Latest / Build With Becky: Smart Strategies To Grow Your Community-Driven Business / 38% Membership Growth From A Platform Migration

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38% Membership Growth From A Platform Migration · Build With Becky: Smart Strategies To Grow Your Community-Driven Business

• 0:00
  One of my favorite projects this year was a migration project, which sounds lame, but it was a migration for a membership that had about 100 members in it, where we moved them from Slack to Circle platform.
• 0:13
  I want to tell you how it went, like some of the statistics, what the impact was.
• 0:18
  But first I want to say that a migration is not just a tech project.
• 0:24
  And if you just think about it like, oh, I really like this other platform, I want to move to this other platform, you can, you're really missing a lot of the opportunity.
• 0:33
  A migration is not a copy paste project.
• 0:35
  It's one of the biggest opportunities you'll ever get to redesign your member journey.
• 0:41
  It's one of the only times you get to truly like redesign a lot of things at once if you want to.
• 0:47
  Which is why I want to tell you a story about our client, because that is really what we did here.
• 0:52
  And this is why it was one of my favorite projects because we really got to redesign what they were doing and it's had a huge impact.
• 1:00
  I have an entire episode on everything you need to know about a community migration.
• 1:04
  If you're thinking about moving specifically to Circle.
• 1:07
  We've successfully moved people from lots of platforms to all levels of Circle plans, business, enterprise, custom apps, their plus plans.
• 1:17
  So I'm gonna link in the show notes that episode.
• 1:20
  If you wanna go deep on everything, you need to know if it's something you're considering.
• 1:23
  And I'll also link my trial link for Circle as well if you wanna check out the platform that we do.
• 1:30
  The majority of our mig and last caveat before I get into it is that we only recommend a migration when it actually makes sense for your business.
• 1:38
  We're not like pedaling migrations on everybody, but if it is something that is going to have a huge impact on experience for your members, then it's definitely something that we, we will recommend.
• 1:50
  One of the things you want to consider when you're moving off of a platform is whether or not it makes sense to even be on that platform for who you're serving.
• 1:58
  So for example, if, if you're on Slack, Slack is a great platform.
• 2:02
  Um, actually these are Zach authors, the founder of Tight Knit.
• 2:05
  He says that Slack is a great platform for the nine to five communities.
• 2:09
  So it's people that are already on Slack for work and it's usually like a professional community where they're logging in during the day to a community at the same time they're working.
• 2:21
  Right.
• 2:22
  And so Slack can be really great for professionals, for corporate communities, for some SaaS communities, like, it can make a lot of sense.
• 2:32
  And so I'm not always, like, telling people, hey, get off of slack.
• 2:35
  Sometimes it makes a lot of sense to be on slack.
• 2:37
  In fact, I'm building a community right now on Slack that I'm excited about.
• 2:41
  So I'm not always moving people off slack.
• 2:43
  But for this particular client, they serve a group of actors.
• 2:47
  Their community members are actors, and actors don't hang out on Slack.
• 2:52
  So our clients, Gabrielle and Sam, their membership is called the Membership, and they have a membership for actors, aspiring actors, and people that are actors that are really like, growing in their career.
• 3:04
  And they had their membership on Slack and Thrive cart and we moved them to one seamless experience on Circle platform.
• 3:13
  So a lot of the things that we changed, I wanna, I wanna walk through before I get into, like, the statistics of how the migration actually went.
• 3:21
  So we provided an audit and strategy for them in the beginning where we're making recommendations for how they should improve onboarding.
• 3:28
  We wanted to reduce their overwhelm.
• 3:30
  We cleaned up their content organization and we really wanted to say, like, okay, if you make these changes, this is gonna increase your member retention, which was one of our goals for some of their latest joined members.
• 3:41
  And so when we took a look at their Slack space, they had a lot of extra channels.
• 3:48
  So one of the things we did was like reduce the overwhelm for, for the amount of spaces where people could connect and have conversations.
• 3:55
  So when we brought that over to Circle, one thing that we will, we love to do is to keep as much consistency as possible where it makes sense.
• 4:04
  So for in other Slack communities that we've migrated it as well, the channel names, we kept the same in circle as space names, but we did reduce the number of them.
• 4:15
  Their actual content platform was on ThriveCart, so it was, um, like a page on ThriveCart with lots of different content buckets and lots of different replays.
• 4:23
  And it was pretty overwhelming because they, they've just created so much.
• 4:26
  And I tell Gabrielle and Sam this all the time.
• 4:28
  I'm like, you guys provide so much value, like, so, so, so much value.
• 4:32
  And that's incredible.
• 4:33
  But you're also creating an overwhelm problem.
• 4:36
  So how do we really reduce overwhelm?
• 4:38
  How do we really create an incredible experience for people without making them feel like they're really behind and have so much that they haven't accomplished yet?
• 4:48
  And so in their new experience, once we brought everybody over, we built a custom quiz based on boarding flow.
• 4:55
  They built it out, we made recommendations for it and gave them advice and reviewed it, but they built their own quiz and they built, they actually ended up doing eight personalized five day courses.
• 5:06
  So the experience would feel like it was designed just for that member.
• 5:10
  Now, 8results is a lot, but these women go hard.
• 5:13
  I mean, when I say they provide so much value for your members, I really mean it.
• 5:17
  And you don't necessarily need that many.
• 5:19
  Any like, you know, two or three options is great in most cases, but they had so many different resources, so many different paths depending on what level of career they were in, depending on where, what location they're in,
• 5:34
  based on what they were pursuing, all of these things, there's so many variables that they decided to like really take it to the next level and have all of these different options.
• 5:42
  So let's talk about the results because we made a lot of changes.
• 5:46
  We like updated the structure, the entire structure of their membership, we updated their onboarding experience, their personalization path, all of the resources, and then they already had a really incredible programming experience.
• 6:01
  So we just, you know, built that into Circle, which was more of like a native calendar and a lot easier to manage than what they had before.
• 6:08
  One of my biggest problems with other platforms is that I don't want people to have to log into multiple different platforms, especially with multiple different logins.
• 6:19
  In my experience, what I find is that people end up just using one piece of the membership and they're not using the whole thing.
• 6:25
  So for example, some people probably only logged into their ThriveCart platform and like dug through replays and looked at videos and were really digging into the content.
• 6:34
  Some people probably only logged into Slack and engaged with other members.
• 6:38
  And then there's like the rare groups that actually do both.
• 6:41
  And so when you have an all in one platform like Circle that where events, programming, your content, your community forum, it's all in one place, one login, one app.
• 6:51
  It's just more likely that they're going to be engaged across all the different areas of your membership at once.
• 6:57
  And that really drives retention and engagement.
• 7:01
  So this is why I like having one login.
• 7:03
  There is a solution for Slack called Tight Knit, which I love.
• 7:08
  That totally works.
• 7:09
  Again, if it makes sense for your community to be on on on Slack and if the economics make sense as well because it can end up being pretty costly.
• 7:20
  Okay, so how did their migration actually go?
• 7:22
  So first of all, 96% of their members came over.
• 7:26
  They only had four cancellations even while switching payment platforms.
• 7:30
  So they did decide to migrate payments, which a lot of people opt not to do.
• 7:35
  They keep their.
• 7:36
  When they do a migration, they'll keep payments on their original platform until they kind of like, suss out and like, any new will be in the new platform, which is, you know, a lot of times that's what we
• 7:47
  can recommend.
• 7:48
  But, you know, in some cases, it makes sense to migrate payments.
• 7:52
  In this case, we did, and 96% of migration is really, really incredible statistic.
• 7:58
  And then on top of that, one of my favorite things that they took really seriously is that we like to treat a migration as like a party.
• 8:06
  Like, this is an exciting moment.
• 8:08
  We want to give them a really good reason to log into the new platform because we're creating amazing momentum.
• 8:13
  We're running a bootcamp or a challenge or we're getting people excited.
• 8:17
  Like, there's events and content and new things only available in the new platform.
• 8:21
  It's a new experience.
• 8:23
  And so we're really excited about creating that.
• 8:26
  And that means that we see growth as well, because we can publicly promote that.
• 8:31
  They did this so well.
• 8:33
  They ran a bootcamp as part of their migration and their launch and bringing new people over, and they ended up having 38% membership growth.
• 8:43
  So we treated the migration like a relaunch moment.
• 8:48
  And then lastly, a more sort of qualitative statistic is that members were way less overwhelmed.
• 8:55
  Like, the feedback they were giving was like, this is so much cleaner.
• 8:58
  It's a more focused platform.
• 9:00
  I know exactly where to start.
• 9:01
  Like, there were glowing reviews from the members actually coming into it, which, of course, is what we want to hear.
• 9:06
  If you're interested in talking to us about if immigration is right for you, please book a free discovery call with my team.
• 9:12
  Again, we do not pressure migrations when it doesn't make sense, because we want to see results like this.
• 9:17
  For Gavin Sam, like, this made so much sense.
• 9:20
  It was going to have so much positive impact on their members, on their business.
• 9:23
  And the statistics prove that.
• 9:25
  And my goal is always to build a really incredible case study, which we did.
• 9:29
  And so if it makes sense for you, we'll recommend it.
• 9:32
  And if it doesn't make sense, we'll talk about what does, how you might improve your community without having to change platforms.
• 9:38
  And that is totally possible.
• 9:40
  So if you're interested in a migration or just in how you might improve your community, book a free discovery call.
• 9:46
  The link is in the show notes.
• 9:48
  We would love to talk to you and see what makes sense for you.
• 9:51
  And until then, next time, keep building.