case Study:
Entrepreneurs' Organization Public Site
If you *rebuild" it, they will come. And stay!
EO had an image problem... and a retention problem... and an engagement problem...
Overview
Entrepreneur's Organization, an exclusive member-only association, was seeing flagging interest for new membership requests. This being our largest revenue stream, we were in a hurry to rectify the situation. So just how do you motivate entrepreneurs to better engage and get into your membership stream in record time? Figure out what's important to them & speak directly to it.
up 157%
Interest Form Submissions
Year on Year
up >180%
Interest Form Submissions
Quarter on Quarter
+6
Page Views/Session
+9 minutes
Time/Session
The Challenge
The ask was an extreme challenge. Increase engagement of organic users without widening the top of our funnel.
No social media or advertising campaigns, just convert more anonymous users, who found us through search, or word of mouth. And given the level of detail for the information we request (company details, gross revenue, employee count, etc.), this was no easy task.
The Approach
We devised a strategy to be less informational & more aspirational. Less about "what: we offer & more about "why" we exist & "how" users benefit, and allow users to see their values were our values.
The Solution
To get a view into why users decided to join we surveyed hundreds of current members to learn their motivations for taking the leap and also asked renewing members what kept them here.
Armed with this information we set out to completely redesign over 20 pages that better spoke to those motivations. Switching from the "what" to the "why" gave us a better understanding of how the copy should read and adding strategically-worded and prominently-placed CTAs on a more visually-appealing design helped spark much improved engagement.
The Results
In the first full quarter post-launch we saw dramatic results. Interest form submissions, the top of our funnel and primary revenue source, saw submissions increase by 245% over the previous quarter and over 200% YoY. Users we also engaging more with the rest of our content. They were watching more videos, reading more blog posts, and generally viewing six more pages during sessions that lasted nine minutes longer.
Wireframes & Prototypes
