Last week we asked our readers to participate in a survey to help us better understand exactly what theme-buyers are looking for in our Premium WordPress Theme. Thanks to the ~1,500 people that completed the questionnaire! We took all of the data and created an infographic to display the results. Some of our findings were quite interesting. Do any of the results surprise you?
Analyzing The Results
1. What Compels Purchases – “Good Design” and “Flexibility” are clearly what people find most important in a theme. Only 2.8% of people regarded “Security” as the most important factor in a theme, and only 3.6% of people chose “Support” as the most important part of a theme. I found these results surprising, as Security & Support are things that we hold as a top priority.
2. Who Uses Premium Themes – The survey revealed that 57% of our customers are not end-users, but are actually developers that are using our themes to build websites for their clients. This is a larger percentage than I had anticipated, and it shows us that the majority of websites running a Premium Theme and WordPress are actually being created by freelance developers and design firms. Perhaps WordPress is still too difficult for the majority of people to use. This also makes me wonder what else we can do to assist developers in using our themes for their clients.
3. Customizability & Options – The survey shows a resounding desire for flexibility and options in themes. After purchasing a theme, 85% of people will customize it before using it. 80% of users are frustrated with the lack of features in themes, as opposed to being frustrated with the complexity of themes with too many options, and 71% of users prefer themes with extensive flexibility via Shortcodes, Theme Options and Page Builders.
I’m part of that 57%. Keep up the great work guys!
I suspect that “security” is something that clients take for granted (something that’s called a hygiene factor in some areas of management theory). If it’s not there you flat-out lose your customers, but if it is there we don’t think about it at all, to the extent that it doesn’t register as a priority. Same with support. I would ‘t take this as a sign that you should back-burner either.