Why is understanding your members’ journey critical?

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Initial consideration – members have found your organisation and are considering joining
Onboarding – at this point, the new member is integrated into your organisation
Engagement – this is critical for members to build relationships
Help – often members will hit roadblocks at some point in their journey
Renewal – members will review their experience and decide whether to renew
By taking the time to understand your members’ journey, you can identify any strengths and weaknesses in your current member experience.

With your newly gained knowledge, you will australia rcs data then be able to boost member retention. As well as measuring success against key performance indicators (KPIs).

Positive experiences will also likely lead to existing members acting as evangelists, telling others about your organisation and increasing your member count.

What KPIs are significant at each stage?
KPIs will vary depending on which stage of the journey each member is in. Each stage will have its own set of individual KPIs.

KPIs help you keep track of what is working well and what isn’t. For example, if you want to improve engagement, you might look to increase the number of sign-ups to an event or switch up your content strategy.

We’ve listed a few general examples to give you an idea; although you are likely to have your own.

Stage 1 – initial consideration
Website traffic
Click-through rate
Social engagement
Prospect to new member conversion rate
Stage 2 – onboarding
Click-through rate on the welcome email
New member satisfaction rate
Stage 3 – engagement
Event registration
Member satisfaction rate
Social engagement
Campaign engagement metrics
Stage 4 – help
FAQs page visits
Drop-off rate
Newsletter unsubscribe rates
Stage 5 – renewal
Number of renewals
Number of membership cancellations
Membership value
Your list is likely to change depending on the type of membership organisation you are running. However, hopefully this list helps give you an idea of where to start identifying your KPIs.