The Conversion

The Conversion http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004 If getting members to visit your site is step 1, then step 2 is getting them to signup as a member. We have many tips and techniques for this. en Copyright 2008, Membership Site Building Sun, 18 May 2008 10:56:43 GMT Sun, 18 May 2008 10:56:43 GMT One of the Biggest Rookie Mistakes http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004+00000013#00000013 <img src="http://www.membershipsitebuilding.com/l1/msb/appdata/blog/00000013.jpg" border=0 vspace=5 hspace=5 align=left> My first membership site was the website I created about 5 years ago for my book, "Year To Success".  At the time, this was a free subscription website where members who join would have access to my online course.  From the first month to month #6, I increased the sign-up rate over 1000% (yes, one thousand percent) even though traffic barley increased.  I did this, by correcting a very common rookie mistake.On day one, I was excited to launch my new website.  I was equally excited to see what kind of members would be joining my website and I wanted to know all about them.  I wanted to database, categorize, and "demographicize" them.  So I created a 3 page application form that asked them all kinds of personal information, had a bunch of required fields, and invaded their privacy like a weirdo posing as a proctologist.  Needless to say, despite the many thousands of dollars I spent getting traffic to my new site, my conversion rate was terrible.  I received only a couple dozen signups that first week, many were from people like "Seymour Butts".Over the next several months I scaled down my new member application and watched my daily membership increase significantly as a result.  I started to see the connection.  I learned the expensive way that it is more important to get the members first, then ask them the information you would like, and just ask them the information you need when they sign up.In the last 5 years I have had well over 50,000 members join my online course* and I never stopped tweaking the application process until it reached what I found to be perfection.  I used these same lessons to create the application process for iGrOOps (this is when a new member joins your iGrOOp).  Although the iGrOOps process is streamlined, you do have the ability to create additional member information which can turn members away.Here are some of the key points for creating an application process that has a high conversion rate.  Remember, iGrOOps customers -- most of this is already done for you!<ul><li>Collect the bare minimum.  Think about what information you really need up front.  There is no hard rule here, but keep in mind that members are more likely to complete shorter forms than longer ones.</li><li>Avoid very personal information.  If your group does not require it, avoid personal information that could make potential members feel violated or weary.  Do you really need to know where they keep their spare key to their home?</li><li>Use multiple page applications versus one long page.  One long page can be very intimidating. Several short pages look much better, since the member only sees the first screen.  Once they begin the process, they are committed and are less likely to back out.</li><li>Start with name and e-mail address.  These two very simple and non-invasive pieces of information is usually what it takes for a prospective member to commit to completing the application process.  Until he or she enters this information, they are somewhat anonymous and can back out.</li><li>Use javascript error checking if possible.  If you can automatically correct user errors while they type them in, or before actually having to submit the form, the better.</li><li>Assume your applicants are fifth graders.  No matter how smart, educated, or computer savvy you think your members might be, the chances are they are like the rest of us -- lazy when it comes to filling out online forms.  We want things simple and clear, and we do not want to read long explanations.</li></ul>It is never easy to tell a group administrator that they are asking too much information in the application process.  But I offer an alternative: save those extra questions for after your members join.  You will have more members and members who feel less "violated".* In April of 2007 I changed my site <a href="http://www.yeartosuccess.com">yeartosuccess.com</a> to a public website, and moved the membership aspect over to my <a href="http://y2s.igroops.com">Year To Success iGrOOp</a>.---------------------------------------------------------------------------------- Comments? Suggestions? Questions? Send to feedback @ igroops dot comAbout the Author: Bo Bennett is the Founder and CEO of <a href="http://www.igroops.com">iGrOOps, LLC</a>, an online group creation and hosting service.About MembershipSiteBuilding.com: MembershipSiteBuilding.com, is focused on helping those who currently run or are planning on starting a membership site maximize the sites potential through focused marketing strategies, membership building tips, member participation, and more.  Limited membership is FREE, join today at <a href="/">http://www.membershipsitebuilding.com</a> . Mon, 15 Oct 2007 12:11:05 GMT How Good Communication Can Boost Your Membership http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004+00000012#00000012 <img src="http://www.membershipsitebuilding.com/l1/msb/appdata/blog/00000012.gif" border=0 vspace=5 hspace=5 align=left> The other day I went to a website that looked great.  It was well designed, the service they offered looked attractive, and the price was reasonable.  I was just about sold -- but I did have a question or two before I made the commitment.  I went to their contact page and was immediately turned off from buying.Nothing screams "shady operation" more than a company that hides behind the anonymity of the Internet.  This company, like many others, only provided an online feedback form -- no address, no telephone number, not even a lousy e-mail address. To make matters worse, there was a bold note that "someone will respond within 24-48 hours".  Two days?  I have a question that can be answered in 30 seconds! (breathing.... breathing.... thinking of my happy place....) O.K.Yes, this is a pet peeve of mine, and perhaps I do feel a bit more strongly on this point than most, but I could tell you from over 13 years of experience in running websites that the easier you make it for customers and prospects to contact you, the more business you will get.First let's look at some of the top reasons why people do not put contact information on their site.<ol><li>They forget about it.  It is easy to overlook this, especially in a group community where your other members can easily contact you through one of the many online group tools.  If this is you, well, consider yourself reminded :)</li><li>They are concerned about privacy.  Many small businesses do not have a separate business number or address and do not want to post home information (rightfully so).  This does not instill confidence in potential members.  It is well worth it to at least invest a few bucks a month for a separate phone number and a mail box address at a local UPS store or Post Office.</li><li>They are concerned about spending too much time on the phone.  Yes, I will admit, some people do abuse the telephone and just want to talk.  Get a gabber on the phone and a good portion of your day can be wasted.  However, the efficiency of a two way real time conversation can save hours of back and fourth e-mails.  And don't forget the people like me that will go elsewhere if a phone number is not listed.  In reality, you will not spend as much time as you think on the phone.</li></ol>At this point, I hope I have convinced you the importance of making yourself available to your visitors and group members.  Now, here are some tips on how you can do this with your online group:<ol><li>Activate Meebo(tm).  Meebo is that neat real-time chat widget you see on just about all of my online groups, and on the iGrOOps main site.  It allows me, the administrator, to be available for real-time Q&A to both members and prospective members.  It is a great sales and support tool.  With iGrOOps, you can activate that feature easily in your home page editor.</li><li>Add a link to your private message box to your "featured links".  Encourage your members to contact you.  You can also link to your PM in articles, postings, footers, and more.  <a href="/igroops/msb/comm/SENDPRIVATE+Bo">Like this</a>.</li><li>Include a phone number and address on your homepage.  If you are not providing (or encouraging) phone support, then specify that it is a sales number.  This will keep most people from using it as a support line, but you will undoubtedly still get calls for support.  If that is a problem, you can choose to keep the number off.  But your memberships, especially paid, may suffer as a result.</li></ol>Good communication between you, the group administrator, and both your potential members and existing members, can be a crucial factor in the success of your online group.  How easy is it for your members and prospects to contact you?---------------------------------------------------------------------------------- Comments? Suggestions? Questions? Send to feedback @ igroops dot comAbout the Author: Bo Bennett is the Founder and CEO of <a href="http://www.igroops.com">iGrOOps, LLC</a>, an online group creation and hosting service.About MembershipSiteBuilding.com: MembershipSiteBuilding.com, is focused on helping those who currently run or are planning on starting a membership site maximize the sites potential through focused marketing strategies, membership building tips, member participation, and more.  Limited membership is FREE, join today at <a href="/">http://www.membershipsitebuilding.com</a> . Wed, 03 Oct 2007 09:29:59 GMT Three Sales Techniques that Will Turn Visitors into Members http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004+00000009#00000009 <img src="http://www.membershipsitebuilding.com/l1/msb/appdata/blog/00000009.jpg" border=0 vspace=5 hspace=5 align=left> When people hear the word "sales" they generally do not associate that term with good feelings.  Either they think of how annoying it is when people try to sell them something (especially over the phone while they are eating dinner) or they think of their own sales experiences when people treated them like, well, salespeople.  The reality is that LIFE is all about sales.  We all sell something whether it be a product, service, education, comfort, ideals, beliefs, ourselves, ... the list goes on.  Online groups are no different.  We need to sell visitors on the benefits of membership, otherwise, they just won't join. You may be thinking, "but I run a group that is free to members", or "I run a group where that requires members to join".. "I don't need sales techniques".  But you do.  If you are selling membership, giving it away, or requiring it (as in a corporate intranet), members need to see the benefits they are getting from the group, or they will unsubscribe or just plain not participate. Now for the good news, this is not typical "sales" we are talking about.  All the "selling" you need to do is in the creation of your group.  These include techniques, design, and copy writing.  So here we go... <ol> <li>Sell the benefits, not just the features.  The feature is the "what" and the benefit is the "what will it do for me".  For example, one of the main features of this group is "articles on membership building".  But  I would sell it as "articles on membership building that will help you to get more members and keep the members you have".</li> <li>Sell with images, not just with words.  Everyone knows that stock images are used all over.  For example, the guy in this article... I have no idea who he is.  He is most likely not a salesman, and he probably doesn't know the first thing about online groups.  But he looks confident and successful, and that is the feeling I would like to leave readers with.</li> <li>Choose headlines that make visitors want to view the content.  Magazines are masters at this.  Look at any good magazine cover (magazines.com) and the headlines will be carefully constructed so the readers have this desire to read the article.  For example, I could have titled this article, "Sales Tips", but that is boring.  By adding the benefit in there, readers will know what they can get out of the article before they read it.</li> </ol> Remember that whether you run a class reunion online group that is free to members, or a membership site that charges members a monthly or yearly fee, sales techniques are a must.  We are in the age of information overload -- it is your job to show visitors why the information your group provides is important to them.  If you can do this, you will turn those visitors into members.---------------------------------------------------------------------------------- Comments? Suggestions? Questions? Send to feedback @ igroops dot comAbout the Author: Bo Bennett is the Founder and CEO of <a href="http://www.igroops.com">iGrOOps, LLC</a>, an online group creation and hosting service.About MembershipSiteBuilding.com: MembershipSiteBuilding.com, is focused on helping those who currently run or are planning on starting a membership site maximize the sites potential through focused marketing strategies, membership building tips, member participation, and more.  Limited membership is FREE, join today at <a href="/">http://www.membershipsitebuilding.com</a> . Sun, 30 Sep 2007 12:25:16 GMT Using the Newsletter to Make Your Membership Skyrocket http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004+00000008#00000008 <img src="http://www.membershipsitebuilding.com/l1/msb/appdata/blog/00000008.jpg" border=0 vspace=5 hspace=5 align=left> "Extra! Extra! Read all about it!"  These words (or something like them) have been shouted for over a century on just about every major street corner.  People love the news.  People want the news.  The odds are, you have news to give your prospects and the newsletter is the ideal tool for the job.  If you know how to effectively activate, create, and manage your newsletter, you can have yourself a virtual empire!A newsletter is really just an e-mail sent to subscribers or those who have expressed interest in your product or service.  It is a way to keep in touch with prospects.  It can be seen as a "partnership" where your prospects agree to receive e-mail from you and you agree to send them e-mail worth reading.  An e-mail newsletter can be as simple as a plain text e-mail or as complex as a HTML e-mail loaded with graphics.So how does iGrOOps do newsletters?  Here is the process I use with many of my online groups.  It works extremely well for me, and will work for most other online groups as well. (note: the newsletter feature is available on the Pro accounts only, but the concepts will work for any group)Activate. First activate your newsletter feature.  This is done in your home page settings under the "Pro Options" section.  I usually create a custom message to appear in the signup box.  A few carefully crafted words can have a huge effect on signups.  Assuming your newsletter is free, make sure you state that it is free.  It is also a good idea to give prospects a gift for signing up.  You can include a URL in your e-mail footer you create that leads to a ebook, coupon, or something of value.  Once activated, your newsletter sign up box will appear on your home page of your iGrOOp using your group's color theme.<img src="http://www.membershipsitebuilding.com/l1/msb/appdata/hp/admin/SP3220070927214038.jpg" border="0" alt="SP3220070927214038.jpg" title="SP3220070927214038.jpg" width="201" height="136" />Create.  iGrOOps newsletters are simple.  They are plain text email.  Why?  Because even today more people accept plain e-mail than HTML.  More and more people are reading e-mail on text-based phones, and more and more HTML e-mail is disregarded as spam -- technically and psychologically.  Anyone can create an amazing text-based newsletter; very few can create a great HTML one.Here are some points to remember when creating a newsletter:<ul><li>The newsletter is already individually addressed to each member, so it appears it is a direct communication from you, to him or her.  The message starts out with their name, then a comma, so no need to start off your letters with anything generic or corny like "dear friend" (which would get caught in about 90% of spam filters by the way).</li><li>Join information and unsubscribe info is already appended to every message.  No need to add these.</li><li>Your footer you create in the homepage settings area where you activated your newsletter, should contain your call to action -- this is the sales pitch.  This will appear right before the join and unsubscribe links.</li><li>And most importantly, send out something of value!  The moment you start using your newsletter strictly for trying to get subscribers to buy, is the moment you start getting a large number of these subscribers "jumping ship" (unsubscribing).  Ease them into the sales process.  The net overall effect of the e-mail should be positive information to them.</li></ul>Manage.  Managing a newsletter list is like taking care of a plant -- it needs regular attention to continue to grow and be healthy.  Here are some suggestions:<ul><li>Delete subscribers who are already members of your group.  These are easily spotted by the person icon in the status column.  You do not need to delete group members from your newsletter, but I suggest it.  You should use your newsletter as a tool to convert non-members into members.  Once members sign up, they should get their own regular mailings through your group, with more detail and less teasers.</li><li>Delete members with bounced e-mail.  If a member's email address bounced, you will see a red "x' icon by the name in the status.  If you can see an obvious error with the e-mail, re-subscribe the person with the corrected address, either using the tool on your homepage or the import feature.  It is suggested that you do not delete a subscriber until after three bounces.  iGrOOps makes it easy for you to follow this rule because after 3 bounces the delete checkbox by the name will be checked by default for each bounced address.  Then you just need to click the delete button.  You can tell how many bounces there have been by placing your mouse over the bounced e-mail icon.</li><li>Import new addresses you collect from other sources.  Think about all the ways you can build your list.  As a speaker, I have a printed sheet that I bring with me to my events, asking people to join my mailing list.  When I get to my PC, I just manually enter the names and e-mail addresses into my list using the import feature.</li></ul><img src="http://www.membershipsitebuilding.com/l1/msb/appdata/hp/admin/new1.gif" border="0" alt="new1.gif" title="new1.gif" width="582" height="84" />The newsletter is the start to your sales funnel and an amazing way to see your membership skyrocket.  Activate it, write the messages, and manage the list on a regular basis and you will be well on your way to healthy membership growth.---------------------------------------------------------------------------------- Comments? Suggestions? Questions? Send to feedback @ igroops dot comAbout the Author: Bo Bennett is the Founder and CEO of <a href="http://www.igroops.com">iGrOOps, LLC</a>, an online group creation and hosting service.About MembershipSiteBuilding.com: MembershipSiteBuilding.com, is focused on helping those who currently run or are planning on starting a membership site maximize the sites potential through focused marketing strategies, membership building tips, member participation, and more.  Limited membership is FREE, join today at <a href="/">http://www.membershipsitebuilding.com</a> . Fri, 28 Sep 2007 09:00:17 GMT The "Sales Funnel" http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004+00000007#00000007 <img src="http://www.membershipsitebuilding.com/l1/msb/appdata/blog/00000007.jpg" border=0 vspace=5 hspace=5 align=left> If you have ever done sales before in an organization of more than one, you have most likely heard the term "sales funnel".  No, it is not something used to pour liquids into a small opening to prevent spillage, but it is a way to pour money in your bank account.  Understanding of this concept will help your online group succeed financially.The sales funnel refers to the sales cycle, or process or taking a cold prospect and turning him or her into a customer.  It is called a funnel because you start with your biggest audience, or market, and throughout the process a percentage will "move through the funnel" until a smaller percentage will end up as customers.   The key is to guide each person through the funnel and not cause them to drop out of the funnel.One of the most common ways to cause a potential customer to either drop out of the funnel, or never enter your funnel in the first place, is by asking too much of them.  For example, if you push a prospect too hard towards a sale when they are clearly not ready, you could lose that prospect for good.  Another way to lose a prospect is by asking them to complete a form which they feel is too long or too invasive.  When a prospect is not ready to commit, asking for personal information can cause them to bolt out the door (figuratively speaking).With iGrOOps, you as an administrator, have several tools at your disposal to facilitate this sales funnel.  Let's look at a possible sales funnel for an online group:Web Surfers / Total Market >> Browsers of Your Website >> Newsletter Subscribers >> Limited Access Members >> Full Access (paid) Members!Of course, it would be nice if the surfers stumbled on your website and became paid members right away, but that does not always happen.  Most of the time, it takes a little work.Here are some suggested steps to facilitate this process and turn your market into paying customers.<ol><li>Get qualified prospect to your group site.  The more qualified they are, the more efficient this entire process will be.  And in the case of most type of advertising, the more qualified the target audience the cheaper it will be for you per paying member.</li><li>Ask for a small commitment.  You do NOT want browsers of your website to leave.  After all, they most likely cost you some good marketing dollars.  Ask for their name and e-mail address but make sure you give them something in return!  This is what the newsletter feature is all about.  If prospects are interested in what you have to offer, many of them will be OK with giving you basic information such as a first name and e-mail, providing they are confident they will get valuable information in return.</li><li>Stick to your word.  Your newsletter subscription box sold them on becoming a subscriber because you promised them something of value.  Make good on that promise.  Send the prospects the information they are expecting and more.  Within each communication, mention a benefit or two for moving to the next level -- membership to the group.  Again, be careful not to ask too much too soon or they could unsubscribe.  If all of your e-mails are nothing more than sales pitches dashed with a little info, you will find that you have a hole in the side of your funnel.</li><li>Divide your iGrOOp into two levels of membership: limited access and full access.  Carefully think about each application and what kind of access each  of the member levels will have.  You need to set it up so it is worth it for newsletter subscribers to become limited members, and it is worth it for limited members to become paid members.</li><li>Go for the close.  Every so often, send an e-mail to your limited access members with a special offer, or just simply asking them to upgrade their membership to a paid membership.  Let them know the benefits they will get for taking that final step.  Make it so tempting, that they cannot resist!</li></ol>This is a process that could take days, weeks, months, and yes... even years.  Some people will stay at the top of that funnel and never sink to the bottom, like some guy you just off'ed and had to "take care" of the body, but your "associate" messed up on the cement shoes (sorry, been watching too much Sopranos).  But for every floater, there is a prospect that bypasses the funnel entirely and becomes a paying customer on day 1.  Amen for them! Have faith in the sales funnel and keep it running like a well-oiled machine, and within no time, you will be reaping the rewards.---------------------------------------------------------------------------------- Comments? Suggestions? Questions? Send to feedback @ igroops dot comAbout the Author: Bo Bennett is the Founder and CEO of <a href="http://www.igroops.com">iGrOOps, LLC</a>, an online group creation and hosting service.About MembershipSiteBuilding.com: MembershipSiteBuilding.com, is focused on helping those who currently run or are planning on starting a membership site maximize the sites potential through focused marketing strategies, membership building tips, member participation, and more.  Limited membership is FREE, join today at <a href="/">http://www.membershipsitebuilding.com</a> . Tue, 25 Sep 2007 20:41:44 GMT Home Page Teasers http://www.membershipsitebuilding.com/members/msb/blog/VIEW+00000004+00000004#00000004 <img src="http://www.membershipsitebuilding.com/l1/msb/appdata/blog/00000004.jpg" border=0 vspace=5 hspace=5 align=left> How many times have you been to a membership site that wants you as a member, saw a "teaser" for an article that really intrigued you, clicked on it to "read more" then been asked to join because the article is for members only? Annoying isn't it? But effective -- extremely effective.The iGrOOps blogs are similar to article creators. This is where it is suggested you post member only content. The blogs are fully serachable, and easily organized. It also allows for many contributors. Now, as an admin, you can edit any article and check off the "featured article" option for the blog post and it will appear in the center home page under a new "featured articles" section.This automated tool takes the first paragraph of the blog post (article) and displays that text, then adds a "read more" link to it. This will be displayed to ALL VIEWERS, not just members, so be sure it is ok for guests/visitors to read the first paragraphs of the posts you mark as "featured".It is also important to note that any images included in the text will be stripped out of the teaser only (will still be in the post).This is a great way to show visitors how much valuable content is waiting for them in your online group!For this tool in action, see the homepage of this group: <a href="/">http://www.membershipsitebuilding.com</a>---------------------------------------------------------------------------------- Comments? Suggestions? Questions? Send to feedback @ igroops dot comAbout the Author: Bo Bennett is the Founder and CEO of <a href="http://www.igroops.com">iGrOOps, LLC</a>, an online group creation and hosting service.About MembershipSiteBuilding.com: MembershipSiteBuilding.com, is focused on helping those who currently run or are planning on starting a membership site maximize the sites potential through focused marketing strategies, membership building tips, member participation, and more.  Limited membership is FREE, join today at <a href="/">http://www.membershipsitebuilding.com</a> . Sat, 22 Sep 2007 17:42:58 GMT