS for website

97. Thrive Architect (WP plugin)

98. Elementor (WP plugin)

99. Other than WP
http://www.hubspot.com/
https://www.leadpages.net/
http://unbounce.com/
https://instapage.com/
https://www.launchrock.com/
https://kickofflabs.com/

100. Retargeting ads
By ivan so

101. 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

102. 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

103. 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

104. What does it looks like in real for FB &
google ads?
Try zalora, agoda

105. Exercise
- 3 to 4 people a group
- 4 to 5 minutes
- What usage do you think the re-targeting ads
for?

106. Wordpress plugins for tracking
● Google analytics by monster insights
● Pixel your site
● Enhanced E-commerce for Woocommerce store

107. Adroll / perfect audience ads

108. Facebook ads

109. Google ads

110. Bonus: 4 free stock site
● www.Freepik.com
● www.Pixabay.com
● https://www.pexels.com/
● https://unsplash.com/

111. BONUS: how to create banner ads in 10 mins

112. The end

113. 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

114. Feedback
https://www.hdcourse.com/workshop-feedback/