Diabetes UK sees 21% increase in member sign ups

Following previous CRO research and testing, we identified clear opportunities for Diabetes UK to increase membership registrations.

The existing membership homepage wasn’t effectively communicating the value of membership or encouraging users to sign up. There was a need to improve how the benefits were presented, to strengthen the messaging and create a more persuasive user journey to drive conversions.

We brought together specialists from across the agency to redesign and test the membership homepage.

We focused on improving the page’s content and layout, including a new homepage hero and strapline to better communicate the value of membership. We updated on-page copy to highlight key benefits more clearly and persuasively.

We also analysed the most common FAQs and incorporated these answers directly into the page to support decision-making and reduce friction. These changes were A/B tested to measure their impact on conversions.

The A/B test variant outperformed the original throughout, delivering a statistically significant 21% increase in membership sign-ups and improving conversion rate from 2.8% to 3.4%.

Mobile and tablet had the largest uplift, with membership sign ups increasing by 32% and 38% respectively, while desktop increased by 4%. If sustained, this is forecast to generate 1,222 additional memberships per year, equating to £43,992 in additional annual revenue.

Fundamentally, the charity now has a membership homepage that converts at a higher rate - driving vital long-term revenue and enabling them to support more people living with diabetes.