CRO breakdown of Pepper by Ohana's fan membership click-through page. Expert analysis of artist merchandise positioning, exclusive access design, and community conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Pepper by Ohana has built a devoted fanbase around a distinctive musical identity. The membership page needed to convert high-engagement fans — people who already attend shows and stream the music — into paying community members by making the membership feel essential rather than optional.
The three benefit pillars (exclusive merchandise, live event access, exclusive content) are sequenced to speak to different fan motivations: the collector wants the shirt, the show attendee wants early access, the listener wants unreleased music. The page is designed so that every fan finds at least one benefit that is worth joining for on its own.
The dark atmospheric aesthetic — deep blacks and purples with high-contrast live photography — creates the immersive visual world of Pepper by Ohana’s live shows. The page doesn’t feel like a sign-up form; it feels like stepping into the venue. This atmosphere is the first conversion signal: visitors who are drawn to this aesthetic are self-selecting as fans who will find the community valuable.
The exclusive T-shirt by Ben Brough is photographed prominently against the dark background, giving the garment the visual treatment it deserves as a designed art object rather than standard merchandise. The credit — “designed by Ben Brough” — is prominently communicated, and this provenance transforms what could read as a generic membership bonus into the primary collectible reason to join.
The “Early Entry to Venues Before General Admission” section with live performance photography is a specific, tangible experience claim. The photography shows the environment — the stage, the lights, the energy of a Pepper by Ohana show — making the early access benefit feel like a real, anticipated event rather than a administrative perk.
The “New Unreleased Songs, Never Before Seen Live Footage, Livestreams, More” content section is structured to maximise perceived value through quantity signalling. Each type of exclusive content is named; the word “more” signals an ongoing stream of releases rather than a fixed content package. For fans of an active, touring artist, “more” is the promise that the membership keeps paying off.
The community testimonials section — showing member messages and community activity — makes the social dimension of the membership visible. Fan communities are most compelling when they appear active and enthusiastic, and real member voices accomplish this more persuasively than any marketing copy.
Artist-designed merchandise is a categorically different offer from standard fan merchandise. When a T-shirt is designed by the artist rather than by a merchandise manager, it carries the artist's creative DNA — it becomes an artefact from the person the fan is there to support. Pages that communicate this distinction see higher merchandise-motivated join rates than those that present the shirt as a sign-up bonus.
Fan membership trust is built on community reality and content specificity. Live performance photography proves the artist is active and performing. Named, specific benefits (a shirt by Ben Brough, early venue entry, unreleased songs — not “exclusive content” generically) prove the benefits are real and planned. Community testimonials prove other fans are there and engaged. Artist identity consistency (the page looks and feels like the artist’s world) proves the membership is authentic, not a third-party product.
"Fan membership pages where the visual world matches the artist's identity convert better than generic membership pages with the artist's name inserted. Fans know the difference between a page that was built for their artist and a templated sign-up form. The dark aesthetic, the live photography, and the handwritten-style type say: this was built by people who understand what Pepper by Ohana means to its fans."
Read more about how we approach trust signals in our guide to Ways To Increase Landing Page Social Proof.
Repeating the "Join Us" CTA after each benefit section — merchandise, early access, content — rather than only at the page's end catches fans at their individual motivation peak. The fan who primarily wants the shirt converts at the merchandise section; the show-goer converts after the early access section. Repeating CTAs after each high-value benefit section is not aggressive — it's respectful of the different motivations that bring fans to the page.
The “Join Us” CTA is placed after each of the three benefit sections and repeated at the page’s end. This multi-point CTA placement strategy is appropriate for a membership page where fans arrive with different primary motivations. The consistent, simple CTA language — not “Buy Now” or “Subscribe” but “Join Us” — frames the conversion as an act of belonging rather than a commercial transaction.
"'Join Us' is the right CTA for a fan community because it makes joining feel communal rather than transactional. 'Subscribe' suggests a billing relationship; 'Sign Up' suggests a database entry; 'Join Us' suggests arriving at a party where you already know some of the people. That distinction in perceived social relationship matters enormously for the conversion decision on a fan membership page."
Unbounce provided the full design flexibility needed for the dark, full-width, typography-led aesthetic. The platform handled the multiple CTA placements and section-based layout without template constraints, ensuring the page reflected the artist’s visual identity rather than defaulting to a standard events page template.
Fans discover and join memberships predominantly on mobile — often at a show, on public transport, or during social media browsing. The full-width live photography creates a particularly powerful mobile experience, filling the phone screen with the world of the show. The CTAs were sized for easy thumb-tap at every section.
Dark-background pages with large live photography need performance management. We compressed all photography in WebP format and used CSS gradients for background transitions rather than photographic files. Fan membership pages are often discovered on venue Wi-Fi during or after a show — at these connection speeds, every kilobyte saved is a potential conversion retained.
Three changes would push this page’s performance further:
The artist-designed merchandise, structured benefit sections, and community testimonials are all well-executed for a fan membership audience. The dark aesthetic is true to the artist’s identity. The score reflects the upside from an artist welcome video and live member count — two elements that would significantly increase the community’s perceived reality and scale.
Browse our full collection of landing page examples to see how we apply these principles across industries. Building a fan membership or artist community page? Talk to our team.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Eye-tracking shows people scan pages in an F-shape. Placing key content along this path increases engagement.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Colours trigger emotional responses. Strategic use of contrast and brand colours guides attention to CTAs.
The Pepper by Ohana membership includes an exclusive T-shirt designed by artist Ben Brough (available only through membership), early entry to venues before general admission at live shows, new unreleased songs, never-before-seen live footage and livestreams, and access to the fan community. The membership is designed as a full-access pass to the artist's inner circle, combining physical collectibles with digital-first content and live event priority.
A shirt designed by the artist, not the merchandise team, is an art object — not just clothing. When fans understand that the membership T-shirt was personally designed by Ben Brough, the garment becomes a direct expression of the artist's creative vision. That artistic provenance elevates the shirt from merchandise to collectible, creating a stronger purchase motivation than a standard logo tee. The design credit is a trust and value signal that generic merch cannot replicate.
For fans who attend multiple Pepper by Ohana shows per year, early venue access is a concrete, recurring benefit that makes membership worth its cost from the first show. Front-of-queue access is a physical, experiential benefit — it changes how the show feels, where you end up in the crowd, and how the evening begins. For high-frequency show attendees, this single benefit often justifies the membership independently of the content and merchandise included.
The 'Feel the Love From the Community' section does conversion work that benefits lists cannot. When potential members see existing members expressing genuine enthusiasm — discussing shows, sharing moments, celebrating the artist — they see the community they're joining, not just the benefits they're purchasing. FOMO (fear of missing out on conversations already happening) is a powerful motivator in fan communities: the community is visible and active, and the visitor is outside it. The CTA resolves that exclusion.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
Get a Free Consultation Or browse more examples →
Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
Get quality posts covering insights into Conversion Rate Optimisation, Landing Pages and great design
"Fan membership pages convert best when they offer at least one benefit that is personally motivating to every segment of the fanbase. The collector, the show-goer, and the streaming fan are three different people with three different primary motivations. If the page only offers unreleased music, it misses the merch collector. If it only offers early access, it misses the fan who doesn't attend shows. Cover all three, and you cover all three audiences."