Editor’s Note: This post was originally published in August 2015 and was updated for accuracy and comprehensiveness on April 27, 2018.
Explaining your loyalty program to your customers is one of the most important (if not the most important) things you can do once you have started your loyalty program. If you want shoppers to join and participate in your loyalty program you need to show them how.
Your customers are looking to learn certain things before they are willing to invest the time enrolling in your program and collecting points. They want to be sure that it is worth their while. They are looking for 3 main components before signing up.
3 Things Potential Members are Looking For
Before I get into the specifics of how to explain a program you should first know what customers are looking for. These are three things that customers of your site are looking to learn before they commit to joining your program.
1. What’s In It For Me?
One of the reasons you start a loyalty program is to get more loyal customers, but shoppers aren’t going to won over that easily. Building customer loyalty is a two-way street, and you need to give your customers something in return for their loyalty.
Your customers are going to evaluate your program based on what’s in it for them, not based on the benefit it provides you. Ultimately, they are more interested in the rewards that can be earned and how difficult they are to achieve. Make it easy for them to understand to increase their desire to join.
2. How do I Earn Points?
Your customers also want to know how many points they will need for that reward, and what they have to do for those points. Basically customers will be evaluating if your reward is worth the amount of effort they need to put in to get it.
Use plenty of visuals and simple text to make your rewards program easily understandable. The best way to do this is with an explainer page on your website.
3. Should I Join?
Finally if customer likes the rewards you are offering and has deemed they are willing to put in the effort, they will want that extra nudge to get them going. A good incentive will push a customer over the edge, and encourage a sign up.
Use a Visual Explainer Page to Explain Your Program
Instead of using the text heavy explainer page like the one above, you should focus on creating a visual and heavy hitting explainer page like this one from Gongshow.
Your members are much more likely to understand your program if you break it down in a visual way. You can understand the basics of Gongshow’s program in just a few seconds. There are a ton of great explainer pages out there, and I will point some out along the way.
Tips for a Great Explainer Page
Creating a visual explainer page will supercharge loyalty program adoption and engagement. It allows everyone to know exactly what they can expect in your program, but some visual explainers are built better than others.
Here are a few tips with examples to make the most out of your loyalty program’s explainer page. These will put your explainer page in a class above the rest!
1. Showcase Your Motivator
This is a fancy way of saying “show your customer what they want to see.” You want to motivate your members to use your loyalty program by showing them what motivates them. This is the reward they want to achieve which could be: a discount, a product, or even social status).
Muscle and Strength shows exactly what rewards you can earn and how you can earn them. This way, members can immediately see what they are working towards which inspires them to engage in the loyalty program.
This becomes even more powerful when you are offering a reward that is not easy to obtain anywhere else. Like the autographed Stanton baseball cap in Muscle and Strengths program.
2. Make It Easy to Understand
A potential member of your program should be able to understand the basics of your program in just a few seconds. You do this by laying out your program in an easy to digest and visual way. We call this the squint test at Smile.io, can someone still understand your explainer page if they are squinting their eyes.
Klova’s rewards program passes the squint test with flying colors.
The text is large, the design is minima, and it gets the point across. You clearly know that every dollar you spend will earn you a point, and 20 of those points will get you a dollar off. There is no confusion here. This section of Klova’s program goes to show that less is more with an explainer page.
3. Have a Clear Call to Action
Your explainer page should be catering to two types of people. Those who are members and want to learn more. But also to those who are evaluating if they want to enroll in your program or not. Since your explainer page will be acting as a sales pitch you will want to make sure you end it off right.
This means that you should finish your explainer page with a very clear CTA. The CTA should instruct people to enroll in your program. Even if your page does an amazing job showcasing your program, you still might lose a potential member if they are not sure how to sign up. Make it blatantly obvious that you want someone to sign up, and show them how.
The above example is from Evy’s Tree, and it illustrates exactly what I am talking about. They tell you exactly what they want, which is for you to create a Who’s Hoo account and start earning discounts and other rewards.
4. Make your Explainer Page Easy to Find
You need to think of your explainer page as advertising for your loyalty program. You do not want to bury it on your site where no one will find it. Your explainer page will help people make a decision as to whether they will join your program.
Two strategies can be used to make your program easy to find. The first is to have it immediately visible upon landing on your site. This can be done by including it in your menu or some kind of banner, like Esther & Co.
Another way to display your program on your homepage is with a loyalty program launcher. This is how Smile.io for Shopify and Bigcommerce works by default. Since it moves with the browser at you scroll down the page, it’s always in view. This is the easiest way to showcase you have a program, especially because it’s displayed on every page.
Lastly, you should add your explainer page into one of your menus. You can add it into your header menu or into a footer menu. This makes it easily accessible in an area that people go to to find information. The lesson here is that you should do everything you can to make your explainer page as accessible as possible.
Go Build the Perfect Explainer Page
If you follow the tips and tricks above you will have yourself a fantastic explainer page. A good explainer page also separates a good loyalty program from a mediocre one.
Now go and create an explainer page for your rewards program! While you’re at it, you can use these examples for more inspiration.