Clever Girl Finance (run by Bola Onada Sokunbi) provides an online academy (350+ paid members) empowering women to take control of their personal finances. Below is their MemberSpace case study which contains website screenshots of their membership setup along with a short founder interview.
Clever Girl Finance's home page immediately addresses the top pain point for a potential customer visiting her website - peace of mind regarding finances. When you connect with a visitor's main pain/anxiety right away it's the best way to keep them reading (and to eventually sign up).
Their home page is their main sales page as well - giving members two options so they can self select depending on their cash flow needs. This is a common tactic which seems to work well. The page also contains multiple testimonials which help provide social proof and reassurance to potential members.
After paying to become a member, people visit this navigation page which Clever Girl Finance designed. They have an announcements section at the top and links in case members need help (smart idea!). They then have a nicely designed menu below with attractive image links to different member only pages.
Here is one of the member pages they provide for their members which has a nice mix of text, images, links to other member pages, a friendly video, and an audio clip. Having a mix of media keeps the page interesting and helps members stay engaged (and therefore getting value).
I started the academy as an extension of my platform Clever Girl Finance where I empower women to take control of their personal finances so they can live life on their own terms. The academy provides them with an accountability program, that allows them to take a deep dive into the financial concepts I teach and walk them through applying them directly in their own lives alongside other like minded women. Outside of the deep dive financial education, there is a strong focus on mindset and motivation through accountability, because when it comes to personal finances, this is where many struggle.How does your business model work?
I currently have a 12 month (annual) membership program. In the past, it was a 6 month program but I have now extended the academy to include additional content on topics like investing that my members were asking for. When members join they get access to the content on a weekly drip basis so as not to overwhelm them. They also get access to audio and written transcripts of all lessons (video is in the works and will be available soon), both digital and printable version of worksheets, monthly live coaching calls (as well as a video archive), our monthly book club and a bunch of other great resources to guide them along the journey. In addition, they have access to our private members only Facebook community where they can connect with other women in the program and be paired up with an accountability partner if they'd like.How do you find and convince people to become members?
Marketing and finding people is key to growing a membership and so I share a lot of free content on social media (e.g. IG, Facebook and Pinterest) and make it a point to engage with my audience there as much as possible with the ultimate goal of getting them to stop by the home base - which is Clever Girl Finance where they'll get introduced to the platform and the academy on the website and through our email sequences. I also share member testimonials on social media as well to help promote the academy and get folks interested. I'd love to explore targeted Facebook ads as I know many membership site owners have success with them too.How do you keep cancelations down?
Cancellations are inevitable, people cancel for many different reasons however improving retention is a continuous goal of mine. Some key focus areas include:
All small focused efforts we take that have a big impact on retention as I work on building and growing a successful membership program.