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Membership Site Guru Needed

by Jon G
5 replies
Hi,

I'm doing a project right now with a site that provides a tool for users, essentially a web-application. Visitors come and use the tool that the site provides, but I want to be capturing the leads from this site so I can email market to them. What do you think is the most effective way to do so:

Option 1: Less Aggressive:
Put an on-page lead capture on every page in the same position on each page and have a great opt-in offer that stands out:

Critique:
I like option 1 because visitors are consciously choosing to sign up and the quality of the list will be better, but the opt-in conversion rate might be lower than using a more aggressive strategy.

Option 2: More aggressive:
When visitors want to utilise the advanced feature of the tool, squeeze them into a free membership sign-up with an option to receive the marketing info that I will send them.

Critique:
I like option 2 because visitors are still conscious of the opt-in offer and can choose to not opt-in. However, I don't like it because it gets messy logistically with implementing a custom Aweber form with a membership backend (not saying it can't be done, just more tedious).

Option 3: Most Aggressive:
When visitors want to utilise the advanced feature of the tool, squeeze them into a free membership sign-up and let them know that they will receive emails from time to time with no option to not be marketed to if they sign up for the free membership.

Critique:
I like this because it is aggressive but I don't like it because I think it might be too over the top and ethically it makes me cringe a little bit. But this would probably build the list the fastest.

If anyone has insights on which way to go I would love to hear from you, sorry about the length of the post and I really appreciate the help. Thanks so much.

-Jon
#guru #membership #needed #site
  • Profile picture of the author Kieron
    Hi there, very nicely presented post. Firstly always remember the first rule is to offer valuable content to your websites visitors. The focus in real terms is to engage them and to make them a compelling offer as to why they should subscribe to your membership site.

    Options 1 and 2 are perfectly fine but option 3 as presented draws the potential subscribers attention to "NO OPTION TO BE MARKETED TO", which you have stated is over the top. Apart from being a deal breaker it is illegal to not allow a subscriber to unsubscribe if they so desire.

    Your post is very well presented and I can only assume that your membership site is probably top of it class. Stick with either or both options 1 and or 2, do some split testing and measure the results. Pay close attention to your traffic conversions and be aware that the use of the term membership site alone makes a sublime impression of membership = cost. It would be nice to see the actual site.

    Anyways, the very best of luck to you. Kieron
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    • Profile picture of the author Jon G
      Hi Kieron,

      Thanks for the reply and for the info. That’s the way I’m leaning as well, the only issue I’m having with Option 2 is how to implement it successfully logistically: for example:

      If I have the initial page which asks for Name and Email (email could be used as a password) and a box below that is checked and says something to the effect of ‘receive our weekly message packed with tips and info,’ if the box is unchecked the code that sends the info to Aweber will have to be removed somehow.

      Also when a visitor does leave the box checked an email with the user name and password will have to be sent as well as an Aweber confirmation email. I think this process is a bit messy receiving 2 emails but maybe just me; any thoughts on how to make this process very simple and clean?

      Thanks,
      -Jon
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      • Profile picture of the author Jill Carpenter
        Primary Page:

        Do a sales type page showing the software and what it does. To get a trial to the free easy version, sign up to the autoresponder to get the "key."

        Capture the name and email. Use a generic password that is the same for all signups to get in to use the software.


        Within that page where your easy version is you can then promote your membership site. This can then be a place where they create their own username and password, get to use the advanced version (if you are giving that away) and you will already have everyone on a list.
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      • Profile picture of the author Kieron
        Originally Posted by Jon G View Post

        Hi Kieron,

        Thanks for the reply and for the info. That's the way I'm leaning as well, the only issue I'm having with Option 2 is how to implement it successfully logistically: for example:

        If I have the initial page which asks for Name and Email (email could be used as a password) and a box below that is checked and says something to the effect of 'receive our weekly message packed with tips and info,' if the box is unchecked the code that sends the info to Aweber will have to be removed somehow. Don't you think you are over thinking this. The goal is to convert visitors into members. Why can't you just work on getting them to subscribe? Then automatically send them your auto responder series, if they don't like it or want the messages they can unsubscribe from the mailing list but they will still be members.

        Also when a visitor does leave the box checked an email with the user name and password will have to be sent as well as an Aweber confirmation email. I think this process is a bit messy receiving 2 emails but maybe just me; any thoughts on how to make this process very simple and clean?

        Thanks,
        -Jon
        Hi Jon,

        Hope this helps. Kieron
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  • Profile picture of the author Jawshh
    option 2 will be good for this type of service! You optin rate won't suffer. However, always give the members an option to unsubscribe.
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