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Dynamic Referrals: refer-a-friend support

Last Updated: Dec 28, 2012 04:33PM MST

Refer-A-Friend Programs

Who doesn't like referrals.  Most marketing campaign's benefit from suggesting and encouraging referrals. With purlHub, Personalized URL Campaigns fully support Personalized Referrals offering dynamic registration, tracking and scoring.

With the meta-property "purlReferrer",  purlHub campaigns can leverage formal support for "refer-a-friend" and extension programs.  Both "preemptive registration" and "anonymous referral" extension tactics are supported, along with the ability to attribute scoring to the referrer in callback fashion. 

Preemptive Registration


  1. Sally X. arrives at a purl landing page, either anonymously or with her pURL, and is unquestionably compelled to refer her very best friend John Y. to the program via the supporting form.  
     
  2. Sally enters John's basic info in the form titled "Refer a Friend and receive a lifetime supply of #2 pencils".  The form is unimposing, and only requires John's first name and his email address.
     
  3. Upon clicking submit, Sally, creates a profile and pURL for John with her pURL attached as the purlReferrer meta-property.  if Sally was viewing the landing page anonymously, the purlReferrer meta-property is not set.
     
  4. An email is then sent to John Y. inviting him to check out his Personalized URL.
     
  5. John Y. clicks the pURL link and arrives at the landing page with personalized content that says "Hey John, your friend Sally likes this, and thought you might like it too".   At this point sally's pURL is updated with an attribute that flags the referral as successful, and even ticks some points up for sally.
     

We call this process "Preemptive Registration", because Sally is pre-registering John and assuming John's interest.  purlHub's support simply involves binding the form as a "referral form" using the " referralFormIdPrefix" and the form's ID attribute.  Then the purlHub JSAPI does the pURL profile creation for John, and callbacks and hooks on the landing page initiate the email to john and update attributes for Sally.   

Anonymous Referral


  1. Sally X. arrives at a purl landing page, either anonymously or with her pURL, and is unquestionably compelled to refer her very best friend John Y. to the program via the supporting form.  
     
  2. Sally enters John's basic info in the form titled "Refer a Friend and receive a lifetime supply of multi-colored crayons".  The form is unimposing, and only requires John's first name and his email address.
     
  3. Upon clicking submit, an email is sent to John with with a special invite link, containing a URL parameter that holds the relative reference to Sally's pURL (if she was viewing the landing page via pURL and not anonymously).
     
  4. John arrives at the landing page where he is invited to signup.  Upon signing up John's profile is updated with the purlReferrer meta-property set to the relative reference to Sally's pURL.
     
  5. Sally's pURL is updated with special attributes flagging the referral as successful and ticking up some points for Sally. 
     

We refer to this tactic as "Anonymous Referral", because John, the referral, is anonymous when Sally suggests him, and the invite email is sent.  Supporting this in purlHub is as simple as adding the URL parameter "_phReferrer=./SallyX" .  When John signs up from a URL containing the "_phReferrer" parameter, even after navigating the site for a bit, the referring party's pURL is attached to his profile meta-properties automatically.  Landing Page callbacks and hooks then update the attributes for Sally.

 

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