When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' 'partner program,' 'referral incentive,' 'how to get referrals

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 .agents/product marketing.md exists (or .claude/product marketing.md , or the legacy product marketing context.md filename, in older setups), 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? Should You Engineer Virality First? Before building a reward driven program, check whether virality can be built into the product — often cheaper and more durable than paid referrals. But don't force virality where it doesn't naturally fit. Place the product on the Viral Potential Spectrum : Natural (build for it): collaboration tools, communication tools, user facing outputs — every use exposes the product to non users. Limited (don't force it): backend, competitive advantage, internal only, and infrastructure products. Invest in referral programs, content, and partnerships instead. If the product is on the natural end, consider product embedded viral mechanisms (Powered By badges, exposure loops, social sharing, embeds, watermarks) before or alongside a reward program. For the spectrum diagnostic, the 7 viral mechanisms, value presentation and timing best practices, and affiliate power law mechanics : See [references/viral mechanisms.md](references/viral mechanisms.md) 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 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: 1. In product sharing (highest conversion) 2. Personalized link 3. Email invitation 4. Social sharing 5. Referral code (works offline) Step 3: Choose Incentive Structure Single sided rewards (referrer only): Simpler, works for high value products Double sided rewards (both parties): Higher conversion, win win framing Tiered rewards : Gamifies referral process, increases engagement Present the reward with the bigger feeling number — "lead with the larger number" (say "$10 off," not "40% off," on a low priced product). Reward at the aha moment or milestone , not signup. Reduce friction: one click share, pre written messages. For examples and incentive sizing : See [references/program examples.md](references/program examples.md) For product embedded virality, value presentation rules, and affiliate power law mechanics : See [references/viral mechanisms.md](references/viral mechanisms.md) Program Optimization Improving Referral Rate If few customers are referring: Ask at better moments Simplify sharing process Test different incentive types Make referral prominent in product If referrals aren't converting: Improve landing experience for referred users Strengthen incentive for new users Ensure referrer's endorsement is visible A/B Tests to Run 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 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?" Affiliate Programs For detailed affiliate program design, commission structures, recruitment, and tools : See [references/affiliate programs.md](references/affiliate programs.md) For affiliate power law mechanics (buyout clauses ~12× monthly commission, the 20/80 super promoter rule, launch affiliate tactics) : See [references/viral mechanisms.md](references/viral mechanisms.md) Task Specific Questions 1. What type of program (referral, affiliate, or both)? 2. What's your customer LTV and current CAC? 3. Existing program or starting from scratch? 4. What tools/platforms are you considering? 5. What's your budget for rewards/commissions? 6. Is your product naturally shareable? Tool Integrations For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for referral programs: Tool Best For Guide Rewardful Stripe native affiliate programs [rewardful.md](../../tools/integrations/rewardful.md) Tolt SaaS affiliate programs [tolt.md](../../tools/integrations/tolt.md) Mention Me Enterprise referral programs [mention me.md](../../tools/integrations/mention me.md) Dub.co Link tracking and attribution [dub co.md](../../tools/integrations/dub co.md) Stripe Payment processing (for commission tracking) [stripe.md](../../tools/integrations/stripe.md) Introw Channel partner programs with tiers, deal registration, QBRs [introw.md](../../tools/integrations/introw.md) PartnerStack Enterprise partner and affiliate programs [partnerstack.md](../../tools/integrations/partnerstack.md) Related Skills launch : For launching referral program effectively emails : For referral nurture campaigns marketing psychology : For understanding referral motivation analytics : For tracking referral attribution