Why aren’t customers clicking on the referral CTAs?

Are my CTAs visible enough?

Are the copy and images on the CTA clear?

Is the offer marketed in the CTA incentivizing enough?

Change CTA copy: Highlight the offer on the call to action. For example, include copy like “Give 15% get 15%,” “Refer and earn $25,” or “Refer and earn a free book,” instead of simply “Refer a friend.”

Switch to Auto Pop vs. Banner: Auto-pop has higher visibility and will increase awareness of your program. Add this on your confirmation page, deals page, or homepage.

Increase the visibility of CTAs: Check the placement of your CTAs. Are they visible to customers in high-traffic areas of your site or are they hidden and difficult for customers to find? If you only are promoting the program in your website footer, consider making it a banner image or boosting it up to the top of the page.

Refresh the CTAs on your website and in your app: Customers get used to seeing the same promotions over and over again and will start to ignore them. Bypass this fatigue by regularly refreshing the look and messaging of your CTAs.

Why aren’t customers referring?

Is the copy displayed on my CTAs and Share Experience clear?

Is the incentive persuasive?

Is the program optimized for the most popular channels (mobile/desktop)?

Test your offer: Compare a % vs. $ off reward, a %/$ vs. gift card reward, tiered rewards, and more. Our best practice is to offer a reward that is valued at 20% of your AOV (either in % or $), but if your brand is more promotional, you may want to test a higher offer. If you are not a retail company, take a look at companies in your vertical to get an understanding of what type of reward structure is most common.

Update layout to the new share experience theme: If you have worked with Extole for a long time, your program may not have our latest creative features. If so, you may be missing out on a lot of new functionality. Be sure to remain in regular contact with your CSM and to ask your team about what new features might be a good fit for your brand.

Optimize for mobile: Check how customers are engaging with your program based on device type. If mobile is the most popular device, make sure the Share Experience design is optimized for that channel. Consider native sharing or adding QR code as a share channel.

Localize language and currency: For clients with multiple sites/countries, Extole can localize the language and currency for better advocacy. Talk to your CSM to learn more.

Add in-app integrations: Our API and SDK mobile integrations make it easy for your customers to share directly in your app. Talk to your CSM to learn more.

Why aren’t friends clicking on the share link, opening emails, or clicking on social media posts?

Is the copy clear about what a friend has to do to convert?

Is the incentive clear and persuasive enough for the friend?

Update/test copy on share email: Consider adding the offer in the subject line or highlighting what the brand does and how it will benefit the friend.

Ensure the Share Email and Social Sharing Image are marketed towards the friend: Make sure that the copy and creative elements are focused on the benefits to the friend as opposed to the advocate.

Include the advocate’s name in the subject line: Personalizing the subject line to something like “Anna sent you $25” or “Anna sent you $25 off Barnes & Noble” is much more compelling than generic copy.

Add the reward value to the social share image/copy: Make sure your customers can immediately understand the reward they are eligible for without having to click on anything.

Make the friend share email CTA stronger: Update your copy to more directly communicate what the friend will get out of clicking. We recommend copy like “Get $30 now” or “Get my discount.”

How easy it is for customers to signup?

Is the signup process intuitive/demanding/working as expected?

Is it clear what the friend needs to do to earn the reward?

Update copy/creative of the friend landing experience:

Pop Up vs. Microsite: If you need more space to explain your program, consider switching to a microsite design. You can always auto-redirect from the microsite to your website after the email capture step.

Refresh your CTA copy: If your coupon code or reward can be auto-applied, use an enticing CTA. Use an actionable phrase with a strong verb such as "Start Shopping," "Get Discount," or "Sign Up Now."

Why are customers hesitant to convert?

Is the offer incentivizing enough?

Are there other offers on the site that are overshadowing this offer?

Are there any major road blockers that slow down or block the purchase flow?

Test your offer: Compare a % vs. $ off reward, a %/$ vs. gift card reward, tiered rewards, and more. Our best practice is to offer a reward that is valued at 20% of your AOV (either in % or $), but if your brand is more promotional, you may want to test a higher offer. If you are not a retail company, take a look at companies in your vertical to get an understanding of what type of reward structure is most common.

Test the share destination: The share destination is where a friend lands after clicking a share link. We encourage you to test which page your customers are directed to. For example, you may compare performance between a dedicated friend landing page, your home page, and a product or shop page.

Enable signed-up reminder emails: For friends who signed up but didn’t convert, you can set up custom emails to remind users that they were referred and can make a purchase.

Increase conversions with urgency: Add wording, imagery, or stickers on images or time counters to create a sense of urgency for customers to encourage them to make a purchase.

Auto-apply the coupon code: Depending on your site, you may be able to set up the coupon codes so that they auto-apply in eligible customers' carts.

Update the requirements for rewarding: If you are seeing conversions, but fewer people are getting rewarded, consider updating the requirements for getting rewarded. Do customers need to be in good standing for 60 days? Do they need to have made 20 transactions? These conditions might be too strict for the reward and your customers are likely to forget what’s required of them in order to get rewarded.