Dustin LindenSmith (iamom) wrote in lj_biz,
Dustin LindenSmith

on increasing the paid membership base

Leaving aside discussion about how to develop a profitable model for a content-based "business" such as LJ, I have continued to be surprised at the relatively low level of signed membership we have here as a proportion of all LJ users. I'm not totally up to speed about LJ's short- and medium-term goals, but I'm sure that whatever is planned could be made a bit easier if there were more cash on hand.

Bearing that in mind, I thought I'd volunteer a bit of my professional experience in marketing towards developing methods to increase our paid membership base. Would anyone within LJ's administrative community be interested in exploring some ideas in this area?

Just to get the ball rolling, I outlined the following small initiative that could test our waters. Please comment at will.

- outline benefits to upgrading to paid service
- obtain testimonials from paid users about the value-added services they received upon signup
- post testimonials in prominent places throughout LJ (e.g. talkpost.bml, etc.) with a link visible only to unpaid members for "how to upgrade your membership"
- measure difference in rate of uptake between pre- and post-testimonial period to assess the campaign's effectiveness

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