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I nearly joined 35 clubs but stopped at payment
Someone who reaches your payment page and stops isn't uninterested. They're a warm lead who nearly joined, and most clubs never chased them.
Membership Recruitment
April 28, 2026
Steven Kryger
I gave 35 AFL and NRL clubs every detail they needed to sign me up — except my credit card. I selected a package, entered my details, got all the way to the payment page — then stopped.
I wanted to see what happened next.
Would I be followed up?
I didn't wait long before Adelaide Football Club sent a "We noticed you left a membership in your cart!" email.
I then received calls from four other AFL clubs:
Brisbane
Geelong
Gold Coast
Port Adelaide
The Parramatta Eels were the only NRL club to follow up. They sent me this email:
Someone who reaches the payment page and stops isn't uninterested. They're a warm lead who nearly joined. They often just need a nudge.
Research on form abandonment shows 19% of people return to complete an application if the organisation contacts them.
I don't know what the abandoned cart rate is for AFL or NRL membership – but it's high enough that six clubs have a process in place to follow up.
Thirty clubs don't.
How many potential members has your club lost at the payment page — and how many would come back if you asked?
I gave 35 AFL and NRL clubs every detail they needed to sign me up — except my credit card. I selected a package, entered my details, got all the way to the payment page — then stopped.
I wanted to see what happened next.
Would I be followed up?
I didn't wait long before Adelaide Football Club sent a "We noticed you left a membership in your cart!" email.
I then received calls from four other AFL clubs:
Brisbane
Geelong
Gold Coast
Port Adelaide
The Parramatta Eels were the only NRL club to follow up. They sent me this email:
Someone who reaches the payment page and stops isn't uninterested. They're a warm lead who nearly joined. They often just need a nudge.
Research on form abandonment shows 19% of people return to complete an application if the organisation contacts them.
I don't know what the abandoned cart rate is for AFL or NRL membership – but it's high enough that six clubs have a process in place to follow up.
Thirty clubs don't.
How many potential members has your club lost at the payment page — and how many would come back if you asked?
Get more members. Keep more members.
Get more members. Keep more members.
Get more members. Keep more members.