Top Mistakes Membership Site Owners Make

Launching a membership site is exciting- but without a plan, it’s easy to hit costly roadblocks. From content gaps to retention fails, membership site mistakes can quietly chip away at your growth.

Knowing what these mistakes are beforehand can save you a lot of trouble. This article will go over some of the most frequent errors membership site owners run into, so you can try to avoid them and keep your site running smoothly.

Key Takeaways

• Retention beats acquisition: Long-term loyalty is more valuable than quick wins.
• User experience matters: Design, speed, and navigation all impact churn.
• Content must evolve: Relevance and freshness drive continued membership.
• Appreciate early adopters: They helped you grow — don’t forget them.
• Listen and iterate: Member feedback is a goldmine if you’re paying attention.

1. Ignoring Existing Customers as VIPs

One of the biggest membership site mistakes is neglecting the people who supported you before you launched. It’s easy to focus on getting new members, but don’t forget about the people who are already with you! These existing customers are your VIPs, and they deserve special treatment. Loyalty is hard to earn, so make sure you keep it.

Think about it: these members were with you before you even considered a membership model. They’ve been buying your stuff, using your services, and generally supporting you. A big change like switching to a membership can be jarring for them. They might not like the new system, or they might feel like they’re not getting the same value as before.

If you treat your existing customers right, they’ll become your biggest advocates. They’ll spread the word about your membership, and they’ll help you attract even more new members.

2. Undervaluing Early Birds

It’s super common for membership sites to kick things off with sweet deals to get people in the door. Makes sense, right? But here’s where things can get tricky. After you’ve had some success, you’ll probably raise your prices for new members. That’s just part of growing. The problem? Some sites start treating those early members, the ones who got the lower price, like they’re not as important as the new folks paying more. That’s a bad move.

Those early birds took a chance on you when not many others would have. They deserve to keep their deal, and you should honor that. Think about it – they were there when you were just starting out. They believed in you. Don’t make them regret it.

3. Poor User Experience

One of the most damaging membership site mistakes is overlooking UX. User experience isn’t optional, it’s the backbone of retention. A clunky interface, poor mobile view, or slow load time can drive away even your most excited new members. That’s why platforms like BuddyBoss prioritize seamless UX across devices.

If your membership site is clunky, confusing, or just plain annoying to use, people will leave. It’s that simple. You could have the best content in the world, but if people can’t easily access it, what’s the point?

Prioritize a smooth, intuitive experience for your members.

Think about it from their perspective. What do they want to achieve when they log in? How can you make that process as easy and enjoyable as possible? Don’t make them hunt for what they need. Don’t bombard them with irrelevant information. Just make it easy to use.

Some things to keep in mind:

Site Navigation: Is it easy to find what you’re looking for? Are the menus clear and logical?

Mobile Responsiveness: Does your site look and function well on phones and tablets? A lot of people will be accessing your site on mobile devices, so this is crucial.

Page Load Speed: Nobody likes waiting for a page to load. Optimize your site for speed to keep people engaged.

It’s worth taking the time to review the UX mistakes that might be hindering your users.

4. Creating Irrelevant Content

It’s easy to fall into the trap of creating content just for the sake of it. But if your members aren’t finding it useful, they’re not going to stick around. Relevance is key. You need to make sure that what you’re putting out there actually addresses their needs and interests. Think about it – would you pay for something that doesn’t help you?

Conduct regular surveys to understand what your members want. Analyze website data to see which content performs best and engage in community discussions to identify pain points and interests.

It’s also important to remember that relevance can change over time. What was important to your members a year ago might not be as important now. That’s why it’s crucial to stay updated and adapt your content strategy accordingly.

Don’t be afraid to experiment with new formats or topics, but always keep your audience’s needs in mind. If you want to maintain and grow your membership site, you need to build and distribute great content that your members find valuable. Think of your core content pillars as a starting point, and then branch out from there. This will help you create a cohesive narrative and keep your members engaged.

5. Stopping New Content Creation

One of the biggest mistakes I see is membership sites that never add anything new. It’s like opening a restaurant and never changing the menu. People get bored! If members are paying monthly, they expect fresh stuff regularly. It doesn’t have to be a complete overhaul every week, but a steady stream of new content keeps things interesting and shows you’re still invested in providing value.

Think about it: would you keep paying for something that never changes? Probably not. So, keep those updates coming!

Keep it coming: Members expect new content. It’s part of the deal.

Mix it up: Don’t just add more of the same. Try different formats, topics, or perspectives.

Listen to your members: What are they asking for? What problems do they have? Use their feedback to guide your content creation. This is how you create a content strategy for your membership site.

It’s easy to get caught up in the day-to-day of running a membership site, but don’t let content creation fall by the wayside. Set aside time each week or month to plan and create new material. Your members will thank you for it.

6. Retention

One of the most overlooked membership site mistakes is putting all your energy into acquisition. Retention is where real success lies. It’s easy to get caught up in the excitement of acquiring new members, but don’t forget about the people who are already supporting you! Keeping your current members happy is just as important, if not more so, than attracting new ones.

Think of it this way: it’s often cheaper and easier to retain an existing member than to acquire a new one. Plus, happy members are more likely to recommend your site to others, acting as organic promoters.

Neglecting retention is like constantly filling a bucket with a hole in the bottom. You’re putting in effort, but you’re not seeing the full results. Focus on plugging that hole!

Without strong retention, you’re constantly pouring water into a leaky bucket new members in, churned members out. A great membership model plugs the leak first.

A few things to keep in mind-

Engagement is Key: Keep your members engaged with fresh content, interactive features, and a sense of community. Decreasing engagement builds a community around your membership site.

Listen to Feedback: Pay attention to what your members are saying. What do they like? What do they dislike? Use their feedback to improve your site and make it more valuable to them.

Offer Incentives: Reward loyal members with exclusive content, discounts, or other perks. This shows them that you appreciate their continued support.

It’s also a good idea to understand why members are leaving. An exit survey can provide valuable insights into areas where you can improve. Don’t be afraid to ask for honest feedback – it’s a chance to learn and grow.

7. Not Listening to Your Community

One of the biggest mistakes you can make with a membership site is not listening to your community. Your members are your best source of information. It’s easy to get caught up in your own ideas, but you need to pay attention to what your members are saying, what they need, and what they want.

Some of the best product decisions I’ve seen came from watching what people ask in support chats or post on community forums.

Your content will only be successful if it delivers what people want. Instead of guessing, ask them! Doing an exit survey and understanding why members are opting out can help you improve your strategies and retain more business.

Here are a few ways to keep your eyes and ears open :- Ask your members what they think. Use surveys, polls, and open-ended questions to gather their thoughts.

See what people are saying about your membership site on social media. This can give you valuable insights into their experiences.

Pay attention to support requests. The questions and issues that members raise in support requests can highlight areas where you need to improve.

Don’t take it personally when someone cancels. Instead, see it as an opportunity to learn and improve.

What could you have done differently to keep them engaged? What are their pain points? Use this information to make your membership site even better.

It won’t take long to find the right balance. Test out a few strategies and stick to those that get the best results. Doing so will strengthen your customer base and build trust and loyalty to keep you going for the long haul.

8. Operating Without a Content Strategy

Okay, so you’ve built this awesome membership site, people are signing up, and you’re feeling pretty good. But here’s the thing: if you don’t have a solid content strategy, that feeling might not last. It’s like throwing a party without planning any games or music – people will get bored and leave.

I made this mistake myself once while launching a content plan and learned the hard way why structure matters. A content strategy is your roadmap for keeping members engaged and coming back for more.

Members are paying for access to something valuable, and that usually means content. If you’re just winging it, you’ll quickly run out of ideas, the quality will drop, and members will start wondering why they’re paying you every month. It’s happened to me before when I tried to launch a social media strategy without a plan. Big mistake.

So, take the time to develop a content strategy. It’ll save you a lot of headaches in the long run and help you build and distribute great content that keeps your members happy and engaged.

9. Changing What You Shouldn’t

It’s tempting to constantly tweak and adjust your membership site, especially as you learn more and see what others are doing. But sometimes, the urge to innovate can backfire. But staying mindful of these common membership site mistakes can save you stress and keep your platform thriving.

Moreover, Ditching the core elements that made your membership successful in the first place is a big no-no. After all, those are the things that attracted your initial members and built your community.

You started with a specific value proposition. If you change it too much, you risk alienating the people who signed up for that original promise. It’s like a band completely changing their sound – some fans will love it, but others will feel betrayed.

Do remember these things:

Don’t abandon your core values: Remember why people joined in the first place. What problem were you solving? What unique value were you offering? Don’t lose sight of that.

Small changes are better: If you need to make adjustments, roll them out gradually. This gives your members time to adapt and provides you with valuable feedback.

Listen to your audience: Regularly survey your members and pay attention to their comments and suggestions. They’ll tell you what they want and what they don’t want.

It’s a balancing act. You want to keep things fresh and engaging, but you also want to stay true to your original vision. Don’t be afraid to experiment, but always remember what made your membership website ideas successful in the first place.

10. Resenting Your Earliest Members

It’s easy to fall into the trap of feeling a bit miffed at those early members who are paying less than what you charge now. Maybe you’ve raised your prices since they joined, or they snagged a sweet deal during your launch. It’s natural to think, “Hey, they’re getting the same stuff for less!” I get it, I really do.

But the thing is that those members took a chance on you when you were just starting out. They believed in your vision before it was fully formed. They helped you get off the ground. They deserve that lower price. Seriously.

Instead of trying to squeeze more money out of them, think about how you can show them some love. These are the people who’ve been with you through thick and thin. They’re your OGs. Don’t make them regret their early support. It’s important to remember that long-standing members are valuable assets to your community.

Here are a few ideas to show your appreciation:- Give them exclusive content or bonuses, offer them a special discount on other products or services or simply send them a heartfelt thank-you note. It goes a long way.

Lastly,

So, we’ve talked about a bunch of common slip-ups membership site owners make. It’s easy to get caught up in the day-to-day and miss some of these things. But if you keep these points in mind, you’re already way ahead of the game. Just remember to keep learning, keep an eye on what your members need, and don’t be afraid to change things up when you need to. You got this!

Frequently Asked Questions

Why Should I Care About My Current Customers When Starting A Membership Site?

Making sure your current customers feel special is super important. They’re already with you, so treat them like VIPs. Keep them in the loop about changes, answer their questions, and make them feel like a valuable part of your community.

Is It Okay To Offer Special Deals When I First Launch My Membership Site?

It’s common to offer low prices at the start to get people to join. But don’t forget about those early members once your site grows. Keep giving them great value so they feel appreciated for joining you from the beginning.

How Important Is The Website’s Design And How Easy It Is To Use?

Yes, user experience is key! Your website needs to be easy to use and enjoyable. If pages load slowly, information is messy, or the site is hard to navigate, people will leave. A good website makes members want to stick around.

What Kind Of Content Should I Provide To My Members?

If you’re asking people to pay for content, it has to be really good and useful. Don’t just make a lot of content; make sure it actually helps your members. If your content isn’t top-notch, new members might not join, or existing ones might leave.

Do I Need To Keep Adding New Content After My Site Is Up And Running?

Membership sites aren’t a ‘set it and forget it’ kind of thing. You need to keep adding new content regularly. Members pay you every month, so they expect fresh, valuable stuff. If you don’t update, they might feel like they’re not getting their money’s worth.

Should I Focus More On Getting New Members Or Keeping The Ones I Have?

It’s easy to focus only on getting new members, but keeping your current members happy is just as important. A successful membership site is built on a strong community and members who stay for a long time. So, make sure you’re always giving value to those who are already with you.

Author Asha Kumari