SFNdesign

Author: Curtis McHale

  • A simple marketing plan for your new site

    Most site owners have a dream where they get their site revamped and then everyone comes to see their beautiful new site. Clients love it and make purchases. Readers interact and love the site.

    You feel this is the way things should happen because you put so much work in to building your site. You’re invested in it, in a way that none of your prospects are.

    You can’t build the site and then hope people will come visit it. You need to have a plan to market the site. Without a solid marketing plan your hard work will provide little fruit.

    Here is the marketing plan I get my clients to follow so they can see the results they want.

    Blogging

    Your marketing should start with your blog. Blogging is text that is searchable by anyone on the web. Yes videos are great and it can be a part of your blogging strategy, but search engines can’t index the content of your video.

    The best way to start with a blogging strategy is to write down the big problems that your prospects have. Every time you encounter a client and they tell you about the problem they’re having, write it down as a blog post idea.

    At a minimum you should be posting once a week on your site. If that seems like a lot to start then go for twice a month and work up to once a week.

    I know that some people aren’t writers, if that’s you then your best bet is to hire a writer. Most writers will do an interview with you about your site and the problems you solve for clients. Out of that they’ll develop blog posts for you to review and then put up on your site.

    Once you get some content going, the next big hurdle is management. Here the key is that you need one person that you pay to manage the content. There is one local store that has many possible writers but every time I submit content it takes weeks to get anyone to look at it. This isn’t because they have so much content. It’s because no one is really in charge of the content. Also, whenever anything else comes up in the business the blog gets pushed to the background.

    Unless you give someone the time to manage your content properly, it won’t happen.

    Email

    Along with your blog, it’s time to have an email list. It doesn’t need to be fancy to start. Add a simple opt-in form and then send out your blog post to your list.

    Email is so powerful because you have direct access to the inboxes of your prospects. Where they have to choose to visit your site, email is sent to their inbox. For most people that means they get a notification and check their email.

    A strong email campaign results in a good increase in sales for most sites.

    As you have more time to market your business you can get in to tracking users and pitching them special campaigns as they get ready to purchase. You can provide short email courses and then pitch a product. Or you can detect when people have put items in their cart and then left the site without purchasing those products. Send them a follow up email to remind them about the purchase.

    Events

    Finally, don’t forget that there is a world that isn’t in front of your screen. It’s easy to sit behind your computer safe and sound writing or podcasting. While these are great things in your marketing plan they’re low trust. In general the closer you can get to shaking someone’s hand the more likely they are to trust you.

    That means getting out to a local networking event allows you to shake hands with lots of potential partners and prospects. If you live in a very rural area, target the bigger cities within an hour drive or look for a few further afield events you can attend. Maybe a trade conference.

    The biggest mistake that most site owners make when the attend events is that they stay narrowly in their niche only talking to their colleagues. While there can be huge benefit from talking to your colleagues in the form of partnerships, it means you’re not talking to your customers.

    If you’re going to attend 4 events then make at least 2 of them events where you get to interact with your target market directly. Better yet make 3 of 4 events focused on your prospects and 1 focused on meeting more colleagues.

    If you can start with this basic marketing plan and stick to it for the long term, you’re going to build that successful site you want. It may start slow, but most people will quit. If you stick with the plan sooner than you think you’ll be the ‘old hand’ reaping the rewards of the marketing effort you put in.

    If you need help executing this marketing plan, we should talk. I can help you build a site your members will love and help you speak their language.

  • Improve WP eCommerce checkout experience

    Many stores see most of their customers coming from a single country. Most of my clients are selling items to US customers.

    Something that’s always been a bit of a tiring issue for us has been that you can’t set the default country for Billing and Shipping at checkout. We can save most of our customers at least one click if we default the checkout process to have the country US selected.

    Luckily Justin Sainton over at Zao provided the code needed to make that happen.

    A second improvement is deals with the fact that most customers are using the same billing and shipping addresses. Why do we force users to check this box when we can automatically check it for them.

    This second chunk of code will default the ‘Shipping same as Billing’ checkbox to checked so that users don’t have to do it.

    With these 2 pieces of code in place you can save your customers time in the checkout process. Saving users time and clicks is almost always a path towards making more sales.

  • My guide to keeping your site running and happy

    One of the things that’s super frustrating is to find out that your site is down. Doesn’t matter the reason, it’s time when your readers and customers are not going to your site and getting your content or purchasing your products.

    Today I’m going to talk about the plan I use with clients to keep their site up and running and how I help them have 24/7support for their site, even when I’m out of town or hiking in the mountains.

    Hosting

    My host of choice is Siteground particularly their ‘GoGeeky’ plan. It’s inexpensive and their caching is fast.

    Their support is amazing, with tickets being resolved often times within minutes of being submitted. I’ve put in 3 tickets to Siteground and had them all resolved in the time it’s taken other hosts to simply respond to a ticket they had an 8 hour head start on.

    Honourable mentions here go to WP Engine and Page.ly. I’ve been on both services before and chose to head over to Siteground because it had some ‘nerdy’ features that neither of the two options above had.

    It’s quite likely that you don’t know what WP CLI is or how to use it in which case none of those nerdy features matter to you and either of the 2 options above are great places you should look at.

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    Support

    I’m not setup for 24/7 support. Your first line of defence here is your host which is a reason I recommend Siteground since they are so fast.

    But what if it’s something that Siteground can’t quite take care of? What if you need a bit more than they can take care of?

    Here is where WP Site Care comes in. This is an awesome team of WordPress professionals that can help you 24/7 with small issues on your site. They provide security monitoring, plugin updates, SEO Optimization and a few other awesome things.

    I set all my long term clients up with this service so that when I’m away on the weekend and they have something their host can’t help with they have a resource to work with.

    Backup

    For backup I take a 2 pronged approach. My first stop (if you’re only going to use one service) is VaultPress. VaultPress provides a nearly realtime backup of your site. So that means a few minutes after you add the latest blog post, it’s backed up.

    My second stop is to set clients up on Manage WP. Here I setup 3 snapshot backups for them. One is a daily full site backup and the other 2 are set at different times of the day to catch the database (all your posts, pages and content but not the images you uploaded).

    I choose two options because the chances of both of them going down and not backing up is very small. I choose offsite options because if your server has a hack it’s entirely possible that the backups on your server will be also compromised in some way and then you have no ‘clean’ copy of your site.

    I choose automatic backup options because there is no way anyone is going to remember to back up the sites every day many times a day. You’ll forget and when you forget something will happen and you’ll need a backup and you won’t have one.

    Now none of these options absolve you from going in and making sure that the backups are actually happening. I put it on my schedule to log in to Manage WP once a week and make sure that the backups are working.

    Again, the times you don’t check are the times you’re going to find that they were not happening automatically and then you will have an issue and you won’t have a backup.

    Updates

    Unfortunately many clients miss this crucial part of making sure that their site stays online. It’s not uncommon for me to get a panicked call from someone I worked with a year ago and they have been hacked and they want me to fix things.

    When I check the site out, nothing has been updated since I worked on the site.

    You need to keep your plugins and themes and WordPress itself up to date all the time. In all the years I’ve been building WordPress sites there are only a handful of times that an upgrade has actually done anything ‘bad’ to a site and even then it’s been so minor we just turned off the plugin and figured out a solution.

    If you’re running an older version of WordPress then you can be sure that you have known security issues on your site and you’re choosing to run an insecure Web site.

    For those of you running eCommerce businesses (which is most of my clients) you actually need to keep it all up to date to stay abreast of PCI guidelines. If you have a security breach and client information gets out then you could lose your merchant account, which means no more charging plastic.

    Yup that’s pretty serious.

    Since we have multiple types of backup running we know that we can fairly easily roll back to ‘stable’ version of a site which means that having an update go ‘bad’ is really of little consequence.

    Keep your sites up to date and you’re going to resolve most issues that people have with uptime. I update client sites once a week which is enough to stay on top of any updates that need to be done.

    There you have it, you now know my ‘secret’ method to have the highest possible uptime on my client sites. You can see how I make sure they are backed up and how often I keep them up to date to do our best to make sure that security issues aren’t found on the site.

    photo credit: julochka cc

  • Here is why I choose to build stuff on the web

    Here is why I choose to build stuff on the web

    I’m not the type of person to regret much. I generally live a happy life regardless of what’s going on around me. I’m upbeat most of the time.

    I could be doing many things with my life and be happy about them. I’d be fulfilled with many jobs but I choose to help people have awesome Web sites that make them sales.

    Of bikes and outside

    I talk about it on my process page before, I like to ride my bike. It’s more than that though, I just like to be outside.

    I take my kids on a hike at least one day of the week 3 of 4 weekends a month. I think that many, actually most people now spend way to much time in front of their computers and screens. Yes that’s very ironic for someone that is using a screen as he writes this.

    I could be happy being a bike mechanic. I’d get to work with my hands all day and help people enjoy their life more while they get a bit more fit. I’d help commuters have a reliable bike to ride to work/school every day.

    I’d get to talk about bikes all day, which is something I think about.

    I could be happy being an outdoor guide (a former profession). Taking people in to the mountains and making the experience is pleasurable is awesome. Taking teenagers for their first real experiences outside is my real favourite pastime.

    When I first got married my wife and I were the offsite trip leaders at a camp and we had a young lady from an ‘alternative’ school. For her it meant that no other school would take her but this school for difficult girls.

    She was certainly difficult to start the trip. She didn’t want to carry anything when we had to move our group gear. She didn’t want to serve anyone, but wanted everyone to serve her.

    This attitude came to a culmination on the second day when we had to carry our canoes and all the gear between lakes. It was her turn to carry one of the heaviest packs but she refused. She said that it was too hard and she didn’t come here to work hard that was my job.

    I simply said that was her choice, but no one was going to touch that pack but her and we couldn’t leave till we had it with us. Then I laid back in my canoe and pulled my hat over my face while she yelled and took a nap. Yup I fell asleep and about 30 minutes later my wife woke me up to say she was going back to get the bag.

    So I joined her and helped her put it on (while I carried nothing) and when it pulled her off balance and over I helped her stand up. When she took it off and left again I laid back down and pulled my hat over my face on the trail and attempted to nap again.

    We got the bag where it needed to be and a few days later she told me that no one had ever told here she could do something hard, then made her do it. Her whole life people let her off the hook as soon as she complained that a job was hard.

    That young lady went from barely being allowed to stay in her ‘special’ school to the class president and valedictorian. Her and her husband guide climbing, canoeing, skiing, and rock climbing to this day and she says it’s the fault of my wife and I making her work hard.

    That’s a life I changed and the opportunity to do that again is something I’d jump at and be happy with as a job.

    Okay so why Web sites?

    Now the question is why do I build help people have awesome Web sites when I could be working with teenagers and spending my time outside with them?

    Building Web sites helps me have similar leverage over people’s success. One of my favourite clients is Greater Impact. They help ladies have awesome marriages. Each extra person I can help purchase the course is someone that I can help affect.

    But the affect doesn’t stop there. It means that this family has a better relationship all the way down to the kids. It means this lady can affect other friends and help them have better marriages. It means that she’s likely happier and that’s going to affect everyone around her.

    I’d be happy being outside, but the work I do now has a huge reach and I want to reach far and wide.

    photo credit: julochka cc

  • Easy Restricted Content for WooCommerce 1.2.4 is in the wild

    Well it’s that time for a new release of Easy Restricted Content for WooCommerce and this one shall be called 1.2.4.

    We introduced a bunch of changes around stability and…well stability.

    But wait, that’s not all.

    Remove from Account

    A number of customers reached out and had lots of pages as restricted content. This left the My Account page on WooCommerce with a huge list of pages that just cluttered up the interface.

    With 1.2.4 we’ve added a checkbox to remove a page from the My Account page, much like we already had the option to remove a page/post from the WordPress menu area.

    Shiny new remove from My Account button

     

    Translations in bbPress

    There were also a few users that reached out with issues around our text matching in bbPress for the restricted content messages.

    We added 2 new filters wecr_bbp_forum_message_global and wecr_bbp_topic_message_global that allow users with different translations to filter the incoming and outgoing text here so you don’t have to hack the plugin to get the proper text in your restricted messages.

    That’s it, fire up your updaters and enjoy the day.

  • Smooth User Onboarding

    Something that some sites do well is onboard their users. For those not familiar with the term onboarding I’ll define it.

    Onboarding: Walking new users through a series of step designed to help them get the most out of your site.

    Most membership sites do nothing about user onboarding at all. They don’t spend time identifying what the key things a good long term member has done. Then since they don’t have that information they don’t do anything to make sure that all new users do those same things.

    Cushion

    I recently got beta access to Cushion and it did a great job of walking you through the 3 steps you need to do to setup your account. You can see the 3 steps below.

     

    One thing that’s not 100% clear in the shots above is that the only thing on the page during the onboarding process is the goal you need to currently accomplish.

    Nothing distracts you from the task at hand.

    How are you going to figure out what the key things are your long term members have done? How are you going to define your onboarding process?

  • What is an SSL Certificate and do I need one for my WordPress eCommerce site?

    If you’ve got an online store and you’re taking payments without users leaving your site you need to have an SSL certificate.

    What is an SSL?

    An SSL is how your web browser creates a secure tunnel to a Web site. In the case of an eCommerce site this is used during the checkout process to make sure that none of the private details of your customers can be seen by the outside world.

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    You see this with the little ‘padlock’ and ‘https’ in your browser when you’re on a site secured by an SSL. If you want to see exactly what all browsers look like with a secure connection then you should head over to this great post by Expedited SSL which shows lots of browsers and how they look when making a secure connection.

    Which type do I need?

    There are 2 main types of SSL certificates you’re going to encounter.

    1. Standard or Quick
    2. Extended Validation

    Quick validation certificates generally cost between $75 – $150 though you can find people selling them for more. This type of certificate tells the browser that it is in fact connected to the expected server. It really doesn’t assert anything about the trust worthiness of your company though.

    A Quick/Standard SSL can be purchase and installed within a few hours if not faster since you just fill in a few fields and then get the certificate.

    An Extended Validation certificate runs between $150 – $500 (or way more). In addition to asserting that you’re connected to the expected server securely this type of certificate asserts some things about your business. It asserts that you’re a real business with an address.

    It can do this because when you got it you had to fill out a bunch of information about your business and then that information was validated by the certificate issuing authority.

    Any business outside of a hobby should get an Extended validation certificate.

    Where do I get one?

    If your host can provide you with an SSL then just use the host. It’s going to be the easiest way to install it on your server and is usually entirely automated.

    If you’re host doesn’t supply the SSL’s at all or doesn’t supply the type of certificate you need then I recommend you use GeoTrust to purchase your SSL certificate. They are a highly trusted certificate authority and they aren’t priced crazy high like some other providers.

    photo credit: kaptainkobold cc

  • What are my ongoing expenses for an eCommerce site?

    Before you build out an eCommerce site you should understand the full costs of actually running it. No you don’t just put the store up and people magically come to it and then you’re a millionaire.

    Running an eCommerce site (much like any decent site) takes work and some ongoing costs.

    Marketing

    If no one knows about you then you’re not going to sell anything on your site. One of the best things you can do for your long term search engine visibility is to write at least one blog post a week.

    Yeah that may sound like a lot of work if you’re not writer, but I didn’t say write to write 5000 word posts every week I said write one post.

    One of my clients is a paddling shop. They write one post a week and often it’s mostly a photo post with a quick recap of where the staff went paddling that week. The biggest investment was in the nice waterproof camera for staff to take along.

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    Another thing they write about is new paddling gear that comes in. Take a few pictures of staff wearing it and write about why they felt it was a good product to bring in.

    Also remember that you know a lot about your industry already so you have a lot of ‘foundational’ posts you can write that are going to come easy.

    For me that’s something like this article. I advise clients on the ongoing work an online store takes every week so to put it down in words isn’t that hard. When I sat down and started to put down titles for foundational WordPress eCommerce posts I came up with 20 titles in about 5 minutes.

    Here are some questions to get you started:

    • What is the total cost of your products/services?
    • What type of service should customers expect?
    • Why would someone purchase option A over option B?

    If you’re using WordPress you should also be using WordPress SEO by Yoast to give your site the highest possibility of being found in search. If you’re not familiar with how to use it then get a membership to WP101 which not only teaches you how to use WordPress but has a great series on using the WordPress SEO by Yoast.

    It will work with any WordPress eCommerce platform and allow you to specify what search engines are going to see on your content and products.

    Hosting

    If you’re hosting eCommerce you can’t just use a $3/month host because of the security offered. If you’re taking credit cards online then you’re going to need to be PCI compliant which means a bunch of the normal stuff that’s allowed on a server isn’t allowed for your eCommerce site.

    My current recommendation is to use Siteground on their GoGeek plan. It’s got everything your developer is going to need security wise and isn’t hundreds of dollars a month.

    SSL

    To keep things secure you’re going to need an SSL for your site. An SSL makes sure that the communication between your client’s browser and your site is encrypted which keeps their information safe.

    If you’re going with the GoGeek plan then you get an SSL for free when you get started. Simply put in a support ticket and their support crew can help you get it set up.

    There are 2 main types of SSL certificates. The first is a ‘quick’ SSL and all it does is confirm that the server you’re on is the expected server. They range in price from $75 – $150 and I suggest that you just get them from your host if they offer the option, like Siteground and most others do.

    The second type is called an Extended Validation Certificate or EV Cert for short. They range in cost from $150 – $500+. The difference here is that they do a bunch of business validation. So they ask for your address and other information and basically make sure that you are who you say you are.

    The EV Cert gives you a ‘fully secure’ green bar in your browser. If you’re a larger business (doing more than $10k/month in sales) then I suggest you get an EV Cert for your site. It shows a higher level of security and can help influence customers trust in your business.

    If you’re in the market for an EV Cert then I recommend purchasing from GeoTrust. Once you get it you can work with your host to have it installed properly.

    SSL are renewed on a yearly basis. Some are valid for a few years but this is a recurring expense for your eCommerce site.

    Backup

    You have your site backed up right? If your web developer makes a mistake and the whole site goes dead you can recover from that right?

    Mistakes happen so expect them and plan for it.

    All of my clients are required to have a backup plan that at least gets the whole site daily and the database 3 – 4 times a day.

    If they don’t have anything then I recommend they use VaultPress which does a realtime backup. That means as things change on your site it keeps them backed up for you.

    Plugin licenses

    No matter what platform you choose (read my guide to choosing) you’re going to have some recurring plugin license costs.

    That means if you purchased a payment gateway for Easy Digital Downloads you’re going to need to pay yearly to get the updates for that payment gateway.

    Considering the actual cost to build an eCommerce platform (easily in to the hundreds of thousands if you build a custom one) a few hundred dollars a year in plugin renewals is very inexpensive.

    Testing

    If you’ve got an eCommerce site you should be looking at your conversions and how to optimize them. At the very least you should be looking at Optimizely and A/B testing your sites.

    Optimizely has a free plan that can work for many site owners to get started testing. Some other great tools for optimizing your site for conversions are:

    • Feng-GUI which does automated UI tracking testing. Not as good as actually having users on the site testing but better that not testing
    • Inspectlet records user sessions on your site so you can see what real people are doing
    • User Testing lets you hire people at little cost to try out your site and accomplish tasks as they talk through the tasks. Super informative to see where your site is totally confusing.

    If you’re not sure how to do conversion optimization I recommend reading Master The Essentials of Conversion Optimization for a great primer or get in touch and we can help.

    Payment Gateways

    All payment gateways take some percentage of your sales as payment for their service. Fairly typical is around 3% so make sure to factor that in to all your earnings projections.

    Development?

    Now you may not be able to handle all of the above on your own. You may need to hire someone to take care of your testing/conversion optimization or your marketing program. Prices on this vary so do some research and find a company that fits with you.

    That’s all the bigger ticket expenses you’re going to have when you run an eCommerce site. Now you can be better prepared to run a profitable store.

    photo credit: stevedave cc

  • Which eCommerce platform is right for your WordPress site?

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    There are a few options out there for WordPress when it comes to building an eCommerce site and making the choice can be hard especially if you don’t build eCommerce sites on a regular basis.

    Where do you even start? What are the real differences between the major players like Woocommerce, WP eCommerce, Exchange, and Easy Digital Downloads?

    What are you goals?

    The place you need to start is to identify your goals with the site.

    Which payment gateway do you want to use?

    Are you shipping physical goods or is this purely a digital store?

    Do you need to integrate with advanced analytics like KissMetrics?

    Do you have a well built conversion ready theme that supports an eCommerce platform or are you starting from scratch?

    How much support do you need from the plugin seller?

    The single eCommerce platform with the most options in extensions that can do the most is WooCommerce. It can be a digital store or a store that ships things. It can run a learning based membership site and integrate with advanced metrics.

    If a WordPress theme supports an eCommerce plugin then it’s likely that plugin is WooCommerce since it’s already the engine behind most WordPress eCommerce sites.

    But that still doesn’t mean it’s the best option for you.

    Digital Downloads

    If you’re building a digital downloads store (like selling books or software) then Easy Digital Downloads is your best option.

    Sure WooCommerce or WP eCommerce or Exchange can also power that type of site but EDD is the easiest to set up simply because it doesn’t have all those options that are needed for physical goods.

    If you’re selling software, particularly WordPress themes or Plugins, then EDD gets even easier. WooCommerce does have the ability to do software licenses, unfortunately the documentation is hard to get around while EDD offers easy examples of how to implement software licensing.

    To give you an example I sat around with 2 other WooCommerce developers when I was getting ready to setup the software licensing portion of my commercial plugin and after 60 minutes of back and forth we still didn’t quite get how WooCommerce wanted so set things up.

    Then I bought the EDD software licensing plugin and had it set up in 20 minutes which included tearing it apart so the software licensing pages looked different for my plugin.

    It does seem a bit ironic to sell a WooCommerce plugin with Easy Digital Downloads but there is no simpler option to handle software licensing so I went with the best tool for the job.

    How much support do you need?

    How much support do you need? How familiar are you with code? I build sites all the time so I actually need very little support. When I hit and issue I know that I can look at the code and 98% of the time figure it out in short order. If I can’t then I have a friend who can figure it out with me.

    If you’re going to need support/help with your plugins then there is a few things you should know about how each plugin does support.

    Currently WooCommerce has the slowest support. They’re getting better but expect at least 24 hours to hear back from them about an issue you’re having. Their support ticketing system is a fairly long form that asks for a bunch of data you may or may not know where to get inside the plugin and inside your WooThemes account.

    So WooCommerce does provide support for their paying customers but it’s a bit of a laborious process to submit a ticket and response times are slower than competitors.

    Probably the best support comes out of Easy Digital Downloads. Pippin (the founder) and his team provide fast top notch support to all paying customers. Their support is fast, but if you want to be at the top of the list of incoming tickets you can pay for Priority Support. That means that the already fast and stellar support will be faster.

    WP eCommerce has a ‘token’ model for support which means when you purchase an extension like Gold Cart you get a single support token. Once you use that to get 1on1 support from WP eCommerce you’re going to need to purchase another support token at a cost of $99 USD for each support request you submit.

    iThemes offers 1 month of ticketed support with the purchase of a Pro pack then you move to ‘regular’ support. So during that crucial time where you are likely to have more questions as you get used to the platform iThemes has you on the fastest support.

    Later on when you’re likely to have less questions you still have paid support, but the speed is a bit slower.

    Outside of the paid support on each platform you can get community support for any of the above options by going to the WordPress.org plugin forum support pages for each plugin for which there are links below.

    Updates and Stability

    Regardless of which platform you use you should be running a testing server and upgrading your eCommerce site there first and only once you’ve run tests on it you upgrade your live site. Not doing this is simply asking for trouble of the emergency variety.

    If something breaks and it’s on your testing site, there really isn’t a big issue. It’s simply a testing site and no one is being blocked from purchasing your products.

    If you upgrade the live site first and something breaks, it’s a big deal and you’re in panic mode since your customers can’t make purchases.

    The only plugin I more or less expect to have issues during and upgrade is WooCommerce. Maybe it’s a theme issue when they rewrite all their CSS (which really did need to get done it was terrible) or maybe they change how the whole coupon system works and some of the plugins you’ve purchased aren’t upgraded yet.

    Whatever it is, the one I consistently have to go back and ‘fix’ after upgrades is WooCommerce.

    All of the others have had issues upgrading at times but 95% of the time there is no issue with upgrading Exchange, EDD, or WPEC.

    Most delightful to use

    Hands down the most delightful UI and plugin function award goes to iThemes Exchange. They are the ‘newest’ option on the market and put a lot of work in to how the plugin functions for users. None of the other ones are terrible to use, but iThemes really kicks the usability up a notch.

    Wrap up

    Where does that leave you really, because I said that each option was best at some things but not best at others?

    Like I said you need to decide a few things about what you want to do. If you’re looking a shipping a bunch of physical goods then EDD is out as an option.

    Once you’ve made the easy cuts then it’s time to look at the extensions around the plugins and choose the one that has the most extensions already built to do what you need.

    None of the options are terrible choices.

    photo credit: 22875869@N02 cc

  • A Quick Guide to Upselling Products on your store

    Even if you only have a single ‘standard’ product to see you need to start looking at what you can use as an upsell to generate more revenue with your business.

    You are upsold pretty much any time you head in to a fast food restaurant. They all ask if you’d like to ‘super size’ that meal and most people say yes. Typically that means you get some extra fries and a bit more soda (or pop). That’s something that is of high value to you and really doesn’t cost them much to provide.

    Does Upselling work?

    8351789877_71023d6d69_oIn short yes it does. The automotive industry alone makes huge profits on selling you the carpet protection after you’ve purchased a car because adding $2/month to a payment of $400/month is barely noticeable. In fact the whole goal of the person writing up your lease/finance agreement is to try and sell you on extra stuff.

    That and service are the highest profit centres in a car dealership.

    But I only sell one product

    Over on my personal site, I also only sell one product as I write this. I sell a single book for $29.99 but I also have an ‘upsell’ of videos to go with the book. I sell 2 books for every one set of books and videos but most of the income comes from the videos because of their pricing difference.

    If I didn’t have the option to purchase the videos I would have left thousands of dollars on the table.

    Can you upsell too much?

    A great rule of thumb is that the upsell attempt should be useful to the customer and make sense. You wouldn’t upsell someone shopping for a point and shoot camera to a $5k dSLR plus a lens package, you’d show them a slightly nicer point and shoot camera.

    One place that many stores get it wrong (Staples I’m looking your way) is to send repeated emails after a purchase to try and get you to upgrade the order before it ships.

    When you embark on upselling your products do so in a way that you wouldn’t mind being upsold. Point out options that increase the value to the customer without being some crazy expensive add on that has little bearing on their current purchase.

    photo credit: lego_bro cc