Putting psychological principles into action
Before you set up your next referral campaign, run down this checklist to build out a psychology-backed testing matrix.
If you’re a client, speak with our team for best practice guidance based on what we’ve seen work for brands like yours.
Reciprocation
Spell out the mutual benefits of the referral. Test whether it works better to emphasise ‘giving’ the reward to friends, or the customer ‘getting’ for themselves.
Confirmation & consistency
Encourage repeat referrals to reinforce the initial decision. Send reminders to both referrers and referees about the rewards on offer, and experiment with building then targeting different segments of your customer base.
Social proof
Reinforce endorsement of the campaign using customer quotes or simply show the number of other customers who’ve taken up the offer.
Authority
Build trust in your brand for the referred customer by including testimonial quotes or ratings.
Scarcity
Encourage take up of your referral offer by putting a time limit on when it can be redeemed.
Framing
Experiment by framing your referral offer in different ways to see which performs better. Are your customers more likely to share when offered £10 off or 10% off?
Horizn Studios customers can keep track of referrals in their account section
