Gaining a Solid User Base

You could build the best WordPress theme in the world, but it won’t matter unless people know about it and use it. One of the smartest things I did when starting my theme business was to release a free theme. It took a while for it to gain traction, but things took off once it got some attention from being featured on other websites. Consumers are willing to download a free theme from the new kid on the block and try it out because hardly any financial risk is involved.
The free theme was unique and easy to use, and people liked it so much that they began requesting a premium (i.e. commercial) version, with more features (the free version had the bare essentials). To this day, the premium version is still one of my best sellers. Consumers like to download the free version to try it out, and then they typically purchase the commercial version. Value is added to the commercial version with support, updates, easier customization and a bundle of exclusive features. Releasing a free theme enabled me to gain momentum and build on a solid user base as I began creating commercial themes, and I’ll return to that strategy in the future to increase sales.

My First Mistake

The first mistake I made when getting started, and one that I still kick myself over, is that I didn’t implement a newsletter opt-in method for users who downloaded my themes. This would have given me a long list of consumers to whom I could market my premium themes, and it would have been extremely valuable when I launched the commercial version of my theme a year later. I’ve now gotten my act together and have a booming mailing list that I email every time I release a new theme, thus generating sales that would otherwise have been lost.

You’ve Got ’Em, Now Keep ’Em

Once I had a solid user base, I found that in order to keep them as returning customers, I had to add value not only to my themes but to my services. When you start a theme business, you’re not just selling themes; you’re also providing support and updates. Some of the top brands make great products and provide excellent support. Think of Apple, MediaTemple and Zappos. Say what you want about these companies, but there’s no denying that their user base is loyal because of both their products and their support and services.
One way to provide great support is simply to be timely with your responses. A customer loves nothing more than being responded to the same day. If you don’t know the answer to their question, at least let them know that you received it and are looking into it. You would think this is common practice, but you’d be amazed at how long some companies take to respond. If you can provide killer support, you’re already one step ahead of a lot of the competition.
Another way to add value is to provide educational resources that teach customers how to get the most out of your products. Some users will be more advanced than others, and they are usually the ones who purchase themes regularly. If you can provide a resource that enables those users to derive extra value from your products, then they will be more likely to stay with you and purchase more of your themes.