Membership should provide real, discernible value to individuals, teams, your organisation, and the sector or cause you support. What are the implications of not being a member? If you can't see any real value in your membership, a prospect is unlikely to convert. Work to define a point of difference.
The "Know, Feel, Do" model is imperative to boosting conversions
- Know: Get to the point - what do you want your audience to know? This will differ depending on the context, and how engaged they already are with your organisation.
- Feel: Show users you care about their needs. This appeals to human nature, which wants to be in control of making decisions and creating its own buy-in.
- Do: Be clear about what you want people to do next. Once someone has decided to take a certain action, the tools to enable it should be right there for them.
Make sure your decisions are evidence-based
Following well-tested UX best practice can go a long way. Review your top 5 pages and tweak your tone of voice, imagery and call to actions to optimise your users’ experience. Test different approaches and use your insights to support continuous improvement.
Want to find out what good conversion looks like?
Senior Marketing Strategist Lucy Conlan and Digital Consultant Jonathan McLellan delivered a talk, in partnership with MemberWise, on quick win conversions in times of rapid change.