The Membership Blast — 035
More Choices = Less Revenue (According to Membership Owners)
One path goes left. One goes right. One continues straight ahead.
You stop.
Which trail is the easiest? Which one has the best view? Which one actually leads where you want to go?
A relaxing hike suddenly becomes a decision.
And the more choices you have, the longer that decision takes. Sometimes you stand there debating. Sometimes you choose the wrong path. Sometimes you turn around and head back.
That is the choice paradox.
More choices feel like they’re helping. In reality, they often create hesitation, confusion, and decision fatigue.
The same thing happens on membership websites.
Back in 2023, we looked at data from thousands of membership business owners to better understand what successful membership businesses do differently.
One insight stood out.
Nearly half of membership businesses offer just one membership tier. Among businesses with multiple tiers, 75% stop at only two or three options.
Complexity rarely wins.
Every additional choice gives a potential customer another reason to hesitate.
Should I buy Starter or Pro? Monthly or annual? Should I book a demo first? What if I choose the wrong plan?
Instead of making it easier to buy, too many choices can make buying feel like work.
Start with one membership plan.
Don’t spend weeks debating Silver vs. Gold vs. Platinum.
Don’t worry about building the perfect pricing structure.
Launch with one offer that solves one problem for one audience. You can always add more plans later once your customers tell you they need them.
Take 10 minutes and audit your website.
Write down every decision a visitor has to make before becoming a customer.
- Which membership plan to choose
- Monthly or annual billing
- Whether to start a free trial
- Which button to click
- Whether to book a call or purchase immediately
- Which page to visit next
Now ask yourself:
Which of these choices can I eliminate or simplify?
Every unnecessary decision creates friction. The easier you make it for someone to say “yes,” the more likely they are to become a customer.
Sometimes the fastest way to grow your membership business isn’t by adding another option.
It’s by removing one.
Until next time,
Marvin
Chief Growth Officer
MemberSpace