Webinar: Next Generation, Data-Driven Plugin and Theme Development
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The webinar on March 22, 2017, covered the fundamentals of product development in the WordPress ecosystem, emphasizing the importance of data in improving product quality and reducing abandonment rates. Speakers Vova Feldman from Freemius and David Vogelpohl from WP Engine discussed common misconceptions about tracking and data sharing, the feedback loop in product development, and key metrics for developers to consider. The session included practical examples and insights aimed at transforming participants into data-driven developers.
Webinar: Next Generation, Data-Driven Plugin and Theme Development
- 2. #wpewebinar CROP IMAGE TO GRAY BOX We’ll answer as many questions as we can after the presentation ASK QUESTIONS AS WE GO Slides and recording will be made available shortly after the webinar Use the “Questions” pane throughout the webinar
- 3. #wpewebinar WHAT YOU’LL LEARN: ● Fundamentals of product development and the feedback loop ● Usage tracking for products like plugins and themes ● Practical examples of how Freemius used data to improve quality and reduce abandon rate ● How WP Engine uses data to influence features and offerings ● Q&A
- 4. #wpewebinar Co-founder & CEO, Freemius @vovafeldman / @freemius Vova Feldman ● Started to code when 11 y/o ● x-Professional Swimmer ● Captain in Unit 8200 (IDF) VP, Web Strategy WP Engine David Vogelpohl ● First WP post about Panama invading Europe ● Grew up a few miles from Matt Mullenweg ● Can make a custom URL shortener with WordPress in <15 minutes
- 6. #wpewebinar #wpewebinar@vovafeldman FROM A USER PERSPECTIVE (MANY) WORDPRESS PLUGINS & THEMES ARE TERRIBLE
- 7. #wpewebinar #wpewebinar@vovafeldman BECAUSE (MOST) WORDPRESS PRODUCTS ARE DEVELOPED BY DEVELOPERS FOR DEVELOPERS BLINDLY
- 9. #wpewebinar #wpewebinar@vovafeldman ANALYTICS OUTSIDE WORDPRESS WEBSITES MOBILE APPS SERVERS
- 13. #wpewebinar #wpewebinar@vovafeldman MISCONCEPTION #1: TRACKING ISN’T ALLOWED 7. NO “PHONING HOME” WITHOUT USER’S INFORMED CONSENT.
- 15. #wpewebinar #wpewebinar@vovafeldman PRODUCT DEVELOPMENT FUNDAMENTALS THE FEEDBACK LOOP
- 16. #wpewebinar #wpewebinar@vovafeldman BUILD LEARN MEASURE THE FEEDBACK LOOP Experiments Metrics Pivot / Preserve Analyze Baseline Hypothesis MY AWESOME PLUGIN/THEME
- 17. #wpewebinar #wpewebinar@vovafeldman REAL EXAMPLES OF THE FEEDBACK LOOP 1. WHAT METRICS CAN YOU MEASURE? 2. WHY MEASURE IT? 3. WHAT TO DO WITH THE FINDINGS?
- 18. #wpewebinar #wpewebinar@vovafeldman KEY METRICS DEVELOPERS MUST KNOW 1. ACQUISITION 2. ABANDON RATE / CHURN
- 19. #wpewebinar #wpewebinar@vovafeldman ACQUISITION RATE EFFECTIVE GROWTH ABANDON RATE } } MARKETING PLUGIN / THEME
- 21. #wpewebinar #wpewebinar@vovafeldman IMPROVING YOUR LISTING’S SEO Increase in Acquisition
- 22. #wpewebinar #wpewebinar@vovafeldman DEVELOPERS MUST KNOW WHAT IS THE ORIGIN OF YOUR USERS?
- 24. #wpewebinar #wpewebinar@vovafeldman DEVELOPERS MUST KNOW WHERE IS YOUR PRODUCT BEING INSTALLED?
- 27. #wpewebinar #wpewebinar@vovafeldman DEVELOPERS MUST KNOW WHY USERS UNINSTALL?
- 28. #wpewebinar #wpewebinar@vovafeldman WHY USERS UNINSTALL? DEACTIVATION FEEDBACK FORM
- 30. #wpewebinar #wpewebinar@vovafeldman WHY USERS UNINSTALL? DEACTIVATION FEEDBACK FORM
- 31. #wpewebinar #wpewebinar@vovafeldman DEVELOPERS MUST KNOW WHAT IS THE RIGHT TERMINOLOGY?
- 33. #wpewebinar #wpewebinar@vovafeldman DEVELOPERS MUST KNOW HOW TO COMMUNICATE WITH YOUR USERS?
- 35. #wpewebinar #wpewebinar@vovafeldman IT ALL STARTS WITH AN OPT-IN… WHAT’S NEXT?
- 36. #wpewebinar #wpewebinar@vovafeldman IT’S TIME TO BECOME A… DATA-DRIVEN PLUGIN / THEME DEVELOPER
- 38. #wpewebinar How WP Engine Uses Data to Influence What We Build David Vogelpohl
- 39. #wpewebinar Founded on a Linkedin survey “I'm researching a new product that we're building, for which you are the target potential customer. I'd love to interview you for 45 minutes to validate (or invalidate!) some of our theories about the market.”
- 40. #wpewebinar We start with security Limit / anonymize PII storage Transitory data analysis Full workflow hardening
- 41. #wpewebinar We prefer CPIs to KPIs How successful are we at solving problems for our customers?
- 42. #wpewebinar But we still like KPIs How will this feature help us grow?
- 43. #wpewebinar We seek a deep understanding of others Outward facing mindset
- 44. #wpewebinar We look for what others need Support tickets Performance issues Technology stacks
- 45. #wpewebinar Create a data culture without crushing creativity Data plans w/ project specs Post launch monitoring PMK / Demand Gen support Analysis and improvement
- 46. #wpewebinar We give insights within products How can we showcase CPIs?
- 47. #wpewebinar We use data to support plugin & theme devs Support ticket analysis Error logs Platform solutions Socializing solutions wpdev@wpengine.com
- 48. #wpewebinar Slides and recording will be made available shortly after the webinar QUESTIONS AND ANSWERS
- 49. #wpewebinar FREEMIUS INSIGHTS FOR PLUGINS FREEMIUS INSIGHTS FOR THEMES JOIN WP ENGINE PLUGIN & THEME PROGRAM Resources TORQUE’S PLUGIN MADNESS (Cast your vote!) WP ENGINE RESOURCE CENTER RECORDED WEBINAR: RETAIN CUSTOMERS AND BUILD REVENUE USING YOUR EMAIL LIST
- 50. #wpewebinar CROP IMAGE TO GRAY BOX NEXT UP... Register Now: https://hs.wpengine. com/amp-wordpress Wednesday, April 12 1:00 p.m. CDT, 2:00 p.m. EDT, 11:00 a.m. PDT, 6:00 p.m. UTC/GMT