Capitalize on Those Good Post-Purchase Feelings
Asking for a referral right after a customer makes a purchase is extremely effective; this request touches them when they are happy and connected to your brand. They are on a buyer's high!
When you thank a customer for making a purchase, promote your referral program as part of the purchase confirmation in one of two ways:
Pop-up share experience that loads over the purchase confirmation page (best practice)
Static call-to-action (CTA) on the purchase confirmation page
In general, post-purchase promotions tend to drive 10-20% of program traffic. However, the pop-up share experience outperforms a static call-to-action by 16x and is the recommended approach whenever possible.
The pop-up share experience loads over your purchase confirmation page, encouraging customers to share BEFORE they reach the confirmation page itself. Your customers can choose to immediately share from the pop-up, or they can close the pop-up and go directly to their confirmation page.
Quick Steps to Implementation
As long as you have the Extole JavaScript library implemented on your site, you can implement a post-purchase promotion.
If you want to promote your program from the purchase confirmation page for the first time:
Contact your Client Services Manager to let them know you are interested in promoting your program on the purchase confirmation page.
Your Client Services Manager will provide you with a zone tag to implement on your purchase confirmation page.
You'll work with your Client Services Manager to implement a static CTA or pop-up share experience (best practice).
If you want to optimize your program from a static CTA to a pop-share experience:
Contact your Client Services Manager to let them know you are interested in optimizing your promotion type from a static CTA to a pop-up share experience. Since you already have a zone tag implemented on the purchase confirmation page, switching over to the pop-up share experience is quick, easy, and can be implemented by Extole.
Best Practices
Whatever you do, be sure to promote your program upon purchase confirmation regardless of the type: static or pop-up. You don't want to lose out on the high-quality shares that come from this promotion source.
Implement the pop-up share experience whenever possible
(take advantage of the 16x performance boost)
If you cannot implement the pop-share experience and need to implement the static CTA, follow these simple best practices:
Keep the promotion above-the-fold
Clearly state the advocate offer
Ensure your call-to-action is prominent on the confirmation page (300x300 pixels minimum)
Use action words in your CTA: Start Sharing, Share Now, Refer and Get $15, etc.
*Please note that advocacy rate (Unique Advocates / Advocate Viewers) may be low when you enable CTAs on the confirmation page. This is because these CTAs appear for every purchase made, so the number of Advocate Viewers will be very high. On the other hand, the confirmation page CTAs improve your Participation Rate (Advocates / Transactors) because they drive advocacy!