One of the Biggest Rookie Mistakes

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!

• 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.
• 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?
• 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.
• 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.
• 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.
• 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.

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 yeartosuccess.com to a public website, and moved the membership aspect over to my Year To Success iGrOOp.

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