This workshop presentation was delivered at WCPHX in 2018. It covers everything from setting up WooCommerce to recommended plugins, to strategy components around conversion and customer acquisition.

1. LAUNCHING YOUR
WOOCOMMERCE
STORE WORKSHOP
@CHRISLEMA

2. WHY
WOOCOMMERCE?
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3. @CHRISLEMA
WHY CHOOSE WOOCOMMERCE
• MARKET SHARE
• DEVELOPERS
• EXPERT AVAILABILITY
• KINDS OF COMMERCE
• SEO / CONTENT
• INTEGRATIONS

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MARKET SHARE
WooCommerce powers
more online stores than
any other eCommerce
platform.
Some 3 million
WooCommerce stores
did $10 Billion in sales
in 2017.

5. @CHRISLEMA
DEVELOPERS
On Upwork, when you look
for people with more than
100 hours of experience
in the last few months, the
count of freelance
developers is more than
4,000.

6. @CHRISLEMA
EXPERT AVAILABILITY
On Upwork, when you look
for people with more than
1000 hours of experience
in the last few months, the
count of freelance
developers is more than
2,000. And Codeable.io
also has WooCommerce
experts available.

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KINDS OF COMMERCE
• Shippable Products
• Digital Products
• Online Courses
• Membership Sites
• Subscription Sites
• Order Online & Pickup

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SEO / CONTENT
Unlike other eCommerce
platforms, WooCommerce
is built on top of WordPress,
which was designed and
built for SEO and easy
content creation. Content
marketing isn’t a bolt-on
solution (and shouldn’t be).

9. @CHRISLEMA
INTEGRATIONS
Pretty much every major
product that comes to
market for eCommerce
knows it needs a strategy
for integration and working
with WooCommerce. Plus
there’s Zapier.

10. SETUP &
CONFIGURATION
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11. @CHRISLEMA
SETTING UP WOOCOMMERCE
In this live training, we’re
going to do the following:
• Run thru the setup wizard
• Create a new simple product
• Create a variations product
• Create a coupon
• Set up taxes
• Create a downloadable product
• Look at product images
• Manage orders

12. FAVORITE
PLUGINS
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FAVORITE PLUGINS
The following 14 plugins
aren’t used on all my
stores, but they’re on a
lot of them.

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YOAST SEO for WOOCOMMERCE

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STRIPE for WOOCOMMERCE

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WOOCOMMERCE REDIRECT THANK YOU

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BEAVER BUILDER

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AMAZON PAY for WOOCOMMERCE

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PERFECT SEO URL

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AFFILIATE WP

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WOOCOMMERCE MEMBERSHIPS

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WOOCOMMERCE SUBSCRIPTIONS

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WISHLISTS for WOOCOMMERCE

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PRINTFUL

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PRODUCTS REVIEW PRO

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RECOMMENDATION ENGINE

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WOOCOMMERCE PRODUCTS COMPARE

28. CUSTOMER
ACQUISITION
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FACTORS OF CUSTOMER ACQUISITION
• PRESENTATION
• TRUST
• PRICE
• BENEFITS
• RELATIONSHIP
• TIMELINES

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PRESENTATION
• How are you presenting
yourself to your customers?
• How are you packaging
your products / offerings
to your customers?
• Where are you putting
yourself to get noticed?

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TRUST
• How are you building
trust with your customers?
• How are you using
current customer case
studies to increase trust?
• Do you have testimonials
in the right spots?

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PRICE
• How are you calculating
the price of your products?
• Is there transparency in
your pricing?
• Is your cost-benefit ratio
correct for this market?

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BENEFITS
• How do customers
benefit from choosing
you?
• Are you promoting the
benefit of your customer
network?

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RELATIONSHIP
• Do your customers know
your history?
• Are you leveraging your
existing relationship with
customers?
• What benefit exists for
not going elsewhere?

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TIMELINES
• When customers buy
from you, is there a
speed / delivery benefit?
• How fast can you deliver
value (even if it’s not the
full product)?

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DON’T FORGET
• Problem Vocabulary
• Solution Vocabulary
• Product Options
• Value Mapping
• Comparisons

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DON’T FORGET
• Buying Guides to help people
understand their needs and wants
better
• Comparisons to help people evaluate
their options
• Beware Tips to protect people from
silly mistakes
• Decision Criteria to help people with
lists of things to evaluate
• Getting Started advice for the initial
post purchase moments

38. DRIVING
CONVERSIONS
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FACTORS FOR CONVERSION
• SPEED
• PHOTOS
• FOLLOW UP
• CUSTOM OFFERS
• COUPONS

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SPEED
• Are your pages loading in
under 2.7 seconds?
• Are you using a CDN?
• Are you compressing
your images?
• Is your server doing more
than it should be doing?

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SPEED
GTmetrix
is your
friend.
Use it.
Often.

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PHOTOS
• Are your using images?
More than one? Close Ups?
• Are you using different
photos for variations?
• Are you compressing
your images?

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SPEED
There are a lot of image compression solutions:
• EWWW Image Optimizer
• TinyPNG
• Imgix
• ImageOptim
• Karken.io
• Compressor.io
• Imagify
• Optimus.io

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FOLLOW UP
• What are you doing
about cart abandonment?
• Do you have a sequence
for follow up within 7
days?

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FOLLOW UP
Have you tried using Jilt?

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CUSTOM OFFERS
• Are you segmenting
your customers?
• Do you know what
to offer your customer
next?
• Do you know when to
follow up with customers?

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CUSTOM OFFERS

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CUSTOM OFFERS

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COUPONS
• Make sure you’re offering
the right coupons to the
right customers, for the
right products!
• Make sure you’re testing
coupon use before you
launch your campaign.

50. @CHRISLEMA
COUPONS

51. CHRIS LEMA
VP, PRODUCTS
LIQUID WEB
@CHRISLEMA