Channels: Referral#

Guides referral program strategy for AI/SaaS products. Leverage existing users to drive growth; 3%-5% conversion vs 1%-2% for ads; CAC 50%-70% lower; referred users LTV 30%-50% higher, retention 20%-30% higher. Referral is necessity in overseas markets, not alternative.

When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Initial Assessment#

Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read it for product, audience, and value proposition.

Identify:

1. Product type: SaaS, AI tool, subscription
2. User base: Size, engagement, retention
3. Goal: Signups, purchases, or both

Referral vs. Affiliate vs. Influencer#

DimensionReferralAffiliateInfluencerWhoExisting usersProfessional promotersKOLsIncentiveDiscounts, creditsCommissionFees, productBarrierLow (all users)MediumHighConversion3%-5%VariesVaries

Referral vs affiliate: Referral needs no landing page or application; integrated in dashboard. Affiliate requires landing page and approval.

Reward Models#

ModelUseTwo-wayBoth referrer and referee get rewards; highest participationOne-wayOnly referrer rewarded; cost controlTieredRewards increase with referral count (e.g. $10 for 1-5, $15 for 6-10, $20 for 11+); incentivizes volume

Benchmark: Rewards typically 10%-30% of product price; ~11% off or ~$21 value; weak incentives = low participation. Triggers: signup, purchase, activation, or sustained use.

Mechanism Types#

TypeUseLink-basedUnique referral link; easy to implement; accurate tracking; share via email, social, SMS; works for web and appCode-basedReferral code (e.g. FRIEND20); memorable; offline events; mobile-friendly inputSocial referralShare buttons (Facebook, X, LinkedIn); viral spread; friend trust; young users

Tracking & Attribution#

MethodUseCookieWeb apps; 30-90 day windowURL paramsAll platforms; persistent in linkReferral codeMobile, offline; manual entryAccount associationLong-term tracking; subscription products

Attribution window: 30-90 days typical; 180 days for subscription. First-touch attribution to avoid double-counting.

Fraud Prevention#

RiskActionSelf-referralDetect same device, payment, IPFake accountsValidate email, payment; monitor patternsBulk/automationRate limits; anomaly detectionPer-user cape.g. Max 10 referrals per user

Use tool anti-fraud features; audit referrals regularly.

Design Framework#

1. Reward structure: Type (cash, discount, credits, free service); amount (10%-30% of price); trigger; cap
2. Tracking: Choose method; set attribution window; first-touch rule
3. UX: One-click share; clear rules; dashboard with referral data; notify on success
4. Fraud prevention: See above
5. Monitor & optimize: Referral rate, conversion, CAC, LTV; A/B test rewards and flow

Best Practices#

• Run multiple programs: Target different audiences, stages, goals
• Tiered rewards: Motivate top performers; progressive incentives
• Friction-free sharing: Mobile-friendly; one-click share
• Time-boxed incentives: "Refer this week for $15 off" creates urgency
• Placement: Web, email, app, in-product touchpoints; dashboard integration primary

Implementation#

ApproachUseSelf-buildFull control; low cost; URL params or cookie + reward logic + fraud checks; open-source (e.g. RefRef) for faster startThird-partyFast launch; Cello, Viral Loops, ReferralCandy (e-commerce), Impact (enterprise); monthly fee

Placement: Most programs integrate in product dashboard; no landing page or application needed. Optional landing page for value prop, rewards, and case studies.

Startup cost: Typically hundreds for tools + dev.

Tools#

ToolUseCelloSaaS; AI-driven automationViral LoopsReferral + waitlist + contestsReferralCandyShopify, e-commerceImpactEnterprise; unified platformRefRefOpen-source; self-hosted

KPIs#

Referral rate, conversion, CAC, LTV of referred users, referred-user retention.

Output Format#

• Reward model and mechanism type (link/code/social)
• Tracking approach and attribution window
• Placement (dashboard vs landing page)
• Fraud prevention measures
• Tool selection (self-build vs third-party)
• KPI framework

Related Skills#

• discount-marketing-strategy: Referral rewards (discounts, credits); 10–30% benchmark; campaign design
• affiliate-marketing: Different audience; can run both
• influencer-marketing: Brand building vs. user-driven growth
• directory-submission: Directory submission for discovery; referral for user-driven growth
• analytics-tracking: Referral link tracking, UTM