portfolio - belle yu - marketing specialist
TRANSCRIPT
Experience
• Marketing Associate Shopline
• Ecommerce Development InternIYOUWEBUY Limited
• SEM & Client Service Intern iProspect
2015.01
2014.09
2013.07
Technical Skills
Adwords Bing
Facebook Yahoo Gemini
Marin
Wordpress
Google Analytics
SEO
Web Analytics
Email Marketing
Landing Page
Online Acquisition Channels Content Marketing Website Analytics & Optimisation
Copywriting Design
A/B Testing
Social Media
Campaign Overview
• Objective: Increase trial signups
• Media:
• Facebook ads
• Instagram ads
• Landing page
• Results:
• CVR is 75% higher and CPA is 66% lower than regular campaigns
• Expanded similar campaign to Taiwan market
Ad Creatives
Facebook ad Instagram ad
Ad Creatives
Instagram ad
Landing Page
Page URL
Campaign Overview
• Objective: Generate leads for 2 setup workshops
• Media:
• Facebook ads
• Automated Email campaign
• Landing Page
• Results:
• 2 workshops were full 2 weeks before the deadlines
• 29% of signups are from email campaign
• 26% of signups are from Facebook ads
Ad Creatives
13
Facebook ads Email
Automatic Email Campaign Planning
14
TW
Sample Articles
• Google Analytics (How to Track Conversions with Google Analytics)
• Facebook 7 (7 Things Ecommerce Merchants Should Know About Facebook Pixel)
• Shopline X KID ! JACKID (Shopline x KID Online Shop Launch - JACKID Release Sold Out in Minutes)
Webinar Materials
20
Webinar Summary Blog Article
Webinar Recordings
Website Conversion Optimisation Project
• Objective: Increase trial signup rate on website
• Methodology:
• Research: Used Hotjar (web analytics tool) to understand user behaviour on website with session recordings and heat maps
• Hypothesis: Formulated a hypothesis that providing more information above-the-fold would increase conversion rate
• A/B test: Conducted test with Convert (A/B testing tool)
• Results: The testing variation turned out to have a lower CVR. I reviewed the test and reported the learnings on design and mobile experience improvements.
A/B Test Screenshots
24
Original Test
Let’s get in touch
(+852) 94266462
belleyu.com
linkedin/in/belleyu