We have updated our Privacy Policy and Privacy Options

Got It

Landing Page Audit: BJ’s


Big box wholesale marts are kind of a big part of our culture here at Brooks Bell. Our awesome office admin, Ashley, heads out there every month or so and loads us up with piles of delectable fruit snacks, chips, apples, granola bars, and sodas. And beer, if we’re good.

This week, we’re taking a look at BJ’s Join The Club page.


“There’s a nice length to this membership form page – it requires the necessary information without asking for tons of additional info.” –Jenni Bruckman, Client Manager

One of our best practices to reduce friction on a form is to ask for as little information as you need.


The value proposition: Um… where is it? We found some great stuff over here on the Membership Info page, but we’d test putting some of this stuff on the sign-up form itself.

“There should be some value proposition of what’s in it for me. There’s no messaging compelling me to join in any of the space on the form page.” –Naoshi Yamauchi, Director, Analytics

The copy: We got a little confused about the Profile Information headline.

“Instead of ‘Profile Information,’ it would be great to see ‘Create Your Profile’ to avoid potential confusion. This almost looks like a sign-in for existing accounts.” –Victoria Morehead, Creative Director

The spacing: There’s a lot of white space here and it’s all weirdly floating in the middle. It looks especially strange on the mobile version of the site.


“While white space isn’t a bad thing, there is a bit too much of it on this Join Now landing page.” –Jenni Bruckman, Client Manager

The call to action: It’s a pretty well-known fact that we don’t really like “Submit” buttons around here. Sometimes they work, but we’d test something else.

“I’d test a more actionable CTA vs. ‘submit,’ like maybe, ‘join now.'” –Nathan Spotz, Director, Business Development

What do you think? Do you agree with our conversion experts?

As always, these are our ideas based on best practices, which don’t necessarily mean they’re the best ideas, period. In testing an idea, sometimes what you think will work better just… doesn’t. Test, test, test!