Friendbuy powers referral marketing (refer-a-friend programs) for many of the best brands & marketers in e-commerce. From emerging challenger brands to established multi-national organizations, a common attribute across our clients is that they are world-class marketers. They understand the growth impact of a well-executed referral program, and they treat their referral programs as a primary channel for customer acquisition.
So what are the common tactics of successful Referral Marketing?
We’ve outlined some of the common tactics for making your referral program your most successful customer acquisition channel. By following Friendbuy’s recommended best practices, many of our clients achieve 5% to 15% of their customer acquisition through customer referrals, and some achieve well above 20%.
The Basic Referral Marketing Tactics
Make it Super Simple to Refer (Less than 2 clicks away)
Think about the times you’ve referred your friends to a site or mobile app. Was the program hard to find? Was it easy to send that email or text?
Referral Marketing can be your #1 acquisition channel if you make it super simple for your customers to find your program and refer in an instant. Friendbuy integrates into any part of your site or mobile app to facilitate that impulse referral. The key is to place the program in strategic locations with strong calls-to-action (CTAs).
Site-Wide Calls to Action
ClassPass has integrated referral marketing into their site-wide navigation to build awareness and make it simple for their customers to FIND and USE their program.
Lucky Brand uses an alternative site-wide CTA: a strategically-placed ribbon that sits on the left-hand portion of their site. It follows customers as they browse their site, making their referral program easy to reach at any point throughout the user experience. Even better, this ribbon is 100% controlled by the Friendbuy pixel, allowing Lucky Brand’s marketers to run A/B on copy, placement, and color, all without getting internal development prioritized.
Advanced Move: Referral Call to Action in Your Mobile App
When Dollar Shave Club members are logged in on their mobile app, tapping the dollar sign allows sharing directly through the app. This allows members to share through the mobile device’s built-in sharing mechanisms, making for a seamless sharing experience.
Site-Wide Overlay Draws Focus on the Referral
After clicking on the site-wide CTA, ClassPass serves an overlay that allows customers to instantaneously share with friends. After they’re done sharing, customers can continue browsing, making for a smooth, consistent user experience.
Referral Landing Pages That Can Be Linked to from Anywhere
Away Travel utilizes a Referral Landing Page that allows them to link to the referral program from anywhere. They’re able to promote their referral program to existing customers through transaction emails, newsletters, and social posts. The page is hosted by Away, giving them complete control as to who sees it, and when.
Promotion Through Email Marketing
MeUndies and Dollar Shave Club both promote their program consistently in all their emails with a banner call-to-action. This is a great opportunity to drive awareness with their customers, letting them know they can earn money towards future purchases by referring friends.
Auto-pop a Referral Widget After Checkout to Engage Your Most Passionate Advocates
Glossier auto-pops a Sharing Widget after a purchase to their recent buyers, resulting in 10x more sharing than a simple CTA.
Advanced Post-Purchase Move – consider a higher offer post-purchase, or conditionally show higher value customers a higher offer
Additional Advanced Moves
Net Promoter Score surveys are a natural fit for referral programs. For every customer that gives a positive review through StellaService, NatureBox serves a referral offer, capturing customers at a point of great brand satisfaction.
Simba Sleep runs a periodic contest to drive referral activity. This is a great way to drive repeat sharing activity without giving away too much margin on your products.
Retargeting to Promote Your Referral Program
Negative Underwear uses their referral program as a retargeting tactic, which entices customers who have shown interest in their brand back to their site.
There are a number of other creative ways a referral program can work for you. We’ve seen success in finding new influencers through referral data available in the Friendbuy dashboard, giving marketers insights on who is actually driving the most conversions. We’ve also helped our clients start campus rep programs, giving great offers to college students who drive brand participation throughout their communities.
To recap, a Referral Marketing program is successful when your audience is aware that you have a program, and the Referral Marketing program is easy to find and use. Once you have the building blocks in place, you can get creative, linking the program from channels where you have the most engagement from the best customers.
Interested in learning more? Get in touch with our referral marketing experts through the below link.
Check our hand-picked list of the best ecommerce website designs. Are you paying attention to the small details that create great shopping experiences? These companies are!
The sites listed below combine designs and features that are friendly, fun and unique. With a boring site, you risk going unnoticed and forgotten. Conversely, if your site is too artsy, you risk losing customers due to poor functionality. These shops strike the right balance.
Given how many stores use basic (free or default) templates, it’s not that hard to stand out by adding a few tweaks, most noticeably:
Simple UX enhancements
Providing additional information (professional content) that is useful to visitors whether or not they become customers
Community (user generated content)
Above-average product descriptions (get out your thesaurus!)
Simple navigation (great for SEO, too)
Here is a list of the best ecommerce website designs that stand out from their competitors and receive the “bookmarked” seal of approval.
Here’s a beautiful ecommerce site that is simple to navigate, eye-catching, and tailor made for its young demographic. The homepage is eye-catching with a permanent, easy-to-use menu at the top, so that it’s simple to navigate anywhere on the site. The content bar at the very top displays a live chat button and an offer for customers, “Free Worldwide shipping on apparel order over $75.”
Detailed product pages with color options, sizes, multiple images, as well as offers of similar products. It even lets you add the clothing to your Amazon wish list. Finally, the store also offers a community for shoppers to chat with each other and transform the typically solo online shopping experience into a community.
This is an extremely clever, eye-popping design that turns a website into a storyboard to better sell their products. The home page beautifully illustrates a 1920s theme that is continued throughout the website. It’s fun and funky. You can tell a lot of effortwent into this design.
Product pages auto-play a picture slide show for a 360-degree view of each product and beyond a basic description, each tea is described with a story. To complete the website, the story is taken even further with detailed descriptions of each character you’ll find throughout the site, such as Tommy Gunns. Prominently featured social buttons are in plain view on all pages for easy sharing.
An elegant website that employ the minimalist method to grab attention and sell their product. The landing page is very simple and compelling with a series of images that you hover over to find more information and to add directly to your shopping cart.
Each product page looks like a blog page with a series of images that don’t just show the product, but illustrate how the product can be used in everyday life. At the bottom of each product page, instead of offering similar products, they offer products that complement the product you chose to make an easy up-sale.
Simply Hike’s in-depth website offers a heap of information right on the homepage, but the large pictures and simple design keeps the information from getting lost. The navigation menu breaks down all products into simple categories and includes a blog and advice category. Within each menu item is a home page that includes the top products, how-to videos, and complimentary accessories to complete your purchase. The way they structure information and navigation suggests that they are very good at SEO.
On product pages, customer reviews are bold and stand out. I like the countdown clock that tells me when I need to place my order if I want to receive the goods quickly. It never hurts to include a sense of urgency. Headers and footers provide special offers, including free shipping and a chance to win a gift card by signing up for the newsletter.
A clean, bright, and informative site that offers shoppers great products and simple categories, so it’s easy to find what you want. The homepage features huge product hero images (the images rotate via a carousel which is not my favorite UX, but it’s popular for now…) Below the banner, are featured items in a simple image square format.
Each product page offers an array of images and not just the normal close-up images. Many of the images show the products in use. One thing I absolutely love (outlined in red below) is how Ugmonk visually displays size availability. Users don’t have to first select their size to find out if it is in stock. This is a big time (and click) saver and reduces ambiguity; this is brilliant UX.
A clean, bright, and technology-centric website that lets customers feel like they are actually in the store. The home page has one of the most unique scrolls of any ecommerce website. As you scroll, their unique display engine slowly changes and reveals the products so that customers can picture the same product or person in different ways.
Product pages are clean and informative with a very large image of each pair of glasses, which you can quickly change out for different colors, lenses, and looks. When searching for the right product, the categories are simple with a grid layout of glasses for easy comparisons. The best part of this website has to be the “virtual try on” option where customers can upload a picture of themselves to see what they look like in the glasses.
Ecommerce moves fast. Blink once and your knowledge base and skill set will be outdated. Blink twice and you are irrelevant. OK, I know that’s hyperbolic. But I also know you want to stay current with all the latest trends, news, and growth hacks, so check out this mega-list of the best ecommerce marketing blogs.
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A few years ago, a woman checked into the Mandalay Bay Hotel in Las Vegas and realized as she was unpacking that she’d forgotten her favorite pair of shoes.
Remembering she’d purchased them from Zappos, she went to the website to order another pair. After searching for the shoes to no avail, she called Zappos to see if they could ship her the prized shoes.
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Short, concise customer surveys will reveal all sorts of interesting information that can help you boost your store’s conversion rates. And they’re easy to do.
Let’s face it — data-driven marketers tend to stick to the numbers when looking for ways to improve site conversions. Data feels safer (because it’s easy to defend) and it’s easier to analyze than digging through a bunch of qualitative feedback from customers.
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Your business logo is more than just the icon at the top of your website. It represents your entire brand identity in one visual punch. A fresh, sharp-looking logo not only increases business recognition and builds trust, it sets you apart from your competition.
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Sick and tired of crummy-looking credit card icons littering your store front and shopping cart? There’s an app for that. Er, well a download for that…
If you’re looking for a visual upgrade, check out this master set of official credit card and payment icons.
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Virality. It’s the stuff of marketing dreams. Whether it’s an original piece of content, a component in a broader marketing campaign, or even a hashtag on social media, we all want our efforts to bloom and grow beyond our wildest expectations. In a world where ROI is measured within an inch of its life at times, who wouldn’t want to show an exponential return on investment?
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Marketing to millennials is going to require a fresh perspective because traditional marketing tactics will fall flat. Don’t go fooling yourself, wasting your money in the wrong places or on the wrong tactics.
Well… now that I’ve sufficiently sounded the alarm… how do you gain the trust of millennials and bring them to your virtual door? This post will help you focus your marketing strategy on this customer segment.
Attracting millennials to your ecommerce store isn’t a marketing strategy.
It’s a survival strategy.Gen Y buying behavior is a compass for where ecommerce is headed. So if you’ve merely been paying lip service to millennials, it’s time to go all in.
As Amazon CEO Jeff Bezos says,
“All businesses need to be young forever. If your customer base ages with you, you’re Woolworth’s.”
Oh, and just so we’re on the same page, millennials are generally defined as those born from 1982 to the early 2000s. You may be thinking, “Why would I focus on marketing to millennials? Aren’t they living in their parents’ basements and drowning in student loan debt?”
I thought so too. Until I did the research…
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