| name | referral-program-building |
| description | Build referral programs for SaaS/digital products. Covers reward structures (two-sided, tiered, multi-step), platform selection (Rewardful, ReferralCandy, Viral Loops, FirstPromoter), technical implementation (tracking, attribution, API patterns), fraud prevention, email templates, and KPI metrics. Use for designing viral growth loops, implementing refer-a-friend features, or optimizing existing referral systems. |
| version | 1.0.0 |
Referral Program Building
Build viral referral programs that drive 2-3x higher conversion rates with 37% better retention.
Quick Start
- Define Program Type - Choose reward structure matching business model
- Select Platform - Pick tool based on scale and integration needs
- Implement Tracking - Set up attribution, fraud prevention, analytics
- Launch & Optimize - Soft launch, measure KPIs, iterate
Core Principles
- Two-Sided Rewards: Both referrer AND referee get incentives (68% higher participation)
- Product Alignment: Use product as reward when possible (Dropbox model)
- Integration: Embed in user workflow, not separate feature
- Simplicity: Explain in 2-3 bullet points or it's too complex
References
Strategy & Design
Implementation
Operations
Platform Quick Reference
| Platform | Best For | Price | Setup |
|---|
| Rewardful | SaaS subscriptions | $49/mo | 1 hour |
| ReferralCandy | Ecommerce | $49/mo | 1-click |
| Viral Loops | Custom campaigns | Custom | Visual builder |
| FirstPromoter | Recurring commissions | Custom | Dashboard |
| Voucherify | Enterprise API-first | Custom | API integration |
Key Metrics
- Participation Rate: Target 5-9%
- Referral Rate: Target 5-10% (avg 2.3%)
- CAC via Referral: Should be 30-50% lower than other channels
- Referred CLV: 16-25% higher than non-referred
- Program ROI: Successful programs see 3:1 to 5:1
Case Study Insights
Dropbox (3900% Growth):
- Product-aligned reward (500MB storage)
- Integrated into onboarding step 6
- Both parties benefit equally
PayPal (100M Users):
- $20+$20 aggressive cash incentives
- Aligned with payment product
- 7-10% daily growth rate
Airbnb (900% YoY):
- Altruistic messaging outperformed selfish
- Mobile-first optimization
- Data-driven A/B testing everything
Report Output
Activate: assets-organizing skill for report file paths
Referral reports go to assets/reports/performance/{date}-referral-program.md
