FRINGE MEMBERSHIP VISIBILITY
THE PROBLEM
This past year one of our initiatives was to grow Fringe membership. I was tasked with utilizing our ecommerce site in this initiative. The question I kept in mind was: How could I make the Fringe more visible to non-fringe customers on our website?
Freshly Picked has a membership program called The Fringe. When you join you’re dubbed a Fringe Member and get to enjoy perks like 20% off all products all the time and the private Facebook page. Most people hear about becoming a Fringe member through social media, emails, and word of mouth
THE PAGES
PLACES OF VISIBILTY
I went through each of the different types of pages that customers see on our site and made notes of where we were advertising The Fringe and where improvements could be made.
These two were pretty easy to implement. You can see them in action here.
THE PAGES cont.
PRODUCT PAGES & CART
This is where I saw most room for improvement. The only things that were calling attention to The Fringe were small boxes with some text (pictured right).
I brainstormed with another member on my team about ways to showcase the savings/benefits a customer receives when signing up for The Fringe.
HOW CAN WE MAKE THE FRINGE MORE VISIBLE ON THE PRODUCT & CART PAGES?
CONCLUSION
THE FRINGE AS A PRODUCT
To streamline the sign up process my teammate and I decided treating The Fringe subscription like a product would be the best route. A good example of a site that’s using this practice is the Native Deodorant site. Unfortunately, as amazing as this idea is, we did not invent it. Why reinvent the wheel, right? By applying the Native Deodorant setup we would be able to offer The Fringe as a product and avoid taking our customers out of the checkout flow.
After rolling out these new features in measured incraments, it’s visible to anyone who comes to the Freshly Picked site and isn’t a Fringe member. We’ve noticed an uptick in signups especially during our two annual sales each year compared to year’s past.
To view the live flow click here.
