referral-program

SKILL.md

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-context.md exists (or .claude/product-marketing-context.md 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?

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

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:

In-product sharing (highest conversion)

Personalized link

Email invitation

Social sharing

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

For examples and incentive sizing: See references/program-examples.md

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

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 rate

Launch Checklist

Before Launch

 Define program goals and success metrics

 Design incentive structure

 Build or configure referral tool

 Create referral landing page

 Set up tracking and attribution

 Define fraud prevention rules

 Create terms and conditions

 Test complete referral flow

Launch

 Announce to existing customers

 Add in-app referral prompts

 Update website with program details

 Brief support team

Post-Launch (First 30 Days)

 Review conversion funnel

 Identify top referrers

 Gather feedback

 Fix friction points

 Send reminder emails to non-referrers

Email Sequences

Referral Program Launch

Subject: You can now earn [reward] for sharing [Product]

We just launched our referral program!

Share [Product] with friends and earn [reward] for each signup.
They get [their reward] too.

[Unique referral link]

1. Share your link
2. Friend signs up
3. You both get [reward]

Referral Nurture Sequence

Day 7: Remind about referral program

Day 30: "Know anyone who'd benefit?"

Day 60: Success story + referral prompt

After milestone: "You achieved [X]—know others who'd want this?"

Affiliate Programs

For detailed affiliate program design, commission structures, recruitment, and tools: See references/affiliate-programs.md

Task-Specific Questions

What type of program (referral, affiliate, or both)?

What's your customer LTV and current CAC?

Existing program or starting from scratch?

What tools/platforms are you considering?

What's your budget for rewards/commissions?

Is your product naturally shareable?

Tool Integrations

For implementation, see the tools registry. Key tools for referral programs:

Tool
Best For
Guide

Rewardful
Stripe-native affiliate programs
rewardful.md

Tolt
SaaS affiliate programs
tolt.md

Mention Me
Enterprise referral programs
mention-me.md

Dub.co
Link tracking and attribution
dub-co.md

Stripe
Payment processing (for commission tracking)
stripe.md

Introw
Channel partner programs with tiers, deal registration, QBRs
introw.md

PartnerStack
Enterprise partner and affiliate programs
partnerstack.md

Related Skills

launch-strategy: For launching referral program effectively

email-sequence: For referral nurture campaigns

marketing-psychology: For understanding referral motivation

analytics-tracking: For tracking referral attribution