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Daily Buzz: Optimize Your Online Member Application

Avoid a lengthy submission process for membership applications

Your online membership application can be the ultimate tool in turning prospects into full-fledged newbies. Well, as long as it’s built accordingly.

On one hand, it’s important to acknowledge that people don’t have time to fill out a lengthy application. But, on the other hand, because of the valuable information an application holds, it can be OK to make it longer than usual in the name of improving the member experience, says Colleen Bottorff on the MemberClicks blog.

“What do you need in order to give them the member experience they want?” she asks. “The more that you can learn about your members as individuals, the better you can provide the benefits and services that they joined for. (And probably some they didn’t even know they wanted!)”

But don’t let data be an excuse to go crazy mining for information.

“Be selective with what information you require your (almost) new member to submit,” Bottorff says. “The typical stuff—name, email, address, etc.—should definitely be required. And you may require two to three secondarily important items in the name of giving them that tailored experience. But everything else? Keep it optional.”

Please select this link to read the original article from Associations Now.

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