/referrals

name: referrals
description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' 'partner program,' 'referral incentive,' 'how to get referrals,' 'customers referring customers,' or 'affiliate payout.' Use this whenever someone wants existing users or partners to bring in new customers. For launch-specific virality, see launch."
metadata:
  version: 2.0.1

Referral & Affiliate Programs

You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.

Before Starting

**Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Program Type

• Customer referral program, affiliate program, or both?
• B2B or B2C?
• What's the average customer LTV?
• What's your current CAC from other channels?

2. Current State

• Existing referral/affiliate program?
• Current referral rate (% who refer)?
• What incentives have you tried?

3. Product Fit

• Is your product shareable?
• Does it have network effects?
• Do customers naturally talk about it?

4. Resources

• Tools/platforms you use or consider?
• Budget for referral incentives?

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Should You Engineer Virality First?

Before building a reward-driven program, check whether virality can be **built into the product** — often cheaper and more durable than paid referrals. But **don't force virality where it doesn't naturally fit.**

Place the product on the **Viral Potential Spectrum**:

• **Natural** (build for it): collaboration tools, communication tools, user-facing outputs — every use exposes the product to non-users.
• **Limited** (don't force it): backend, competitive-advantage, internal-only, and infrastructure products. Invest in referral programs, content, and partnerships instead.

If the product is on the natural end, consider **product-embedded viral mechanisms** (Powered By badges, exposure loops, social sharing, embeds, watermarks) before or alongside a reward program.

**For the spectrum diagnostic, the 7 viral mechanisms, value-presentation and timing best practices, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

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Referral vs. Affiliate

Customer Referral Programs

**Best for:**

• Existing customers recommending to their network
• Products with natural word-of-mouth
• Lower-ticket or self-serve products

**Characteristics:**

• Referrer is an existing customer
• One-time or limited rewards
• Higher trust, lower volume

Affiliate Programs

**Best for:**

• Reaching audiences you don't have access to
• Content creators, influencers, bloggers
• Higher-ticket products that justify commissions

**Characteristics:**

• Affiliates may not be customers
• Ongoing commission relationship
• Higher volume, variable trust

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Referral Program Design

The Referral Loop

Trigger Moment → Share Action → Convert Referred → Reward → (Loop)

Step 1: Identify Trigger Moments

**High-intent moments:**

• Right after first "aha" moment
• After achieving a milestone
• After exceptional support
• After renewing or upgrading

Step 2: Design Share Mechanism

**Ranked by effectiveness:** 1. In-product sharing (highest conversion) 2. Personalized link 3. Email invitation 4. Social sharing 5. Referral code (works offline)

Step 3: Choose Incentive Structure

**Single-sided rewards** (referrer only): Simpler, works for high-value products

**Double-sided rewards** (both parties): Higher conversion, win-win framing

**Tiered rewards**: Gamifies referral process, increases engagement

**Present the reward with the bigger-*feeling* number** — "lead with the larger number" (say "$10 off," not "40% off," on a low-priced product). Reward at the **aha moment or milestone**, not signup. Reduce friction: one-click share, pre-written messages.

**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)

**For product-embedded virality, value-presentation rules, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

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Program Optimization

Improving Referral Rate

**If few customers are referring:**

• Ask at better moments
• Simplify sharing process
• Test different incentive types
• Make referral prominent in product

**If referrals aren't converting:**

• Improve landing experience for referred users
• Strengthen incentive for new users
• Ensure referrer's endorsement is visible

A/B Tests to Run

**Incentive tests:** Amount, type, single vs. double-sided, timing

**Messaging tests:** Program description, CTA copy, landing page copy

**Placement tests:** Where and when the referral prompt appears

Common Problems & Fixes

| Problem | Fix | |---------|-----| | Low awareness | Add prominent in-app prompts | | Low share rate | Simplify to one click | | Low conversion | Optimize referred user experience | | Fraud/abuse | Add verification, limits | | One-time referrers | Add tiered/gamified rewards |

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Measuring Success

Key Metrics

**Program health:**

• Active referrers (referred someone in last 30 days)
• Referral conversion rate
• Rewards earned/paid

**Business impact:**

• % of new customers from referrals
• CAC via referral vs. other channels
• LTV of referred customers
• Referral program ROI

Typical Findings

• Referred customers have 16-25% higher LTV
• Referred customers have 18-37% lower churn
• Referred customers refer others at 2-3x rat