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Hiring WordPress as Your Star Salesperson | WordCamp Raleigh 2015

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Your site is often the difference between cashing in and missing the sale. Like a brick and mortar store, your website must entice the customer to “walk in,” versus pass you by. If you aren’t treating your WordPress website as a serious business development asset, or if it’s cluttered, hard to navigate, or flat out fails at the “customer experience,” your prospects are long gone before you even had a chance to sell to them.

This year, on our shiny new business track at WordCamp Raleigh 2015, we want to make sure this doesn’t happen to you.

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Hiring WordPress as Your Star Salesperson | WordCamp Raleigh 2015

  1. 1. Hiring WordPress as Your Star Salesperson Making Your WordPress Website Work ForYou Lisa Arrington WordCamp Raleigh 2015 @lcgrabows
  2. 2. 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
  3. 3. 95% of consumers go online to begin the buying process
  4. 4. 89% stopped doing business after a negative CX 12 positive CXs = 1 negative one Selling Products to Selling the Experience
  5. 5. Seeing Your Website as Your Sales Rep ROLESOFASALESPERSON 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
  6. 6. 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
  7. 7. Map the Buyer Journey
  8. 8. 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
  9. 9. CX: Extending Offline to Online
  10. 10. 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.
  11. 11. 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.
  12. 12. CX: Site Speed 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
  13. 13. Could your Grandma buy from your site within a minute or two?
  14. 14. 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
  15. 15. 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
  16. 16. Putting It All Together
  17. 17. http://www.thinkgeek.com/product/1758/
  18. 18. How have you used your WordPress website as your #1 sales rep?  Successful Tactics  Helpful Plug-ins  Other Tips & Tricks Your Turn
  19. 19. Q&A @lcgrabows

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