 So, hi, Siri, very nice, fucking expensive, crazy, I mean, I was, I was like, when I landed here, like, oh my god, these prices. Anyway, I got married three months ago, correctly, right? So, we had a couple of meetings before the wedding, in order to get points and details, to bring out all the stuff that he needed to do and I needed to do. And, you know, coincidentally, in one of the meetings, a topic of board press came up, and we were speaking about this website, and, you know, the first question that I asked him is, like, how many visitors do you have, right? And what he said really kind of struck me in a way, and he said, I have no idea. He had no idea how many visitors he had, unlike Randall Douglas in the past year. So, what I, of course, naturally said is, it's like, okay, you should just, you know, install Google Analytics. This is what most of us do when we launch our website. But come to think of it, the question itself, how many visitors do you have was wrong. And the suggestion of just installing Google Analytics was also wrong. So, today, in this talk, I'd like to present to you what I should really have told my wedding photographer, and I'm hoping to see this video on WorkerList.tv. So, who am I? Like Paul said, I'm Tomar Zaman. I'm from Slovenia. I'm a developer. Used to be a freelancer. I'm a project manager, and in general, I would say I solve problems. I'm also a bit stupid sometimes. Yeah, I found that Kodomo, basically, it's like Airbnb, or maybe even Tinder, a matchmaking service between people that require WordPress services and between people that offer WordPress services. So, that's what you do. On to the story. You've all seen this, right? I mean, who doesn't know what this screen is? Okay, no one. When Tom Fisher was raising the phone. Okay. So, you know what it is? And, Mendo, I'm going to shatter your dreams right now. It's just noise. It's nothing. The number of visitors means nothing. I'll elaborate on it, so we'll be thanks again after the talk. So, yes. Imagine having a store in a shopping mall or in a street, and people passing by looking at your store. This is not visitor counseling. It's just people that look at your content. And that's it. It doesn't give you the big picture. In fact, it doesn't give you any picture. You don't know who those people are. You don't know what these people do. You don't know anything. You get a number. For example, you install Jetpack. You get this nice graph of a visitor's content going up. And, confidori, you're all happy. Well, it doesn't work like that. So, before I continue, I think it's worth establishing the single most important purpose of any and every website. And it's only one word. Would anybody like to guess or know this word? Exactly. This word is conversion. Every website's purpose is to convert. But don't convert in this kind of way, of course. So, what they really want to convert you in is convert a visitor to a paid customer. This is the event that the conversion occurs. So, when somebody gives you their money, they are turned from the role of just being a passerby to somebody who gave you their money. I need to also stress that it's not always about money. For example, in Mandela's case, of course, the people can't buy stuff that he writes about. So, his conversion goal would maybe be increasing Twitter followers, increasing Facebook friends, increasing subscribers that consume more content from him. So, the conversion goal may vary from business owner or a blogger to blogger, but it's always the same conversion. But everybody remember gas stations back in the old days? You remember your dad took you to the gas station? There were no shops at the gas station like 20 years ago, right? You drove your car to the gas station, you stopped it with your father, or your mother had stopped the car. The person would stand, the person that worked there would stand outside, they would put gas into your car, they would collect the money, and you would drive off. Now, because the gas prices are regulated by the government, they couldn't increase their revenue. So, what most of the gas station companies did is they introduced these shops. So, now, not only you have to go to pay for the gas yourself, you also need to go inside the petrol station and go through these lanes of corridors before you finally get to the gas station to pay for your gas, right? And we think it's super annoying, but at the same time, we always grab a small hand bar or a small drink on our way to the gas station, right? So, they have been increasing conversion, they can be increasing revenue by allowing people to spend more. Now, imagine that a petrol station had an aisle that would go right to the gas station, but in front of the aisle, this aisle, there would be a huge box, right, or something, and it would prevent you from coming from entering, so between entering and getting to the gas station, so what you would do, eventually, you would be frustrated and you would leave. Now, when you think of it, I mean, imagine that on a gas station sounds pretty ridiculous, right? But how or why do we do it on our website then? We all are guilty of this thing. And let me tell you who the main bad guy of this story is. Wordpress, as a CMS. He's an ICMS, of course, he has issues, but so do I, I don't still let me talk here. So, there is one important question that we, as a community at large, fail to ask ourselves. And that is why. Why do I publish some piece of content? Why do I download and install a plugin? Why am I downloading Wordpress? Why do I watch a website? Because Simon Sinek, in his talk How Great Leaders Inspire Innovation, talks about this golden circle, right? And it's what most companies out there do. And this golden circle asks three questions, right? Why, what, sorry, what? Why how and what? And the order is usually like this. So first is the what. What we are doing. What do I want to do? Then it's how. What is the website of course? How Wordpress of course? Of why is a question that often goes unanswered. So Simon argues that the best companies out there invert this process. They start by asking themselves, their employees and their customers why, right? Who hasn't heard of Revolution Slider? Right? Why Revolution, not just Revolution Slider, Sliders are useless. The only reason they sell, if I could look at the Revolution Slider and I'm not trying to pick on those guys, is that the site owners feel important, feel happy, feel excited that something is moving. When it's proven times and times again that Sliders are useless, are worthless. They don't convert, they don't relay information. They are just there for the owner himself or herself to feel good about it. So when we're talking about the why, let's see how these two companies kind of approach this. Hopefully I'll manage to pick at least half of you right now. So I've learned from Samson, right? So when you, I mean, say something better, but if you start a Samson, it was always like this. You came to the shop, to the aisle with computers and you see this computer, the what, it has this processor, the how, so how they are building this computer, another computer, another tablet, another computer, and the lines were endless. You had like 50,000 Brazilian products that you could choose from. And that's the problem itself, but in contrast to what Apple does on the other hand, have you seen commercials by Apple, right? You've got Johnny and I, with his elder voice saying something like, because we feel you are a frequent, because we know you're a frequent traveler, because we know you're a busy man, because we know, so it's always the reason first and then how and then what comes last, right? So if you've seen any of the people see jobs back in the days, when people cook now, they always present the what last. So they introduce the problem first, why addresses the problem, and they finally get to like introducing the new super awesome MacBook Pro. So this is the difference. Good companies ask why first. And good developers should always ask why first. Even when your clients have issues or requests about certain features, make themselves ask why, or you ask them. So how do we make the noise that I introduced earlier on Google Analytics into something meaningful? So how do we make the picture clearer? Well, we start usually by introducing events. Now this talk is not very technical, but I want to show you just a small snippet. This is how easy it is to track events on your website. An event may be anything from the person visited your store is an event, on the venting button is an event, then venting a link to another site is an event. And every action they make is an event. So if we apply this knowledge to our store that I spoke of earlier, let's say we counted people which is like visitor count, and we'd say, okay, we have 1000 people and 5, over 1000 events of persons passing by. 50 people enter our store and 5 of them actually buy the product. Now we have a lot of meaningful data that we can extract useful information from. And this is what we call the funnel. You know what the funnel is, right? You've all seen it. Wendell has first-hand experience from U.S. here because of this. I'm just kidding. So yes, what the funnel really looks like is like this. So let's imagine an e-commerce funnel. We have a visitor that comes on the page, a visitor that adds a product and checks out, and yeah, we see it's a thank you. I'm just giving an example. But this is what the real funnel looks like. So now your visitor, you give perspective to your visitor to what they do, how many they check out. And you should always focus, when you look at the funnel for events, you should always focus on the ones that drop the most. That would usually be between the first and the second. So for example, you have somebody visiting your landing page which has a button, and only a small tiny percent clicks that button, but the majority of those actually see the path through, so they actually buy it. So you should add, you should focus at that point on the biggest drop-off. So improving the visibility of the button, improving the color of the button will get there. So yes, how do I improve the funnel? That's the question. And there are three ways to do that. The first one is writing 80 tests. Who here doesn't know what 80 tests are? Okay, cool. So the second part is awesome customer support. We'll get there. And the third one is improving user experience. Let's talk about 80 tests first. 80 tests, testing is a quite simple process of showing different variants of the same element to your visitor. For example, imagine a button. You can show, on the same page, you can actually show different button variants to the same, sorry, to audience, but it automatically splits. So if we have these four buttons on our landing page, 25% of visitors will see the first one, 25% the second, and 25% the third, and so forth. And this is not up to you to implement. It's actually very easy to implement and we'll get there as well. So have I introduced it clearly enough? Okay, thank you. And it's also important that you 80 test your volume. Headlines on any landing page is the most red piece of content your website has. When your visitors come on your website, the biggest header will be red first and pretty much by everyone. So when you start with 80 testing, I usually remind that we should all start with 80 testing the why. So it's not what we do that usually websites say we do this and this with this. Try making it work, maybe won't. Like why we do what we do. And here I have no affiliation with optimizing, but I really recommend them. You can try them out. Basically you don't need to do anything on your WordPress. You just get a small snippet just like Google Analytics snippet. You implement it and then you do everything their way. And their pre-plan includes for majority of us for a long time. So it's good enough. I suggest you give it a try. They enable easy testing of elements, buttons, pictures, layouts, whatever you need. I don't know why the fight is here, I believe. Yeah, why the fight is here. So the next part is customer support. Good customer support. You not only create happy visitors, happy customers. You convert them well. You manually improve the funnel because people that speak to you person to person or through online chat will get more inclined to convert because it's easier than for you to talk them into purchasing. And for example we implemented one of these on our website and it converts crazy. So basically when they have any kind of pre-sale questions, they click the button, they ask a question, we give it to them, they usually hire one of our developers. So what you create with chatting live with your customers is in a way you get a message or tweet. And it's a huge win. And it works. And what's more important, they provide a lot of honest feedback that you want to hear. So always talk to your customers. I mean for us it's really easy to hide behind the screen but we need to realize it's a human being on the end or on the other end of the line. Yeah, the third part is user experience. User experience is a huge broad topic so almost that is very big. But user experience teaches us that it's not always about the numbers. It's easy to track people. It's easy to look at Google Analytics. It's easy to look to optimize. It's easy to look at the numbers and make sense of them. And we do make sense of them. So what that is, that is the quantitative part of user experience research. Qualitative on the other hand means that we have to visit our users, our readers, our consumers and tip next to them and look at what they're doing. So numbers are only half of the story, right? So once we... back in the day, we did a user testing session. It was our first. We met the user experience professional and he hiked us over to the office where we performed user experience sessions. And what it looked like was he found some people to test our website so to see how they interacted with our application. He gave them the scenario to follow. And I was sitting like that. They were just observing what they did. So the first person went to the app, the scenario went to the application, submitted the project brief and he came to the next page and he didn't know how to continue. And I was thinking to myself, what to do? But you're not allowed to say anything for the user environment. But over there, nothing, nothing. He abandoned the process. So I was like, what's wrong with this demo, right? The second one, the same story. The third one, the same story. But the bottom line, what I learned from this experience and it sticks with me to this day, I'd love to share with you, but it's not their fault that they don't find the button. It's our fault that we don't present it clearly enough. So you can have the fanciest coffee that you tested, micro coffee, so what the button says. You can have the fanciest, most expensive designer, but if you don't test with your users, this is what you get. So to recap, you should always try to first build some of the models and then improving it, or improving them by age testing, by providing awesome customer support and taking UX into huge consideration. Because anyone can publish stuff and set up WordPress. Anyone can use Google Analytics or Jetpack to track their visitors. Anyone can give you their business card, but it takes a real pro to convert visitors to customers. Are you that pro? Thank you.