If you have a web site to which people pay a periodic member fee, it's
likely that you belong to other member web sites and have done so for at
least a year or two. Thus it's easy for you to overlook the fact that to
the average person, member web sites are either a relatively new
phenomenon or a completely new phenomenon. It follows that you can't
afford any sloppiness or hanging back in making clear to your web site
visitors that they are looking at an opportunity to sign up for a paid
membership in your web site.
Several member web sites that I've been asked to review were sowing
confusion in this regard by using both "Join" and "Subscribe" in inviting
readers to become members. These words are not interchangeable, however,
since we associate "join" with becoming a member of an organization, which
normally costs money, and on the web, "subscribe" most often accompanies a
invitation to sign up for a free newsletter.
Confusion deepens when the member site offers a newsletter that is free
for non-members at the same time that membership costs money. In such a
case, it's absolutely crucial that you use the word "Subscribe" strictly
for the free newsletter and reserve "Join" or "Become a Member" for the
paid membership option. If you don't have both free and for-fee signups,
consistency and clarity are still very important. Use the same word all
the time to refer to the process of becoming a member.
The second common problem I see in member web sites is skimpy or hidden
sales copy. Hidden sales copy occurs very often in member web sites that
are using a modifiable template program to run their site. Whatever the
template appears to advise, it's essential to have a navigation link
called something like "Why Join" or "What Members Get" placed as
prominently as possible with the other major navigation links on every
page of the public portion of the web site. Having the sales page come up
when someone tries to access members-only material is not a substitute for
such a prominent link. Sometimes I have had to hunt hard for the sales
page when doing site reviews, even though I knew it had to be there
somewhere.
The heart of your sales page should be mouthwatering bullet points that
make your ideal targets salivate to sign up for your site. Usually what I
see on this page are weak generalizations that can't hold a candle to the
treasures that are actually inside the site. For instance, bullet points
like the following don't evoke the "gotta have this!" feeling that leads
people to commit themselves as paid members: · Weekly updates on the
latest snowshoeing techniques · The most comprehensive, unbiased reviews
of equipment you'll find anywhere · Exercises that keep you in shape for
snowshoeing · All back issues of the "Snowshoes Forever" newsletter
Compare the more specific, more tantalizing bullet points below: ·
Articles on climbing, descending, speed-shoeing, following deep woods
trails and avoiding injury from Certified Maine Guides and other outdoor
experts - a new such article each week · More than 35 no-punches-pulled
reviews of snowshoes and poles from more than 16 different manufacturers,
including five "absolutely do not buy this!" recommendations · Exclusive,
easy-to-master exercises that keep you in shape for showshoeing whether
you are a spry and limber 22 or an aches-and-pains-everywhere 62 · Instant
access to more than three dozen back issues of the "Snowshoes Forever"
newsletter, containing backwoods journals, trail recommendations,
discounts on guided trips, classifieds for equipment, resorts and tours,
safety tips, great winter camping destinations, even snowshoe construction
and modification diagrams!
Make sure it's unmistakably clear from your marketing copy who should
belong to your site and why. What will they be able to do or avoid that
benefits them? Why is this member site a better value than equivalently
priced organizations, books, consulting, etc.? Be hard-hitting, precise
and believable.
The third common weakness is feeble testimonials. Owners of member sites
tend to be passive in collecting testimonials, relying on what comes in
and posting quotes as is with only first names or initials. Unless your
member site concerns highly private information, such as living with
herpes, then most people who have written complimentary comments are
willing to sign their whole name if you ask them for permission.
What you need in testimonials are quotes that name specific things
learned, pounds lost, health regained, more money made, marriages saved,
tournaments won, new clients attained, etc. Don't be afraid to ask those
who've sent you enthusiastic comments for further detail. Approach members
whom you know have renewed three times to ask why. You can shorten and
clarify members' quotes as long as you get approval from the member for
your revision.
The fourth common error I see at member web sites is confusing signup
options. One site had four membership options that differed from one
another in such complicated ways that even with my advanced degree, I
couldn't be sure I understood the choices correctly. Simplicity is golden.
Stick with two or three options, tops, explain them clearly, and always
present the most expensive option first.
If you haven't updated the public portion of your web site in a while, or
if you're not satisfied with the rate at which visitors to your site sign
up to become members, it might be time to commission a site review from an
objective professional or do some informal user testing. In the latter
case, recruit some people in your target market who have never seen your
site and sit them down at the computer to perform tasks like figuring out
why they should sign up and how much it costs. When they talk their
thoughts out loud while exploring your site, you're bound to hear
surprises about flaws in your presentation, wording and design.
With strong, specific testimonials and sales copy and clear signup
procedures and options, your site will surely convert a gratifying number
of visitors into members. Good luck!
Marcia Yudkin is the author of Web Site Marketing Makeover and 10 other
books, as well as a five-time judge for the Webby Awards. Find out about
her web site review service at http://www.yudkin.com/sitereview.htm and
sign up for her free weekly Marketing Minute newsletter at
http://www.yudkin.com/markmin.htm.
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