Over the past few weeks in our Top 5 tips for Amplifying the Power of Your Customer Advocates series, we have highlighted the tools needed to promote your Consumer-to-Consumer (C2C) social marketing programto your customer advocates, how to make referring easy and how to incentivize advocacy with a strong offer structure. Today, we will discuss how to convert the referred friends into new customers.
The fourth tip in our series focuses on providing a compelling experience for referred friends. A simple and personalized friend experience fosters a high level of trust in the referral experience, which leads to engagement and participation in C2C programs. One of the most effective ways to create a personalized experience is via the friend landing page.
The friend landing page is the page that a friend sees upon clicking on a trusted recommendation from your customer advocate via email, Facebook, Twitter, LinkedIn, Google+ or a personal URL. The friend landing page should communicate what the C2C program is about, communicate the offer and include a Call-to-Action (CTA) for conversion. A conversion can be an opt-in, signup, redemption, or purchase.
To optimize conversion, the friend landing page should follow these guidelines:
Make it short and to the point
Keep the message concise and clear. Give the referred friend a quick overview of the offer and outline the steps to conversion.
Describe the offer
Highlight the incentive, be clear about what the referred friend will receive and communicate that it is a “friends-only” deal. Friends need assurance that the reward they will receive is exactly what they were promised.
Make it personal
The best landing pages reinforce that the recommendation is from someone they trust. Ideally, the copy includes the name of the advocate who referred the friend.
Keep the CTA simple
The CTA should be strong and concise. The friend landing page should provide a clear path to conversion in as few steps as possible.
Creating a compelling friend landing page for your C2C program is incredibly important because it is the first thing advocates’ referred friends will see. To learn more about how to create personalized experiences for advocates to share with their friends, check out our Best Practices Guide.