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WordPress ecommerce talk
- 2. ● Tweet them! Use the hashtag #eeecomm ● Consider using hashtag #wcavl Questions?
- 4. It’s provenIt’s proven; 20% of the web
- 5. It’s FAST!
- 6. It’s open source ● Globally distributed ● Protected against feature bloat ● Plugins and themes galore! o WP.org - 31,374 plugins, 2,570 themes
- 7. Requirements
- 8. An approach ● DIY ● DIY + help ● Hiring someone
- 9. Business goals and metrics ● Clear, well-defined business goals ● Specific business metrics
- 10. The nitty-gritty ● Payment processor ● A web host/server ● WordPress ● An ecommerce plugin ● Enhancement plugins ● A theme (ecommerce or otherwise) ● A secured domain
- 11. Selecting a payment processor
- 12. Selecting a payment processor Just use
- 13. Offsite
- 14. Onsite
- 15. PCI compliance
- 16. Selecting a payment processor ● Support (test this!) ● Fees (especially the hidden ones!) o Setup o Monthly o Per transaction o Per card type ● Compatibility (Subscriptions, Cardholder profiles, etc.)
- 17. Selecting a host
- 18. PCI Compliance
- 19. Selecting a host ● Support/Service (KB, chat, email, phone) ● Uptime/SLA ● Server type (dedicated, VPS, shared) ● Managed/unmanaged
- 20. Selecting a host ● Hardware/Software ● Email capabilities ● Security ● Limits (storage, RAM, visits, bandwidth) ● Ability to scale ● Pricing
- 22. Selecting a plugin ● Support (forums, KB) ● Downloads, Reviews, Updates ● Recommendations
- 23. Selecting a plugin ● Support (forums, KB) ● Downloads, Reviews, Updates ● Recommendations
- 25. Selecting a plugin ● Support (forums, KB) ● Downloads, Reviews, Updates ● Recommendations
- 26. Selecting a theme ● Support (forums, KB) ● Downloads ● Reviews ● Update history ● Recommendations
- 27. Selecting a theme ● Compatibility with ecommerce plugin ● Responsive ● Not feature-bloated (shortcodes, options). Themes are the paint, not the car! ● Meets goals, not your “designer’s eye”
- 30. Selecting a theme ● Compatibility with ecommerce plugin ● Responsive ● Not feature-bloated (shortcodes, options). Themes are the paint, not the car! ● Meets goals, not your “designer’s eye”
- 32. Selecting a theme ● Compatibility with ecommerce plugin ● Responsive ● Not feature-bloated (shortcodes, options). Themes are the paint, not the engine! ● Meets goals, not your “designer’s eye”
- 35. Selecting a theme ● Compatibility with ecommerce plugin ● Responsive ● Not feature-bloated (shortcodes, options). Themes are the paint, not the car! ● Meets goals, not your “designer’s eye”
- 36. Securing your site - SSL ● SSL is min. requirement for onsite processing ● http://www.ssls.com/ ● Not easy to install!
- 37. Securing your site - SSL
- 38. Securing your site - PCI ● Can be defined by your processor ● Can be very hard, or fairly easy ● Bare minimum is an SSL-secured site
- 39. Securing your site - Plugins ● Proactive methods o Hide wp-admin o Force very strong passwords o Limit login attempts o Block known bad-list o Enforce SSL on admin o Scan for vulnerabilities o Detect/block file changes o Use two-factor authentication
- 40. Securing your site - Plugins
- 41. Security - Offsite ● Require/use strong & unique passwords ● Never login to your site on public Wi-Fi ● Secure your computer ● 2-factor authentication for email ● Recognize phishing attacks
- 42. Customization ● Extra functionality ● Style customizations ● Functionality customizations
- 43. Deal of the day
- 44. Customization ● Extra functionality ● Style customizations ● Functionality customizations
- 45. Genesis Design Palette Pro
- 46. CSS Hero
- 47. Customization ● Extra functionality ● Style customizations ● Functionality customizations
- 50. Optimization - Speed ● Eventually comes down to server o Managed hosting choice can help maximize speed
- 51. Optimization - Design ● Goal-centric content/theme/design ● Compare websites ● User Testing ● A/B Testing
- 52. Testing ● Test before and after launch ● Tests o Base on business goals! o Speed o Conversion o Referrals o Reviews ● Never stop testing!
- 53. Marketing/outreach ● Coupons ● Affiliates ● Reviews ● Social sharing (checkout/cart/product) ● External advertising ● Broadcasting (ask for exposure)
- 54. The possibilities ● Mobile app o Customer images o Touch-enabled galleries o Product templates o Cart/user panel
- 57. ● Hotel/appointment booking ● Sell digital goods ● Online learning course ● Subscription o Product o Membership The possibilities
Editor's Notes
- Most answers apply to WordPress in general
- 20% of world’s top 1m sites
- Misconception that WP is slow Specific configuration, but shows possibilities
- Global focus/input Focused on majority of users Plenty of options, both plugin/theme and community
- This talk is most helpful for DIY/DIY + help
- Want to dominate XYZ market Want to evoke handcrafted feel or a corporate feel 1k monthly revenue 1 month out, 10k after 1 year Steven Slack’s talk on information architecture - http://2014.asheville.wordcamp.org/2014/06/01/speakers-presentation-links/
- Overview, will go into detail
- Easy Signup, easy integration, easy way of withdrawing funds, great customer service record https://stripe.com/
- No SSL Required No PCI Compliance Required Little to no control over checkout process/flow/style
- SSL Required PCI Compliance Required Little to no control over checkout process/flow/style
- Unless you use Stripe - Just requires SSL + PCI Compliant Host
- I use MT - http://mediatemple.net/
- Can feel like Tom Cruise in Mission Impossible when becoming compliant, or even determening requirements
- Shared servers are typically harder to make PCI compliant (ask a server company before picking one) Call the support line and test how long it takes to get to someone Check if they have a ‘status’ page, and what their Service Level Agreement is Dedicated is most expensive, VPS is best value, shared is slow Managed offers less control over environment, better guarantee of stability and less headache managing hard/software
- Managed offers less control over environment, better guarantee of stability and less headache managing hard/software Email - Specific needs? WP Engine has no email support Check up on their hack history, software stack, and physical approaches What do you expect to have? Can the server easily scale Pricing - least important, good indicator of value
- I use WooCommerce - http://www.woothemes.com/woocommerce/
- Support - active? VIP/paid option? Good Knowledge Base, documentation?
- DRU - Next Slide
- WordPress.org makes it easy to find out plugin/theme stats For ecommerce plugin, Last Updated should be no longer than 6 months out, preferably no more than 1 month out. At least 4 stars review Downloads is your call, but the higher the number, the better it’s chances of being a good one
- Chris Lema - good recommendation? Other WP People http://chrislema.com/category/reviews/ http://chrislema.com/wordpress-shopping-cart-plugin/ http://chrislema.com/tag/woocommerce/
- Same as plugin criteria
- WooCommerce compat theme vs non-compat Like buying aftermarket parts for car - not guaranteed to work or look right
- WooTheme + WooCommerce = better looking shop
- TwentyThirteen + WooCommerce = nice looking website, not specifically styled towards WooCommerce
- Genesis - theme, WooCommerce...Tires?
- Want to avoid feature bloat? Don’t get lost in the forest...
- Parallax, flashing, blinking stuff, overkill on effects, colors, etc. Always refer to the question, “Does this feature/style help drive my business goal home?”
- Does your host have a good GUI for doing this? Some do, some don’t
- SSL encrypts data between server and visitor Anyone that sniffs encrypted cannot utilize that data.
- Woot Stripe! Bare min for onsite processing is SSL secured site
- Hackers will try to hit wp-admin, so hide it! Force strong passwords for yourself and for customer accounts Limit login attempts can ban users who’ve tried many times Utilize a known bad-list to block those who are known to cause problems Enforcing SSL on admin will cut down on ability to sniff passwords If files are changing, you may have an issue! Secure your login (and any level above customer) with 2-factor, Google or otherwise
- https://wordpress.org/plugins/better-wp-security/
- Passwords Unique means only used on one site. Passwords should never be shared across sites Use a password manager (LastPass) Keep security in mind when choosing plugin, host, theme, etc. Snoopers on wi-fi network Use firewall, anti-virus, frequent scans. If hackers install keylogger, then everything else is futile. Email is the backup plan for hackers Phishing attacks usually come through an email. If something offers a link to login - don’t click it!
- Added through plugins
- Use built-in theme customizer, or CSS; the following plugins can help
- https://genesisdesignpro.com/
- http://csshero.org/
- http://codex.wordpress.org/ http://docs.woothemes.com/documentation/plugins/woocommerce/ Don’t try this at home! You are dealing with sensitive data; unless you are comfortable writing PHP - don’t! Always consider hiring someone to do this type of work.
- Page cache takes a snapshot of a page on first visit, and spits it out to further visits Database cache does the same for the results of a specific database query (like get products) Minification strips whitespace, smushes the content. Concatenation combines files. Deliver images, scripts, and styles over a CDN whenever possible. Images are highest priority Nginx + HHVM are good stacks to check out These efforts: Free up server to process more requests, important during high traffic Saves bandwidth
- W3 Total Cache 3.5 Million Downloads 4.5 stars Updated very frequently Page cache takes a snapshot of a page on first visit, and spits it out to further visits Database cache does the same for the results of a specific database query (like get products) Minification strips whitespace, smushes the content. Concatenation combines files. Deliver images, scripts, and styles over a CDN whenever possible. Images are highest priority Frees server to process requests, important during high traffic Saves bandwidth
- All the efforts in the world eventually come down to what your server is capable of! (except for offsite stuff, like CDN)
- Make design choices that center around business goals Where do you buy most often? Identify why. Not necessarily via design, but user experience. Offer discounts or free stuff in exchange for help with testing Test placement, colors, etc. Not super scientific, as many variables cannot be controlled.
- Don’t have an attitude of ‘good enough’, or ‘it’s done’. Always strive for a better conversion rate!
- Every one loves coupons, many love earning money easily via affiliate systems http://affiliatewp.com/ Offer discounts in exchange for reviews
- I use a mobile app to shop when I can. It’s usually more than a bookmark, it’s an optimized flow/UX. Woo just released WooCommerce bookings
- Mobile App http://apppresser.com/
- Sell instant downloads for ebooks, music, video, photos. Any media file. https://easydigitaldownloads.com/ Sell recurring products - whether they unlock access to sections of the site or discounts of some type. DollarShaveClub, Amazon Prime, etc. Sell membership to an organization Business/life coaching Exclusive content access, tutorials, guides, knowledge of any kind.
- If you can imagine it, you can accomplish it! Featured people/companies: @markjaquith @slacktronic @stripe @mediatemple @WooCommerce @chrislema @ithemes @norcross @w3edge @apppresser @pippinsplugins @eddwp @affwp @reaktivstudios