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Hiring WordPress as Your Star Salesperson
Making Your WordPress Website Work For You
Lisa ArringtonWordCamp Raleigh 2015
@lcgrabows
Things We’ll Have Learned Today
• How do you turn your WordPress website into a valuable sales tool?
• How do you align your website with your business strategy?• How do you use the many pieces of your website to shape
the customer experience?
Chaos Well-Oiled Sales Tool
95% of consumers go online to begin the buying process
89% stopped doing business after a negative CX 12 positive CXs = 1 negative one
Selling Products to Selling the Experience
Seeing Your Website as Your Sales Rep
ROLES OF A SALESPERSON
ATTRACT PROSPECTS Find leads.
ENGAGE YOUR AUDIENCE
& NURTURE
LEADS
Represent your brand / engage with customers.
Make connections / build rapport.
Consultation / expertise. Provide solutions to customer’s specific needs
CONVERT CUSTOMERS Sell! Most importantly, show value and make the buying process simple
The Functions of Your Website
• Generating leads– Form submissions, Phone calls
• Attracting high-quality prospects– Time on site, Pages per session
• Acquiring new customers– New vs. Returning, Purchases
• Educational resource– Downloads, Top pages
• Brand awareness– Traffic, Referrals, Backlinks
Example: DIY Home Repair Course
• What the visitor wants– To learn about DIY home repair
• What you want– Get the visitor to buy your course
• How to do it– Offer valuable home repair advice via your blog, videos, reports, whitepapers– Become their trusted advisor– Give compelling reasons to subscribe to your email list– Communicate your value prop and differentiators– Address objections before they arise– Ask for the sale (C2A)
User comes to your site just to learn / as an informational resource
Your objective is to get them to act (move from “research” to “purchase”)
Align your objective w/the user’s needs
CX: Extending Offline to Online
Doing it Right: ThinkGeek
ThinkGeek is obsessed with creating and sharing unique and authentic product experiences that stimulate our fans' imaginations and fuel their geek core.
Since 1999, ThinkGeek has been on a mission to create a world where everyone can embrace their inner geek and connect with one another. What started as a place for clever t-shirts and unusual gifts is now the best way to find wondrous goods that express all your passions - much of which you won't find anywhere else on Earth (or any other planet).
Shop for apparel, functional and fun home and office decor, electronics and gadgets, outdoor and survival gear, collectibles, and much more. Find the perfect gift, whether your loved one is into science or science fiction. Get things you need and things you NEED (pronounced: want). Or just prank your office mate.
With an ever-expanding curated collection of exclusive products, headlined by hundreds of mind-blowing inventions from our mad scientists at GeekLabs, ThinkGeek invites you to...
JOIN IN. GEEK OUT.
Doing it Right: ThinkGeek
ThinkGeek is obsessed with creating and sharing unique and authentic product experiences that stimulate our fans' imaginations and fuel their geek core.
Since 1999, ThinkGeek has been on a mission to create a world where everyone can embrace their inner geek and connect with one another. What started as a place for clever t-shirts and unusual gifts is now the best way to find wondrous goods that express all your passions - much of which you won't find anywhere else on Earth (or any other planet).
Shop for apparel, functional and fun home and office decor, electronics and gadgets, outdoor and survival gear, collectibles, and much more. Find the perfect gift, whether your loved one is into science or science fiction. Get things you need and things you NEED (pronounced: want). Or just prank your office mate.
With an ever-expanding curated collection of exclusive products, headlined by hundreds of mind-blowing inventions from our mad scientists at GeekLabs, ThinkGeek invites you to...
JOIN IN. GEEK OUT.
CX: Site Speed
“Your biggest threat isn't a competitor, it's the back
button”
GOLDEN RULEUsers will leave if they have to wait more than 4 seconds.
Measure Site Speed:• http://tools.pingdom.com/fpt/ • http://www.webpagetest.org
Quick Fixes: Uninstall unnecessary plugins Watch your image sizes (and formats) Don’t overload with bulky widgets,
tons of media, or too much JavaScript
Helpful Plugins:– W3 Total Cache
Could your Grandma buy from your site within a minute or two?
Making it Easy for the User
• Make Things Obvious
• Don’t Confuse the Buyer
• Remove Unnecessary Steps• Offer Value
Online consumer attention span averages 5 seconds
Social Proof & Validation
• Reviews & Testimonials– Google+, Yelp, Angie’s List
• 3rd Party Validation– Affiliations, Awards, Licenses
• Company Success– Case studies, Results, “Our Clients”– Industry expert, Thought leadership
86% see reviews as an essential resource when
making purchase decisions
Helpful Plugins: Shareaholic Google Reviews YARRP
Putting It All Together
http://www.thinkgeek.com/product/1758/
How have you used your WordPress website as your #1
sales rep? Successful Tactics Helpful Plug-ins Other Tips & Tricks
Your Turn
