How to Create JCC and YMCA Membership Forms That Convert

Are you looking to streamline the membership process at your Jewish Community Center or YMCA? One way to do so is to simplify your online membership form. By reducing the number of fields and making the form shorter, you can make it easier for potential members to sign up. This can lead to increased membership, as well as improved customer satisfaction. 

Shorter forms are also less likely to dissuade potential members from completing them. In today's busy world, people are often reluctant to dedicate much time to fill out lengthy forms. By keeping your form concise, you can make it more likely that people will take the time to complete it. According to HubSpot, the average web form length in 2019 was 5 form fields, which typically resulted in the highest conversion rates.

While we recommend using shorter-length forms on your JCC or YMCA website, medium and longer forms serve a purpose. This blog will show you the pros and cons of each form length for your community center and recreation center's website. 

Table of Contents

• What is form conversion?
• Why do people abandon online forms?
• Simple ways to improve form completion
• Pros and cons of shorter online forms
• Pros and cons of medium-length forms
• Pros and cons of longer online forms

What is form conversion?

A form conversion is one of the key metrics that website owners and digital marketers track. A form conversion occurs when a visitor successfully fills out and submits a form on your website. Forms are typically used to capture leads, gather customer feedback, collect other information, or sign up new members. 

Tracking form conversions allows you to measure the effectiveness of your forms and make improvements if necessary. Several factors can influence the rate of form conversions, including the placement on the page, the overall design, and the length of the form. Optimizing these elements can improve your form conversion rate and ultimately generate more leads and members for your organization.

Why do people abandon online forms?

As any JCC or YMCA knows, website conversion is vital to growing your membership. However, over 80% of people abandon at least one online form, which can represent a significant loss of potential members. To combat this problem, JCCs and YMCAs need to make small changes that deliver a better user experience. First, let's discuss why people abandon online forms. According to a study by The Manifest, security concerns are the top deterrent preventing people from completing online forms.

Form length is the second reason why more than 27% of users abandoned filing out a form. A form that is too long creates more friction for users.

Simple ways to improve form completion

Membership forms should be simple and straightforward, so potential members are not discouraged by a long or complicated process. Some simple tweaks that can make a big difference include: 

• Streamlining the form by eliminating obstacles for the users
• Making the form's purpose clear from the outset
• Providing instructions on how to complete the form and what to expect once it's completed
• Ensure that the form is mobile-friendly and easy to use on all devices
• Displaying a progress indicator so people can see how many steps are involved in completing the form

Whether it's a membership form, event registration, or survey, by making these small changes, JCCs and YMCAs can improve their website form completion and conversion rates and ensure that more potential members become actual members.

Pros and cons of shorter online forms

Shorter forms collect the minimum data required to get members in your membership software system. Limiting the number of form fields to just three allows you to slash your abandonment rates, according to Quicksprout. Once these basic details are filled out, your sales and membership staff member can reach out to the prospective member. This shorter form collects basic information, gets the person in your JCC or YMCA membership software, and is the most beneficial route from a marketing perspective.

Pros:

• Quick and easy for members to fill out
• More likely to result in sign-ups than a long-form

Cons:

• You will not collect as much detailed information initially as you would with a long-form

Pros and cons of medium-length forms

Most community or recreation centers require more information than typically included in a short form, but asking for too much information initially can lead to fewer form submissions. Medium-length forms strike the right balance between the two, providing enough context for the organization while still being concise enough that users are more likely to complete the form. 

These forms are a hybrid of sorts and can be the right solution when you need more than a short form but don't want to turn potential members away with a lengthy one. By taking the time to find the right balance, you can increase the likelihood of getting the information you need while still keeping your users happy.

Pros:

• Balances the amount of information collected with the amount of time it takes to fill out the form
• Could lead to more sign-ups than a long-form
• Provide an opportunity for JCCs and YMCAs to upsell potential members on additional services and amenities

Cons:

• Still may deter some members from signing up if it is too long
• You may not collect as much detailed information as you would with a long-form

Pros and cons of longer online forms

JCCs and YMCAs need to gather information from members to provide them with the best possible experience. While online forms are a great way to collect this information, they can also be a source of frustration for potential new members. Long online forms can seem daunting, and many people will abandon the form before they reach the end as they create more friction. 

Pros:

• Allows you to collect more detailed information from members
• Can be used to segment members into different categories of interest for programs

Cons:

• It takes longer for members to fill out
• May deter some members from signing up altogether

Website and membership management software built for JCCs

Streamlining your JCC and YMCA online forms can significantly impact form conversion rates. Remember, making it easier for users to complete your form can lead to more memberships and a healthier bottom line. If you have questions about form conversions or are interested in creating JCC or YMCA membership forms that convert, Get in touch with one of our website strategists.

Here are some other articles you might enjoy reading:

Tips to Make Your Website Accessible

How to Turn Your JCC and YMCA Website into a New Membership Machine

How to Use a Sales Lead Flow to Promote Your JCC and YMCA Aquatics Program