5 tactics to increase referral landing page conversions
DESCRIPTION
5 real-world examples of referral landing pages. See how Dollar Shave Club, MeUndies, NatureBox and Prize Candle increase conversions for their customer referral programs. This presentation covers best practices for converting referred visitors.TRANSCRIPT
5 Tactics to Increase Referral Landing Page
ConversionsTurn referred visitors
into new customersBy Tony Mariotti@tonymariotti
Featuring Friendbuy partners:
You never get a second chance to make a first impression.
For referred visitors
this is especially true.
When a user clicks on a referral link
When a user clicks on a referral link
and visits your site,
www.
When a user clicks on a referral link
and visits your site,
what’s the first thing you want them to see
www.
When a user clicks on a referral link
and visits your site,
what’s the first thing you want them to see
and the primary actionyou want them to take?
www.
Thinkof
referredvisitors
as
VIPs
They’re coming to your site because a friend
recommended your product or service
They’re already primed with ‘social proof.’
In that way, they’re special.
Lay out a stellar referral landing page for these premium leads --
Lay out a stellar referral landing page for these premium leads --
Lay out a stellar referral landing page for these premium leads --
and they’re far more likely to turn into customers.
There are several options for engaging referred visitors.
There are several options for engaging referred visitors.
Let’s take a look at five tactics and real-world examples...
1Direct Referred Visitors to Your Homepage
www.
Sending invitees to your homepageis the simplest of strategies
www.
Sending invitees to your homepageis the simplest of strategies
and a good place to start if you want to deploy your referral program quickly.
2Present Referred Visitors With a Welcome Widget
Here’s a way to add some spice if you’re using your homepage as the destination for referred visitors…
www.
Create a welcome widget for users who click through a referral link.
www.WELCOME!
x
You can do this with a simple overlay widget.
www.SIGN UP & GET 20% OFF!
x
You can do this with a simple overlay widget.
Feature your call to action and offer in the copy to help guide users through the conversion funnel.
www.SIGN UP & GET 20% OFF!
x
does this
beautifully with a
welcome widget
that pops up over
their homepage.
It combines an
enticing
offer for the
friend with
email capture
functionality
for list building.
Even if the user
doesn’t convert,
you’ve started a
lead nurturing
relationship...
WIN / WIN!
3Generate a Dynamic Message in Your Referral Landing Page
uses session-based info
(obtained from referral link UTM parameters)
to generate dynamic
welcome messages
that display the
campaign
incentive to the
referred friend.
What’s more, the offer is deposited as a
session-based credit into the visitor’s
shopping cart.
$10 off has been added to your shopping bag!
What’s more, the offer is deposited as a
session-based credit into the visitor’s
shopping cart.
$10 off has been added to your shopping bag!
This tactic reduces friction and keeps the carrot
(offer) right in front of the prospect.
4Use a Dedicated Referral Landing Page
Sending referred friends to a dedicated landing page is a sophisticated approach for increasing conversions.
The customized experience speaks to referred visitors differently than other visitors.
The customized experience speaks to referred visitors differently than regular customers.
The feeling of “special treatment” helps drive engagement.
welcomes their referred visitors with a dedicated landing page featuring a strong, clear call to action.
start my risk-free trial
Furthermore, distracting click-able
elements (e.g. navigation, social media icons, etc.)
that can draw users
away from the
conversion
funnel
are eliminated.
This is a bona fide referral landing page,
with all the requisite best practices
included.
5Personalize the Welcome Experience
Personalizing the welcome experience makes the introduction feel intimate and exclusive.
Dollar Shave Club features a welcome bar at the top of their page that shows the name of the referrer.
Dollar Shave Club features a welcome bar at the top of their page that shows the name of the referrer.
This reminds the visiting friend of their personal connection.
gives you the ability to
A/B test and track all of your
campaign elements to determine
which welcome experience is most
effective for turning
referred visitors into new customers.
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Thanks!For more tips and examples, visit us:
Tony Mariotti@tonymariotti
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