No, I Didn't Read The Instructions. Just Do It For Me.

@jakecaputo geographical inconsistencies between Game of Thrones books and television
series

@jakecaputo No, I didn’t read the instructions. Just do it
for me.

Who am I and who cares? @jakecaputo Jake Caputo

Who am I and who cares? @jakecaputo Jake Caputo •
designcrumbs.com

designcrumbs.com • themethrift.com

designcrumbs.com • themethrift.com • author on themeforest.net

designcrumbs.com • themethrift.com • author on themeforest.net • a fat guy

designcrumbs.com • themethrift.com • author on themeforest.net • a fat guy • co-host pleaseadvise.fm

Who am I and who cares? @jakecaputo

01 @jakecaputo 02 03

01 @jakecaputo People don’t read. 02 03

01 @jakecaputo “Well I do.” No you don’t. Shut up.
People don’t read. 02 03

Doing Support Sucks. 01 @jakecaputo “Well I do.” No you
don’t. Shut up. People don’t read. 02 03

But you sell it whether you know it or not.
Doing Support Sucks. 01 @jakecaputo “Well I do.” No you don’t. Shut up. People don’t read. 02 03

Doing Support Sucks. 01 @jakecaputo “Well I do.” No you don’t. Shut up. People don’t read. 02 03 Customers aren’t stupid.

Doing Support Sucks. 01 @jakecaputo “Well I do.” No you don’t. Shut up. People don’t read. 02 03 They’re just not familiar with our industry. Customers aren’t stupid.

“Well I do.” No you don’t. Shut up. People don’t
Read. 01 @jakecaputo

@jakecaputo Not sure if i should read instructions or ask
for a refund or ask for a refund or ask for a refund or ask for a refund or ask for a refund Not sure if i should read instructions Not sure if i should read instructions Not sure if i should read instructions Not sure if i should read instructions

@jakecaputo - Shane Pearlman Modern Tribe, Inc. tri.be

@jakecaputo “ Of the two usability studies we have done
in the past month, only one user out of the six tested went to the documentation and she didn't actually read it. Even well labeled menu items were consistently ignored despite having exactly what someone needed. - Shane Pearlman Modern Tribe, Inc. tri.be

@jakecaputo “ Of the two usability studies we have done
in the past month, only one user out of the six tested went to the documentation and she didn't actually read it. Even well labeled menu items were consistently ignored despite having exactly what someone needed. - Shane Pearlman Modern Tribe, Inc. tri.be http://wp.smashingmagazine.com/2012/08/08/help-us-help-wordpress/

Options framework by Devin Price @jakecaputo

Instructions #1 @jakecaputo

Instructions #1 Response @jakecaputo

Instructions #1 Response @jakecaputo * Real user changed for sake
of hilarity

Instructions #2 @jakecaputo

Instructions #2 Response @jakecaputo * Real user changed for sake
of hilarity

@jakecaputo http://theme.it/how-to-display-an-admin-notice-for-required-theme-plugins/

OMG YOU ARE SO DUMB Instructions #3 @jakecaputo #facepalm

before alert @jakecaputo 89% 11% Prior to the alert, 11%
of users asked where to ﬁnd the Theme Options panel

before alert @jakecaputo 99.833% 0.167% Prior to the alert, 11%
of users asked where to ﬁnd the Theme Options panel After alert After the alert was added, less than .167% of users asked the same question

before alert @jakecaputo 87.50% 12.5% Prior to the alert, 11%
of users asked where to ﬁnd the Theme Options panel After alert After dinner After dinner I like to eat about 12.5% of a whole pie After the alert was added, less than .167% of users asked the same question

Make support easy to find @jakecaputo

@jakecaputo www.mintthemes.com

@jakecaputo So what’s the point?

@jakecaputo So what’s the point? Make the setup of your
product easy to do without reading the documentation.

product easy to do without reading the documentation. Face it, it won’t get read anyway.

product easy to do without reading the documentation. Face it, it won’t get read anyway. Also, pie is delicious.

Doing support sucks. 02 @jakecaputo

Give a man a net, not a fish @jakecaputo “
We need to be giving out nets so customers can catch their own ﬁsh, so to speak. But many just want to be handed a ﬁsh. The problem is that support is free and some (stressing some here) people are lazy. That’s the issue I’ve yet to solve. - Chris Mavricos SevenSpark.com

@jakecaputo

Pippin’s PLugins support @jakecaputo pippinsplugins.com Pippin Williamson

Pippin’s PLugins support @jakecaputo pippinsplugins.com Pippin Williamson • pippinsplugins.com

Pippin’s PLugins support @jakecaputo pippinsplugins.com Pippin Williamson • pippinsplugins.com •
Current Favorite Song: “Call Me Maybe” by Carly Rae Jepsen

Pippin’s PLugins support @jakecaputo pippinsplugins.com themes & plugins 101

Pippin’s PLugins support @jakecaputo pippinsplugins.com 01 themes are themes themes
& plugins 101

& plugins 101 02 plugins are plugins

& plugins 101 02 plugins are plugins 03 themes are not plugins

& plugins 101 02 plugins are plugins 03 themes are not plugins 04 plugins are not themes

Pippin’s PLugins support @jakecaputo pippinsplugins.com

@jakecaputo So why bother with support?

So why bother with support? @jakecaputo • It shows we
stand behind our products

stand behind our products • Serves as an opportunity to educate customers

stand behind our products • Serves as an opportunity to educate customers • Support can lead to more sales

So why bother with support? @jakecaputo “ Thanks for your
prompt response. I just want to add that besides the design of this theme I picked it because of the prompt responses I saw when I looked. I will be buying more in the future. - Customer • It shows we stand behind our products • Serves as an opportunity to educate customers • Support can lead to more sales

No Support vs Support @jakecaputo No Support Support 9 Most
Recent Themes 9 Themes

No Support vs Support @jakecaputo No Support Support 1 rating
8 ratings 9 Most Recent Themes 9 Themes

No Support vs Support @jakecaputo No Support Support 8 ratings
1 rating 1 rating 8 ratings 9 Most Recent Themes 9 Themes

1 rating 9 Themes 3 ratings 43 ratings 46 Themes

1 rating 3 ratings 43 ratings 46 Themes 9 Themes 05% of users left rating 10% of users left rating

@jakecaputo Support is the difference

“ @jakecaputo After I solve a user’s issue, I simply
say: I'd appreciate a 5 star rating on the theme. Here’s how to do that:

@jakecaputo “ After I solve a user’s issue, I simply
say: I'd appreciate a 5 star rating on the theme. Here’s how to do that:

They’re just not familiar with our industry. Customers aren’t stupid.
03 @jakecaputo

@jakecaputo As designers and developers, we’ve created a culture where
talking about “stupid clients” is ok. It’s not. Their ignorance is partially our fault. We love horror stories

@jakecaputo We’re doing it wrong.

@jakecaputo We’re doing it wrong. We should be educating our
clients and customers. Publicly ridiculing them behind their back is as rude as it is counterproductive.

“ Make it a habit never to speak ill of
your clients. They’re paying your bills. From Design Is a Job by Mike Monteiro muledesign.com photo by Ryan Carver

Educate and send ripples @jakecaputo

Educate and send ripples @jakecaputo • Teach customers to ask
their questions better

their questions better • Beneﬁts customer and everyone they work with

their questions better • Beneﬁts customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/

their questions better • Beneﬁts customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/ • Educate them on the process and what to expect

their questions better • Beneﬁts customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/ • Educate them on the process and what to expect • What’s the turnaround time for support?

their questions better • Beneﬁts customer and everyone they work with • Andrea Rennick’s Writing a Better Support Forum Request http://wprealm.com/blog/writing-a-better-support-forum-request/ • Educate them on the process and what to expect • What’s the turnaround time for support? • What is included in support?

General Support Tips @jakecaputo • Manage pre-purchase questions

General Support Tips @jakecaputo • Don’t let questions sit unanswered
• Manage pre-purchase questions

• Keep support in your support areas • Manage pre-purchase questions

• Keep support in your support areas • If you use a forum, send all customers there • Manage pre-purchase questions

• Keep support in your support areas • If you use a forum, send all customers there • Use auto-responders if need be • Manage pre-purchase questions

• Keep support in your support areas • If you use a forum, send all customers there • Use auto-responders if need be • Make it searchable if possible • Manage pre-purchase questions

@jakecaputo

Thanks designcrumbs.com @jakecaputo speakerdeck.com/u/jakecaputo

omg lunch time designcrumbs.com @jakecaputo speakerdeck.com/u/jakecaputo

No, I Didn't Read The Instructions. Just Do It For Me.

No, I Didn't Read The Instructions. Just Do It For Me.

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