I see a lot of e-commerce websites built with WordPress. The majority of them are still pretty basic and don’t do a lot. There are some great plugin suites that can make setting up an online store easier, but at the end of the day, you’re mostly just using WordPress’s built-in functions to pull in content and display it on a site.

However, there are so many benefits to using a dedicated e-commerce platform like Shopify instead of WordPress. Not only do you have the ability to fully customize the look and feel of your site, but you can utilize their robust platform to effortlessly integrate e-commerce processes like order management, shipping, and customer data management.

One of the things I love the most about Shopify is how they’ve designed their membership fields out of the box. I was able to configure mine within minutes of installing the app, and already have orders totaling over $100,000 per year from members using these membership fields.

Even if you don’t have a subscription website yet, you can use these fields to collect member data so you can start building your subscription website or digital product business.

What Are Membership Fields?

If you’ve ever sold digital products or run a subscription-based business, you may have heard of membership fields. These are special bits of text you can add to your forms to identify individual users.

The most basic membership field is an email field. When a user submits their email address in a form, you can trigger an email to be sent to them with a confirmation link.

As the name implies, a membership field is usually associated with some sort of membership or subscription website or platform. So if you have a customer that signs up for your football magazine’s weekly newsletter, you can use their email address as a membership field so you can identify them on your contact pages or marketing emails.

Other types of membership fields include an age field (to identify whether the user is a teen or adult), a date of birth field (to match them to an existing customer), and a username field (to establish a unique identity for the user).

Why Do You Need To Use Membership Fields?

We all know that subscriptions are an important aspect of maintaining a healthy revenue stream on a website. But there’s a lot more you can do with subscriptions than just showing up once a month and sending someone an email with a link to renew.

If you have a website that is monetized through subscriptions or membership, you should consider using membership fields. The key is to find a way to use these fields that doesn’t feel like too much work. You can find loads of WordPress plugins that will automatically pull in the data for you, and even create forms with all the necessary membership fields pre-filled for you. Most of these plugins require a bit of customization so you have to learn a bit of coding in order to use them.

How Can You Use Clickfunnels Membership Fields?

I’m sure you’ve heard of Clickfunnels, a popular affiliate marketing platform that specializes in getting new customers and engaging current customers on your behalf. One of their key features is their membership fields. Just like with Shopify, you’ll be able to quickly integrate their membership fields into your forms with just a few clicks of the mouse.

For example, let’s say you’re building a membership website for dog lovers. You can use the Clickfunnels membership fields to collect all the necessary information about your users without having to resort to traditional email footers or bloated forms. These membership fields also have the unique ability to engage users with personalized content that is specific to them.

Here’s how the dog lovers’ website would look once you’ve integrated their membership fields into the form:

  • Full Name: Jane Doe (Hint: you can also use this to complete the username field)
  • Email Address: janedoe@example.com (Hint: you can use this to complete the email field)
  • Age: 30
  • Country: United States
  • Password: SecretPassword

As you can see above, the site owner has filled out all the necessary information about themselves. Now, let’s say they want to purchase a premium package that includes dog walking services for their favorite pooch. After they’ve submitted the payment information, they’ll be presented with this custom offer:

  • Name: Rover (this is the actual name of the dog. You can also use this to complete the username field)
  • Email Address: janedoe@example.com (this is the users’ email address)
  • Age: 10
  • Country: United States
  • Password: NotASecretPassword

Above, we can see that the website owner has opted in to receive emails from Rover.com. Just because their email address is in the database doesn’t mean their email will always be sent automatically (more on that in a bit). But for now, let’s just say they have opted in. Every now and then, the email service will try to deliver an email to this address and it’ll come straight from Rover.com.

Upon arriving at the email inbox, the user will see a message like this:


You’re one of the first 5,000 people to become a member of Rover.com. We’d love to have you as a part of our community. You can opt-out anytime by clicking here.

As you can see, the email gives the user the option to either continue with their existing email address or to enter a new one. If they click the link, they’ll be taken to a signup page where they can fill out all the necessary details about themselves.

Why Are Email Subscribers Different?

If you’ve ever purchased a product or service using an email list, you may have noticed that some of those emails are far more effective than others.

Emails that are sent to someone’s verified email address are considered ‘trusted’ by the receiver. This is because they’ve verified their email address or given it out frequently. When an email is sent to someone’s verified email address, it’s considered trustworthy and more often than not, will get a better response than emails sent to unverified addresses.

Therefore, if you’re purchasing a product or service from a brand/company you’ve never tried or heard of, it’s recommended that you opt for the unverified email address so you can get the best possible conversion rate on your investment.

The Bottom Line

I hope this blog post gave you an idea of how to use your membership fields on a website. Just remember that you should pick your own triggers for sending out emails and should match them to appropriate times based on the nature of your business. If you want to learn more, here are a few places you can start:

If you have a membership website, you can use HubSpot’s built-in functionality to collect membership information. You can create different plans as needed for your users (free, paid, or premium), and even create specific landing pages for each plan.

If you sell your own merchandise, you can use Shopify’s built-in functionality to create drop-down menus for customers to choose from. When an order is placed, the user’s email address is automatically populated into the system, allowing you to send them a thank you email and follow up with a paid newsletter.

The key takeaway is that you should find a way to use your membership fields that feels natural and doesn’t require too much effort from the user.