May

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Evaluating the content and design of your membership site’s public and member pages

Filed Under Marketing, Member retention

Membership site owners need to continually evaluate their site’s public and member pages with regard to best serving each page’s differing goals and visitor needs. The easiest way to do this is to ask yourself: “What is the most desired action I want newcomers to my website to take, and what is do I most want returning members to do?”

In most cases, of course, the primary goal of your membership site’s public page is to obtain your visitor’s e-mail address and the secondary goal is to establish your site’s credibility as a source of information and interest. Once you have obtained your visitor’s e-mail address (and permission to re-contact them), you will be able to continually market to them in the future.

The most desired action of member pages is a bit more difficult to identify. Your basic goals may involve:

  • Maintaining member enthusiasm by highlighting new content, reinforcing the value of continued membership
  • Up-selling members to premium membership levels or offering optional products and services , i.e., upcoming events, books, coaching, reports, videos, etc.
  • Encouraging members referrals to friends and coworkers
  • Emphasizing community activities, i.e., encouraging additional participation in forums

Given the differing goals and market needs of visitors to your site’s member and public pages, it makes sense to take a fresh look at your member and public pages each month and evaluate how well they’re satisfying your goals and your visitor’s differing information needs.

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