Drive Results: Increase Nonprofit Membership Growth With Optimized Landing Pages


CreakyJoints is an international, digital community for millions of arthritis patients and caregivers worldwide who seek education, support, advocacy, and patient-centered research. In order to provide their audience with support and resources, CreakyJoints focuses on growing its online community of members.

Our goal at Media Cause is to help CreakyJoints grow their membership as cost-effectively as possible. One tactic, in addition to community building, email marketing, and Google Ad Grants, is using Facebook ads to drive fans to optimized landing pages.

In order to help CreakyJoints drive nonprofit membership growth as cost-effectively as possible, our team optimized landing pages through Facebook ads resulting in a conversion rate growth—ultimately ensuring their community support and resources to reach a larger audience.


Conversion rate on new optimized landing pages


Increase in conversion rate over old landing pages


Visitors registered as members

“For our organization, Media Cause is a trusted partner whose commitment, dedication and value is seen by every member of the team. ”

David Curtis VP of Technology at Global Healthy Living Foundation, CreakyJoints

The Challenge

CreakyJoints was looking to drive their nonprofit’s membership growth and keep strategy as cost-effectively as possible. We focused on the fact they are the “hippest” online community for people with all forms of arthritis and autoimmune disease and built our strategy from there.

The Implementation

Media Cause researched landing page best practices and user onboarding techniques to customize a set of recommendations for CreakyJoints’ membership registration landing page. In this optimized version, we recommended three key optimizations:


1. The form lives on the landing page itself and above the fold, instead of in a pop-up.

2. Membership benefits are clearly detailed.

3. Language reflects what we already know resonates with the CreakyJoints Facebook community.


We then duplicated our Facebook ads and switched the destination URL to our new optimized landing page. The results were unprecedented at CreakyJoints.

The Results

Originally, our Facebook ads drove CreakyJoints Facebook fans to this landing page with a 8.29% conversion rate.

Now, our Facebook ads now had a conversion rate of 21.27%. Out of 1,000 visits to the website, 210 visitors registered to become a CreakyJoints member—significantly higher than the original landing page and global benchmarks of 8.08%.

The most exciting news is that we haven’t A/B tested new versions of Facebook ads yet, so there is great potential to increase the conversion rate from 21.27%. A higher conversion rate ultimately means more conversions at a lower cost.

Ready to drive growth and impact through digital strategies?

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