WP RSS Aggregator

This landing page breakdown is a little different from the ones I’ve done on this site so far. Before I did this breakdown, I actually got on a Skype call with Mark from WP RSS Aggregator to better understand his business and the products and services they offer.

This Website Is Confusing

I needed to get on a call with Mark because, based on the website, I didn’t understand what the website was for or how the product offerings around WP RSS Aggregator were structured. Since I didn’t understand, I imagine you, the reader, don’t understand either, so I’ll explain.

Where Am I Again?

What I was confused by was the fact that the domain of the site is wprssaggregator.com and it says “WP RSS Aggregator” in the top left, giving me a pretty strong indicator that I’m on the website for something called WP RSS Aggregator. However, when I click the big red button below the headline, it takes me here:

The headline says Add-Ons: Premium Extensions for WP RSS Aggregator. This confuses me because I thought I was on the site for WP RSS Aggregator. How do I get WP RSS Aggregator itself?

So my main confusion was that this seems to be the site for WP RSS Aggregator, although you can’t get WP RSS Aggregator here.

I learned through Mark that if you want to get WP RSS Aggregator, the way you do that is through the WP RSS Aggregator plugin page on wordpress.org. If you want to install any of the add-ons listed on the WP RSS Aggregator site, you first have to install the WP RSS Aggregator plugin itself.

So it’s kind of like the WP RSS Aggregator site assumes that you’re already familiar with WP RSS Aggregator and already have it installed. Right now it’s really more like the WP RSS Aggregator Add-Ons site, not the WP RSS Aggregator site. But I don’t think that’s what Mark really wants. I think he wants the WP RSS Aggregator site to get people who don’t have WP RSS Aggregator to install WP RSS Aggregator.

Right now the path is apparently something like this:

  1. Land on wprssaggregator.com
  2. Probably initially be really confused (and probably leave), but maybe somehow find the tiny “Download the free Core plugin” link
  3. Come back to the site at some point down the road and install some add-ons?

If You Want People To Install The Plugin, Offer Them The Plugin

I think the path should be something more like this:

  1. Land on wprssaggregator.com
  2. Be invited to install the free core plugin

That’s all. I think the number one goal of the home page of WP RSS Aggregator should be to get people to install the WP RSS Aggregator plugin.

Opportunity: Educational Lead Magnet

There’s actually another flow that I think might be better. People aren’t motivated to install WP RSS Aggregator because they want to aggregate content, they’re motivated to install WP RSS Aggregator because they want the benefits that WP RSS Aggregator will afford them. They want more traffic, more sales, a boosted reputation online.

Mark, I can conceive of you putting together a 30-page PDF which you might call, “How to Drive Traffic to Your WordPress Site”. In it you could lay out everything you know (at least what would fit in 30 pages or so) about how to drive traffic to a WordPress site. A big part of the solution would of course involve WP RSS Aggregator, but the point of the PDF would of course not be a pitch-fest for WP RSS Aggregator but a genuinely helpful guide that people find valuable. Most importantly, you want the reader to trust you and trust your expertise so that they think, “Hey, Mark really knows what he’s talking about with this traffic stuff, and he seems like a good guy. I’ll give his plugin a spin.”

In that case, maybe the path would be:

  1. Land on wprssaggregator.com
  2. Be invited to receive the free guide and subscribe to receive free traffic tips via email
  3. Send the subscriber an email containing the free guide and an invitation to download WP RSS Aggregator
  4. Over the course of the next several days, send the subscriber helpful educational content along with invitations to download WP RSS Aggregator

Key Takeaways

  • Make the call(s) to action match what the website appears to be about.
  • Don’t have multiple competing calls to action. Make it abundantly clear to the user what you want him or her to do.
  • By providing a free and genuinely helpful guide, you can establish trust with the visitor as well as open a channel (your email list) where you can communicate with the subscriber (and sell to them) in perpetuity.

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