Membership upgrade is a three-step process with a rhythmic implementation

1. Provide personalized value-added services

When implementing a HE Tuber

membership upgrade strategy, it is crucial to provide personalized value-added services. Raising prices without upgrading services will inevitably arouse user resentment, even trigger public opinion and damage the brand image, bringing long-term negative impacts.

First, a multi-level membership hierarchy can be established. Divide according to the user’s consumption amount or activity. Different membership levels should offer unique perks and benefits to incentivize users to upgrade and keep them engaged.

For example, iQiyi’s premium members can enjoy more terminal playback and exclusive rights, thereby increasing their loyalty and willingness to spend.

Secondly, using user data for personalized recommendations is an effective value-added service method. By analyzing users’ historical purchase records, browsing behaviors and preferences, companies can provide customized product recommendations to meet users’ individual needs. This can not only improve user purchase satisfaction, but also increase cross-sales and repurchase rates.

For example, iQiyi launches exclusive student memberships, animation memberships, novel memberships, and sports memberships in addition to VIP members. They are only fully promoted in exclusive segmented channels, or targeted promotions when interest tags are triggered.

2. Comprehensive promotion to encourage users to participate in consumption

In the battle for membership upgrades, motivating users to participate and consume is one of the key strategies. By providing preferential promotions and exclusive discounts, as well as setting up a level reward or points system, companies can effectively stimulate users’ purchase intention and participation, thereby tapping user potential and achieving a surge in unit price.

3. Continue to appease users and improve user experience and care

Personalized communication and interaction are important means of building close connections with members. Through personalized communication methods, such as regularly sending personalized recommendations, birthday wishes or holiday greetings, members’ sense of participation and loyalty can be enhanced.

At the same time, paying attention to member feedback and responding to questions and needs in a timely manner is also the key to improving user experience. By establishing a feedback mechanism and a dedicated customer service team, members can receive more personalized service and support, thereby increasing satisfaction and loyalty.

For example, preset frequently asked questions that may be encountered when upgrading memberships on the customer service page to answer users’ doubts and appease users’ negative emotions who doubt that the price increase for new members is cutting off leeks.