{"id":4828,"date":"2019-02-12T17:17:23","date_gmt":"2019-02-13T01:17:23","guid":{"rendered":"https:\/\/membermouse.com\/?p=4828"},"modified":"2026-06-16T14:05:41","modified_gmt":"2026-06-16T18:05:41","slug":"augmenter-les-benefices-des-sites-dadhesion","status":"publish","type":"post","link":"https:\/\/membermouse.com\/fr\/marketing\/increase-membership-site-profit\/","title":{"rendered":"Comment augmenter la rentabilit\u00e9 de votre site d'adh\u00e9sion"},"content":{"rendered":"
\r\nIl s'agit du premier volet d'une s\u00e9rie de trois articles publi\u00e9s par l'Agence europ\u00e9enne des droits fondamentaux. Amanda Northcutt<\/a> de Coach d'abonnement<\/a> sur la fa\u00e7on de commencer \u00e0 exercer vos muscles RGA (activit\u00e9 g\u00e9n\u00e9ratrice de revenus) pour augmenter au mieux les b\u00e9n\u00e9fices et rester aux commandes de votre site d'adh\u00e9sion.<\/em><\/div>\r\nSi vous \u00eates noy\u00e9 dans les t\u00e2ches quotidiennes comme la plupart des site d'adh\u00e9sion<\/a> owners, it feels impossible to take the time to work on areas of your business that actually result in tangible, long term improvements. We have so many redundant tasks to perform just to stay afloat: emails, support tickets, marketing management, people management, content creation, website upkeep, the books, community curation, and on and on and on and on.\r\n\r\nWe often get caught in the trap of spending 100% of our time working in our business rather than on our business. You are the founder and CEO, but at the end of the day, you're also the proverbial CTC (Chief Toilet Cleaner). And for some crazy reason, the toilet often gets the most attention. That's backwards. If the toilet is clean but the house it's sitting in crumbles around it, what the crap does it matter?\r\n\r\nTaking the time necessary to set goals and priorities and work backwards from there to create a path to achieve them is your job as CEO \u2013 take it seriously and create space for it. The ways you spend your time on a day to day basis should revolve around the goals you set when you have your CEO hat on.\r\n\r\nI'm going to show you how to start exercising your RGA muscles and get in the habit of ruthlessly prioritizing improving areas of your business that lead to money in the door, and more importantly, higher profit.\r\n\r\nThis 3 part series is going to cover what those revenue generating activities are, then how to prioritize and actually do them.\r\n\r\nBefore we get started, let's put RGAs into 3 categories for membership sites specifically:\r\n
    \r\n \t
  1. Augmenter les b\u00e9n\u00e9fices<\/li>\r\n \t
  2. Accro\u00eetre l'efficacit\u00e9 : Cr\u00e9ation et mise en \u0153uvre de syst\u00e8mes<\/li>\r\n \t
  3. Diminuer les d\u00e9penses : L'audit de vos d\u00e9penses<\/li>\r\n<\/ol>\r\nWe'll cover increasing the efficiency of your business and decreasing your expenses in parts 2 & 3 of this series. The focus of this article is all about the first RGA: increasing profit.\r\n\r\n\"augmenter\r\n

    Partie 1 : Comment augmenter les b\u00e9n\u00e9fices<\/strong><\/h3>\r\nIl existe trois moyens principaux d'augmenter la rentabilit\u00e9 de votre site d'adh\u00e9sion :\r\n
      \r\n \t
    1. Diminution du taux de d\u00e9sabonnement<\/li>\r\n \t
    2. Augmenter la valeur client \u00e0 vie (LCV)<\/li>\r\n \t
    3. Augmenter le nombre de membres<\/li>\r\n<\/ol>\r\nD\u00e9cortiquons-les :\r\n

      Diminution du taux de d\u00e9sabonnement<\/strong><\/h3>\r\nHarvard Business Review<\/a> nous indique que votre rentabilit\u00e9 augmentera de 25-95% si vous parvenez \u00e0 r\u00e9duire votre taux de d\u00e9sabonnement de seulement 5%.\r\n\r\nVoici trois approches cl\u00e9s pour r\u00e9duire le taux de d\u00e9sabonnement :<\/strong>\r\n
        \r\n \t
      1. Il s'agit tout d'abord de s'attaquer au d\u00e9sabonnement involontaire, \u00e9galement connu sous le nom de d\u00e9sabonnement aux cartes de cr\u00e9dit.<\/li>\r\n \t
      2. Le second est la diminution des d\u00e9parts volontaires ou li\u00e9s \u00e0 l'engagement.<\/li>\r\n \t
      3. And the third approach is to run a quick audit of your marketing messaging, deliverables to your paying members & community engagement, and running surveys.<\/li>\r\n<\/ol>\r\nExaminons-les une \u00e0 une :\r\n

        D\u00e9sabonnement involontaire<\/strong><\/h4>\r\nInvoluntary churn happens when something regarding a member\u2019s credit card changes and your payment processor is unable to auto charge their card when their regular payment is due.\r\n\r\nChurnbuster and Profitwell\u2019s Retain product are the top ready-made solutions to prevent the majority of involuntary churn. On the surface they may seem expensive, but I\u2019ve not ever seen a case in which a membership site actually lost money using one of these tools.\r\n\r\nAll MemberMouse plans also include an la gestion automatique des retards de paiement<\/a> which will automatically attempt to rebill your member a total of 3 times once their account goes into overdue status.\r\n\r\nIf you don't have access to any of these tools, the least you can do here is have your email provider kick off an automated email sequence that notifies your member of their failed payment and offers the easiest path possible to re-enter their credit card info for continued access.\r\n\r\nYou can eliminate a significant portion of your churn by implementing automated systems for recovering failed payments. This is a no-brainer for anyone running a membership site as a business, not just a hobby.\r\n

        D\u00e9sinvestissement volontaire<\/strong><\/h4>\r\nVoluntary churn happens after you bring on a qualified member, ripe for achieving power user status, but they become unengaged over time, and eventually cancel.\r\n\r\nIt\u2019s best to nip this in the bud before it happens by tracking engagement and intervening to bring that member who is slipping away back to active engagement and receiving value on your site before it\u2019s too late.\r\n\r\nUntil now, monitoring member engagement has been a tedious process involving lots of late nights and spreadsheets. And if you haven\u2019t been doing that, you\u2019ve left untold amounts of money on the table as those who have become unengaged over time have churned, and you don\u2019t have any further recourse.\r\n\r\nThat's why tools like MemberMouse's journal des activit\u00e9s des membres<\/a> are so helpful. When you have an easy way to identify which of your members are at risk of canceling their accounts due to disengagement, you can swiftly intervene and attempt to retain them as a customer.\r\n\r\nWhat's important is that you know who is starting to slip away and intervene with a re-engagement email sequence to nurture that member back into active participation on your site. Your members signed up for your site expecting to receive a certain type and level of value \u2013 it's your job to make sure they get it! Otherwise, you're missing out on the benefits akin to compound interest and you'll stay on the hamster wheel of churn as long as your membership is around.\r\n

        Ex\u00e9cuter un audit<\/strong><\/h4>\r\nLastly, you need to run audits of your marketing, membership product, and make sure you're periodically getting valuable feedback from your existing members.\r\n\r\nMarketing and selling to the right members in the first place is vital to decreasing churn and thereby increasing lifetime customer value and profit. All marketing efforts should be directed to those who resemble your power users and will therefore stick around your site longer than those who weren\u2019t the best fit for your membership offering in the first place. I define a power user as your most engaged, highest LCV, membership evangelists.\r\n\r\nYou must understand the features and benefits that your membership provides to those power users, then tout those the most prominently in your marketing messaging. In taking that approach, you'll likely naturally attract people with a similar profile to your existing power users. Once you bring on a new member that has the potential to reach power user status, you need to onboard them in a way that pushes them along the same feature adoption path your powers users took when they first joined your membership.\r\n\r\nNext up, you need to \u00e9valuer la livraison des produits et l'engagement de la communaut\u00e9<\/strong>. Are you delivering the content, benefits, etc. that you promise in your membership marketing? Are you consistently providing value to your members? How do you stack up to your competition? Are you curating your community (if you have one) in a way that encourages participation, collaboration, and member success? Are a large subset of your members engaged in your community, and if not, what are you going to do about it? What kind of organic feedback are you receiving from current and prospective members?\r\n\r\nOnce you ask yourself those questions, vous devez demander \u00e0 vos membres ce qu'ils pensent<\/strong>. Two types of surveys should be conducted on your site: exit and current customer.\r\n\r\nWhen a member cancels, that\u2019s your best opportunity to ask them why they\u2019re leaving. Not everyone will answer, and not every answer will be useful. That\u2019s ok. The goal is to gather enough responses that in aggregate, they surface some useful information. Set up an exit survey through your email provider that gets kicked off when someone cancels and pay attention to the responses you get.\r\n\r\nSecond, ask segments of your current members what they like most and least about your site. Invite any other feedback as well. There are a number of survey tools out there, but if you're only asking a few hundred people, just sending out an email with 3 questions is the path of least resistance.\r\n\r\nIn your RGA planning sessions \u2013 the time you set aside regularly for CEO level strategizing and planning \u2013 take a hard look at the feedback you receive and take action based on what your paying members really want, need, an expect from you.\r\n\r\n\n\r\n\"augmenter\r\n

        Augmenter la valeur \u00e0 vie des clients<\/strong><\/h3>\r\nIl y a deux fa\u00e7ons principales d'augmenter le montant qu'un membre vous verse pendant la dur\u00e9e de son adh\u00e9sion.\r\n
          \r\n \t
        1. Diminuer le taux de d\u00e9sabonnement volontaire et involontaire (voir ci-dessus)<\/li>\r\n \t
        2. Vendre \u00e0 vos membres des produits et\/ou des services suppl\u00e9mentaires<\/li>\r\n<\/ol>\r\nQu'est-ce que la vente incitative ? Il s'agit de vendre aux membres existants quelque chose en plus de ce pour quoi ils vous paient actuellement. Il peut s'agir d'un abonnement plus on\u00e9reux ou d'un achat unique comme un livre \u00e9lectronique, un cours ou un service.\r\n\r\nPour chaque vente incitative que vous proposez, il est imp\u00e9ratif de proposer la bonne vente incitative au bon membre et au bon moment<\/strong>. En d'autres termes, vous devez savoir qui sont vos membres les plus engag\u00e9s et ceux qui le sont le moins, afin de ne pas demander \u00e0 quelqu'un qui a d\u00e9sesp\u00e9r\u00e9ment besoin de TLC d'acheter quelque chose d'autre chez vous ! Si vous utilisez MemberMouse, vous pouvez cr\u00e9er des offres de vente incitative puissantes et parfaitement cibl\u00e9es pour vos membres gr\u00e2ce aux outils suivants Balises intelligentes<\/a>.\r\n\r\nThe absolute easiest thing to offer as an upsell is an abonnement annuel<\/strong>. Annual subscribers have a far lower churn rate than those on monthly plans across the board with memberships, subscriptions, and SaaS businesses.\r\n\r\nAnnual plans can be especially profitable if your lifetime customer value is lower than the price of an annual plan. For example, if your average LCV is $400 (8 months at $50\/month), then selling an annual plan for $500 (12 months for the price of 10) is a smart move, and that's even before considering any renewals. Annual plans give you the opportunity to help you help your members receive more value from your membership product.\r\n\r\nIf you have the means to provide more value to a critical mass of your members, you could create a higher priced membership tier. That tier might include things like an exclusive discussion forum, special badges or recognition, access to additional content and perhaps increased access to you if you're functioning as the subject matter expert on your site.\r\n\r\nStandalone products such as ebooks, online masterclasses, special courses, and swag are just a few examples of offerings you can make to your members to increase their LCV. These standalone products could also be offered to your prospects as a way to position yourself as an authority in your industry space and get them used to spending money with you.\r\n\r\nStandalone services like one-on-one or group coaching and critiques of work related to your membership are awesome offerings if you have the demand from your members and the staff bandwidth necessary to execute them well.\r\n\r\nIf all of this sounds good in theory, but like a major technological headache, leverage the tools built in to your current tech stack to streamline upsells, keep track of KPIs, etc. Use Suite de rapports de MemberMouse<\/a> pour suivre votre taux de d\u00e9sabonnement, la valeur \u00e0 vie de vos clients, les ventes de produits, etc. MemberMouse facilite \u00e9galement la vente incitative gr\u00e2ce \u00e0 sa fonction Liens d'achat en 1 clic<\/a>ou vente incitative en 1 clic.\r\n\r\n\"attirer\r\n

          Augmenter le nombre de membres<\/strong><\/h3>\r\nProbably the most obvious way of all to increase your site's profitability is to bring more members on to your site. However, determining the best marketing mix for your membership site can feel like an insurmountable feat \u2013 especially if marketing and sales aren't in your wheelhouse.\r\n\r\nAs a marketer, you have a world of possibilities when it comes to where and how you market your membership. In the long run, it's mission critical for you to find the 2-4 most viable marketing channels for your membership.\r\n\r\nViable acquisition channels are both profitable (your CaC -Customer Acquisition Cost - MUST be lower than your LCV or you're dead in the water) and reliable (provides a steady stream of leads rather than it worked once but never again).\r\n\r\nHere's how to determine the most viable acquisition channels for your membership:\r\n
            \r\n \t
          1. Choisir un canal (un endroit o\u00f9 faire du marketing ou de la publicit\u00e9)<\/li>\r\n \t
          2. Effectuer un test<\/li>\r\n \t
          3. \u00c9valuez vos r\u00e9sultats pour d\u00e9terminer quels sont les canaux les plus viables.<\/li>\r\n \t
          4. R\u00e9p\u00e9tez l'op\u00e9ration jusqu'\u00e0 ce que vous trouviez les 2 \u00e0 4 canaux les plus viables qui vous aideront \u00e0 passer \u00e0 l'\u00e9chelle sup\u00e9rieure.<\/li>\r\n<\/ol>\r\nBack to science class for a sec...\r\n\r\nJust like elementary school science, your test should have a hypothesis, defined parameters, and a way to assess your results. So, first, make an educated guess on what results you should expect from your marketing test. Second, define the scope of the test. For our purposes that can just include timeline and budget. Lastly, make sure you are able to assess success metrics when the test is complete.\r\n\r\nA do or die litmus test for a marketing acquisition channel, is \"can I assess my results when this thing is done, or is this a shot in the dark?\" If it's a shot in the dark, there are very few scenarios in which you should proceed.\r\n\r\nIf you pay more for customers than they pay your membership business, you will go bankrupt. The only way to know this is if you run tests with a predetermined budget, timeline, and then assess your results.\r\n\r\nAcquisition channels must be both profitable and reliable, and you won't know what those are unless you run the numbers. While this is at times soul-sucking work, it's foundational to having even moderate success, and absolutely imperative for scaling your membership.\r\n\r\nI hope you enjoyed this post. Stay tuned to the Blog MemberMouse<\/a> pour Partie 2 : Augmenter l'efficacit\u00e9 de votre site d'adh\u00e9sion<\/a>.","protected":false},"excerpt":{"rendered":"

            Dans cet article, nous examinons les trois principaux moyens d'augmenter la rentabilit\u00e9 de votre site d'adh\u00e9sion.<\/p>","protected":false},"author":15767,"featured_media":5092,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[81,64,35],"tags":[],"class_list":["post-4828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-membership","category-strategies"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/4828","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/users\/15767"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/comments?post=4828"}],"version-history":[{"count":1,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/4828\/revisions"}],"predecessor-version":[{"id":22142,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/4828\/revisions\/22142"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media\/5092"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media?parent=4828"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/categories?post=4828"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/tags?post=4828"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}