Referral programs are the best tool for driving more traffic to your store, but more traffic doesn’t necessarily mean more sales. As with most things in ecommerce, it’s a question of quality over quantity. If your customers are driving better traffic to your store you’ll be able to convert more of these new visitors into customers. The key is getting the traffic you need.
You can actively target and improve your referral traffic conversion rate by understanding how the referral process works and what’s involved in a successful referral. I’m going to take you through the entire referral funnel and give you 3 actionable pieces of advice for how you can start turning your referral traffic into purchases today.
The 4 stages of the referral process
Before you can start improving your referral conversion rate, you need to understand how referrals actually work.
This is how most people would define a referral but it’s really only the tip of the iceberg. Stage 1 is defined by a current customer making the decision to share a referral link with their friends and family.
Whether it’s on social media, in an email, or via text, the act of physically sending their unique code to others is the top of the referral funnel.
When a new customer receives a referral URL, they have the option to engage with it or not. If they choose to click through and visit your store, the referral has been successfully moved into stage 2.
This click represents a new customer’s first interaction with your site, and counts as referral traffic for your store. However, it’s what they do once they get there that determines the value of that visitor.
A referral is viewed as “accepted” when the referred customer submits their email address to generate their referral coupon code.
It’s safe to assume that a customer who accepts a referral is considering making a final purchase, but it’s still not a home run. They need to get through one more phase to be considered a referral purchase.
In this stage the referred customer actually uses their referral code to complete a purchase, becoming a paying customer at your store. This is tracked as a completed referral and contributes to the growth of your referral traffic conversion rate.
How to diagnose a weak referral program
Understanding how the referral process works sets you up to target specific areas that aren’t performing well. Successful referral programs are able to move new customers through every stage of this funnel, and are typically assessed with two specific metrics:
- Referral traffic -- people who click on your referral links
- Completed referrals -- people using your referral codes
Referral traffic gives you a clear idea of how often new customers see your referral offer and consider it valuable. It also gives you an idea of how often customers are sharing their referral links with people who are truly interested in your brand. You need referred customers to want to visit your store, and this traffic plays directly into the Send and Click stages at the top of the referral funnel.
Completed referrals, on the other hand, have the greatest impact on the bottom of the funnel. If this number rises, it means your program, products, and rewards are valuable to new customers and prompt them to accept and use the referral codes your program members are sharing.
With these metrics in mind, it’s easy to determine if your referral program is in trouble. If your site has 500 referral traffic visits and only one completed referral, there’s clearly a problem. In these cases, your program definitely requires some restructuring in order to turn more of your referral traffic into purchases.
Luckily, improving your referral program doesn’t have to be an intimidating task. Based on the referral metrics I mentioned earlier, your referral program could be struggling with one or two problems:
- People are not clicking your referral links
- People are not using your referral codes
As a result, it makes sense that targeting these areas is the perfect way to improve how customers move through your program’s referral funnel. Here are 5 quick and easy ways to take action with your referral program and boost your referral conversion rate in the process.
Improving your referral program if you have a traffic problem
1. Make sharing valuable
There’s a reason I’m listing this first: it’s the most important part of any referral process. If customers don’t have a desire to share your brand with others, you won’t have any referral traffic to convert in the first place. That means you need to establish why your customers should make a referral.
The key to this is clearly establishing what’s in it for them. Highlighting the reward they can earn will connect the act of referring with value they can’t resist, making the whole process more appealing.
How to fix it:
The best way to make your referral program valuable is by offering your existing customers a bigger reward than the friends they’re referring. After all, they’re doing all of the hard work! When your members feel like they’re getting a real reward, they’ll be incentivized to take action.
You can easily highlight this value using emails to remind your customers what they stand to gain by participating in your referral program. Send them referral-specific emails once or twice a month that remind them how your program works, what they can earn, and what they should share in order to earn their reward. You can also include this information in other marketing campaigns, such as post-purchase emails.
BN3TH’s referral email is a great example of what this type of campaign should look like. With conversational language and step-by-step instructions on how to participate, they’ve made the referral process look so easy that it feels silly not to join in. To top it off, they’ve also included a couple of calls-to-action prompting customers to sign up and get started.
Each of these features increase the likelihood of their members following through and making a referral, and could do the same for yours!
2. Make your referral message relevant
This is a super important step that many brands overlook. Your most loyal customers shop with you because they genuinely love your brand. Whether it’s the products you sell or other elements of your customer experience, they’ve chosen you because of what separates you from your competitors and your referral message should fit into that brand strategy.
Your referral messages need to represent why your customers chose you in the first place. No one will want to share their referral link if it doesn’t make them look smart or reflect who you are as a brand. If your message doesn’t align with what they love about you, your customers are not going to be motivated to refer others.
How to fix it:
This is what makes branding your referral share messages so important. Not only does it make your offer more appealing to prospective customers, but it also increases the chances that existing customers will want to share it. The logos, colors, and language you use should speak to the experience you deliver to your customers every time they shop with you.
If you want to know what that looks like, take a look at Topps’ referral message. Not only have they made it personal by using words like “my” and “your”, they also included product photography, a logo, and clear value by letting new shoppers know what they’re going to save on their first purchase.
3. Choose referral channels wisely
Depending on what kind of products you sell, the referral channels you choose to reward customers for can have a significant impact on their likelihood to share. For example, if you sell beauty products, public channels such as social media are very appropriate for encouraging referrals because your customers are comfortable sharing their experiences with others.
There are many other products that don’t fit this mould, though. If you sell products like adult diapers or feminine hygiene products, your customers may not be inclined to share your store with others if their only option is with Twitter or Facebook.
How to fix it:
When you reward your customers for sharing on the right channels, they become much more likely to send referrals to their friends. Understanding how they’d prefer to share referrals makes it easy to set up a referral program that gives members the opportunity to share in ways that are natural and comfortable for them. These considerations once again make your referral process and easy and relevant, increasing the odds that they’ll engage more and more over time.
Improving your referral program if you have a conversion problem
1. Make your referral reward desirable
The reward you offer your new customers is the final piece in the referral puzzle. Since these prospective customers know nothing about your brand, this reward needs to be super valuable if you want to motivate them to cash it in.
That means you need to carefully consider the other discounts and promotions you run on your store. If you’re constantly running 30% off sales but only offer 15% off as a referral reward, your program is going to look both cheap and not valuable -- two negative associations that will keep many customers from engaging.
How to fix it:
As soon as they land on your site, they should feel like the reward they’ve been promised is valuable. For Vegetable + Butcher, that means offering new customers $15 off their first order - a dollar amount that sounds and feels like a real discount.
A good trick for finding that “true value” threshold is to offer referred customers a discount around 20% of your average order value. That means that if your AOV is $100, new customers would receive $20 off - a reward that’s generous without giving too much away. You can even make this look more valuable by rounding up to whole numbers that end in a 5 or a 0. These dollar values are easier for people to calculate what they can save and how it applies to their purchase, making it more appealing.
That being said, your referral rewards should never be more than your retail margin. That size of reward can quickly put you in the red and cause bigger problems than low referral conversion rates.
2. Send referred shoppers to a strategic landing page
When a customer’s new to your brand, they don’t know what to expect. Clicking on your referral link can be a huge leap of faith, and with so many other competitors fighting for their business you need to make sure that you make a good first impression. Otherwise, you run the risk of turning them away from your brand for good.
How to fix it:
That’s why the page you send them to is so important. You can hit your referral reward out of the park by pairing it with an effective referral landing page. Direct new customers to a page that highlights what makes your brand appealing and unique, such as a best-selling product or product bundle to help connect the dots between your reward’s value and their purchase intent.
Pairing a great reward with a smart landing page makes a new customer’s initial interaction with your brand exciting, valuable, and enjoyable. These feelings will not only push them to make their first purchase but also encourage them to refer their own friends to your brand, continuing the referral cycle long term.
Improving referral conversion rates isn't complicated
Turning more of your referral traffic into purchases can easily be accomplished when you understand how referrals work and learn to identify the weak areas of your program. By cleaning up your referral messaging and restructuring your rewards to appeal to both new and returning customers, you set your program up to become the powerhouse marketing tool it’s intended to be.