Welcome to Array 3.0!

Howdy folks, and welcome to our new site! We’re super excited to finally roll out this new design, an improved user experience, and some other great features that we’ve been working on for you.

A few months ago, we noticed our site was getting a little dusty and desperately needed a new coat of paint. Although it was working just fine, it wasn’t really representative of how we’ve grown over the past two years. It’s crucial to reevaluate your site regularly to make sure it still represents the products and service you’re providing and fulfilling the needs of your customers. And that’s just what we did with Array 3.0.

Array Redesign Survey

To find out what our customers were really looking for (besides some fresh pixels), we went ahead and just asked them directly by creating an Array Redesign Survey. We were blown away by the responses! Not just in the quantity of responses, but the quality. We had some really great feedback that directly informed the many decisions we had to make when relaunching the site. I’ll be posting a follow up blog post with a breakdown of the survey shortly, so stay tuned for that.

Although it’s entirely unrecognizable at this point, the new Array site is actually built on our very own Checkout theme, which is built to integrate closely with Easy Digital Downloads. This was a perfect place to start, since the old Array site was also powered by Easy Digital Downloads and its many great extensions. Naturally, we’ve added many features that are specific to our customers and we’ll go over those features below.

New pricing ahoy!


One of the most exciting changes on our new site is the adjustment to our pricing model. Previously, you could buy a single theme ranging in price from $49 to $89, depending on the theme. You could also buy our entire collection of themes with the Theme Pass, which was priced at $199. After crunching some numbers and collecting some fantastic feedback from our customers with the Redesign Survey, we have refined our pricing to be a little more straightforward and easier on the pocketbook. Starting today, we’re excited to announce you can get any single theme for a flat $49, and our entire theme collection is now available for only $89. Holy cats! We’ve also changed the name of the Theme Pass to the Theme Club, which better represents the subscription model that our themes are provided with. Plus, it’s really fun to be in a club!

We pride ourselves in listening to the feedback our customers have been kind enough to provide and we’re confident the new pricing will help us spread the good word about Array even further.

What does this new pricing model mean for users who have already purchased a theme or a Theme Pass? Not much, besides saving a few bucks when you renew your license. Your renewal price will be reflected with the new theme pricing, which means many of you will renew your license at a lower rate than before.

We’ve also made it really simple and cheap for single theme owners to upgrade to the Theme Club. If you have any single theme purchases, you can upgrade to the Theme Club for only $49. Simply visit your Array Dashboard and click the “Upgrade to our Theme Club” link to grab the rest of the themes.

Free Theme Pack


Everyone loves free stuff, right? You don’t even have to answer, we know you do. Look no further than our new Free Theme Pack, which let’s you download Author, Editor, Fixed, Typable and Transmit for free. This gives prospective customers the option to try out a few of our themes before committing to anything.

The only catch is, there is no support provided for these free themes. Before you pull your hair out, just know that each theme comes with a super handy Getting Started page where you can browse the theme’s help file and latest updates. This will get you up and running in a snap.


Feel free to download these awesome themes and use them however you’d like, but if you’re looking for support and a boat load of beautiful WordPress themes, please consider upgrading to our Theme Club. That’s fair, right? To grab the Free Theme Pack, visit any of the free theme pages and click the Free Download option.

If you’ve previously purchased one of the themes in the Free Theme Pack, fear not. We’re still actively supporting and providing ongoing fixes for these themes. You will continue to receive top-notch support for your theme until your license runs out.

Refined post-purchase experience

Over the years, we’ve continued to refine our user experience, not just in the themes themselves, but on our site here at Array. This update further refines many aspects of the on-boarding process and post-purchase experience.

Something that has always baffled me is how little attention to detail is given to the post-purchase experience online. More often than not, after you’ve purchased something online, you land on a page that looks vaguely like the site you just purchased from, with little to no direction of where to go from there. Typically, you’ll get a “Thank you” message and an order number. If you’re lucky you’ll even get a download link for your digital product.

This is a missed opportunity to really show how much you care about your customer. Your job isn’t done once you’ve collected payment. On the contrary, it’s only just begun! Convincing them to click the purchase button is a feat in itself, and in doing so you’ve afforded yourself an opportunity to really impress them. What does your post-purchase experience say to your customers? Will it convert customers into returning customers and advocates? Will it alleviate the inevitable buyer’s remorse or post-purchase confusion? Is it saying anything at all? These are questions John and I have considered heavily while refining the post-purchase experience on Array.


After completing a purchase on Array, you are presented with details of your order, subscription information, and download links for your theme(s). We’ve also created a quick tour that covers theme docs, theme support and how to manage your licenses and purchase info via the Array Dashboard. This creates a clear path for the customer and helps them along an otherwise tedious process of hunting down information for a technical product. The post-purchase screen isn’t a dead end, rather a springboard.


From the purchase confirmation page, customers are led to their Dashboard, where they can instantly download themes, manage license info, subscriptions, support, account info and more. We’ve put everything you might possibly need right at your fingertips. As always, we’ll be monitoring usage and customer feedback to see how we can improve this experience even further.

Moar themes!

When we asked what our customers wanted in the Array Redesign survey, there was an overwhelming request for WooCommerce and general business themes. So, naturally, that’s what we’re going to create! We’re going to bring our ridiculous level of attention to detail to your shopping carts very soon. Designs are already in the works, so stay tuned.

Another request was for more frequent theme releases, and that’s another thing we’re making a push for. In fact, that reminds me. We have a new theme for you!

Introducing Baseline


We’ve combined some next-level design, pixel-perfect typography and slick content discovery features in Baseline. With multiple layouts and smart customization options, you can create a stunning magazine or digital content website in minutes. There’s a whole page that will tell you all about Baseline.

Wrapping up

So that’s it! We’re really excited to see where Array v3.0 takes us. Since 2009, we’ve been committed to providing some of the finest-crafted, easy-to-use WordPress products out there, and this new site is going to help us continue to do that. Please take a look around, kick the tires and let us know what you think in the comments! If you spot anything funky we’d really appreciate a heads up either in the comments or via the Contact page.

Published by Mike McAlister

A high-powered mutant of some kind, never even considered for mass production. Too weird to live, and too rare to die. I design all the things.


  1. Well done Array !! Stunning design for Array 3.0. I am really excited about this new design/pricing options. Just upgraded my subscription. Love Baseline theme too.
    Keep up the good work,

    • Thanks, Vincent! Baseline is my favorite theme yet and I can’t wait to find something of my own to use it on.

  2. Awesome work, Mike. Love the Array 3.0 :-).

    Looking forward to read the survey report.

    • Thanks! Yep, I’m going to be putting together that blog post as soon as the launch madness dies down next week.

  3. These changes are great Mike! Looking forward to what’s next.

    • Thanks, Karlon! We really appreciate your support. You’ve been a great advocate for the way we do things around here.

  4. Love it Mike + John, awesome as always. Got an idea… 🙂

    You should discuss the process of the redesign on Please Advise with Chris and Jake, always interested to hear your thought process on these kind of things.

    Looking forward to more themes too!

  5. Well done Mike, always fresh and amazing! =)

  6. Beautiful work. 🙂

  7. Hey there Mike, just came over from the WP Tavern feature, and wanted to say congrats on the rebrand/makeover/refocus (delete where applicable). Love the new, simpler approach, and I’ll be sure to check out the themes and Theme Club, cheers!

  8. It’s been a real inspiration to be following you over the years. I wish you all the best. Keep up the good work.

  9. Mike…without a doubt, you and your partner are gifted copywriters and survey interpreters! I’m totally with your impression about the post-sale process. Other template vendors lose it right about then. Really enjoying the Array experience!

    • Thanks, Gregory! We’re trying to carry a great user experience through the whole process, especially how we communicate with our customers, both in copy and in our interactions. It’s always nice when a fellow Beatles diehard pops up. 😉

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