When it comes to running a successful referral program, getting someone to click a referral link is only part of the equation. In order for a referral to be completed, you not only need one of your brand advocates to send their link to a friend, but also for that link to be clicked, a referral code to be created, and for the referred customer to actually use it.

In order for all of this to happen, you need to get referred customers interested enough in what you are selling to take action. This is what makes choosing which referral landing page to use such an important decision. The page you choose could be the difference between valuable customer engagement and superficial brand awareness.

Here are the 5 best places customer referrals should be sent.

Send customer referrals to your homepage for simplicity

Newly referred users often do not know the full story of your brand or what you sell. Since your site’s homepage is constructed to help customers find what they’re looking for and communicate the value of what you sell, sending referrals to your homepage is extremely effective.

Send customers to strategic landing pages

While your homepage is a great place to start, customer referrals are most effective when the person being referred sees something valuable/relevant right away. Landing pages that focus on what you sell or what you are offering are great alternatives to the homepage.

Here are a few pages you can direct ecommerce customer referrals to for more valuable customer engagement:

Product page

Sending referrals to a product page is highly effective when you direct them to products that are super appealing to new shoppers. These types of products often have a ton of brand recognition or are extremely popular with your existing customers, making them an easy sell to new customers.

Products like samplers and starter kits make great product landing pages for your referrals

Sending referrals to a product page can help you bridge the gap between your offer and the product customers hope to one day claim as a reward.

Catalog page

A catalog page is a good option for stores that have a diverse range of products. If you sell both beauty products and luxury apparel, you need to help your new customer referrals focus on something in particular.

Get your new customer referrals interested by showing them your most popular products right away.

Take a look at what your most popular type of product is and send your new referrals to those products first. This will not only pique their interest but also help get them up to speed on what your brand stands for and the type of product experience they can expect from you as a repeat customer.

“Learn More” Page

Another option for your referral traffic is to send them to a page that gives more detail about your brand or product. Since a “learn more” page can make your products easier to understand, it’s a great place to send referral traffic that’s looking to learn more about you!

If you have a product that isn't easy to understand, send your referral traffic to your "learn more" page.

Sending referrals to a learn more page ensures that potential customers know enough about your products to consider actually accepting the referral offer. With more confidence in who you are and what you stand for, they’ll be excited to make their first purchase.

Custom referral page

If none of these pages suit your referral program’s needs, you can also send your customer referrals to a dedicated page that says whatever you like! This could be a page that showcases your best products, explains exactly how to use the referral reward, or anything else you can think of!

Sending referral traffic to a dedicated referral page opens up endless possibilities! Whether you want to keep things simple, show off your brand with catalog and product pages, or teach referred customers something new, the right referral landing page will have a positive impact on your referral conversion rate.