Understanding Customer Referral Incentives

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Understanding Customer Referral Incentives Finding the Right Referral Incentive By Tony Mariotti @tonymariotti

description

Explore the types referral incentives you can use for customer referral programs. Here are a few brainstorming tips for rewarding brand advocates and their friends.

Transcript of Understanding Customer Referral Incentives

Page 1: Understanding Customer Referral Incentives

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