There are over 59,000 plugins in the WordPress plugin repository. If we count third-party plugins alongside, the total will easily reach 1 Million.
Now, if you ask a developer with 11 years of experience in crafting sites for all possible niches in the world, he might not have used more than 200 plugins throughout his career.
“A study by a Harvard Business School professor suggests that 80% of consumer goods fail“
Unfortunately, the stats of digital products (including WordPress plugins) are scarier. Over 85 percent of WordPress plugin development efforts don’t witness fame in their lifetime – I mean, at all.
Do you think it’s because of the product (i.e. plugin)?
Nope, not always. The truth is that failure or success does not solely depend on product quality. In fact, it’s just one of those dozens of decisive factors.
Understanding the Visibility Maths
Let’s say you built a feature-rich WordPress plugin.
If it’s useful for 10 million sites, but your audience is only 1,000 unique visitors a day, how will the other 9,999,000 people learn about it?
If out of those 1,000 visitors, 500 don’t understand what your plugin does, will they convert?
Moving forward, 50 of these nearly convinced prospects might want to try your plugin before buying or installing it.
If you don’t have a way to live demo your plugin to non-users, you might convert 5 on your best day.
I am not being a pessimist here, but do you know what’s the worst case? 0 conversions for the day.
So Why do WordPress Plugins Fail (Despite Being Good)?
Before we go ahead, let me clarify this – I am not going to state the obvious.
We all know that irregular updates, security vulnerabilities, bad code, performance issues, code debt, and other technical issues can poison your plugin in the long run. But here, the focus is on understanding why even good WordPress plugins cannot withstand the competition.
The previous section just explored a random scenario that highlights how marketing and first-hand experience for prospects play a key role in the sales of a plugin. However, there is a lot more to uncover. So, let’s begin:
1 – Plugin Developers think Quality Sells
63% of companies have increased their marketing budget the previous year, while 93% of small businesses are planning to do so for the next year if we believe WordStream.
However, creators, who are not yet leveraging marketing, think that the quality of their product is everything.
Many developers believe that a high-quality plugin will sell itself. While quality is crucial, it’s not enough on its own. You need to consider other factors like keyword research, marketing, and so on.
Effective keyword research helps ensure your plugin is discoverable by identifying what potential users are searching for.
Marketing, on the other hand, builds awareness and trust, driving traffic and conversions. Without these elements, even the best plugins can get lost in the vast sea of available options.
2 – Your Prospects Search for a Solution (and not a feature)
In a survey, 69% of prospects stated that primary research data relevant to their business was the most popular answer.
Remember, when someone turns to a search engine (or a search box), they search for a problem. It’s because they want the best solution.
This implies – you should avoid focusing too much on the features of a plugin and pay attention to the problems it solves for users.
While features are important, users are more interested in how the plugin can make their lives easier. Show how it addresses specific pain points and improves user experience, making it more compelling and relatable to potential customers.
3 – It’s essential to Price your Product Right
Setting the right price for your plugin is a delicate balance that can significantly impact its success. Pricing too high can deter potential customers, while pricing too low might undervalue your plugin and hurt profitability.
To tell you a secret, 4 out of 5 times, people will try a new brand if it offers a discount.
So, consider experimenting with different pricing models, such as one-time purchases, subscriptions, or freemium options. For this, you must pay attention to market trends, competitor pricing, and user feedback to find the sweet spot that maximizes sales and customer satisfaction.
4 – You cannot do great with a mediocre Support team
Excellent customer support is a key factor in the long-term success of a plugin. Good support not only retains existing customers but also attracts new ones through positive word-of-mouth. Neglecting support can lead to frustrated users, negative reviews, and high churn rates.
Prioritize responsive, helpful, and empathetic support to build trust and loyalty. This includes providing detailed documentation, timely updates, and addressing user issues promptly.
5 – You’ve got to Pay Attention to Bad Reviews, too.
“94% of consumers say a bad review has convinced them to avoid a business.” – ReviewTrackers 2022 Report.
Truth to be told, no reviews are better than bad reviews.
Bad reviews can significantly damage your plugin’s reputation if not addressed properly.
Instead of ignoring them, view negative feedback as an opportunity to improve. Respond to reviews professionally and constructively, showing users that you care about their experience and are committed to making improvements.
Addressing issues highlighted in bad reviews can lead to better user satisfaction and potentially turn critics into loyal customers.
6 – It’s important to Learn about Too Few vs. Too Much Discount!
Using coupons and sales can be an effective way to attract new customers and boost sales for your plugin, but it needs to be done strategically.
Offering too few discounts may miss out on opportunities to engage price-sensitive customers. Conversely, too many discounts can devalue your plugin and hurt long-term profitability.
Find a balanced approach by offering periodic promotions, seasonal sales, or limited-time discounts to create urgency and attract a broader audience without undermining your plugin’s value.
What Can You Do to Avoid Failure as a Plugin Developer?
No one likes failure, whether it’s related to WordPress development or any other aspect of life. So, here is your guide to succeeding at plugin marketing.
Trust Data and Market Wisely
Never make assumptions because they might be wrong.
Using analytics tools to monitor your plugin’s usage and performance is essential for ongoing success. By tracking key metrics, you can identify trends, understand user behavior, and pinpoint areas for improvement. This data-driven approach enables you to make informed decisions that enhance your plugin’s functionality and user experience.
Have data and information? Use it for marketing your WordPress plugin – do it very carefully.
Position your Plugin in the Right Market
Positioning your plugin correctly ensures it stands out in a crowded market, making it more appealing to potential users who find it a perfect fit for their needs. So, identify the niche that most benefits from your plugin and tailor your marketing efforts to that audience. Understand their needs, challenges, and preferences.
Read More about WordPress Plugin Positioning →
- Create Content, a lot of it.
Right. That’s what matters most, besides the fact that your plugin should do what it’s intended to do.
You can follow this table if you prefer.
| Types of Content to Promote Your WordPress Plugin | |
| Landing Pages | Dedicated pages for features Comparison pages Customer testimonials |
| Documentation | Comprehensive guidesFAQsTroubleshooting tips |
| Informative Articles | Blog Posts Tutorials How-to guides Case studies Feature highlights Update announcements |
| Video Marketing | Demonstration videos Installation guides Feature walkthroughs Customer testimonials Webinars |
| Visuals/Graphics | Infographics Feature comparisons Usage statistics |
| Social Media Posts | Announcements User stories Quick tips Visual content snippets |
| Emails | Product updates Special offers Tips and tricks Customer success stories |
| Case Studies | Real-world applications Success stories Detailed user experiences |
| User Reviews | On your site On WordPress repository On third-party review sites |
| Guest Posts | Industry blogs WordPress community sites Relevant tech websites |
Setup an Effective Plugin Demo
An interactive plugin demo allows potential users to experience your plugin’s features and benefits firsthand. With this, you can help your prospects overcome the fear of trying something new (that might break their site).
This can be a game-changer in converting visitors into customers.
Need inspiration? Here you go.
Below is an example of how to leverage plugin demos to boost your sales.
While you are at it, ensure the demo is easy to access, showcases key functionalities, and provides a seamless user experience. A good landing page with demo data can help your prospects here.
Learn how to set up an effective WordPress Plugin Demo →
Maintain your Product’s Quality and Reputation
Building a positive reputation takes time and effort, but it can be easily tarnished by neglecting quality or ignoring user concerns. So, making sure to maintain your product’s quality and reputation is essential for long-term success.
My 5 tips for WordPress plugin development experts are:
- Innovate – no one wants the same UI/feature set forever
- Focus on user-friendly design and experience
- Be Frequent with plugin updates and bug fixes
- Listen to your Reviewers and Users
- Ensure regular updates and maintenance.
Engage actively with the WordPress community
Building a presence in the WordPress community helps establish credibility and authority. So, you should participate in WordPress forums, attend WordCamps, and contribute to community projects. However, ‘how often’ is a subjective question – the answer depends on your availability, your budget, your location, and your ROI through these.
Befriend WordPress Staging and Keep Testing
Test your releases, experiment with new features, and audit what you have. WordPress staging is your perfect ally if you want to maintain a flawless image for your plugin.
Regular testing helps identify and fix bugs early, ensuring a smooth and bug-free experience for your users. Continuous testing is essential for maintaining your premium plugin’s quality and performance.
It can save you from embarrassment and trouble, ensuring the best user experience for your customers.
How to Market your Product after WordPress Plugin Development?
#1 – Create an Engaging Onboarding Experience
Your plugin should not just function. It should be convenient to use and impressive in every sense. So besides WordPress plugin development, focusing on UX during and after onboarding is essential.
Developing an intuitive setup wizard guides new users through the initial steps, making the process straightforward and less daunting. Offering interactive tutorials can also help users quickly understand and utilize your plugin’s features, leading to higher satisfaction and continued use.
#2 – Provide Multilingual Support
Expanding your plugin’s reach by localizing it for different languages can attract a global audience. However, more important is to ensure that your support team can handle queries in multiple languages. It can further enhance user satisfaction.
#3 – Optimize Your Plugin Page
This has to be done in an endless loop.
Your plugin page should be visually appealing and informative. Detailed (and updated) feature lists and details add credibility and help potential users understand how your plugin can solve their specific problems, making them more likely to convert.
#4 – Utilize Influencer Partnerships
Collaborating with industry influencers can significantly boost your plugin’s visibility and credibility. By partnering with influencers to review and promote your plugin, you tap into their established audiences and gain authentic endorsements.
Additionally, sponsoring WordPress-related events and podcasts can further extend your reach and introduce your plugin to a wider, relevant audience.
Final Word
WordPress plugins fail due to poor marketing, inadequate market analysis, feature-centric focus, pricing issues, lack of support, ignoring reviews, and ineffective sales strategies. Success in WordPress plugin development requires understanding market needs, strategic positioning, live product demo, regular testing, user-centric design, and active community engagement.
FAQs
Where can I sell my WordPress Plugin?
Sell your WordPress plugin on the WooCommerce Plugin Repository, CodeCanyon, and Mojo Marketplace. Also, use your own website for better control over branding and customer experience. Using Freemius to receive payments is also a good idea. Make sure to have a free version of your plugin enlisted in the WordPress.org directory in order to gain some visibility.
Can I actually build a plugin and make money selling it?
Ever used a premium plugin? If yes, believe that plugins sell when they solve a problem. You can make money by selling your plugin if you succeed at identifying a specific need, focusing on quality, usability, and excellent support, and utilizing effective marketing strategies.
Which pricing model is the best for my WordPress plugin?
The best pricing model depends on your plugin’s value and audience. Consider one-time payments for simpler plugins, subscriptions for ongoing updates and support, or freemium to attract users and convert them to paying customers.
What can I do to promote my WordPress plugin?
Promote your plugin by creating valuable content, engaging on social media, collaborating with influencers, offering free trials and discounts, and submitting to various directories and marketplaces.
How can I sell my WordPress plugin to more users?
Optimize your plugin page for higher visibility across the internet, implement SEO, use email marketing, provide excellent support, and attend WordPress events to network and showcase your plugin. Change pricing and run offers whenever there is an opportunity.