Resources Home  Web Strategy How should my association segment our member-only areas?
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How should my association segment our member-only areas? |
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Member-only areas of association web sites increasingly contain compelling, wonderful tools and resources that are true member benefits. Given their highly desired content, one might wonder whether - and how much of - that content should be exposed to non-members. There are essentially four different philosophies: 1) Expose nothing specific. Instead, summarize the content in the list of member benefits or as individual items sprinkled throughout the web site. 2) Expose a very small amount, but limit its usefulness. An example would be job listings without any contact information. 3) Give away some useful data/tool but not all of it. In the case of job listings, this might translate to letting non-members see two or three listings. 4) Give them all of it, but then take it away. In keeping with the above examples, this might include a trial period of seeing job listings, or allowing a resume to be posted for only a limited time. Most associations tend to utilize option 1 or 2, but there are some associations toying with options 3 or 4. If you information is obviously compelling, option 1 or 2 may do the trick. But if you need to prove the usefulness of your information or tools, options 3 or 4 might serve as effective "sampling" mechanisms. The low cost of delivery could make these more robust options attractive. In any case, a test may reveal the correct answer for your association. Have you already determined the correct mix of exposing member-only benefits for your association? What has worked well in your case? Powered by AkoComment 2.0.3! and SecurityImage 4.0.0 |
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Trial memberships
