Is User Frustration Your Association Website's Biggest Problem?
Imagine a member excited about an upcoming conference.
They visit your association's website, eager for details. But suddenly they are stuck in a maze of outdated pages and irrelevant results. They call headquarters for the information instead.
Or consider a potential new member researching your organization.
They struggle to find information on benefits, programs, or even how to join. They call headquarters for the information instead.
And frustration abounds. Not just with your members, but staff as well.
The Real Problem with "Just Okay" Website Search
It's easy to underestimate the fallout from your members’ frustration because for all those that do end up calling headquarters, there are many - unknowable many - who simply left your site never to return.
And with that comes:
Disengaged Members: Instant gratification is the world's norm. Members won't waste time on a search tool that forces them to bounce between platforms or delivers irrelevant results. They become disengaged and seek answers elsewhere.
Eroding Value Perception: An association website that's hard to navigate creates the impression that your organization lacks tech-savvy or doesn't prioritize user experience. This undermines the perceived value of membership.
Hidden Costs: According to McKinsey, employees spend about 1.8 hours every day searching and gathering information. Imagine the productivity drain when your members encounter the same hurdles, wasting time that could be better spent leveraging your other valuable resources.
Why Federated Search is a Member Retention Game-Changer
Savvy associations are investing in federated search to solve their content findability frustrations.
With federated search, you’re able to aggregate data from all of your third-party sources - like your CMS, AMS, LMS, online community and more - and put them all on a single search results page.
That’s it in a nutshell, but you can read our Ultimate Guide to Federated Search to learn more.
Here are the instant benefits:
Boosting Member Satisfaction: Making it easy for members to find information demonstrates your association's commitment to user-friendly technology and a streamlined online experience.
Supercharging Engagement: When valuable resources, events, and news are surfaced with smart search tools, your members have a chance to interact with your association on a deeper level.
Data-Driven Insights: Track what your members are searching for to identify new topics of interest, content gaps, or even emerging professional development needs. Use these insights to drive continuous improvement.
Are You Ready to Solve Your Association Website’s Biggest Problem?
The quality of your association's search experience sends a message. Frustrating search tools tell members you undervalue their time and that you aren’t fully invested in your web presence.
On the other hand, a streamlined, accessible, intuitive search platform reinforces your dedication to meeting member needs. This translates to greater trust, more engaged users, and deeper loyalty.
Prioritizing search functionality isn't just about eliminating member frustration; it's about creating an enduring knowledge hub that strengthens the bond between your members and your association.
