Comment concevoir un site d'adhésion pour un succès à long terme

In this article, you’ll get to know a member of the MemberMouse community who is both a successful web developer et une entrepreneuse qui a créé deux entreprises d'affiliation en ligne prospères. Ses sites d'adhésion sont devenus des sources fiables de relativement des revenus passifs qui lui donnent la liberté et la flexibilité de travailler où et quand elle le souhaite.

Considérez ce billet comme un hybride entre l'une de nos Pleins feux sur les développeurs et un Témoignage client.

So, if you’ve ever wondered what it takes to truly build a business that gives you the freedom and flexibility you’ve been looking for in your life, this post is for you!

Dans ce billet, vous apprendrez :

💡 Comment Britt a découvert sa grande idée d'entreprise en ligne

🔧 Stratégies pour construire un site d'adhésion réussi

🖍️ Practical membership site UX & design tips

🔑 Specific MemberMouse tips & tricks

💙 Et bien plus encore...
 

Rencontrez Brittany Menard

Rencontrez Brittany Menard (elle s'appelle Britt en abrégé).

Elle est entrepreneuse et développeuse/conceptrice de sites web à Chilliwack, en Colombie-Britannique.

Vous n'en avez jamais entendu parler ?

Voici sa position sur la carte...
 

Britt a grandi dans la magnifique région agricole du nord-ouest du Pacifique et est définitivement une fille de la campagne dans l'âme. Pour elle, la récompense ultime de la création d'entreprises en ligne prospères est la liberté de vivre et de travailler où et quand elle le souhaite.

“I’m very grateful for where I live. we’re so close to so many different forestry roads, the mountains, lakes, and hot springs. It’s really fun to go out and adventure. We’re three hours away from world-class skiing at Whistler and three hours in the other direction to the desert. It’s a unique place to live and I really enjoy it. For me, life is all about balance. I love having the freedom to be able to go out and explore and obviously being able to work on the computer and do what I do, offers that freedom. It’s really fun.”

Les deux sites d'affiliation que Britt possède et gère sont les suivants : Le guide du courtier en billets & Box Office Fox.

Ces deux sites aident les courtiers en billets à gagner de l'argent en achetant et en vendant en ligne des billets de sport, de concert et d'événements. Elle s'est lancée dans l'entrepreneuriat en 2008 et a développé et fait évoluer ces entreprises depuis lors.

Nous avons eu une conversation fantastique avec Britt sur l'entrepreneuriat, la gestion d'une entreprise en ligne et les spécificités de la création et de la croissance des sites d'adhésion.
 

Un début de carrière

Comment avez-vous commencé à travailler dans le domaine de la conception et du développement de sites web ?

"Lorsque j'étais enfant, ma famille possédait un ordinateur Tandy équipé de Microsoft Paint. C'est là que j'ai fait mes premières armes en matière de design. Je regardais des images et je les peignais sur l'écran à l'aide de la souris. J'ai trouvé cela tellement fascinant.

À partir de là, nous avons fini par obtenir l'accès à l'internet par ligne commutée. C'était vraiment amusant quand j'ai été autorisé à aller sur l'internet pendant une heure à la fois. C'était un grand moment. J'ai donc commencé à créer de petits sites web avec les vieux logiciels de création de sites web comme Homestead, GeoCities et AngelFire. Oui... Et je devais avoir un widget météo et un compteur de visiteurs. Bien sûr ! C'était essentiel.
 

“When I was around 13 years old, I would look at domain names to buy and sell. I was really intrigued by that. I’ve always had a natural entrepreneurial spirit. I don’t really fit into a box, per se. I always looked for business opportunities. So, I would create those websites and eventually transitioned into Microsoft Frontpage. I would design all the websites with the wysiwyg editor and then export it as a table-based website. That’s definitely dating myself, haha!

That’s how I got into all of this. I found it really fun to build these little websites. And then, I discovered WordPress in 2008. Once I found WordPress, I became fascinated by it. It was scalable and still not really that mainstream at the time. But, I saw the potential in it. Ever since then, I’ve built all of my websites on WordPress. I love the ability to add plugins and functionality to it and that it’s open source with a community around it.”

Quand avez-vous essayé pour la première fois de créer une entreprise en ligne ?

"J'ai écrit Le guide du courtier en billets lorsque j'étais à l'université, en 2008. À l'époque, j'avais un emploi à l'université. Nous travaillions dans un entrepôt de vêtements et nous préparions les commandes pour les magasins de détail. C'était en fait un petit boulot assez amusant.

But one day, six of us all got laid off. They laid us off and a good friend of mine and I said to ourselves, ‘Wait a minute. We basically just got severance without pay. They can’t do that to us. That’s not right!’ So, we went in there and said ‘yeah, you can’t do that. We’d like our severance pay.’

For me, that was a major realization. When you’re working for somebody else, you don’t have control of how much money you can make or the hours you work. You don’t have that same freedom. I had that ‘aha moment’ at the time thinking, ‘I don’t want to work for somebody else. I want to do my own thing.’

At the time, I was still in university. I was taking business and computer courses. I remember sitting in an advertising class and I wasn’t paying attention and I would just sit there and write what eventually became Le guide du courtier en billets."
 

“I had become fascinated by that industry because at the time, the Vancouver Canucks NHL team was in the playoffs. I remember looking on eBay and seeing how much their playoff tickets were selling for. And I thought, ‘Holy crap, that’s pretty impressive! There’s gotta be more to this story.’

So I started digging in and learning about ticket brokers and understanding the ticket industry. I signed up for a popular ticket broker message board at the time and couldn’t get enough. I wanted to research all the inner workings of the business and really found it fascinating. I bought and resold tickets myself at that time to help put myself through university.

À partir de là, je me suis rendu compte qu'il n'existait pas de véritable ressource pour enseigner à d'autres personnes comment faire. J'ai donc fini par prendre sur moi et par écrire Le guide du courtier en billets."

Aviez-vous prévu dès le départ de créer une entreprise d'affiliation ?

"C'est en 2010 que j'ai eu l'idée de créer un site d'adhésion. J'ai écrit Le guide du courtier en billets eBook en 2008 et j'ai toujours voulu que ce soit plus qu'un livre. J'ai vu qu'il y avait une opportunité d'avoir un site d'adhésion et d'aider les courtiers en billets à prédire les événements rentables et à trouver les billets qui seront bientôt mis en vente. Je voulais créer une ressource pour les courtiers en billets de tous niveaux. En fait, il a fallu quelques années pour mettre en place le site et le faire fonctionner. Ce n'était qu'une idée pendant un petit moment".
 

“In 2013 we started Box Office Fox, which is the membership site. We used MemberMouse to build this site and still use MemberMouse today on it. So yeah, that’s been about six years and running. Box Office Fox is a little more advanced. It’s a ticket-on-sale database.”

Quelle est la principale différence entre The Ticket Broker Guide et Box Office Fox ?

“The Ticket Broker Guide is for people who are curious about learning how to become a ticket broker. It’s geared more towards beginner to intermediate brokers. Once you’ve got a grasp on the ticket industry and how to buy and sell tickets online, your next step is Box Office Fox where you use that tool for your daily research and finding profitable tickets.”

Comment se passent les choses avec vos deux sites d'affiliation ?

“It’s been going really well. We’ve definitely learned a lot. We ended up using MemberMouse from the start on that site and I’ve been involved with other projects since then that have used MemberMouse as well. I’ve also worked on projects that have used other membership plugins and I’ve always come back to MemberMouse. It’s the most comprehensive, feature-rich plugin out there, I believe.”

Pour vous, quel est le principal avantage de créer une entreprise en ligne prospère ?

“Oh, definitely the freedom. If I did want to pick up and move to Thailand or Eastern Europe, I could. If I want to work from home, I can. I can work when creativity is sparked. I don’t have to be productive from nine to five, Monday through Friday, from my office desk. I can work anywhere.”
 

“That’s obviously what’s so attractive about this kind of lifestyle, it’s the freedom – financially and time-wise. That’s what everybody’s after. Having a skill set with website development and marketing and design can certainly offer that. I saw that from a relatively young age. I really believe in this.

Obviously, there are many jobs where you do have to be at a physical location to get the job done, I understand that. But as far as running a membership site or really doing anything with computers, you don’t have to be stuck in that mindset that you need to be working from an office.”

Qu'est-ce qui vous plaît dans le modèle d'adhésion et de revenus récurrents ?

“Well, I think an ‘autopilot income’ is attractive to anybody, right? You know, that’s the dream. To have your website working for you while you’re on the beach in Hawaii. Obviously, that’s very attractive.

But, that comes with challenges too. And being able to provide ongoing value is probably the biggest challenge. There are days when you’re feeling creative and it’s very easy to come up with new content. Then there are days where you’re thinking, ‘I don’t feel like doing this. I don’t want to have to create something new continually.'”

Quels conseils donneriez-vous aux personnes qui souhaitent créer un site d'affiliation ?

"Si vous avez l'idée d'un site d'adhésion, gardez cette question à l'esprit : Comment allez-vous pouvoir offrir une valeur continue à vos membres ? Il est très important d'avoir un plan pour cela dès le début. C'est là que la mise en place de fonctions dynamiques sur votre site web vous aidera à y parvenir".

Qu'entendez-vous par "caractéristiques dynamiques" ?

“For example, with Box Office Fox we programmed a database to aggregate information for our members. So, we’re not having to constantly write new content for that specific site. We aggregate all of the tickets going on sale soon across North America and we put them all in a database with on sale dates, pre-sale passwords to get early access to tickets, face value ticket prices, venue capacities, etc.

We put all of that information in one place and it’s searchable. So, brokers use that on a daily basis as part of their daily research. It kind of does run itself, which is great. And obviously we had this in mind from the start. Remember, your website should be able to work for you.”
 

Comment concevoir un site d'adhésion réussi

What is the most important thing to consider when you’re building a website? Vous concentrez-vous sur l'aspect et la convivialité du site web ? Ou bien est-ce une question de rapidité ? Quelles sont les cases à cocher dans votre tête que vous devez absolument avoir ?

Expérience utilisateur (UX)

“I think all those things are important when you’re building a website. But for me, it’s user experience. How does the user feel when they’re on the site? That includes everything from what graphics you’re using, the photos to your sales copy, and your call-to-actions. It should be very clear what the user is supposed to do. They shouldn’t have to think and fumble around with your website. It should be intuitive.

Un site web comporte de nombreux éléments mobiles dont vous avez besoin pour créer une bonne expérience utilisateur. J'aime utiliser beaucoup de graphiques personnalisés et rédiger des textes de vente convaincants. Mon objectif est toujours de faire en sorte que le site fonctionne très bien pour l'utilisateur et que ce qu'il doit faire soit très clair.

Data & Analytics

“There are times when you’ll live in Google Analytics and see how people are interacting with your pages. Then, you can make tweaks based on that. It’s important to always revisit your work and improve it based on how users are interacting with your website.”

Et il y a aussi la Journal d'activité des membres:

“Definitely, with the information available from the activity log, you can pick a direction a lot easier and see what’s working and what’s not. Obviously, if a few users are highly engaged with a page, that’s great. And if you did launch a feature of the site and then nobody’s really using it or they’re bouncing, you know that needs your attention.”
 

“The Member Activity Log is also very useful for seeing if a user is really engaged. That’s a good opportunity to reach out to them and just say, ‘Hey, thank you so much for using our service. If you have any feedback, please let us know about what you love, what you don’t love, etc.’ There are some talking points there.

Again, with users who may have signed up for your service and aren’t engaged, well that’s also an opportunity. You can reach out to them and just, and not be creepy about it, and say, ‘Hey, is there anything I can help you with?’ That provides some great talking points. And this is information that MemberMouse provides, that you can’t always get from Google Analytics. That’s definitely very valuable.”

Optimisation des moteurs de recherche (SEO)

“I feel very strongly about search engine optimization. That’s my background in writing good copy. I want users to land on my site organically. Because that’s a qualified lead. They’re searching for a solution to their problem and if they land on your site, you can provide that solution for them. With SEO, a visitor is already engaged with you as opposed to paid ads.

Content is the biggest thing that Google is looking for when it comes to SEO. You have to have good content. That’s going to allow Google to search your site and pick up what you’re talking about. You’re basically just giving Google hints for what your site is about. Then it can rank you appropriately in the search results.

Obviously, there’s more to it than just writing good content. Having unique images or graphics on your site as well as also important. Google doesn’t want to see the same recycled stock images. I recommend taking a stock image and Photoshop it and add some value to that image. Also, make sure your website loads responsively on all devices. Google is looking at that.

Something else to consider is your page load speed. And yes, Google is looking at whether people are bouncing from your website. So, having some elements on the page as well to get your visitors engaged with your page, whether that’s embedding a YouTube video, or having some call to action buttons, or filling out a form. There are so many different things you can do to enhance the page.

Le référencement prend beaucoup plus de temps que les annonces payantes. Mais je crois fermement que le référencement est la voie à suivre. Si vous avez un produit solide et que vous écrivez un texte convaincant, les gens vous trouveront. Et Google vous aimera ! Google aime le contenu unique. Créez un site que Google aime et que vos utilisateurs aiment.

With SEO, if you’re okay with playing the long game, you can write some really compelling content that can work for you for years to come.”

Marketing d'affiliation

“Affiliate marketing as well is really valuable. If you have an army of affiliates promoting your product, you’re only paying them if they make a sale. In my opinion, that’s a much better approach than dumping a bunch of money into paid ads. I’ve done both. I’ve worked on projects where we have had a sizable ad budget and it’s just not for me.

When we first started The Ticket Broker Guide, we got involved with ClickBank. We would split the commission with our affiliates 50/50. We did use ClickBank for a long time because they handle all of the payment processing for affiliates. This is very useful. We don’t have to touch the money or anything and split it up manually. ClickBank just does that for us.

La seule chose que je conseillerais à tous ceux qui envisagent d'utiliser le marketing d'affiliation pour développer leur activité en ligne est de garder un certain contrôle sur leurs affiliés et de leur fournir des outils et des ressources pour promouvoir leurs produits.

Otherwise, you’re going to have a bunch of hooligans putting out a bunch of your regurgitated information that’s not helpful. It ends up looking very cookie cutter. It’s not professional. So, you want to provide your affiliates with some valuable resources like sales copy and graphics or whatever you can, so they can promote your product properly.”

Plugin d'adhésion WordPress

“When picking a membership plugin, you’ve got to have your login page functionality. You also need to have a page where members can go in and edit their own accounts. For example, members need to be able to cancel their accounts on their own if they want to.

Your members also need to be able to update their billing information. All of these things are very important. I found that a lot of the other plugins, with even offering something simple like coupon codes, not every membership plugin offers that. There’s just a lot of things that I find with other plugins that you end up just piecing things together. MemberMouse has those features already in place and they just work.”

Autres outils techniques recommandés

• Hébergement WordPress – WP Engine
• Constructeur de formulaires – Formulaires Gravity
• Thème WordPress – Thème Avada ou Cadre Genesis
• Outil de référencement – Yoast SEO
• WordPress Dashboard & Management – ManageWP
• Marketing par courrier électronique – MailChimp
• Outils de développement WordPress – WP Toolset
• Passerelles de paiement – Rayure & PayPal

 

Britt’s Top MemberMouse Tips & Tricks

1. Niveaux d'adhésion :

 

“When you’re building a membership site, I think the first thing to figure out is the membership levels you’re going to have. Each membership level obviously comes with different permissions for that user. So, figuring that out, is the number one step. Then, once you’ve dealt with that, you can really start customizing your users’ experience by using MemberMouse SmartTags.”

2. Étiquettes intelligentes :

 

“Whether that be as simple as showing the member’s name on their account page and personalizing it or using some conditional logic and saying, show this content if the user has this membership level. You can really tweak those SmartTags and get them working for you and guide members in a certain direction that you want them to go because you can show them different information based on their membership level.”

3. Proratisation de l'abonnement :

 

“There are also MemberMouse features that allow you to prorate subscriptions. It’s very powerful stuff and it saves a lot of admin work. You can have all of this stuff already set up in place. You don’t have to have members emailing you and saying, ‘Hey, I’d like to upgrade or downgrade,’ and then you’re having to manually go in and adjust all that stuff.

What’s nice is that you don’t need to do that with MemberMouse. You can have it already all set up. And basically, any use case scenario that you can think of, MemberMouse is capable of handling. MemberMouse is a true all-in-one solution.”

4. Vente incitative :

“We have one upsell because we have two membership levels. So obviously, if a member signs up for the lower membership level, we use SmartTags to show them information, like snippets of your upgraded membership level, and say, ‘Hey, this is what you’re missing out on.’

For example, we can tell our lower tier members something like, ‘we have a private ticket broker chat going on over here. Come check us out!’ And even when they are on the top membership level, we can engage with them further by using SmartTags to show them different information It’s really powerful. This is a whole rabbit hole of information here.”

5. Gérer les membres :

 

"Je sais que j'ai dit que nous essayons d'automatiser beaucoup de choses avec MemberMouse et de donner aux utilisateurs le contrôle de la mise à jour de leurs comptes ou de la modification de leur niveau d'adhésion, des informations de facturation, etc. Mais il est évident qu'il existe toujours des cas d'utilisation où nous devons aller modifier manuellement certaines informations relatives à un membre.

J'adore le panneau d'administration car il est très intuitif et simple. J'ai l'impression que n'importe qui peut être formé à la gestion de cet aspect de MemberMouse. J'apprécie vraiment les fonctions d'administration de MemberMouse par rapport à d'autres plugins.

6. Fonctionnalité tout-en-un :

“MemberMouse is truly an all-in-one solution. It’s very scalable. It doesn’t matter if you’re just starting out with your membership site or if you’re already up at enterprise level where you’ve got thousands of members. Just like WordPress, it’s very scalable and there’s lots of support for it. You guys have a very comprehensive knowledge base. Basically, anything that you get stuck on or want to customize, the answers are already there in the knowledge base. It’s very well documented. That’s really important.

With other plugins, oh my goodness, you end up having to buy all these different extensions. And it’s just like, okay, so this $29 plugin turned into $300, and I think, ‘well geez, why doesn’t it just come with that in the first place?’ I don’t want to have to guess whether I need this extension or that extension…

Oui, il y a un certain temps d'installation initiale pour mettre en place toutes les pages principales correctement et faire en sorte qu'il fonctionne bien avec votre thème and everything. But at the end of the day, MemberMouse is very enterprise-level software that’s also suitable for someone just starting out. It’s pretty powerful stuff! And I really like the fact that when you go into the member logs you can see how members are interacting with your site. That’s super powerful information. And again, that’s something that a lot of other membership plugins don’t have or don’t do well.”
 

Conclusion

Ouf ! Nous avons abordé beaucoup de sujets dans ce billet. Merci de nous avoir suivis.

Nous espérons que vous avez apprécié de faire la connaissance de Britt et d'apprendre de son point de vue sur la conception et la construction d'un site d'adhésion pour le succès.

Quelles sont les questions que vous avez à nous poser sur la conception de sites d'adhésion ?

Vous souhaitez en savoir plus sur l'UX des sites d'adhésion ou sur les processus de vente incitative ?

Let us know in the comments below! We’d love to hear from you.

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