How to Convert Newcomers Into Regulars
To improve the number of newcomers converting into regular members of a community, we first need to understand the conversion funnel and where members are leaving the funnel.
A simplified version of the funnel is pictured below:
Turning Visitors into Registered Members
What can we do to intervene?
- Reduce the amount of data required to complete the registration process.
- Simplify the registration page copy. Don’t supply too much information.
- Tweak the e-mail confirmation copy. Keep it simple!
- Allow people to input their first contribution prior to being prompted to register for the platform.
- Target more interested members.
- Cultivate more engaging landing page material.
Turning Registered Members into Participants
When a newcomer joins the community they are likely to be seeking to satisfy an immediate need. It is important to ensure they participate in a manner likely to receive feedback and thus prompt future return visits to the community.
What can we do to intervene?
- Personal welcomes.
- Automated messages if they don’t contribute in the first week.
- Avoid taking members to their profile page as the first post registration page. Instead take them somewhere like a newcomers’ thread on the forum or a topical discussion the organization might like the newcomer’s thoughts /expertise on.
- Publish a list of new members and a bit about them to spark conversation.
- Notify members of major events.
- Create a specific area for newcomers.
- Teach newcomers about the community.
Turning Participants into Regular Members
What can we do?
Improve the notification system – Initially, members will not visit the community out of habit (this is variously assumed to take between 3 – 12 weeks). Therefore they will not know if their response receives a reply unless they are reminded by e-mail.
Respond Quickly – If a member does not receive a speedy response to their first contribution, they are unlikely to repeatedly visit the community.
Ensure newcomers participate correctly – Create a brief guide explaining the best methods for constructing a message. Newcomers need to know how to participate before they can initiate their first discussion.
Cultural education – Educate members about the community’s culture and history.
Characteristics of the response – Any response to the newcomer’s contribution must either be a genuine unprompted message from members of the community or a personally written message by the community manager/volunteers which refers specifically to either attributes of the contributor or something within the initial message.
Rituals – E.g. a weekly/monthly graduation of newcomers into accepted members of the community.
Personal introductions – Newcomers may not initially know any members of the platform. Therefore it would be ideal for members with something in common with the newcomer to introduce themselves.
Switching motivations – Foster direct connections between newcomers and existing members of the community. This will ignite an interest in their social standing within a community.
Ownership, investment and influence – Assign members a role in the community. For example, ask them to create and moderate content about a particular sub-topic.
