Our VP of Web Strategy, David Vogelpohl recently presented at WordCamp Toronto. Check out his full presentation on Online Marketing for WordPress here!

1. Advanced Online Marketing
for WordPress
by: David Vogelpohl

2. What you’ll learn
How to measure and improve the
value of the websites you build
@davidvmc

3. It’s almost a certainty that you’re
making your clients’ online
businesses worse!

4. Why you’re not at as good as you think you are
“80% of B’s fail to beat the A’s”
Best-of-the-best lose 60% of the time

5. Plan to fail, bid to iterate

6. Lesson 1: Know what success looks like
Learn how to measure value
@davidvmc

7. Google Analytics out of the box isn’t good enough
You must set up goals and events
so you can measure value

8. Start asking interesting questions
Out of the box
Value data

9. Use GTM to make tracking value easier
wpeng.in/gtm-ecom wpeng.in/gtm-events wpeng.in/ga-goals

10. Need to use a plugin?

11. Use custom reports to increase your awareness

12. Lesson 2: Use failure to find success
Launching statistically significant A/B tests
@davidvmc

13. Testing delivers more value to you *and* your clients
Typical professional services project
60-80% chance of making your
customers’ businesses worse

14. Testing delivers more value to you *and* your clients
100% chance of increased sales

15. WordPress friendly A/B tests
Test variants using A/B testing platform

16. A/B platforms are like a staging area for WordPress
Original Product
Page (A)
Challenger
Product Page (B)$$ $ Challenger
Product Page (C) $$$

17. Deploy winners to production within WordPress
Challenger
Product Page (B)$$$ $ Challenger
Product Page (C) $$$
Challenger
Product Page
(New A)
Original
Product Page
(Old A)

18. The result is less technical debt within WordPress

19. Watch out for blended conversion values
wpeng.in/ab-calc

20. Lesson 3: Let the goal be your guide
Conversion rate optimization tips
@davidvmc

21. Ecommerce CRO
Focus on the 4 Ps.
Pricing, pictures,
placement and ph-alue

22. Lead CRO
@davidvmc
Focus on value, call-to-
action, fields, and user
behavior

23. Advertising CRO
@davidvmc
Use AdRotate to test ad
inventory. Test advertisers,
placement, and frequency.
Use RPM as your metric!

24. Lesson 4: Some goals are failures
The art of un-conversion rate optimization
@davidvmc

25. What is the purpose of this page?
@davidvmc
UX = 100
uCRO = 0

26. What is un-conversion rate optimization?
The practice of optimizing your site to
encourage visitors to not take actions
which decrease profitability

27. Alibaba gets some things right on their cancel page
What you lose
Why you’re leaving

28. Alibaba misses some opportunities
Make bigger and
more intimidating
Randomize reasons
Provide counter
arguments
Give downgrade
options

29. uCRO increases your revenue and your customers profits

30. Remember what you learned
Measure
value
Use failure
to succeed
Words
always win
Some actions
< value

31. Thank you!
David Vogelpohl
@davidvmc
Advanced Online Marketing
for WordPress