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Improving Conversion Rates in Membership Sites

Apr 17, 2016 | Local Marketing, Sales

Improving Conversion Rates in Membership Sites
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A successful membership website will be able to not only draw many first-time visitors, but also convert a significant number into members.

Visitors are ready to sign-up to a membership site when they find that they gain a lot of value from it. Unfortunately, simply providing a lot of content to your paid users may not be enough to make visitors consider registering for your service. The tips given below will help you improve the conversion rates to your membership site.

Increase the amount of free content

Most people may believe that having most (or all) of a website’s content restricted will result in the highest conversion rates. But in reality, it becomes difficult to market your website if people are not even able to get a feel of what they can gain from signing up. Instead, you should provide a lot of the content for free, but keep significantly important content protected.  This way you can ensure that the people who pay for your service know what to expect. Your free content will give the visitor an idea of how good the paid content is, and will effectively work as a marketing campaign.

Engage with present members
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Engage with your current members through multiple platforms such as Twitter, Facebook, Pinterest, LinkedIn. Your interaction with members beyond business will help build loyalty amongst them. People who find enough value in a website will be more willing to associate themselves with it. Once an association becomes visible to the social circle of your members, it may be able to draw in more visitors from their network.

Keep it simple

The most important step in improving conversion rates is keeping your website simple for your target audience. The visitors should be able to navigate through the site and find exactly what they want with the least effort. Make it easy for them to buy things, sign up for services, log in to their accounts and find help when they need it. The simplicity does not only keep your existing members happy, but draws in more members as the site is intuitive to use.

Keep in mind, there is no single strategy or trick that will boost conversion rates for membership websites. It is more of a combination of strategies that go well with your business model that shows long-term results in improving conversion rates. As you keep adapting to the needs of your target audience, you will be able to gradually improve the number of members in your website and draw a stable income.

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