Liveblogging David Vogelpohl, WP Engines

David Vogelpohl, WP Engines “Easy Personalization with WordPress” (blogger: Raissa Evans, Founder/Chief Strategist, Running Reload)

Your goal is simple: People want personalization and a personalized experience. It makes people more likely to buy from you and increases your revenue. In fact, 56% are more likely to buy with a personalized approach. Google IS personalization, taking it one step further to infer intent. Search for a plumber, and it’s likely to also show you a map with locations of plumbers near you, including phone numbers to call. Spoof your IP and do the same search from Latvia, and Google is more likely to show you photos and definitions of plumbing.

WordPress has some native features that assist in personalization, as well as some themes that focus on it. With every user role in WordPress, you have 6 data points you can capture. Without any plugins or code, you can see which posts a subscriber commented on. If you already have their email address, you can reduce friction by having a button to allow them to send themselves information instead of another form.

How do you get visitors to become a subscriber? Encourage visitors to leave comments, which enforces they become a subscriber to leave the comment, capturing the data points. OptinMonster is an example of a great way to build your subscriber lists. Other form plugins can assist.

Plugins are just  php code, a good WordPress developer can create one fairly easily specific to your needs. Hunt for places to personalize using the data points you know. Use first names in pop-ups, for instance. Give them a reason to login – blog commenting, forums, chat or gated content. A plugin called User Cookies can help you define the length of cookies so you can leave users logged in for a much longer time period.

Membership plugins power big personalization, even introducing different types of content to different levels of subscribers. MemberPress allows you to set premium content available only to logged in members. GeoIP detect plugin will tell you where subscribers are coming from, so for instance you could even change the phone number to call you, or localize photos on your site to make people feel at home. Your host could also offer personalization. WP Engine, for instance, offers these to their customers. HubSpot does the same.

Optimizely takes a CRO approach, helping you test all of your crazy ideas. Hubspot uses dynamic offers and forms, and handles progressive profiling, building up a much more complete profile of who the prospect is. This matters quite a bit for long sales cycles.