November 24, 2025 — Why do some ecommerce stores thrive while others struggle to grow? The biggest players in ecommerce – from Amazon to Macy’s, Booking.com and Sephora – have mastered proven strategies for converting visitors into loyal customers. In this talk, Katie Keith will break down four real-world case studies from leading global stores, showing the specific features that drive their success – from Amazon’s upsells and subscriptions to Macy’s product discovery, Sephora’s swatches and rewards, and Booking.com’s use of urgency and social proof. For each example, you’ll see how to apply the same techniques in WooCommerce using plugins and smart design choices. Packed with actionable insights, this session will give you a clear roadmap to implement battle-tested tactics in your own store – without needing an Amazon-sized budget.

Presentation Slides »

September 5, 2025 — This 2-hour masterclass is for anyone building or growing a WordPress product – current founders, aspiring product creators, and developers transitioning from services to products. Led by Katie Keith (Barn2 Plugins) and Matt Cromwell (GiveWP / StellarWP), we will present practical lessons from our own product businesses and from 40+ interviews with top product company founders on the WP Product Talk podcast.

April 30, 2025 — In this candid talk, I’ll take you behind the scenes of my journey from running a WordPress web design agency to building a multi-million dollar plugin company. While the talk will be structured around my personal story, it will be packed full of actionable insights on how audience members can build a successful WordPress product company of their own. It won’t contain any fluff or hype – just real experiences and practical advice. In this rapid-fire lightning talk, I will condense my best advice into bite-sized nuggets, with signposts to deeper resources. Basic structure: My story – A brief overview of my story from agency owner to plugin entrepreneur. Why the shift? – I’ll share the motivations behind my transition in a way that the audience can identify with. Was it the right move? Did it meet my expectations? Blueprint for success – Discover the exact strategies that fueled my plugin company’s growth and how you can do the same. Selling strategies – Explore different product-selling models and the importance of customer lifetime value. Should you go freemium, subscription-based or SaaS? I’ll share data-backed insights. Marketing magic: Learn which channels yield the best results. I’ll share data from Barn2’s marketing secrets. Customer love: How to keep customers happy by providing effective support. Team building: I’ll share my story of growing a team from nothing and the best way to do this depending on the size of your business. Whether you’re an agency owner, a freelancer, product owner, or simply curious about the transition, this session will provide actionable insights and inspiration. Join me as I reveal the pivotal moments, the unexpected twists, and the strategies that transformed my career.

July 15, 2024 — Matt and Katie have done over 50+ interviews with WordPress product owners over the last 18 months.

They have learned a lot through the experiences which all of these business leaders have shared with them.

This talk will distil all of those insights and best practices, successes and failures into some practical and actionable advice for anyone who’s already a WP product owner, or looking to start a product for the first time.

Presentation Slides »

September 8, 2016 — Instructional video and screencast about how to use the WooCommerce Password Protected Categories plugin to create a wholesale or trade area. This is a much simpler solution than using a full membership plugin.