Increasing Conversion by 400% using an Elementor Landing Page

In this blog post i wanted to talk about a recent Facebook Ad Campaign I did for a Guesthouse – and how I used Elementor to update a landing page and increase conversions by 500%. This may seem difficult to believe but I wanted to clarify a few things. 

Firstly when I speak conversion rate I’m talking about the following metrics:

  • Number of people who engaged with the booking app
  • Number of people who initiated a checkout (which is actually putting sample dates in the booking app to see availability)

The booking app that was used is CheckFront – all though the actual booking app that is used – if you are promoting a guesthouse/hotel/hostel is irrelevant – as long as it is built to be integrated with Facebook Events.

By having the booking app that you use be integrated with Facebook you can then track the results by seeing how many interactions happen for each user and being able to track what kind of results happen from modifying certain aspects of the page using split testing.

In this case let’s use an example of the old landing page and the new landing page that was built with Elementor to get it all out of the way first:

Here is the old landing page:

And here is the new landing page created with Elementor that got a 400% positive response rate:

By the way interestingly enough the first time I ran a split test between the old landing page and the new landing page the CheckFront app had broken and was not registering Events – so I couldn’t track the results too well – however after getting in contact with them and informing them of the issue they promptly fixed it.

Below are the results for the split test that was ran on Facebook Ads:

Please note ‘Content Views’ refers to times users engaged with the booking widget – it’s a different metric to Landing Page Views

Now keep in mind a couple of things – the first being that there are less impressions/click on the old landing page than the new (the targeting and ad copy are exactly the same for the two ad sets – it’s only the destination page that is different) – the reason for this is because the old landing page ad set started delivering AFTER the new landing page was launched – probably because I didn’t set some option correctly leading it to not be approved.

The other issue is that the new landing page was performing so well I didn’t see a need to continue the old landing page campaign to completion of its budget.

There were 111 clicks on the new landing page and 58 clicks on the old landing page. As you can see even if you double the results of the old landing page the new landing page outperforms it by far.

For example 4 Website Content Views (this is someone engaging with the booking app) – doubled would make 8 Website Content Views – compared to 35 Website Content Views on the new landing page. At 400% increase from 8 that would still be 32 – less than the 35.

As far as the Checkouts Initiated go – you can see we have 5 vs. 0 on the old landing page – in the past when I ran the old landing page campaign my results were pretty dismal for add to carts – having 5 is very good. Basically there is about a 12% conversion of people who engage with the booking app – and those that actually begin the checkout.

You can check out both landing pages using the link below:

http://bit.ly/2Qa7XVE – Old Landing Page

http://bit.ly/2DDTcnn – New Landing Page

So in saying that I’ll make some comments about what worked for me and what I learned from this conversion increase that you may be able to apply to yourself:

Have a Straight Anchor Call to Action

For guest houses/hostels especially – if you have a booking page – allow the user to immediately click and go to the booking section of that page instead of having to scroll down. You will find on the new landing page I have a button that says ‘Book Now’ I made this an Anchor link that takes the user past all the content and immediately to the booking section.

This may not work for all industries – but many times people are going to want to check the prices right away – why force them to go through a bunch of copy? It’s only going to annoy them – on the internet you can’t really hide the price – for commodity based products allowing users to go straight to purchase would be the go.

An Image is Worth a Thousand Words

This is not something I need to tell most people – but make sure your images work and that you have plenty. In the old landing page the images would consistently break – there were times when I would click on the images and they wouldn’t come up – or I would click on the images and the whole page would have to refresh to display that image.

The great thing about Elementor is adding an image gallery is easy – and you will notice on the new landing page I have image galleries for cabins and rooms.

Also I’ve added images for features/benefits of the accommodation stay – along with images for those:

Remove Un-necessary content

In the old landing page you’ll notice that there is a bar on the right with some unrelated content – this was taking up valuable real estate which could have been used to push the product and so I removed this.

Remove header real estate

In the old landing page the header was quite large – as you can see:

In the new landing page I had created a much smaller header. It could be argued I could have done away with the header completely but I still wanted users to explore the rest of the site. If you check the site now you’ll notice that the only page that has the new header is the Accommodation page – so I basically implemented my Elementor page on the Accommodation page only.


In later blog posts I might share the ad copy and the video I created for this ad – but hopefully this is of value to people. I have attempted to be as transparent as possible – and I believe real case studies rather than theory pieces is the best way to learn and get insight.

Peace Y

Getting Paid Online Using Stripe, WooCommerce and a Good Theme (and those pesky SSL certificates)

I’m very excited to be writing this blog post because it deals with one of the most important – top line activities for any business operating online – getting paid. If you’re not getting paid, and staying in the black – or at least looking to do so – you may as well pack up and go home.

In this blog I’ll be covering the technical issues in relation to getting paid – if you are opening an online store or selling a single product and looking to integrate a payment gateway read on – this will be a technical breakdown of how I setup payment gateways for my clients to get paid – and what you need to be aware of. 

So without further ado, let’s get started:

1) Understanding the Simple Complexities of SSL Certificates

In order to get paid online you’ll need an SSL certificate. This is just some piece of software that gets put on your site that encrypts the data between you and the payment gateway software that you’ll be using.

Rest assured that while this may seem technical (where do I get an SSL certificate, which SSL certificate is the best to get) – the easy answer is this – you can get a basic SSL certificate for free – easy peezy. 

For example – I have a number of staging sites – and I can just get in contact with my hosting company through their online chat and have them put an SSL certificate on a client’s site. It takes 1 minute – alternatively there is an option in cPanel called something like ‘Let’s encrypt’ where you can do this on your own without speaking to you rhost. And the SSL certificate is free.

Don’t let anyone convince you that you need to pay for an SSL certificate – there’s absolutely no need – and SSL companies have been pushing this for a long time – the idea that “customers won’t trust you” if you have a free SSL certificate. 

However let me show you something.

Below is me checking the SSL certificate of Amazon.com (a pretty reputable company):

And here is me checking the security certificate of a client’s site using a free SSL certificate provided by my hosting company:

Notice that they look exactly the same to the client. So don’t stress about SSL certificates or which one to get! Just get a free one provided by your hosting provider. Believe me if you’re going to fail to make sales it’s not going to be because of your SSL certificate. I’ve never heard someone say “You know we launched our product but… if only we had a reputable SSL certificate.” Lol – no that’s never happened. 

2) Make sure you are not linking to any external images or content

This is just a basic web development tenent you should be following anyway – but if you are linking to any external images on your website then the SSL certificate won’t break – or won’t authenticate your site – and your payment gateway will not work. 

This is a pretty easy fix – in fact I had this issue with a site I was working on and my hosting company fixed this issue for me in 2 minutes. If you install your SSL certificate and see this:

It means your connection is not secure due to external images. If you do have this issue simply go to this URL:

Why No Padlock

And enter in your URL – and you will get a report specifying exactly what code is breaking the SSL certificate:

And that’s it! That’s the biggest issue that can come up when you install your SSL certificate.

2) Setting up an online store using WooCommerce

No matter if you are selling 1 item on your website – or 100 items – it’s still considered an e-commerce store. Luckily these days setting up an online store is easy with WordPress and there are many frameworks that have all the checkout functionalities you’ll need to make it all work. 

Just ask yourself what you want to sell and try to find a framework that closely does what you need. 

The best advice I can give is to take a framework that has done 90% of what you need – and modify the last 10% to your needs. Do NOT create a checkout/e-commerce/online store system from scratch. 

Believe me when i say you’re not the first person to do the type of shop you’re doing online – and there are lots of frameworks that all ready do what you need. 

Here is a sample framework for a construction company that may sell certain products/services online:

Construction Theme Example

This all ready comes WooCommerce ready and everything is ready to go at the click of a button – just install it on your hosting provider and you’re ready to go.

3) Setting up a payment gateway

There are many payment gateways to choose from – PayPal, Stripe and Square are the most popular ones at the moment – but there are many others to choose from. As long as the payment gateway you choose is integrated with WooCommerce that’s the most important thing. 

If you’re not sure if it does go to 

WooCommerce Extension Library

And type in your payment gateway – e.g. Stripe

Also note that the extension is free – and many times the developer of the integration software will actually help you. For example Automaticc – the guy who built the Stripe WooCommerce integration have been helpful in replying to issues that I was having. 

If they are unresponsive many times you’ll have to buy their software or something in order to get that email support.

Once you install the plugin it’ll be available in the WooCommerce in the WooCommerce -> Settings -> Payments tab

When you sign up with your payment gateway they’ll ask you for a bunch of details (your bank account details) – to get everything working. There’s three things you’ll need to be aware of in all these integrations:

Test Keys / Live Keys

Your payment gateway will have some Test/Live keys – they are like API keys – that you will need to insert into your settings page for that payment plugin. For example once you sign up with Stripe you can find them at this URL:

Click here to get your Stripe API key

Simply copy them from here and paste them into your site URL below (just replace yourdomain.com with your domain):

https://yourdomain.com/wp-admin/admin.php?page=wc-settings&tab=checkout§ion=stripe

Couldn’t be easier than that – you can start planning your site with a test key and enter fake credit card details until everything works and then switch to live to make some test purchases with a real credit card to make sure payments are being received correctly if that’s important for you.


That’s it – once this is done you’ll be ready to start receiving money online. 

Hopefully this has taken out some of the complexities of receiving payments online and cleared some things up for you.

Good luck and remember – there are so many complexities to anything you want to do (especially when it comes to the online space) – but the most important thing is taking action.

Why Visual Composer is Worse Than Elementor and Why Theme Frameworks Need to Start Implementing It

For the past 3 months I have been eagerly studying Elementor – the new page builder for WordPress (well not technically new – it has been around for over a year – but it’s the newest WordPress page builder plugin – and in my opinion the best).

As I was using the page builder it really showed me how professional website layouts can be created in a matter of hours. This is beneficial to both clients and myself – and allows any type of promotional campaign to be launched very quickly – the only thing where effort needs to be put into is the actual content of the layout, image choices etc. rather than the technical aspect.

While I was very happy with my knowledge of Elementor – there is one problem. 

Unfortunately most WordPress frameworks/themes are still using Visual Composer Page Builder (a different plugin to Elementor) – as their standard page building software. 

Recently I was building a site where I attempted to use Elementor and it crashed some functionality of the site – forcing me to recreate the layout in Visual Composer – so I thought it would be a good opportunity to showcase the differences between the two – and show you just how great Elementor is – and yet also make you aware that should you go with a framework – why understanding what Visual Builder the framework comes with is very important. 

So let’s start with checking framework page builders – and what that means (don’t get scared of all these technical words – it’ll make sense soon).

If you go to ThemeForest – which is one of my go-to places to find themes – but more importantly frameworks – let’s – for the purpose of this – imagine you are building a directory site for coffee shops in Australia – and what their facilities are for digital nomads (this is a bit of a selfish idea – as it’s something I would be interested in – since I need a powerpoint until I replace my Macbook battery, and good WiFi would be preferrable – as well as a generally friendly atmosphere when it comes to being able to sit with my laptop and not be bothered etc.) So we would build a site like ‘Digital Nomad Coffee Directory’. 

If we find a framework to start working on like this one for example: https://themeforest.net/item/urbango-directory-and-listing-wordpress-theme/22712624?s_rank=2 (P.S. I wouldn’t personally recommend this theme for other reasons – like the fact that it has no reviews left – but we are just using this as an example)

If you look through the sales page it looks very cool – and the layouts look great – until that is – you have to modify them.

At the bottom of the page you’ll find what you’re looking for:

As you can see the plugin comes with Visual Composer – which is the case for the majority of theme frameworks. So – what does this mean to you? And why should you care?

Well just to give you an open book of how it will look when you actually decide to change the layout of this page – let me show you two identical layouts for a client – and how it looks like to edit them in the backend.

Here is me editing a client layout using Elementor:

As you can see – I (or you) simply click on an element that you want to edit and then make the changes – and afterwards everything is visible exactly how it would appear on the front end. This is what makes Elementor so revolutionary! 

Now let’s compare that to Visual Composer – and how editing the same page would look like using the Visual Composer plugin:

As you can see in the video above – I do the exact same thing that I did with Elementor – but do you see how much more un-intuitive it is? Now instead of clicking on some text and editing it – I have to open up a new section – and when it comes to adding a visual element like an icon to the button – I don’t even know what it will look like without previewing the page – so every adjustment I make – I have to then update the page and then preview it (which takes 10-15 seconds each time – instead of being instantenous).

So now – hopefully – you have an idea of the differences between Visual Composer and Elementor – so keep this in mind. Especially if you get your site built – and should you wish to make changes to it – Elementor will make your life much easier in the long run.

Try and go with a theme that supports Elementor – and be aware of what page builder plugin your framework is using before you start – otherwise you will have headaches making new content.

Good luck!

FREE TOOL to Find out every time a Googler sees your page in search results

If you have a website and are not getting that much traffic – – I wanted to show you how you can see every time a Googler (google user/your potential future customer) sees your site in search results.

This will be in reference to a client I’ve recently been working with – they were not receiving much traffic in Google – however after some research I could confirm that their site was not penalised – so I wanted to see what their current status was – but also I wanted to create a seed list of keywords that I could target for that industry.

Google is a behemoth of a software company – with all the information it keeps. Not only does it keep a log of pretty much every website on the internet and who it links to – but it also keeps a log of every single Google user, and every single Google user’s search. Google also keeps track of which websites were seen by every Google user.

This means that if someone Googles your company – let’s say for example “air conditioning installation sydney” – and looks through the first 2 pages and decides to click on a specific result then Google will also keep a log of every website the user SEES on the search results (not just clicks on). 

This is very useful information to have – for example let’s say you feel that you’re not getting any traffic whatsoever from Google search results – however unbeknownst to you users may still be SEEING your results in search engines – just not clicking on it (for example if you are on page 2 or 3).

Wouldn’t that be useful information to have? 

Imagine if you are on page 2 or 3 for a high traffic keyword all ready – wouldn’t it be useful to then optimise your site for that particular keyword – a keyword you all ready have some success in – instead of starting brand new?

The other part of it is – people are searching for keywords where your site is showing up that you may not have even thought of yet – this will give you some ideas when deciding on what keywords you want to target and optimise your site for.

So – how do you see into Google’s eyes? The process is actually quite simple – it depends on if you currently have a Google Analytics account or not, below I will outline the step:

1) Make sure you have an Analytics account or a Google account

If you have an @gmail.com account – or if you all ready have an Analytics account then you are set. Otherwise you can create a Google account easily. Just go to the URL below and enter your first and last name, a password, a username that you would like. You may be required to verify your account using a mobile number so make sure you have your phone handy. 

https://accounts.google.com/signup/v2/webcreateaccount?continue=https%3A%2F%2Fsearch.google.com%2Fsearch-console%3Futm_source%3Dabout-page&hl=en-US&flowName=GlifWebSignIn&flowEntry=SignUp

Also note that you don’t necessarily need a Gmail account and can use another email if you like – this may make things easier in that you receive emails to the email you check often by habit instead of having to check another email to see any updates on your site.

You’ll need to verify your email address by entering the code that is sent into the Google sign up step:

Image 2018-10-10 at 4.40.38 PM.png

Google will ask you to enter some personal details – note that your mobile is optional. 

Image 2018-10-10 at 4.41.30 PM.png

2) Add Property

Once you click on ‘Next’ after Terms and Conditions you’ll be taken to a page where Google will ask you to enter the URL of the site you would like to see Google Search data for. Simply enter in the URL as http://www.yoursite.com.

Once you enter your URL you’ll need to verify your ownership of the domain – so Google can trust that you really are the owner (otherwise anyone could spy on someone else’s domain for free). 

There are two main ways to verify your site – HTML file and HTML tag. 

Image 2018-10-10 at 6.25.39 PM.png

If your site is using WordPress then I suggest the HTML tag method – all you need to do is login to your WordPress and then click on ‘Appearance’ -> ‘Editor’

Image 2018-10-10 at 6.27.08 PM.png

Once in the Editor page (dismiss the warning that you could screw the site up – you’ll only be making one small change so there’s little risk of damaging your site).

Find the theme header file on the right (it’ll usually be called header.php) and click to edit it

Image 2018-10-10 at 6.28.49 PM.png

In the Verify Ownership page in Google Search Console click the drop down for HTML tag and copy the <meta> tag

Image 2018-10-10 at 6.32.50 PM.png

Then paste the <meta> tag anywhere between the <head> and </head> text in the header.php file – you can see I’ve pasted it into the file below:

Image 2018-10-10 at 6.39.08 PM.png

Click the ‘Update File’ button once you add the <meta> tag and then click on ‘Verify’ in the Google Search Console screen – you’ll get a message saying that your property has been verified:

Image 2018-10-10 at 6.40.47 PM.png

Once you’ve done this you’ll have to wait about 24-48 hours to see any useful data in your console. 

Image 2018-10-10 at 6.43.43 PM.png

Get the data

Now when you come back in a couple of days and login simply click on ‘Performance’ on the left

Image 2018-10-10 at 7.00.04 PM.png

Then click the download button and click on Download CSV.

You’ll now have a spreadsheet similar to this – with 5 columns:

Image 2018-10-10 at 7.01.37 PM.png

The columns will let you know:

Query – the query Googlers searched for where you came up Clicks – the amount of clicks your website has received for that query Impressions – the amount of time your website appeared on a page that a Googler was viewing
CTR – the percentage of people that clicked your ad vs the people that viewed it – for example if on average someone clicks your ad once for every 3 times it’s viewed you would have a 25% CTR
Position – the average position at which your site appears under for a particular keyword, so if position is 74 for example – it means you show up as result #4 on page #7 (not the best place to start from)

Finding out what keyword is useful

This step will require some custom software – you can use Rank Tracker – which is a free download by clicking on the link below:

https://www.link-assistant.com/rank-tracker/download.html

I have the paid version and I assume this will work in the free version (otherwise just send the .csv file over to me and I can do this for you) – simply open Rank Tracker – create a New Project and then paste the keywords from the .csv file into the text field:

Image 2018-10-10 at 7.21.33 PM.png

Personally I remove Bing and Yahoo.com.au from the preferred search engines and just leave Google.com.au

Then click on the refresh button to get – this is not really that useful because you all ready have the average position that they keywords are at from the .csv file – however what you really want is the traffic for the particular keyword

Image 2018-10-10 at 7.22.38 PM.png

So click on that one

Once you have a list of the searches you can sort by the most popular searches and see which ones you are ranking for all ready.

In the case of my client you can see he is ranked position 33 for ‘sound proofing material’ – a keyword that gets 10,000 – 100,000 searches a month. While position 33 is pretty much invisible in Google’s eyes – it’s still a starting point and I can use that to then research other keywords. 

So there it is – looking through Google’s lens to see exactly where you are right now – what keywords you’re showing for and which keywords are the most powerful – a great way to start a campaign – and by the way all the software I describe above is absolutely free.

Good luck!

The Black Cloak – What the top SEO Experts are Forced by Google to Keep a Secret from You

There was a book that I was reading – I don’t remember the name of the book exactly – but I had found it in a popular bookstore in Sydney (Kimonodo bookshop on George Street). The book was an SEO book – and was actually through its fourth or seventh edition. It was a very popular selling book – the name of the book isn’t really important – what’s important is that the person who was writing the book was recognised as an SEO expert – he had worked with Fortune 500 companies and judging by the weight of the book – he had a lot of things to share with me.

So I divulged this book (the digital version of course). And the entire experience was just like any other expert’s book that I read on this topic – it had the same flaw.

You see the book talked about all the standard stuff you would expect to hear from an SEO book – on page optimisation, making your site super fast, having the right tags, uploading sitemaps, competitor and keyword research and all that jazz. 

However at the end of the book – I was really at the same step that I was at when I started. Sure – I could optimise my site, make it fast, make sure the title tag and heading tags match the keyword I’m after – and doing all that may get me to page #2 (or page #1 if there are not that many competitors).

However how do you get the coveted top spot where most of the traffic goes?

At the end of the day the big thing which is most often overlooked is – backlinks.

How the hell do I get a bunch of high quality backlinks coming to my site?

If you look at the content by SEO Experts they will talk about ‘outreach’ as a strategy to get backlinks – this is the concept of finding out companies that will link back to you and starting a program of calling them to get backlinks (or emailing them). 

The above strategy – of ‘outreach’ is the most popular – and the second most popular is getting backlinks through various social media platforms, web 2.0 properties and all kinds of ‘submission’ services – this second strategy is dissapearing fairly quickly as Google de-authorizes most of these services as a viable way to increase your page authority.

But let’s go back to the first step – ‘outreach’.

If you were to listen to the experts – what kind of ‘outreach’ could you really do? Let’s say you’re a a solopreneur – or you have a small business doing some kind of trade. Who are you going to outreach to? What will you say? 

Now – this is not to say that this type of strategy won’t work – but it’s a big amount of work. You have to isolate the companies that you want to outreach to – track your correspondence. It’s a lot of heavy lifting – even if you were to outsource this service it would still cost a lot to have someone manage the entire project – it’s something outside of budget for many solopreneur companies.

What if there was another way? 

Now when it comes to ‘white hat’ and ‘black hat’ – terms you may have heard – white hate refers to getting rankings in an ethical fair way within Google guidelines – while black hat refers to getting rankings by basically ‘gaming’ the system in some way that would make Google really mad with you.

Some black hat tactics may work for a period of time – until Google catches on – at which point if you were running a black hat strategy – your sites would get penalised – potentially placed in a sandbox – and your business would be kaput.

The idea is that white hat takes longer – but you are more assured of the results being longer lasting.

There is also grey hat – the idea of using both white hat strategies and some black hat strategies in combination. 

So now let’s come back to this book I had found in the Kimonodo bookshop – this author talked about – of course – all the white hat strategies available and he also recommended these strategies to the person reading the book. Most people who would be reading this book – solopreneurs – would get one side of the story – he would warn people that using “black hat” strategies would only lead to – at some point – the downfall of their websites – and to keep it clean.

The SEO Expert would also of course say that he only uses white hat strategies for his clients to maintain safety.

A closer look

But let’s dig a bit deeper in this.

Let’s assume that SEO Expert Bob used some strategies that were not 100% legit – as part of his toolset. Do you think he would really mention this in his big expert book? And how would that look when he went to SEO conferences – with the Google big boys there?

“Oh, by the way – one strategy that I’ve used that’s been really helpful is this black hat strategy, I hope I don’t get caught by Google – but I use it with all my clients and there’s no way Google can find it because it’s pretty iron clad.”

What will Google do if he were to say something like that?

They could easily audit his sites and those of his clients and de-index him in a jiffy. 

Now I’m not saying the SEO Expert Bob uses any black hat/gray hat strategies – all I’ms saying is that even if he did – there is no way he could share them in a public forum as it would impact his business and his potential results. 

So here you are in this conondrum – as you look for resources on how to rank well you turn to popular experts – who are in an awkward situation when trying to tell you how to rank for competitive keywords – and so you are getting 50% of the information – in the end SEO Expert Bob has to – for his own interests – hold back the real information on how to rank successfully. 

And this is why you can’t look too deep into ‘mainstream’ SEO information when it comes to ranking – while it’s technically effective it involves a lot of work – and while hard work is good – for a small business sometimes using some tricks that Google may not be a fan of is ok – if you don’t do stupid stuff.

So what is everyone not telling you?

What is the big secret that no one can really tell you?

Well I’ll make this quick – it has to do with domain ownership.

Simply put – rather than looking for backlinks from high authority sites – you create the high authority sites yourself and link them back to your own website – unlike the outreach method – this strategy is replicable, predictable and is untraceable by Google – since to Google’s bots the sites you build look like proper high authority domains. 

I won’t get too much into this strategy here for the sake of time – however I hope you can take away from this to look at any information regarding SEO that is provided with a critical eye and understand where people stand in relation to Google.

Good luck!

If You are a Guesthouse/Hostel/Hotel and Want to Advertise on Facebook – READ THIS!

In this article I want to talk about what you’ll need to know before you promote a guest house (or any type of accommodation on Facebook). So let’s get straight into it.

Cultivate a Liking Economy

If you are a guest house you want to ensure people like your page – and there is a reason for this. Unlike in the past where if you were to get someone’s details you could put them on a mailing list and perhaps remind them to come back later – with a Facebook page – having a like means having access to EVERY FRIEND THAT YOUR ‘FAN’ HAS ON FACEBOOK.

The reason I bring this up is the Relevance score that I obtained from my latest campaign using this technique. Now keep in mind the higher your relevance score the more people are engaging with your ad – which is a win-win for Facebook and yourself – Facebook gets ads that are engaging and provide a good user experience and you get to have low click through rates (or whatever your objective is). Facebook can also better justify their results.

In my most recent campaign I promoted to Friends of Fans – seeing as I had access to a Facebook page of 50K users this was a HUGE market. What’s great is that when your post is promoted the person being promoted to will see that one of their friends likes the page that is promoting (make sure you promote from the Facebook page that has the ‘friends of fans’ audience). 

Anyway in the end I got a Relevance Score of 9 – which is the second highest relevance score you could get. 

Video is your friend

As someone who used to run a video production business I was all about selling big video packages – and while it can be beneficial to spend a good budget to showcase your product in the best way – when it comes to a guesthouse or smaller accommodation a big video crew is most likely going to be outside of your budget.

One tool that I highly recommend is Animoto – which is what I used for my campaign. The thing with video is it gets people’s attention – you can see the video that I created for the guest house below:

As you can see it’s quite simple and I used a bunch of photos that the client had on file – Animoto has templates that you can use (in fact they have a real estate template which I used) – and all you need to do is take out the photos and place in your ones and play around with the copy. The subscription for the month is only $41 – which is a bargain if you can get a good video out of it.

Once you make your video you can download it and never use it again since you’re not locked into a contract.

Install the Facebook Pixel – and Learn the Naunced of FB Events

Facebook is a big gold mine of data. They track everything – while I don’t think they deserve all the big oversight that’s come down on them recently – I can also understand how people can be concerned with how much data Facebook collects on you. And to be clear – Facebook collects a LOT of data on user’s interactions not just with Facebook – but also with your ad campaign – and all of this data can be used to fine tune your ads and get the optimal cost per conversion (and keep cost per clicks etc. low).

The Facebook pixel is a no brainer – especially if you are getting quite a bit of traffic coming through your website – you can retarget everyone who visited your site as a specific audience.

But it’s more than that – you should hope that your booking system integrates with the Facebook Pixel – in the case of my project the client had a booking system setup with Checkfront – which allows for Facebook Pixel integration.

However it’s not just integrating your booking system with the Facebook pixel (that’s the easy part – in most cases you just have to find the Facebook integration option and paste in your Facebook Pixel in there) – you can find out how to create your facebook pixel by clicking here.

Let me give you an example. In the case of my guesthouse client – any time that someone even clicked on the booking widget to check the rate of the rooms – the booking system would fire off a custom event to Facebook – called ‘ViewContent’ (not to be confused with ‘PageView’). At first I wasn’t sure what this ‘ViewContent’ meant however once I found out it became easy to see how much we needed to pay to get someone to engage with our ads – we were able to see the difference between someone just clicking on our ad and viewing our landing page – and actually engaging with the booking widget and checking prices – we could also see events such as ‘add to cart’ and ‘initiate checkout’ so we could see the cost per result for each of these actions from all the campaigns.

facebook pixel view content

One cool tip – once you install the Facebook Pixel on your booking app – test creating a booking and watch which events the Facebook Pixel fires off.

Split Test Genders

One cool way to approach a campaign – once you’ve got a decent audience of (hopefully) friends of fans – is to split test genders. From my experience I’ve found men and women engage differently with ads – men tend to view a page and then if they want to book they will fill in the details and make a checkout.

With women on the other hand they will engage more with the booking app – checking prices and whatnot and availability – before making the booking.

Try and split test genders to see how the results turn out.

Remarket, remarket, remarket

Remarketing is the name of the game with Facebook. While a big part that is pushed by Facebook is access to its demographic audience and the ability to target users based on interest – you should have a strategy where you are remarketing to engaged audiences.

Let me give you an example.

After launching the video ad for the Guesthouse I was able to see how many people engaged with the ad by 3 second blocks as well as 10 second blocks. Facebook was giving me so much data – and an easy way to re-market.

3 second views

The way customer behaviour is – nobody is going to see an ad for accommodation and immediately book (Facebook has attribution for a set number of days – so if someone clicks your ad and makes a purchase 10 days later the result is still attributed to the campaign – as long as they’re still logged into Facebook).

You should see any campaign that did not achieve what you were after as the cost of building an audience – so let’s say you launch a video ad and get few clicks but a large number of people watched the ad longer than 10 seconds – you could then retarget this audience of people who watched your ad longer than 10 seconds. It’s a great way to build audiences.

Not to mention the traffic that comes through your website from other source (AdWords, organic traffic). If someone has engaged your ad you should make the effort to follow up with them online and move the person through the sales funnel.

Facebook’s massive data points allow you to create cool audiences of everything so take advantage of it.

Good luck!

Get Control Over Your Site With Elementor

Recently I’ve been playing around with a new plugin for WordPress called Elementor. If you haven’t heard of this plugin it’s basically the newest, freshest way to edit your website in WordPress – and in order to understand why it’s becoming such a big deal you’ll need tou understand firstly how WordPress pages used to be built (using one of my favorite theme’s in-built editor – Enfold’s Advanced Editor) – how the market has changed and how WordPress has stepped up to combat these market forces.

I was playing around with Elementor and you can see a sample page I created – this was my first play through so don’t expect much – headstudios.com.au/sample-landing-page/

However what is important is to understand how (my) clients used to need to be able to edit their pages and how they can edit their pages now that Elementor is a core aspect of my tool kit (I’m going all in with the training on this).

The Good Ol’ Days

I created quite a few sites in the past using the Enfold theme – the way this theme would work is – well it looked quite good – but in order to edit a page you really had to have a bit of expertise. It was still fairly straightforward – but it wasn’t ideal. Here is an example of a backend for a client’s site using the Enfold theme:

As you can see the Advanced Editor for Enfold – while still showing the text that can be edited – isn’t a WYSIWYG (what you see is what you get) type editor. As far as editing pages in WordPress has gone – there has been a couple of editors that have attempted to get as close as possible to being WYSIWYG without any really succeeding to the true nature of what a WYSIWYG editor is supposed to be.

The closest plugin that has done this is WordPress Visual Composer – and even that was more complicated then it was worth – being in essence something that looked like a WYSIWYG editor without really being one. 

Now even though WordPress is the king of CMS on the internet there have been a number of players coming in that have been offering complete WYSIWY type editors on the market – notably Wix in the cheaper range but also sites like HubSpot/ClickFunnels which were more premium options.

The technology was there but WordPress hadn’t picked it up in a major way – until now.

Let’s Compare

The old Enfold way is cumbersome and still creates another layer between what you see on the final screen and what you’re editing – Elementor completely removes this.

If you are editing a page built with Elementor you can edit it in real time – as in you will see what the end user sees as you make changes to it. While you’re not expected to learn everything there is about Elementor – what is great is that it’s so easy to pick up (just click what you want to edit and you’re away) – but also it’s very intuitive to learn.

Many new clients have issues where their web developers are unavailable and they are completely lost in editing their sites and making required changes – with Elementor things become almost too easy (I could be out of a job soon 😮 ).

All new sites that I create from this point forward will have Elementor Pro installed on them – and I will be moving to using Elementor exclusively for new sites – not only because it looks great but more importantly because it makes it so much easier for clients (and myself) to keep front end product pages updated.

How to Decrease your Cost Per Conversion by Doing Split Tests on Facebook

Recently I launched an ad and I made a mistake – I didn’t actually do a split test of the campaign before I launched. I created a cool video (which by the way – looking back was not the best option in hindsight as my goal was conversion and videos drive more awareness and engagement gaols) and I targeted a pretty good audience – being people that had visited my client’s website in the past.

The ad did well in getting about 50 cents per click (all though no conversions – however the button clicked was ‘Book Now’ so I can only assume that a click showed some intent).

However looking back I wanted to talk about how I setup a split test based on the reports and why Facebook is awesome when it comes to getting audience insights after a campaign is launched – unlike Google.

With Google – if you launch a campaign you can tell which people searched for which keywords – but at the end of a campaign you can only garner conversion results from specific keywords and optimise as so. So you could say:

“Well this keyword ‘x’ brought in this much conversion for our ad spend, but this keyword ‘y’ brought in this much conversions – so this keyword is better based on spend vs. results”.

However the big advantage Facebook has is giving you insights that you had never even considered.

For example in my latest campaign – after launching it I noticed a very clear advantage in the amount of engagement/clicks between women and men (women tended to click the ad at a much higher rate).

This type of demographic reporting is simply not possible with Google – and all though Google is great at getting customers at the moment they are searching for a solution – the insight you get is much lower. 

The great thing about Facebook is how easily they allow you to split test campaigns based on different variants. In fact the tools are built right into the system with one click solutions – you just click an ad set, ad group or ad campaign – and click on ‘Duplicate’. You can then run the variants to see which performs better.

What’s great is that once you find various target groups you can then target your ads based on those groups – so while my next campaign will only have the gender variant (one campaign is targeting all genders while the other is targeting females only) – later I could tailor an ad to only women – since I am promoting a guest house at a spiritual retreat – to have photos of a woman doing yoga or something along those lines.

To do a split test simply click on ‘Duplicate’ > ‘Quick Duplicate’ at either the ‘Campaign’, ‘Ad Sets’ or ‘Ads’ level. Creating a variant then involves simply changing some minor point on either of the rows in the categories above. And voila – you’re off and running.

Running a Facebook campaign without a split test is not a good idea – and there has NEVER been a time when – prior to planning a campaign people didn’t have a disagreement on the best way to setup ad creative or targeting – now the guesswork is out of it – it’s easy to setup and test the results.

This means that even if a campaign is not as successful as you would have liked – you can almost treat it like a market research excercise to find out what doesn’t work and what demographics are more engaged with what creative.

If you are looking to launch a split test and get engagement with your product/service leave your details below and I can launch it immediately in my business manager and let you know about your customers. 

Let’s do this!

Integrating HubSpot CRM with QuForm 2 (and why this can double your yearly revenue)

If you are like most people with a business website – your contact form is linked to your email account. Someone fills in their details on your website after seeing your ad on AdWords/Google My Business/Search and then the form is sent to your email. You receive the email – look over their details and either email them back or give them a call. You go back and forth and eventually you either close the deal or they go somewhere else.

Depending on the industry you’re in – the sales cycle for a new lead can be extra long – and it’s all too easy (and I will put my hand up as being guilty of this) to simply forget about a lead who is not looking to make his decision until some time.

Just because someone leaves an enquiry on your site doesn’t mean they’re ready to buy right away – they could still be doing their initial research.

So this lead comes to you – you speak to them and then other things come up – other projects – perhaps even other sales opportunities and eventually this lead gets forgotten.

If this resonates with you – just know that 48% of SALES PEOPLE (we’re not even talking about self employed businesses but people that are actually paid only to know how to sell) don’t follow up with prospects.

So this brings us to the importance of having a CRM. Most likely you have heard of CRM’s in the past – I have used them before – however I’ve never really written much about it. In the past I used Zoho CRM – a free solution that while it made me feel good to have a CRM – it didn’t really make that much of a difference in my life.

However this all changed with the release of HubSpot CRM – this is a user friendly CRM that is not only the best CRM I have used – but is completely free! A price you can’t really beat. There are so many great features in this CRM – and I would highly recommend checking it out.

While HubSpot CRM is awesome the issue is how to get a lead into it through your contact form so that you can then nurture it and not forget about it, categorise it and track your correspondence with it.

Anyway HubSpot CRM does provide a Web to Lead form however the issue is that – on the free version of HubSpot CRM this standard Web to Lead form has HubSpot branding on it – I love HubSpot CRM but I don’t want to advertise them on my website – plus it shows people that I’m a little cheap with my CRM.

The solution is to use QuForm 2 – a WordPress plugin – setting this up is so easy so below I will give you a guide on how to do it as well as some general tips on Contact Forms on your site.

Install QuForm 2 On your WordPress Site

As a client of mine you will receive this plugin as standard – however you can also purchase it here: https://codecanyon.net/item/quform-wordpress-form-builder/706149

The plugin costs $29USD – however this is a small price to pay to remove the branding from your site.

Sign up for HubSpot CRM and Activate the Marketing Extension

This is something that is not as straightforward as you would think. Signing up for HubSpot CRM is easy and you can find the sign up link below:

https://www.hubspot.com/products/crm

However I had difficulty setting up the Marketing Extension – which you can see the HubSpot ticket for below:

https://community.hubspot.com/t5/Marketing-Integrations/Integrate-Quform-with-HubSpot/m-p/205110#M1001

Long story short – after signing up for HubSpot CRM simply install the HubSpot Form Builder plugin (don’t worry even though the name of the plugin is ‘Form Builder’ you won’t actually be building any forms with it – it’s only to setup the tracking code so it can pick up the results of QuForm)

And follow the instructions to setup the HubSpot tracking code for your website.

Now I have no idea how HubSpot does this – it’s very impressive – but after you add the tracking code to your website – which involves installing the ‘Contact Form Builder for WordPress – Conversion tools by Hubspot’ plugin‘ and then logging in through the plugin which will then add the tracking code to your website.

You don’t have to integrate the QuForm with HubSpot at all – the tracking code takes care of all that for you.

One Quick Bonus Tip for Forms

One quick bonus tip – if you have a form on your site make it redirect to a success page after it’s submitted.

The reason for this is that if you do that you can actually track where your enquiries are coming from in Google Analytics (which is another topic). Many forms I see the user fills int he details and the form has an AJAX message saying ‘Form Has Been Sent’ – however if you are doing organic search optimisation or simply have multiple promotion channels using Analytics to track the source of your leads is really important.

And you know what’s great about Analytics – it’s free too! (Yes I love free stuff).

Summarising

Nurturing leads is so important – and if you don’t have a follow up system in place – or your contact forms are just going to your email and then dissapearing beneath all the other correspondence – and you don’t have a CRM system integrated with your site you could be losing a ton of money. Making a habit to follow up with your leads is so important – and now that a great tool like HubSpot CRM is free – and there’s a way to integrate a nice looking form with it – there’s no reason why you shouldn’t be doing it.

As a new client – ask me about linking your new (or current site) with HubSpot CRM using QuForm. In fact here’s a QuForm below – let me know what you are currently having challenges with and I’ll get back to you to assist.

Adios Amigos!

Why I Moved Mine (And My Client’s Sites) Off GoDaddy – and why SiteGround is Awesome

Firstly – this is not a diss at GoDaddy – which is a great hosting company in many ways. However I wanted to talk about why I moved mine (and my client’s sites off GoDaddy) recently and give a bit more of an insight to you if you are considering GoDaddy (and have seen the ads on the telly with that guy in the kitchen or out on the street).

So let’s get straight into it.

Server Locations

Even though GoDaddy prominently advertises on television in Australia you should be aware that they don’t actually have servers physically situated in Australia.

The closest set of servers that GoDaddy owns is in Singapore – this is the same as SiteGround – my new hosting provider – however it’s important for people to understand this.

GoDaddy is extremely good at branding – and it is good that you can call them on an Australian number – but don’t make the mistake that if you go with GoDaddy that your server will be located in Australia.

WordPress Hosting

GoDaddy does have a WordPress hosting option – which I have tried – all though I had difficulties with it and ended up just using the standard hosting and installing WordPress on it.

Even though GoDaddy has a WordPress option it should be noted how their business is organised. Their target market seems to be mom and pop retailers and a big push they have for new website owners is to get sites built with GoDaddy’s site builder (a product they created).

If you are someone sold on using WordPress (which as a WordPress developer with absolutely no bias I think is awesome) – then looking at GoDaddy as a host for WordPress is not the best option.

In fact in a public poll of the best WordPress host on Facebook was held and SiteGround came at #1 while GoDaddy was down at #6.

I should note this is not necessarily a dig at GoDaddy but rather the fact that GoDaddy just isn’t built for WordPress hosting – it is not their core business and this might be good for some who are not as tech savvy.

Server Response Time

This is really the thing that broke the camel’s back. Before I was going to write this I thought it may be a wee bit unfair – because I was on GoDaddy’s Deluxe Plan which is about $12-$14p/m billed monthly – and SiteGround’s servers were more (slightly more expensive) at about $24p/m. Pricing is complicated because the cost goes down to being the same as GoDaddy with discounts – but you do have to pay for 12 months up front.

So when comparing the server response times I decided to compare it with a client’s who is on a more expensive GoDaddy hosting package. And the result – just like with all my other sites is the same.

Simply put – GoDaddy’s server response time is extremely frustrating.

While my sites now get a .2 second response time – my other client’s site is still at 1.2 seconds for mobile and 1.8 seconds for desktop. You have to keep in mind this is not the time it takes to load the site – but rather just to hear back from GoDaddy’s servers so that information can start to be passed!

Since I knew how important it was to have fast loading sites for Google search results (not to mention user experience) – I made the decision to migrate everything away from GoDaddy.

Phone Support

What I will give GoDaddy credit for is their fantastic phone support. Unlike Crazy Domains – whom I had been a customer with – who outsourced their call centers to India and who caused me untold amounts of frustration (long hold times and people who just didn’t know anything) GoDaddy tech support are located in America – in house – and are very skilled up.

This is why this is not meant to be a diss on GoDaddy – the mom and pop stores who want to make something themselves will find GoDaddy’s experienced phone support invaluable.

However I found I didn’t need to contact GoDaddy support in most instances after I had figured everything out – and SiteGround still has phone support (it’s just located in the US).

Customer Experience (and Search) Comes First

Despite GoDaddy’s great customer service support customer experience and search rankings come first. If clients can’t find you – and are waiting too long for your site to load nothing else matters.

And this is why now all my sites respond in .2 seconds – and that 1.6 second difference from GoDaddy is a big deal. Just remember to look at these things when choosing a host – server response time is the big one at the end of the day when all is said and done however it’s something that most people do not consider when purchasing hosts.

All my clients receive FAST hosting as part of working with me – so you won’t have to worry about it – fill out the form below if you’re feeling your site is giving users a bad user experience (and is not being found on Google by your clients) and I’ll call you to discuss.

Adios Amigos!