A conversion usually refers to an online marketing process by which a user becomes a customer through an action, for example, by purchasing a product. In the case of a website with a members’ area, the question is how best to convert passing users into registered members and preferably paying customers?
To optimize the conversion rate the appeal of your website and exclusive content are crucial. A membership site must meet the needs of its users. Manage a wellness website? A members-only area could be a great way to book massages and yoga classes. Run a blog about cooking? Give your users a little something extra with a newsletter that includes new recipes.
Beside the type of content, how much of it you offer can be a deciding factor. Many membership sites are a hybrid of diverse content. A combination of community forum, special (product) offers and consumable media leaves a positive impression and encourages users to sign up for membership.
Alternatively, you can make use of technical tools to increase your conversion rate. These include advertising measures such as ads and newsletters, but also the use of SEO.