Referrals
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Objective
Section titled “Objective”Drive new customer acquisition through incentivized referrals while maintaining program integrity.
Prerequisites
Section titled “Prerequisites”- Defined incentive structure (e.g., discount, credit, cash) and caps.
- Event tracking for referral link generation, clicks, signups, and conversions.
- Fraud checks: device, IP, cookie, account age, and payment verification.
Playbook
Section titled “Playbook”- Mechanics: unique referral links, double-sided incentives, and clear terms.
- Surfaces: in-app prompts, email nudges, and post-purchase screens.
- Cohorts: target satisfied users (NPS ≥ 8, repeat purchasers, power users).
- Creative: concise explanation + value; include social share CTAs.
- Ops: monthly reconciliation; pause segments with abnormal rates.
- Referral share of new customers, cost per referred customer, fraud rate.
- Incentive abuse and self-referrals; implement detection and manual reviews.
- Channel cannibalization; measure incremental lift.