Understanding Customer Referral Incentives
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Transcript of Understanding Customer Referral Incentives
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Understanding Customer Referral Incentives
Finding the Right Referral Incentive
By Tony Mariotti @tonymariotti
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Before you launch your customer referral program, you’ll need to make an important choice --
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What referral incentive will you offer to maximize customer acquisition?
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The referral incentive you offer will affect both your sharing rate and referral conversion rate.
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The referral incentive you offer will affect both your sharing rate and referral conversion rate.
• Sharing Rate is the percentage of
people who share when presented
with an opportunity to do so.
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The referral incentive you offer will affect both your sharing rate and referral conversion rate.
• Sharing Rate is the percentage of
people who share when presented
with an opportunity to do so.
• Referral Conversion Rate is the
percentage of referred visitors
who convert.
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How do you determine the best referral incentive for your business?
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How do you determine the best referral incentive for your business?
1 Choose Your Referral Incentive Structure
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How do you determine the best referral incentive for your business?
1 Choose Your Referral Incentive Structure
2 Brainstorm Referral Incentive Ideas
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How do you determine the best referral incentive for your business?
1 Choose Your Referral Incentive Structure
2 Brainstorm Referral Incentive Ideas
3 Select the Referral Incentive That Best Fits Your Business
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1 Choose Your Referral Incentive Structure
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There are three types of referral incentive structures:
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There are three types of referral incentive structures:
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There are three types of referral incentive structures:
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There are three types of referral incentive structures:
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No Incentive
Present your share widget without a reward. This is pure social sharing.
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No Incentive
Present your share widget without a reward. This is pure social sharing.
• Rewards are not always required to create a successful program; sometimes customers just love to share for the sake of sharing.
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No Incentive
Present your share widget without a reward. This is pure social sharing.
• Rewards are not always required to create a successful program; sometimes customers just love to share for the sake of sharing.
• This works best for announcing seasonal promotions or sales, charity initiatives, special events, or new product launches.
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One-Sided Incentive
Offer a reward (such as cash or store credit) to either the sharer or their friend.
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One-Sided Incentive
• You can offer a bounty to your customers if they successfully refer friends to your web site (who convert).
Offer a reward (such as cash or store credit) to either the sharer or their friend.
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One-Sided Incentive
• You can offer a bounty to your customers if they successfully refer friends to your web site (who convert).
• Alternatively, you can offer no incentive to the sharer, but create an incentive for their friends, such as 10% off a first purchase.
Offer a reward (such as cash or store credit) to either the sharer or their friend.
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Two-Sided Incentive
Offer rewards to sharers while simultaneously offering the referred visitor (their friend) a reward, such as a discount, for buying now.
&
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Two-Sided Incentive
Two-sided incentives come in two variations:
&
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Two-Sided Incentive
Two-sided incentives come in two variations:
& Symmetrical
and
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$
Two-Sided Incentive
Two-sided incentives come in two variations:
& Symmetrical
and
Asymmetrical
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Two-Sided Incentive
Symmetrical & Offering the same reward to each party, such as a $10 store credit to the referrer and $10 off to their friend, is known as a symmetrical two-sided incentive. The rewards match.
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Two-Sided Incentive
Asymmetrical & Offering different rewards, say $5 in store credit to the referrer and 10% off to the friend is an asymmetrical two-sided incentive. The rewards are different for each party.
$
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“Do I really need to offer an incentive?”
vs.
Yes, because offering a reward for sharers can boost your sharing rate 2x to 10x.
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“Do I really need to offer an incentive?”
Yes, because offering a reward for sharers can boost your sharing rate 2x to 10x.
Furthermore, providing their friends with an incentive can lift your referral conversion rate from 2x to 10x.
vs.
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2 Brainstorm Referral Incentive Ideas
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Once you’ve selected your incentive structure, consider the types of referral incentives you can offer. The following list will help you brainstorm and strategize --
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Referral Incentive Ideas
• Store credit
• Free month
(subscriptions)
• Coupons
• Loyalty points
• Gift cards
• Discounts
The following are a few different ‘carrots’ you can
use to encourage your customers to share:
• Access to special features (SAAS and
web-based apps)
• Access to special content (White papers,
‘How To’ guides, etc.)
• Donation to charitable cause
• Premiums (physical items like a tote bag)
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3 Select the Referral Incentive That Best Fits Your Business
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How do you decide which referral incentive will generate the highest share rate and referral conversion rate? Here are some referral program ideas and real-world examples to help you choose the best offer for your business --
?
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Store Credit
Store credit is a good referral incentive for encouraging repeat purchase behavior. Store credit is more compelling if your customer feels that they can redeem the credit in a reasonable timeframe. For example, NatureBox offers a $10 reward to referrers. If your business sells products frequently to the same person, store credit is a good fit.
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Free Month
Companies that offer subscriptions such as Dollar Shave Club do well by offering a subscription version of ‘store credit,’ namely a free month of service.
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Premiums/Merchandise
Remember those old TIME and Sports Illustrated TV commercials that offered a free watch or commemorative book with your subscription order? The idea of a premium or physical item is still alive and well. Nice Laundry delivers curated packs of premium quality socks straight to customers' doors. They offer referrers a free pair of socks for every new customer referred. For a company that wants to refresh everyone’s sock drawer, getting more socks on the feet of customers is an exceptional proposition.
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Upgrades
Upgrades also work well with cloud-based subscription services. If you are a SaaS company, consider offering your referrers a higher account tier with access to special features or other enhancements. Upgrades can also work well for consumer subscription services like Hulu, Netflix or HBO GO.
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Align your business model, customers’ sensibilities and referral program incentives to create an effective, high-yield referral program. Plus, you can always use A/B testing to tweak your offer and find even higher returns.
Launch Your Chosen Referral Offer
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With friendbuy, you can A/B test incentives to make the most of your customer referral program.
Sign up for a 30-day, no risk free trial.
Click here to get started!
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