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The problem

Improving engagement at MemberClicks with targeted A/B tests

Background: MemberClicks is a membership management platform for associations and chambers of commerce. I ran multivariate tests across the site to validate messaging and improve user engagement.

Goal: Improve engagement by testing more relevant messaging and streamlined CTAs across key website pages.


Approach:
Collaborated with marketing, design, and demand gen to run A/B and multivariate tests using HubSpot tools. Focused on improving the homepage hero message and the top nav CTA.
 

What I did:

  • Rewrote the homepage headline and banner to clearly communicate product value.

  • Tested alternative CTA language ("Get More Info") to match user intent.

  • Balanced copy changes with ongoing visual redesign.
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Headline and CTA test: Generic vs benefit-focused copy

Before (Version A)

After (Version B) 

MemberClicks Old.png
MemberClicks New.png

Multivariate test: “Request a Demo” vs shorter, user-friendly CTAs

After (Version I)

Before (Version A)

request a demo.png
get a demo 2.png
multivariate test 1.png

Winning copy

Original copy

Results:

67% 

increase in "Learn More" CTA clicks

51%
increase in demo button engagement

​Comments on the results: 

We may see even more significant results if we aligned the text with the user intent for each page. For instance, the "Get More Info" text might have better results on pages where customers don't know about the product versus when they're ready to try it out. However, given the limitations of the website, all of the buttons in the main navigation had to be the same.  â€‹

Note: This project was part of a site redesign later replaced post-acquisition, but the test results helped inform content strategy decisions during my time on the team.

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Team: Catherine Chea (Content), Miranda Tran (Design), Andrew McWhaw (Marketing)

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