ESET’s referral program features a nuanced structure, where rewards are tied to cart value and eligibility is limited to specific products. However, the initial implementation posed usability challenges for both advocates and referred customers. The traditional pop-up share experience wasn’t equipped to clearly communicate all the necessary program details–there was not ample room to provide a comprehensive overview of the referral requirements and benefits, leading to lower participation and share rates. Additionally, the referral code input field during checkout was not easily visible, creating a disjointed experience for referred customers and reducing the overall effectiveness of the program.
ESET wanted to eliminate as many obstacles to participation as possible by providing advocates with more context up front about the program requirements and benefits. When referral qualifications are clearly defined, customers are much more likely to share. The customer journey for referred friends also had room for improvement. By optimizing the friend landing page and streamlining the reward redemption process, ESET could make the path to purchase more intuitive and increase the likelihood of conversion.
Extole worked with ESET to develop fully customized share and friend landing experiences that let customers explore, share, and redeem referrals with minimal friction. The redesigned advocate page features expanded copy, rich imagery, and clearly defined referral requirements, including a newly added FAQ section that helps set clear expectations. The advocate page is hosted on ESET’s own website for a seamless native share experience. The redesigned friend landing page was custom built to increase referral conversions and make purchasing easy. It features a self-contained buying and checkout process and a more comprehensive overview of the program that allows customers to participate with confidence. Most notably, eligible ESET products are pre-loaded on the page, allowing customers to skip browsing and head straight to checkout with the referral discount automatically applied.
The impact was immediate: share rates, signups, and conversions surged, driving a measurable increase in referral-driven purchases.
