AMA membership Activation

The volume of physicians starting or renewing their American Medical Association membership online—rather than by mail or phone—has grown year after year. However, the AMA’s steady, incremental improvements to its original e-commerce checkout process weren’t able to keep up with the needs of all these new users. This led to frustration, channel switching, and some physicians abandoning the process altogether.

So, the AMA completely revamped its checkout process with a more modern look, streamlined experience, and improved functionality. I helped update the copy throughout to make it clearer and more concise to both address the biggest points of friction and deliver more value.

Homepage

Record Search Page

Plan Selection Page

Thank you page

results

A year after the update, there has been a 20% increase in online membership conversions, 20% increase in homepage completions, 6% increase in plan selection page completions, and 66% increase in thank you page engagement.