a single source, nothing corroborates it

Repeat the referral pitch at every touchpoint

Nobody notices, understands and acts on an offer the first time they see it, so the programme has to appear repeatedly across the journey with the reward stated each time rather than running as a campaign. The second pass is where the returns are: many more placements, mobile as well as web, the wording tested, and a team whose job it actually is.

The method

1. 01

   Repeat the referral pitch at every touchpoint with the reward stated, instead of running it as a one-off campaign, because users will not find it, understand it and be motivated by it on first sight.

2. 02

   For the second pass, multiply the number of places the offer appears, extend it to mobile, test the wording, and give it a dedicated team.

What it returned

• Airbnb added many more touchpoints across the guest journey and to mobile, optimised the pitch through testing, and moved from a shared team to a fully dedicated one.

Sources

• Building a referrals program - by Lenny RachitskyLenny Rachitsky · lennysnewsletter.com · 2020-03-03