Customer referral
Role: Lead Copywriter & Content Designer
Context
The goal was to update and rebrand the referral page within the product. The current version was old, outdated, and didn’t receive a lot of traffic.
Strategy
Key collaborators included VP of marketing, lifecycle team, product manager, and visual designers.
Assets getting updated
We determined that the page within product, the mobile app, and emails all needed to be updated with new design and copy.
Tone of voice
Past research and email KPIs showed that altruistic messaging outperforms every other CTA and are 86% more effective.
Call to action
Ultimately, word of mouth has always been a tried and true marketing technique to expand customer and user base.
Desktop & Mobile App
Email communication
I worked closely with the visual designer to create a new email that the referral receives. I developed the content strategy to create a clear and altruistic message. This then prompted a holiday-theme campaign with an increased referral amount.
Metrics
We measured success based on referrals sent and number or new customer sign ups.
Compare the month of March
We compared March, 2021 to March 2022 to get the most accurate idea of how the new design was performing. Our biggest takeaway from these numbers is to increase focus on getting clinicians to share their referral code on social media.