Identified strategies to enhance membership acquisition and retention

Challenge
A local charity had a small strong core membership but was struggling to attract and keep new members

Approach

  • Stakeholder interviews provided vital day-to-day insights and explored their hypotheses on the issue

  • Website UX evaluation identified areas of opportunity

  • Web analytics were analyzed to better understand users’ online behaviour’s and their real-world implications

  • A Field study was conducted to understand the in-person experience

  • The Journey map provided the client clear insights into customers actions and pain points

Impact

Our research identified several key issues

  • The website was outdated, lacked essential information, and failed to instill trust in prospective customers

  • The company's public representative was perceived as abrasive by customers

  • The website lacked sales capabilities, requiring the use of a third-party platform for sales, resulting in significant profit loss to commission

Following our in-depth evaluation, actionable recommendations and templates were provided for the development of a new website. The client felt empowered to confidently move forward with developing a new site.

Discovering the issue with the public representative and presenting it to the client was difficult. However, after some sensitive discussions, the client was open to the negative effect the company representative's behaviour could have on potential customers. As a result, they decided to replace the individual with someone who could better engage with customers.

"It's a pleasure for me to see you today. I would like to thank you for your lovely way of introducing yourself and your questions. You're such a friendly and smiley person, which is great, thank you so much!"

- User feedback on our principal researcher