Increasing revenue on a membership website in a competitive industry.
The client has been using a heavy coupon strategy that worked well so far…but was not sustainable and was limiting the company’s potential for growth.
The client used to send a heavy coupon campaign every couple of months, get a spike of members, and then slowly lose them until the next coupon campaign.
We set out to transition from this strategy, to create a sustainable, long-term and automatic strategy that would perform better.
The membership website has been live for 7 years, built and managed by the owner. We were very impressed with the ability of the client to grow the business to this point, and the reality was that to bring the business to the next level a marketing makeover was necessary. The client initially thought a completely new membership website setup was necessary. After reviewing, we’ve decided on optimizing the existing.
Strategy change - free membership
Like any funnel strategy, we asked ourselves what is our main conversion objective on the home page and website for visitors. We’ve decided on a free membership and portal.
Before, the client was offering free membership that included access to the latest 20 full videos, which would keep updating every month. Our analysis here was that our client was being generous to his own detriment! If I get 20 new videos every month, why do I need the premium plan?
We’ve changed that to allow access to a total of 15 full videos, and split them into 3-4 groups of learning styles (Beginner, Advanced, Rock Genre etc).
Building a Funnel
Now that people join Free Membership, we shift the focus on helping them get to the next level – signed up to premium monthly membership.
The email marketing, website flow, and a trial membership offer all lead the customer towards this level.
Profit Maximizer: Optimizing The Funnel
In order to maximize conversions, after a successful monthly premium we have added an upsell for a one time offer of Yearly membership. This has been converting very well.
We’ve also split tested 4 difference checkout pages and went with the winner.
- Increase in Paid Conversions: +46%
- Customer Free Membership Signup: 2x
- Decrease in Cancellations: -40%
Local Market Domination!