In-Depth Tutorial: “NC4 Guru” Membership Landing Page

I Like Crochet Gold Club

Some order pages offer subscribers a choice; others offer only one option. When you have a bundled product that you don’t want to take apart, the No Choice order landing page offers prospects so much that they won’t mind (or even notice) that they don’t have a choice.

When you dazzle your prospects with benefits, they’ll get the underlying message that they’re getting a great deal on a wide array of content. Why would they want less? This compelling type of Landing Page makes the bundle of products or services virtually irresistible—such a deal!

ILC NC4

HC3Big Landing Page, with Hard Offer for a Subscription

In this Template Tutorial, we’re going to take a closer look at the NC4 Landing Page format. The NC4 designation indicates No Choice of options—buy, or do not buy, those are the choices (it’s a single hard offer), arranged with a large Roof Tile banner supported by 3 detailed benefit Pillars (4 feature-filled sections in all).

With this Template Tutorial, we’ll assess an NC4 Landing Page for I Like Crochet—which offers full digital access to all that I Like Crochet has to offer, from its digital magazine and special collections to hundreds of crochet patterns and articles to exclusive video tutorials—with an I Like Crochet Gold Club Charter Membership.

I Like Crochet (ILC) is part of the Prime Publishing family. Prime Publishing has taken magazine publishing fully to the digital realm. With content in primarily the craft and food space, Prime Publishing offers readers free content appetizers in their selected niche, then upsells free subscribers to a more robust premium membership model. Members to the I Like Crochet Gold Club get a veritable treasure trove of benefits, far beyond what’s available on the free site.

By applying appropriate testing protocols, you can test an NC4 Landing Page to increase your response rate.

Now, let’s take a look at ILC’s NC4 Landing Page, and we’ll rank it based on our checklist of core components that can help connect with prospects and make the sale!

Nameplate Header

ILC Nameplate

If you’re like ILC and most other publishers, prospects for your premium offers arrive at your Order Landing Page in myriad ways—email, site navigation, organic search, affiliate-partner promotions, paid-media efforts, direct mail, and more. Consistency is key when your prospects hit the Landing Page—it better clearly represent you. The best way to do that is to have your nameplate right at the top of the page. That way, you’re clearly identifying your brand. When you drive page visitors from email messages that include your nameplate logo, make sure you’re using the same logo on your Order Landing Page to reinforce your credibility.

✓ ILC does the job well with this component of the NC4 Landing Page!

Testing Ideas

While opportunities to “test” your brand’s main logo and tag line may seem limited, by focusing on this element, you might brainstorm new ways to position your brand (with a new, more powerful tag line, for example). Or you could add an attention-grabbing burst to your logo, touting the “Special Offer” or “Limited Time Only” nature of the current offer.

Now, you may have noticed that the I Like Crochet nameplate is missing its familiar tagline of Live. Love. Crochet . That’s a test.

Headline

ILC Headline

After your nameplate header that identifies your business, a prominent headline is in order—let visitors know what you’re offering. These headlines should be short, pithy, explanatory, and not distracting. Here, ILC tugs at the heartstrings of the visitor’s imagination, promising “more crochet patterns than you ever dreamed of.” They know their audience; this is a demographic always on the lookout for a new crochet pattern … always on the lookout for more. Here, ILC conveys the value of the offer (Only 23¢ a Week) with on-demand videos; the exclusivity of the offer (Charter Membership), and the aspirational aspect of the offer, promising more patterns than they’ve ever dreamed of. How do you resist an offer like that? And we’re only in the headline!

✓ ILC earns points for their aspirational, benefit-packed headline!

Testing Ideas

The headline is going to draw your prospect’s attention, since it contains the offer. This is a good element to test. Incorporate an icon in your headline; switch up how you present the offer; imply urgency with a deadline. Besides the nameplate header, your headline is often one of the first things a prospect sees when visiting this page. Headline testing can help you find winning or better-performing messages, so you should test how you craft your headline. Examples:

  • More crochet patterns than you ever dreamed of!” (Add exclamation)
  • Limited-Time Charter Membership for You Today—Only 23¢ a Week../Crochet Videos—Respond Today!” (Add urgency)
  • Add a burst over the headline: “Limited-Time Offer!”
  • Offer/price testing—as with any subscription or membership offer, testing introductory pricing is a great way to gauge the marketplace’s willingness to order your products or services at various price points and various terms. Successful introductory offers that we’ve seen working include ILC’s current “23¢ a Week”; “30 days for $1”; “14 days FREE”; and “12 weeks for $12”—or test including a premium incentive for new-subscription orders, like the on-demand streaming videos. Your incentive might be a special report, an exclusive collection of articles, etc.

“Yes!” Copy

ILC Yes Copy

The Yes! copy engages the prospect to nudge them over the decision line. They read the affirming copy in first person as they discover just how good this deal really is. The checkmark for the Yes! copy is always prechecked for them.

✓ The ILC Yes! copy checks out just fine!

Testing Ideas

  • Leave the checkbox unchecked; make it clickable to add the check mark—and consider incorporating functionality that, when checked, moves the prospect to data-collection fields to process the order.
  • Change up the wording in the Yes! copy. Example:
    • “Yes! Count me in as a new member in the I Like Crochet Gold Club. I can’t wait to check out the exclusive designer patterns, step-by-step tutorials, and expert tips & techniques for just 23¢ a week. All that, plus FREE unlimited access to 2 on-demand streaming crochet videos—“Back to Basics: 11 Essential Techniques and Stitches for Every Crocheter” and “Crochet Secrets Revealed: 12 Tutorials by Michael Sellick”.
  • Get colorful: highlight parts or all of the Yes! copy to emphasize the benefits of the offer.

Roof Tile

ILC roof tile

The Roof Tile spreads like a promising canopy across our 3 pillars below and is packed with benefits. In this case, the Roof Tile tells it like it is: this is what the member gets for joining. The Roof Tile details what they get, for how long, how much, and what type (preview, digital magazine, videos).

The Roof Tile also includes concrete examples of each of those benefits: the collage has pictures of the website, the digital magazine, a sample article, and an example of one of the videos. Throughout this collage, you see the crochet-focused pages and items; and you also see people who really like crochet. Don’t skip the human factor. People like seeing people like themselves enjoying the things they also like to do. Ideally, those pictures should have eye contact.

The Roof Tile reiterates the offer here, boldly highlighted. And notice that there’s another price, lined out. The prospect is going to compare that [apparent] regular price with the special offer rate to determine just what a deal they’re getting.

By this point, the prospect may be sufficiently convinced that this a great deal they don’t want to miss, so the Roof Tile has a convenient call-to-action button placed boldly at the bottom right of the Roof Tile box. If they’ve gotten this far and are ready to order, we don’t want to slow them down. Remember to always include a Call to Action in your Roof Tile.

✓ ILC’s Roof Tile hits all the high points to inspire prospects to click to order!

Testing Ideas

  • Change the color of the call-to-action box, or test the copy in the box itself.
  • Change the cost per week box to a burst.
  • Where the regular monthly cost is listed, put a big red X through it to emphasize the discount.
  • Rearrange the collage into a fan.
  • Make the collage bigger and the copy smaller.
  • Center your copy: collage in the middle, benefits split on each side.
  • Draw lines/arrows from the benefit text to its picture in the collage.
  • Make the collage interactive with the name of the benefit showing up with a mouseover.

Pillar #1

ILC Pillar 1

The Pillars on this NC4 Landing Page serve a similar function of physical pillars—they support the offer by providing more detail on key benefits. Here are some best-practice elements of Pillar #1:

  • It gives the product a face—a happy, eye-contact photo of the editor on the ILC team. Photos makes an emotional connection with prospects. They also lend credibility to the organization.
  • The copy expands on the benefits, providing additional details.
  • The highlighted banner at the bottom reminds the prospect that this benefit is included in their membership.

✓ ILC hits the emotional target with Pillar #1!

Testing Ideas

  • Since you’ve put a face to the product, you could test using a quote from the editor rather than a description: “I’ll send Content Previews to your email inbox every week—to help you focus on specific patterns, all curated for your easy use and instant access!” —Caitlin Eaton, Editor, ILC
  • Rearrange the layout of the pillar. Put “Included with your membership” at the top instead of the bottom. Switch the photo and the benefit copy.
  • Test a different photo of the editor—maybe in action, crocheting a project. Or somehow showing off crochet—afghan, sweater, hat, etc.

Pillar #2

ILC Pillar 2

Pillar #2 provides details on the offer on this NC4 Landing Page. Best-practice elements of this pillar include:

  • Display imagery that depicts items members get with this offer—ILC includes a year’s worth of digital magazines, so show them what they get. Notice that two of the three covers include eye contact.
  • Clearly state the benefits the member will receive; in this case it’s the digital magazines and the deep well of crocheting resources.
  • Reinforce the contents of the offer; the bottom banner confirms that this is part of the package.
  • Include the name of the benefit; in this case, the magazine.

✓ ILC clearly confirms the magazine benefit with Pillar #2!

Testing Ideas

  • Seasonal testing: Change the covers in the collage.
  • Reorganize the elements: Put “Included with your membership!” at the top, swap the text and collage.
  • List components of magazine as bullet points.

Pillar #3

ILC Pillar 3

Pillar #3 provides more details on the offer on this NC4 Landing Page. Best-practice elements of this pillar include:

  • Display imagery that depicts items members get with this offer—ILC includes special collections that focus on specific types of projects. Notice that the covers provide a representative sampling, and that they all have clear titles. And 4 out of 5 feature eye contact. Coincidence? I think not.
  • Clearly state the benefits the member will receive; in this case it’s specially curated Collections of crochet projects.
  • Reinforce the contents of the offer; the bottom banner confirms that this is part of the package.
  • Include the name of the benefit; in this case, the Collections category.

✓ ILC clearly confirms the magazine benefit with Pillar #3!

Testing Ideas

  • Seasonal testing: Change the covers in the collage.
  • Mix it up: rearrange the covers.
  • Add a burst: “Dozens of Designer Patterns!”
  • Reorganize the elements: Put “Included with your membership!” at the top, swap the text and collage.
  • List components of magazine as bullet points.

Testing Ideas for Pillars as a Group

  • Change the order of the pillars.
  • Alternate the layout of the pillars, changing placement of images and text.
  • Text color of “Included” bar.

Order Total Box

ILC Order Total Box

The Order Total Box is an essential component of an NC4 Landing Page, to summarize for ordering customers exactly what they’re ordering and how much it costs. Unlike multi-page shopping-cart order flows, this single NC4 Landing Page for subscription or membership offers allows you to accomplish “order summary” on one page—and since there is only one choice for subscribing, the Order Total Box is static, reflecting the current price.

✓ ILC scores again with a clear-and-concise Order Total Box!

Continuous-Service Language

ILC Continuous Language

Continuous service seems to be more the rule than the exception these days; so, while you definitely need this information on the page, it’s not likely to confuse consumers. People have become used to signing up for products and services with auto-renewing continuous service, and that makes subscription and membership retention for marketers and publishers an easier goal to reach.

With an annual term for ILC’s membership offer, you do not need to disclose the conversion pricing here—30+ days before the auto renewal in a year, customers will be notified of the upcoming renewal and the cost. Resist the temptation to complicate this NC4 Landing Page by disclosing conversion pricing when you’re offering an annual service—not only can it suppress initial orders, it could lock you in on a pricing promise and hamper your ability to change or increase pricing later.

As an added layer of assurance, ILC could include in their Continuous Service Guarantee language for contacting their customer service department—a toll-free number or a clickable link to send an email message, or both. Including this information is optional.

Note: Some states have passed laws governing how businesses must handle and display continuous-service terms for their products and services—this is an area of the law that is frequently changing, so please consult your legal counsel to ensure you’re compliant with current laws. Hopefully, to make requirements universal, the federal government will act to preempt all the state initiatives—stay tuned on that!

✓ ILC follows best practices with their Continuous-Service Language!

Email Privacy Statement

ILC Email Privacy

Subscribers and members want assurance that you’re not going to sell or share their information. Tell them that, right on the order page. And provide a link to your privacy policy for those who want to read the details. Transparency amps up your integrity.

✓ ILC follows best practices with their Email Privacy Statement!

Summary

Success! ILC has followed the Mequoda NC4 Landing Page Checklist—a great approach to winning new subscribers or members.

Here’s a performance checklist you can use to test your own NC4 Landing Page!

Mequoda’s NC4 Order Page Checklist

Element Criteria Done?
Head/Subhead Hype primary offer in headline.
No mention of conversion pricing or conversion term.
Yes! Statement Include a Yes Statement written in affirmatory first person.
Roof Tile State the product in the headline.
Describe features with copy and images.
No mention of conversion pricing or conversion term.
Include Call to Action button.
Pillars State the product in the headline.
Describe features with copy and images.
No mention of conversion pricing or term.
Order Total Box Restate the initial offer and product ordered.
No mention of conversion pricing or term.
Email Privacy Statement State overview of policy and provide link to privacy statement.
Make sure the privacy statement opens in a new window, so you don't lose your order.
Continuous Service Language Provide continuous service message; notify subscribers or members of conversion rate at renewal time—30+ days before auto-renewal.
Test, test, test! One element at a time!

Bottom Line: If you want to draw in more members—just like ILC—take a page out of their playbook and test your own version of this NC4 Landing Page today! You’ll clinch more sales on-the-spot and minimize Order Landing Page abandons when you follow these best practices.

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