If you don’t know what questions to ask then there is no way you can answer them when someone asks.

When I switched from using a Window Operating System to an Apple Macbook pro I was completely clueless about what to ask the Apple store employee.  But once I started asking questions on how it integrates with what I already use I began asking more questions to streamline my processes.

Associations have systems, tools, and processes too that streamline their operations however many are working with archaic systems and don’t know what questions to ask when they are ready to make that shift.  Or they delegate their operations decisions to the “most tech savvy” in the room to find out that the tech person’s limited knowledge on outside systems and methodology might be holding them back from innovation.

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If your goals are to…

  1. Increase attendance at associations events
  2. Increase value of membership
  3. Increase online conversion rates
  4. Increase membership engagement

Then keep reading below.

Before you put on another staff training or pack the seats marketing seminar, get real with your online operations that help you reach your objectives faster rather than do more activities.

Here are 5 online selling questions that if you don’t know the answers to then you might not be operating at full capacity as well as you might think.

  1. What is the average cart abandonment rate per service offered online?  In other words, what percentage of members added the service/value into the online shopping cart and for some reason didn’t buy?  You can increase more engagement by sending out emails to those who didn’t buy only if your system is set up to handle that.
  2. What % of members took the up-sell service from the original value offered?  In other words, what % of members  registered for A also invested in an added value delivered?  The added value could be VIP seating, access to subject matter experts, etc.  If you don’t know the up-sell take rate then adding more doesn’t necessarily mean it’s worth delivering more.
  3. What % of members took the cross-sell service from the original value offered? In other words, what % of members  registered for A also took B too?  C?   In other words, what % of members  registered for A also took B too?  C?  This can be done by amazoning your association model.
  4. What is the online conversion rate per service offered online?  In other words, if you have a registration from one event how many page views were you able to convert into actual registrations?  This metric can be improved upon with best practices by increasing the traffic and conversion.
  5. What is the mobile sale page conversion rate?  If you have a web page for sales and it isn’t mobile friendly it makes it harder for members to buy.

How many of these 5 can you answer right now?

If it is 0-1 then likely your association is driven activity driven rather than results driven.

If it is 2-3 then possible your systems need to be tweaked or switched to reach your objectives?

If it is 4-5 then you can always improve on the results using a series of best practices.


Organizations bring in Doug Devitre from St. Louis, Missouri USA when they want to dramatically increase operational performance, create breakthrough value propositions, and serve customers beyond geographical constraints on a minimal budget. For more than a decade he has been setting trends with how organizations engage customers with social media, video marketing, and custom-built software applications. Doug’s book Screen to Screen Selling published by McGraw Hill pioneered the way sales professionals sold homes without being physically present before the COVID-19 pandemic. He is one of a select few who have earned the Certified Speaking Professional Designation from the National Speakers Association and has experience as a REALTOR.

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