2017 Taiwan Growth Hacker Annual Conference: How was the online course with the highest amount of funds raised in Taiwan created?

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjl7SE3wcDsaxcIdyJBlu0I8agIv_O29yEsYIchq2zsf_4Yh1a jZYsUeI05k9qThqsPfPd4NVR1w8P9aSAFJ4KAFk21yaXr_xAeFPYwxtOsysuOzYJsjHYbsR4z4Ys0jNCv0sC3y7jgd9oi/s1600/Leo+Yang.jpg)

Many people are talking about this year’s [Taiwan Growth Hacker Annual Conference](https://www.contenthacker.today/search/label/%E8%87%BA%E7%81%A3%E6% 88%90%E9%95%B7%E9%A7%AD%E5%AE%A2%E5%B9%B4%E6%9C%83), which has made long-term progress compared to the previous one. However, I was too late to participate in last year’s event, so I cannot comment. As for this year’s event, there are several topics that are very attractive. For example, “Taiwan’s New Hackers: Big Strategies and Small Tips for Raising 20 Million Course Funds” brought by MOOC Marketing Director [Yang Lide] (https://www.facebook.com/yangleo) made me very interested to get a glimpse of it.

The reason for my interest is simple. Not only am I a lecturer now, but also because I am already familiar with Bernard Chan, the founder of ALPHA Camp, so I have a certain understanding of the course fundraising event that Yang Lide is going to introduce. Although this project set a historical record of NT$22.57 million in Taiwan, there were actually many twists and turns in the process, and it was by no means as glorious as outsiders imagined.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFVmtTNfY1bmU8x0BQ2uLoIOQ8nWEt-GwHw0ITkVFYEwtlhE-6 jBVXtf1ODJbGQFOc7b-lQEEFuF5Vhshbfjl_DQMJGPo71H41UiBOIWo08l7i4ami1KLGY9CdABGmDjuMGmhqCyEiPpR_/s1600/IMG_0557.JPG)

After listening to Leo’s sharing, I suddenly realized: It turns out that although the so-called “[From the fundraising launch on July 5 to the end of the fundraising on August 4, the target was 100% reached within three days of launch, and the fundraising exceeded 2,200% on the last day] (https://www.facebook.com/alphacamp.tw/posts/1682718845073928)”, it was not so smooth at the beginning.

If you see that 100% of the standards were met within three days of going online, everyone would think that the [Grand Channel Project] project is going to be smooth sailing, right? But Leo solved the mystery and found that only one set was sold on the first day of launch, and the user was a friend of his, so he was very supportive. Even though things have changed, when I saw this data on the big screen at the scene, I couldn’t help but break into a cold sweat!

The reason why it is not easy to raise funds for courses is simple. Currently, online courses generally adopt a low-price strategy. In addition, although ALPHA Camp has a certain influence in the entrepreneurial circle, most people have not heard of this brand. In addition, they have mostly offered physical courses in the past and have rarely been involved in the field of online courses. Therefore, launching online courses with great fanfare this time will inevitably make consumers who are interested in learning feel hesitant.

Even though advertising is now “standard” for the marketing and promotion of online courses, no one expected that the conversion rate of advertising would be so low, with only 0.3% of visitors entering the checkout page. What exactly went wrong in Xizhong? This also caused a headache for the MOOC team.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbYgHla05nqcP6kZyWG7vGFknbsa-SmlorUU-2HPpoAoDEGmeN 8p2R94gDX1FkPrznNbLsmpsj_zI3YCHuDCScdzxeD2p1_7Ce1QbWu-WbLFAoIk0PIfjqcOnVGsxtxr9WkWuqK9q-A7ye/s1600/IMG_0562.JPG)

Leo started from the beginning and introduced the structure of crowdfunding to the guests. Through this slide, everyone should be able to understand at a glance how crowdfunding works, as well as which aspects require special careful planning and arrangement.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkmuGW6Zqf3pMupIIo9q-Pqr7nclh2N3YzAcjG3q2VKBcuMOUk AXHX9o-qW6pKg7XjtiZwQqidhe5pPiIuBE7L9xpBifmJeF5_yvRdO7gCwTFLO_8sj66PGM9PD6FgQ8WMGC2ua19LpHBM/s1600/IMG_0565.JPG)

Next, Leo began to talk about how they found groups of people who might be interested in [ALPHA Camp Full-end Web Development Online Practical Camp] (https://tw.alphacamp.co/online-web-bootcamp/) from the vast crowd. In order to understand the specific needs of different groups, the MOOC team divided the target groups into core groups, potential groups and peripheral groups, and outlined their characteristics and coping strategies in advance.

Leo showed several slides, and it was obvious that they had done a lot of homework in advance and conducted careful user portrait surveys on these three major groups. Some friends may find it familiar, but in fact it is a method similar to Persona.

[Characters](https://zh.wikipedia.org/wiki/%E4%BA%BA%E7%89%A9%E8%AA%8C_\(%E7%94%A8%E6%88%B6%E9 %AB%94%E9%A9%97)) (Persona) is a method of describing target users in marketing planning or business design. There are often multiple combinations, which is convenient for planners to analyze and set strategies for different user types.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgef7LhbCnxKv5dXJjBvmLW7tmbROAySX4Ko5YwUdkbo_z6c05F nmwDz21niSLsa6pveCqgIYbt3xjMJH-bMoSqYE59rfKvGb6RWSUKZQkYB93vFosloJEyNksB4FCEqQaBdXqQ55440RK5/s1600/IMG_0595.JPG)

What is intriguing is that despite doing a lot of homework beforehand, it is still difficult to grasp the hearts of users. Leo gave a practical example. After the fund-raising activity was launched, some people looked at the Landing Page and thought it would be better to watch the video. Too much text would miss the point. However, some people said they did not like watching videos, so they hoped that the organizer would spend more time and use easy-to-understand words to clearly explain the characteristics and key points of the course! [](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguOfFGFzlz1CdnGT4t_F9VLqLnRv4X_3wa9CyiOAjjSw9KTCKw vjlnHTBe9egR9BOK5lgk0fX483cu_Ev4i1F68CFZ-f1lwIJq4lJPGACHaHU3QsGg7uYQYLVmsnLQ9BKFuTowXsJXbvds/s1600/IMG_0574.JPG)

In order to break the difficulty of raising funds, Leo and his team not only used a variety of digital tools and cloud services, but also made various optimizations for payment plans and processes (such as streamlining the original ten plans into three). They even tried every means to retain netizens who were about to leave the sales page, and all these efforts have been sweetly rewarded.

When the mouse leaves, about 23% of people will take another look at the plan comparison table.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFGysRNV8hvxMvKB_gv4bQTBuok8I8FmeqbxJqJMZ8nvXY-Gpn OrfehkOA4zZwPF3-xdW7GydV4nMabdNOWuzktV38qCRs-PGkR8y-AxCF5zexNlJPl-4rcHIYwGaWmMeJDT61vVX69pzz/s1600/IMG_0598.JPG)

In order to achieve the goal, the MOOC team really puts a lot of thought into it. For example, when the fundraising reaches a certain milestone (such as 100%, 300% or 500%, etc.), they will immediately post attractive and shocking celebration pictures to attract the public’s attention.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYmAK8ro3ZlMXVJZFFKDf_AiYff82pFSurhypCnZneG7IWZ_cP TJf84R6nB8sk67InKr9Tgya_ISeXSA-gKh_zQIGN4tBj0UlYyXc0HPMyiHp_KeyJqlXr90bQtoHlLug32QkVs3d_9ALM/s1600/IMG_0605.JPG)

Based on this trading experience, Leo also discovered that people’s consumption patterns and mentality are very subtle, and they always make decisions at the last moment (such as when the early bird plan is about to end). Therefore, organizers not only need to design different deadlines, but the advertising budget also needs to be adjusted to the times to cater to consumers and respond appropriately.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2FCrKjDpkqwvtPhAsNffLlgZI4zTUYOQXJnDJgBmP55-1Y-5d 7zNHJN_MWgX9vDKdD7GjiV0w3R5z8mHyGC7nfHaM5TueuAbSZa3l5AqNKVzn6yX5_YY-Ds9Qbz3w65AsEN8NvDcVj1Oo/s1600/IMG_0592.JPG)

Leo spent some time explaining the design of this advertising architecture. If you are also planning online courses or crowdfunding plans, I think you can take it as a good reference.

In addition, he also mentioned the importance of online customer service. According to their experience, 84% of people will place an order and complete the sponsorship after consulting. Therefore, MOOC colleagues also put a lot of effort into the field of online customer service. And this also reminds me of the successful case of Greenvines Vitality. It seems that if you want to improve performance through growth hacking techniques, online customer service is worth investing time to study.

Finally, Leo made the following summary of this project, which has the highest amount of course funding in Taiwan’s history:

2. Most people only glance at the sales page a few times, so it is even more important to plan and design it carefully.

3. A/B Testing of fundraising content is very important.

4. The advancement of advertising technology has led to the realization of more concepts.

5. If you want to pursue higher goals, you cannot stop testing, optimizing and adjusting.

Although the [joint effort] between ALPHA Camp and the MOOC team (https://tw.alphacamp.co/online-web-bootcamp/) was originally a powerful attack, after listening to Leo’s sharing, I understand one thing more: that is, success is no accident, and there must be many details and keys behind it that ordinary people cannot see.

★ Content Hacking Activity Preview:

• January 2018 Content Hacking Lecture (CHL3)─Create your content marketing strategy

• February 2018 Content Hacking Lecture (CHL4)─Creating calls to action for your content

---

Further reading

• 2018 Taiwan Growth Hacker Annual Conference: Growth hacking emphasizes accumulation from one to a hundred, and only by doing it can you get everything
• 2018 Taiwan Growth Hacker Annual Conference: “Pinecone Shopping” has suddenly emerged, and the key to success lies in the introduction of artificial intelligence
• 2018 Taiwan Growth Hacker Annual Conference: To face the second half of the Internet, you must know about “fission marketing”

---