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Here’s a question: If you were designing a referral partner landing page for your referral rewards program, what components would you include? Industry standards such as a call to action and a lead form come to mind, but a lot more goes into effectively converting customers into brand ambassadors.
So let’s break it down. Here are five critical parts of an optimized referral partner landing page:
1. An Effective Headline
The goal of the headline is to grab customers’ attention and convince them to register for your referral program. It’s the first thing your customers will see, and it must compel them to move on down the page. When crafting an effective headline, here are four things to keep in mind:
Appeal: How appealing is the offer to a potential brand ambassador?
Relevance: How relevant is the offer to your target audience?
Clarity: Is it easy for a potential brand ambassador to understand your offer?
Credibility: How legitimate is your offer? Customers will be turned off by pie-in-the-sky promises like “Make $10,000 a month from home!” Convey the value of the referral reward program to your customers, but keep it in line with the actual benefits.
2. A Forceful Call to Action
A landing page’s call to action (CTA) refers to the actionable language that prompts customers to convert into brand ambassadors. After all, how will customers decide to sign on if they’re unsure of how to do so? A call to action should clearly describe the rewards that customers will gain from your program and prompt them to continue on in the signup process. Use actionable words such as “Register” or “Get Rewards” to propel customers down the referral funnel.
Design-wise, keep your call to action visible above the fold. You want maximum visibility to prevent customers from leaving the page before they see the offer. Many times calls to action are presented via HTML buttons with contrasting colors that pop off the page and grab a customer’s attention.
3. An Optimized Referral Conversion Form
Headlines and CTAs aside, your referral conversion form is the make-or-break moment for a customer taking the leap from mere loyalty to brand ambassador. Effective conversion forms are a balancing act between reducing the amount of friction while still maintaining the quality and quantity of customer data collection. It’s always a good idea to A/B test any form of customer engagement on your landing page. Try out different language, add or subtract a form field, or even swap out different colors.
If you’re unable to A/B test, a good rule of thumb is to keep things short and simple. Prioritize what you truly need from brand ambassadors versus any extraneous information that may deter them from signing up.
4. Strong, Engaging Visuals
Visual components can spice up your referral program’s landing page and grab readers’ attention right off the bat. These can run the gamut from a photo, video, or graphic. Whatever you choose, make sure you’re giving a true visual representation of the offer. The wrong visual can confuse customers just as easily as the right one can engage them. So be sure to keep in mind the specific demographic you’re targeting and then adjust how you convey the information accordingly.
5. Integrated Social Sharing Widgets
Social sharing widgets add legitimacy to your referral program in the form of social proof. If your referral program is booming, why hide it? Seeing a large amount of customer engagement will show a potential brand ambassador that your referral rewards are valuable and easy to manage. Obviously, if customers see that thousands of people have already signed up to participate, then they’ll be more inclined to sign up as well. Adding social sharing widgets conveys legitimacy on the part of your referral program, as well as your brand.
What did we miss? Tell us how you’d design a referral partner landing page!
Posted April 19, 2013 in Referral Marketing