Advanced Online Marketing for WordPress

by: David Vogelpohl

What you’ll learn

How to measure and improve the value of the websites you build

@davidvmc

It’s almost a certainty that you’re making your clients’ online

businesses worse!

Why you’re not at as good as you think you are

“80% of B’s fail to beat the A’s”

Best-of-the-best lose 60% of the time

Plan to fail, bid to iterate

Lesson 1: Know what success looks like

Learn how to measure value

@davidvmc

Google Analytics out of the box isn’t good enough

You must set up goals and events so you can measure value

Start asking interesting questions

Out of the box

Value data

Use GTM to make tracking value easier

wpeng.in/gtm-ecom wpeng.in/gtm-events wpeng.in/ga-goals

Need to use a plugin?

Use custom reports to increase your awareness

Lesson 2: Use failure to find success

Launching statistically significant A/B tests

@davidvmc

Testing delivers more value to you *and* your clients

Typical professional services project

60-80% chance of making your customers’ businesses worse

Testing delivers more value to you *and* your clients

100% chance of increased sales

WordPress friendly A/B tests

Test variants using A/B testing platform

A/B platforms are like a staging area for WordPress

Original Product Page (A)

Challenger Product Page (B)$$ $ Challenger

Product Page (C) $$$

Deploy winners to production within WordPress

Challenger Product Page (B)$$$ $ Challenger

Product Page (C) $$$Challenger Product Page

(New A)

Original Product Page

(Old A)

The result is less technical debt within WordPress

Watch out for blended conversion values

wpeng.in/ab-calc

Lesson 3: Let the goal be your guide

Conversion rate optimization tips

@davidvmc

Ecommerce CRO

Focus on the 4 Ps. Pricing, pictures,

placement and ph-alue

Lead CRO

@davidvmc

Focus on value, call-to-action, fields, and user

behavior

Advertising CRO

@davidvmc

Use AdRotate to test ad inventory. Test advertisers, placement, and frequency. Use RPM as your metric!

Lesson 4: Some goals are failures

The art of un-conversion rate optimization

@davidvmc

What is the purpose of this page?

@davidvmc

UX = 100uCRO = 0

What is un-conversion rate optimization?

The practice of optimizing your site to encourage visitors to not take actions

which decrease profitability

Alibaba gets some things right on their cancel page

What you lose

Why you’re leaving

Alibaba misses some opportunities

Make bigger and more intimidating

Randomize reasons

Provide counter arguments

Give downgrade options

uCRO increases your revenue and your customers profits

Remember what you learned

Measure value

Use failure to succeed

Words always win

Some actions < value

Thank you!

David Vogelpohl@davidvmc

Advanced Online Marketing for WordPress