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. **Check for product marketing context first:** If `.claude/product-marketing-context.md` exists, 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):
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 .claude/product-marketing-context.md exists, 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
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?"