The exclusive member offer on the upgrade page works for users who purchased PDFelement versions 5/6/7/8 or 9 with the individual, academic, or team perpetual license from our official website.
You can just enter your email to get the discount to upgrade if your license is an academic or team perpetual license for PDFelement versions 5/6/7/8 or 9:
https://pdf.wondershare.com/upgrade-pdfelement10-with-discount.html
If you still have trouble upgrading to PDFelement 10, please Contact Support for more help.