6 Ways Brands Are Driving WOM in the Beauty Industry
As with the constantly evolving beauty industry, here are 6 ways these big brands are keeping up and going beyond.
We’ve recently updated our latest guide to referral programs, including resources from the basics to the advanced. Once you’ve set up your referral program, it’s time for you to take it to the next level by optimizing all the other key components.
The referral landing page is a page that encourages visitors to sign up for your referral program by explaining the rewards they can get— either a discount coupon or a freebie when they refer someone.
By the end of this article, you'll learn how to optimize your referral landing page and effectively encourage your best customers to spread the word about your brand!
How to create an amazing referral landing page:
“Assume your audience isn’t interested. Write a headline that spotlights the most compelling, most irresistible part of your content.” - Charlie Meyerson
Headlines are the first thing that people read when they click on your referral landing page. It’s the best opportunity to wow them so that they’d want to learn more about your program.
Power words are often used to trigger psychological or emotional responses from readers. These power words tend to be persuasive and can easily convince people to take action.
Some power words and phrases include:
Super Smalls uses the phrase “Be A Super Friend” as their headline. While it coincides nicely with their overall brand name— a plus point, it is also a strong power word since it captures the attention of readers.
ohne’s landing page headline includes the word “free” which also effectively grabs the attention of people. On top of that, they also chose a playful way to imitate the notion of whispering a secret to readers by using the word “psst”.
When people click onto your referral landing page, they’re expecting to know what they can get out of it. And that’s where mentioning your incentives is important.
The most commonly used phrase is “Give $20, Get $20”. Front Of The Pack goes straight to the point by using it in their headline.
Similarly, Ten Little has chosen to use the cash rewards in their headlines to grab the reader’s attention. It is also a way for prospects to easily understand what they stand to gain from being a part of the referral program.
After you’ve grabbed the attention of your customers with a compelling title, it’s time to drop more information to convince them to join the program.
Take a look at how saie makes it easy for their customers to digest how their referral program works and then the benefits of joining by splitting them into steps.
Besides the eye-catching headline, hydrant uses a short blurb to further entice people that come across their referral program. Having said that, the brand is transparent about the benefits of the program by indicating “Limit 2 packs per order”. This gives consumers ample information to evaluate if they’re interested in the referral program or not.
Why are images so important? Visual data tends to be processed and responded to much quicker than other types of data. Ideally, the image on your referral landing page should be something that helps prospects relate to your brand or product. Alternatively, it could also be a picture that enables them to visualize themselves enjoying your product or service.
High-quality images are also an important component of your referral landing page. Why? Because using low-quality images indicates unprofessionalism and that isn’t something you’d want prospects to associate your brand with.
PURELEI’s referral landing page is a classic example of using a relevant product image. As a jewelry brand, they’ve showcased their products with the image and at the same time incorporated the theme of “friends sharing their love for accessories”.
Omson also showcases their menu offerings on their referral landing page, similarly to entice prospects to refer their products to their friends.
Our Place uses a great hero shot to help prospects imagine themselves benefitting from buying their pots and pans. It includes not just the product, but also the whole ambience of a homemade dining experience alongside the warm colors used.
The same goes for Rae Wellness. While there isn’t a particular product spotlighted in the hero image, the brand highlights “sharing the shine with your friend” through its message in the blurb as well as in the photograph.
Friction happens when something in the design of the landing page slows the user down or makes it difficult for them to accomplish their task.
In the case of your referral landing page, the main goal is to get as many people to sign up for the program as possible. And people dropping off the page because of a form with way too many fields clearly isn’t ideal.
Low friction forms tend to have one or two fields— most of the time it’s the prospect’s name and email address. It keeps things simple while allowing you to collect the most essential information to connect with them.
Nourish Bud makes it extremely convenient for prospects to sign up for their referral program without having to click multiple links. They also make it optional for prospects to input their name.
Folio, an online bookstore also includes a simple and straightforward low-friction form on their referral landing page.
Youth to the People keeps their form lean to ask for only the prospect’s email address. No frills, no other information required.
Now that you’ve got your headline, your images, your form in place, it’s down to the final step of converting your prospects into leads by clicking that call to action button. CTAs can be general with words like “Next”, or “Start sharing today”. Alternatively, they could also fit the message of your brand— if your brand places emphasis on the community, you could change it up to “Share the love”.
Some examples of CTAs:
Action words tell your prospects exactly what they should do next. Take a look at how Amass directs their prospects to the next step by telling them to “Refer a Friend” on their CTA button.
Milk Bar is another example that uses action words well to motivate their prospects to “Start Sharing” about the program.
Ideally, you would want to keep your referral landing page as simple as possible. Avoid over cluttering this space with too much information. The point here is to either get people on the page to click on the CTA button or fill in a form, not to read an essay.
Native, a personal care brand keeps things clean on their referral landing page. A simple theme, simple form, and a next button to get the referral going.
Here’s another good example of a classic referral landing page by Trip. Easy to understand, and take action.
Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain.
38% of people will stop engaging with a website if the content or layout is unattractive.
Most people tend to skim through copy and pull out information deemed important to them. That is why it’s important to make sure that your referral landing page isn’t overly cluttered with images, copy, CTA buttons, and forms all over the place. Besides having a structured layout, knowing how to place around with white spaces is a good design practice.
Esker Beauty ensures that their page is clean, simple and makes use of white spaces to direct prospects’ sight to what matters most. This keeps them engaged, focused, and able to better comprehend your message.
Colors play a big part in the design, aesthetically and psychologically. The colors you use should reflect your brand and style but at the same time they should stand out so that prospects know where exactly to click and what exactly to do next.
Making sure that your CTA button is noticeable and in the “right” place is also essential so that it doesn’t cause confusion.
Starface does it the classic black and white way. The copy is simple and straight to the point, large enough to stand out on the page, and follows the flow where readers’ eyes will go— such as to the right or bottom of the form.
Bokksu uses their brand color which is a vibrant orange, as well as white to show the contrast of their CTA button. The use of two bright colors draws the attention of prospects looking at this page for the first time.
Mobile web traffic accounts for 54.8% of global web traffic. If you’re still not optimizing your landing page for mobile users, you might be losing out on double the potential prospects you could have.
FAQ segments are good to have on your referral landing page especially if your referral program is slightly more complicated. It’s an easy way for you to answer commonly asked questions from people interested in your program.
At the same time, it gives you space to explain your program without squeezing too much information into your headline or blurb.
How do you know which combination of colors works best for your CTA? Or which copy resonates best with your prospects?
The clear-cut way is to experiment with various versions of your referral landing page!
Create several landing pages and change up a small element each time, be it your headline copy, your blurb copy, or even your CTA button. This way you’ll be able to identify which combination works well.
A well put together referral landing page is crucial in getting your customers to spread the word about your product or service. It’s easy creating a landing page but not easy making it a good one.
We hope these tips were helpful in getting you on track with your referral landing page.
If you enjoyed reading this, check out our 30+ examples of awesome friend landing pages and perfect your landing pages with more inspiration.