DiviNext’s plugin portfolio growth strategy needed a complete overhaul. When I joined the team, sales had stalled on both the DiviNext website and their Elegant Themes marketplace page — despite having a solid lineup of 15 niche Divi plugins. The product was strong. The presentation, funnel, and positioning were holding it back.
The Situation
DiviNext had built 15 individual Divi plugins but was selling them in isolation, with no unifying narrative, no conversion-focused funnel, and no bundle offer to anchor the product line. The website lacked the structural and content foundation to move visitors from interest to purchase. The Elegant Themes marketplace listing compounded the problem — without strong positioning, DiviNext was getting lost in a competitive ecosystem.
What I Led
Portfolio Repositioning & Bundle Strategy
- Repositioned the 15-plugin portfolio around a single unifying value proposition — making DiviNext the all-in-one solution for novice Divi users looking to get the most out of the Divi ecosystem without the complexity.
- Developed and launched the All Access Bundle concept — packaging all plugins at an accessible price point, giving customers a clear upgrade path and giving DiviNext a high-value anchor offer.
- Rebuilt product positioning for each individual plugin within the portfolio to complement, not compete with, the bundle offer.
Website Strategy & Content
- Led website content strategy and copy direction across all key pages — briefing the design team with conversion-focused content architecture built around a proper marketing funnel.
- Structured the site to highlight both individual plugins and the all-in-one bundle, reducing decision friction and increasing average order value.
- Strengthened the Elegant Themes marketplace presence through improved product copy, clearer feature communication, and sharper positioning against competing plugin brands.
Pricing, Licensing & Policy
- Improved the pricing model and licensing structure to better reflect product value and reduce customer hesitation at the point of purchase.
- Revised terms and conditions, support policy, and product documentation to build trust and reduce pre-sale objections.
My Role
I led the marketing strategy, content direction, positioning, and commercial structure of the growth initiative. UI/UX design and web development were handled by DiviNext’s dedicated design and engineering team. My scope was everything that shapes how the product is understood, valued, and purchased.
DiviNext has continued to grow since this engagement and now serves 100,000+ users across 17+ Divi plugins, operating as part of the Zone7 product ecosystem.