Membership Funnel

---
name: membership-funnel
description: >
  Recurring membership/subscription funnel. Acquires members with
  a free trial or low entry, then retains with ongoing value.
  Best for communities, content libraries, and recurring SaaS.
---

# Membership Funnel

Optimize for both acquisition AND retention. The money is in the recurring revenue.

## Flow

```
Traffic → Landing Page → Signup (Trial/Low-Ticket) → Onboarding → Member Area
                                                        ↓
                                                   Retention Loop
```

| Page | Purpose |
|---|---|
| Landing Page | Sell the community/membership value |
| Signup / Checkout | Free trial or low-price entry |
| Onboarding (3–5 screens) | Personalize experience, quick win |
| Member Dashboard | Content, community, progress tracking |

## Landing Page Sections
1. **Headline** — community / transformation focus
2. **Hero visual** — screenshot of member area or community
3. **What's inside** — content categories, features
4. **Member testimonials** — focus on community + results
5. **Pricing** (simple — 1–2 plans max)
6. **FAQ** — cancellation, what's included, refund policy
7. **Final CTA** — "Start Your Free Trial"

## Onboarding Flow (Critical for Retention)

| Step | Screen | Goal |
|---|---|---|
| 1 | Welcome + profile setup | Personalization |
| 2 | "What's your #1 goal?" | Tailor experience |
| 3 | Recommend first action | Immediate value |
| 4 | Tour of key features | Reduce overwhelm |
| 5 | Join the community | Social accountability |

## Retention Email Sequence

| Email | Timing | Purpose |
|---|---|---|
| Welcome | Immediately | Login details, quick start guide |
| Quick Win | +24 hours | "Complete this in 10 min and see [result]" |
| Community | +3 days | "Meet other members + introduce yourself" |
| Weekly Value | Every Monday | New content highlight, member spotlight |
| Engagement Check | +14 days | "Haven't logged in? Here's what you missed" |
| Win Celebration | Monthly | "Congrats on [milestone/progress]" |
| Pre-Renewal | 7 days before renewal | Value recap, what's coming next month |
| Cancellation Save | On cancel request | "Before you go…" offer or survey |

## Key Metrics

| Metric | Target |
|---|---|
| Trial signup rate | > 10% |
| Trial → paid conversion | > 40% |
| Monthly churn rate | < 5% |
| Avg member lifetime | > 6 months |
| LTV:CAC ratio | > 3:1 |
| NPS score | > 50 |

## Churn Reduction Tactics
1. **First 48 hours** — get them a quick win
2. **Community engagement** — members who engage churn 60% less
3. **Progress tracking** — visual milestones
4. **Content drip** — don't give everything at once
5. **Annual plan incentive** — 2 months free for annual commitment
6. **Cancellation flow** — pause option + survey + save offer