The Power of Personalisation
Membership Organisations face several challenges in striving for optimal user experience across what are often a very diverse range of people and groups. The right balance must be struck between delivering experiences and content to all that make members feel part of the organisation, whilst at the same time providing for the diverse needs and preferences of individuals. The key to achieving this lies in the effective personalisation of content that curates the user experience based on their prior engagement. In this article, we'll explore the importance of personalisation for membership websites and why at Mentor Digital, an Umbraco Gold Partner of 10 years and counting, we believe that Umbraco is the ultimate solution.
“The right balance must be struck between delivering experiences and content to all that make members feel part of the organisation, whilst at the same time providing for the diverse needs and preferences of individuals.”
Fostering Belonging Amongst Members
Membership organisations are built on the idea of fostering a sense of belonging among their members. Personalisation is the art of making every member feel special and valued by tailoring their experience to their unique preferences and needs. Here's why it matters:
- Enhanced Engagement: When members see content and services that resonate with them personally, they are more likely to stay engaged with your organisation.
- Increased Retention: Personalised experiences build stronger connections, leading to higher member retention rates.
- Improved Conversion: Tailored content and offers can significantly boost the conversion of prospective members into paying ones.
- Data-Driven Decision Making: Personalisation is fuelled by data insights, enabling organisations to make informed decisions and refine their strategies continuously.
Why Umbraco for Membership Websites?
Now that we've established the importance of personalisation, let's look into why Umbraco is the best option for creating membership websites that excel in this area:
- Open-Source Flexibility: Umbraco is an open-source content management system (CMS), which means it offers unmatched flexibility and scalability. Membership organisations can customise their websites extensively to meet the specific needs of their members.
- Seamless Content Management: Umbraco's intuitive interface simplifies content management, making it easy for organisations to create and publish personalised content efficiently. You can tailor content for different member segments without hassle. For example, for a healthcare sector site used by both practitioners and members of the public, a component can be added to a page that shows more technical information for senior doctors versus a simpler, layman’s version for members of the public.
- Extensive Member Data Integration: Umbraco boasts seamless customer CRM integration alongside API integrations with a wide range of other third-party tools. This integration empowers organisations to collect and utilise member data effectively for personalisation.
- Personalisation Features: Umbraco offers a multitude of personalisation features, allowing you to create member-specific landing pages, recommendation algorithms, and content filters. It also supports A/B testing, enabling you to refine your personalisation strategies. Umbraco CMS offers excellent component-based drag and drop page builders for content editors, saving them time which can be allocated towards devising the best strategies to engage with target audiences.
- SEO-Friendly: Umbraco's clean and SEO-friendly code ensures that your membership website ranks well on search engines, crucial for attracting new members and boosting your online visibility.
- Security and Support: Umbraco provides robust security features and has an active and helpful community, ensuring that your membership website remains safe and well-supported.
“Personalisation is the art of making every member feel special and valued by tailoring their experience to their unique preferences and needs.”
The Final Word
As we have outlined above Umbraco, with its open-source flexibility, content management prowess, and extensive personalisation features, stands out as the optimal choice for enhancing user experience on membership websites.
If your membership organisation is seeking a digital agency to collaborate with on an upcoming project, please have a look at our work in the membership sector and don’t hesitate to get in touch for a free consultancy session or a CMS demo showing advanced personalisation functionality.