43
5 Tactics to Increase Referral Landing Page Conversions Turn referred visitors into new customers By Tony Mariotti @ tonymariotti

5 tactics to increase referral landing page conversions

Embed Size (px)

DESCRIPTION

5 real-world examples of referral landing pages. See how Dollar Shave Club, MeUndies, NatureBox and Prize Candle increase conversions for their customer referral programs. This presentation covers best practices for converting referred visitors.

Citation preview

Page 1: 5 tactics to increase referral landing page conversions

5 Tactics to Increase Referral Landing Page

ConversionsTurn referred visitors

into new customersBy Tony Mariotti@tonymariotti

Page 2: 5 tactics to increase referral landing page conversions

Featuring Friendbuy partners:

Page 3: 5 tactics to increase referral landing page conversions

You never get a second chance to make a first impression.

Page 4: 5 tactics to increase referral landing page conversions

For referred visitors

this is especially true.

Page 5: 5 tactics to increase referral landing page conversions

When a user clicks on a referral link

Page 6: 5 tactics to increase referral landing page conversions

When a user clicks on a referral link

and visits your site,

www.

Page 7: 5 tactics to increase referral landing page conversions

When a user clicks on a referral link

and visits your site,

what’s the first thing you want them to see

www.

Page 8: 5 tactics to increase referral landing page conversions

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.

Page 9: 5 tactics to increase referral landing page conversions

Thinkof

referredvisitors

as

VIPs

Page 10: 5 tactics to increase referral landing page conversions

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.

Page 11: 5 tactics to increase referral landing page conversions

Lay out a stellar referral landing page for these premium leads --

Page 12: 5 tactics to increase referral landing page conversions

Lay out a stellar referral landing page for these premium leads --

Page 13: 5 tactics to increase referral landing page conversions

Lay out a stellar referral landing page for these premium leads --

and they’re far more likely to turn into customers.

Page 14: 5 tactics to increase referral landing page conversions

There are several options for engaging referred visitors.

Page 15: 5 tactics to increase referral landing page conversions

There are several options for engaging referred visitors.

Let’s take a look at five tactics and real-world examples...

Page 16: 5 tactics to increase referral landing page conversions

1Direct Referred Visitors to Your Homepage

Page 17: 5 tactics to increase referral landing page conversions

www.

Sending invitees to your homepageis the simplest of strategies

Page 18: 5 tactics to increase referral landing page conversions

www.

Sending invitees to your homepageis the simplest of strategies

and a good place to start if you want to deploy your referral program quickly.

Page 19: 5 tactics to increase referral landing page conversions

2Present Referred Visitors With a Welcome Widget

Page 20: 5 tactics to increase referral landing page conversions

Here’s a way to add some spice if you’re using your homepage as the destination for referred visitors…

www.

Page 21: 5 tactics to increase referral landing page conversions

Create a welcome widget for users who click through a referral link.

www.WELCOME!

x

Page 22: 5 tactics to increase referral landing page conversions

You can do this with a simple overlay widget.

www.SIGN UP & GET 20% OFF!

x

Page 23: 5 tactics to increase referral landing page conversions

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

Page 24: 5 tactics to increase referral landing page conversions

does this

beautifully with a

welcome widget

that pops up over

their homepage.

Page 25: 5 tactics to increase referral landing page conversions

It combines an

enticing

offer for the

friend with

email capture

functionality

for list building.

Page 26: 5 tactics to increase referral landing page conversions

Even if the user

doesn’t convert,

you’ve started a

lead nurturing

relationship...

WIN / WIN!

Page 27: 5 tactics to increase referral landing page conversions

3Generate a Dynamic Message in Your Referral Landing Page

Page 28: 5 tactics to increase referral landing page conversions

uses session-based info

(obtained from referral link UTM parameters)

to generate dynamic

welcome messages

that display the

campaign

incentive to the

referred friend.

Page 29: 5 tactics to increase referral landing page conversions

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!

Page 30: 5 tactics to increase referral landing page conversions

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.

Page 31: 5 tactics to increase referral landing page conversions

4Use a Dedicated Referral Landing Page

Page 32: 5 tactics to increase referral landing page conversions

Sending referred friends to a dedicated landing page is a sophisticated approach for increasing conversions.

Page 33: 5 tactics to increase referral landing page conversions

The customized experience speaks to referred visitors differently than other visitors.

Page 34: 5 tactics to increase referral landing page conversions

The customized experience speaks to referred visitors differently than regular customers.

The feeling of “special treatment” helps drive engagement.

Page 35: 5 tactics to increase referral landing page conversions

welcomes their referred visitors with a dedicated landing page featuring a strong, clear call to action.

start my risk-free trial

Page 36: 5 tactics to increase referral landing page conversions

Furthermore, distracting click-able

elements (e.g. navigation, social media icons, etc.)

that can draw users

away from the

conversion

funnel

are eliminated.

Page 37: 5 tactics to increase referral landing page conversions

This is a bona fide referral landing page,

with all the requisite best practices

included.

Page 38: 5 tactics to increase referral landing page conversions

5Personalize the Welcome Experience

Page 39: 5 tactics to increase referral landing page conversions

Personalizing the welcome experience makes the introduction feel intimate and exclusive.

Page 40: 5 tactics to increase referral landing page conversions

Dollar Shave Club features a welcome bar at the top of their page that shows the name of the referrer.

Page 41: 5 tactics to increase referral landing page conversions

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.

Page 42: 5 tactics to increase referral landing page conversions

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!