5 tactics to increase referral landing page conversions

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

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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.

Click here to check out Friendbuy!

Thanks!For more tips and examples, visit us:

Tony Mariotti@tonymariotti

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