Sam's Club: Acquisition Landing Page
This project called for a re-design of an exsisting member acquisition page. The page was not performing well with new member acquisition and the customer drop off rate was high. I was tasked with coming up with a new design that will guide the user through the page and immediately capture their attention and give them value in obtaining a Sam's Club membership. The issue with the current design was a lack of good user flow and strong CTAs. As a new or exsisting member, it's unclear to me where I should look first. The content below the main hero image highlighted the value savings from becoming a member, but there were rollover images and were constantly changing, not giving the user enough time to digest the information presented. There was also the issue of projecting a misleading concept of being able to save $10 on each item purchased when the promotion only allowed $10 off the total purchase. Below is the original design that was not performing well with member acquisition.
I created a new design with the user in mind. Below is the new wireframe design. As a user I can immediately identify with "new member" or "exsisting member" and determine what I need to do to renew or obtain a new membership. I defaulted to the "new member" toggle view since the main priority of the client was new member acquisition. Exsisting members have a deeper level of commitment since they have already experience the benefits of being a Sam's Club member so the additional click through step can be justified. The potential member can immediately see the value of membership with the $10 gift card CTA. Directly below the hero area is a static image of a list of products with a combined total savings value. This promotes a bucket of items that a user can purchase with a bigger savings amount to give more of an incentive for a new member. These list of products will be updated based on the season and/or campaign that is promoted at the time. I wanted to give the user more value within the page, so i added a zip code location search, with a default few of the closest locations upon page load based on the user's IP address. This search function will still be within the same landing page so that the user is not directed to a new page which may lead to a drop off. I also added another secondary CTA for membership towards the bottom of the page so the user does not have to scroll back to the top to start the membership registration process.
