6 tips to boost membership website registrations and retention
When planning your new membership website, there are a number of things you can do to maximise member sign-up and retention rates.
Here are 6 of the most effective strategies we recommend:
1. Make your website a fantastic resource
The more useful and relevant your membership website is, the more attractive it will be to new and existing members. Some ideas for increasing the value of your membership site include:
- Creating a members-only section with high quality and exclusive content.
- Include a ‘good news’ section and keep it updated on a regular basis.
- Showcase members’ events and add an easy registration button/form.
- Include a searchable members’ directory if this will be useful for your audience.
- Give away some content for all users so that prospective members can see what they are going to get.
2. Sell the unique benefits of your membership site
Rather than passively waiting for prospective and new members to discover what’s great about your membership website, actively promote the benefits.
Make sure you present your unique selling proposition (USP) in a simple, concise way using visuals where you can. For example, post screenshots of your members’ area and other benefits.
3. Simplify the registration and payment process
Simplicity has its own beauty and the simpler a task is to do, the more likely someone is to complete it.
Make sure your membership website includes the following:
- Clear signposting to the most important content.
- Clear pricing.
- Simple onsite payment system (avoid having the visitor redirected to a third-party payment merchant).
- Enable auto-renewal. Direct debit and recurring card payments are the best options. Alternatively, generate automatic renewal reminders.
4. Make sure your site is mobile/iPad friendly
A large and growing proportion of web visitors are logging on and registering to membership websites using mobile devices such as smartphones and tablets.
According to Stone Temple, the number of website visits from mobile devices grew from 57% to 63% in 2018 with time spent on such devices also rising, from 40% to 49%.
To meet that user need, make sure that your website is responsive and preferably ‘mobile-first.’ Logging on and paying should be as simple using a mobile handset as it is using a laptop or desktop computer.
5. Survey your newest members
The best way to find out if your membership website is engaging and user-friendly is to ask those who have just signed up as members.
Ask them how they found the registration process and whether there are areas that need improving. Most new members will be happy to help.
6. Combine your website and CRM
Your website and customer relationship management (CRM) system are essentially using the same customer data so we highly recommend you integrate them. This will take out those extra manual steps which can lead to data loss and poor user experience.
Another option is to do away with a separate CRM altogether and design your membership website to include this function.
Topic: Membership websites