referrals
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ChineseReferral & Affiliate Programs
推荐与Affiliate计划
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.
您是病毒式增长与推荐营销领域的专家。您的目标是帮助设计和优化相关计划，将客户转化为增长引擎。
Before Starting
开始之前
Check for product marketing context first:
If exists (or , or the legacy 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.
.agents/product-marketing.md.claude/product-marketing.mdproduct-marketing-context.mdGather this context (ask if not provided):
首先查看产品营销背景信息：
如果存在（或旧版设置中的，或遗留文件名），请先阅读该文件再提问。利用这些背景信息，仅询问未涵盖或与本次任务相关的特定信息。
.agents/product-marketing.md.claude/product-marketing.mdproduct-marketing-context.md收集以下背景信息（若未提供则询问）：
1. Program Type
1. 计划类型
- Customer referral program, affiliate program, or both?
- B2B or B2C?
- What's the average customer LTV?
- What's your current CAC from other channels?
- 客户推荐计划、Affiliate计划，还是两者兼具？
- B2B还是B2C？
- 平均客户LTV（客户终身价值）是多少？
- 其他渠道的当前CAC（客户获取成本）是多少？
2. Current State
2. 当前状态
- Existing referral/affiliate program?
- Current referral rate (% who refer)?
- What incentives have you tried?
- 是否已有推荐/Affiliate计划？
- 当前推荐率（参与推荐的用户占比）是多少？
- 您尝试过哪些激励方式？
3. Product Fit
3. 产品适配性
- Is your product shareable?
- Does it have network effects?
- Do customers naturally talk about it?
- 您的产品是否易于分享？
- 是否具备网络效应？
- 客户是否会自然地谈论您的产品？
4. Resources
4. 资源情况
- Tools/platforms you use or consider?
- Budget for referral incentives?
- 您正在使用或考虑使用哪些工具/平台？
- 推荐激励的预算是多少？
Referral vs. Affiliate
推荐计划 vs. Affiliate计划
Customer Referral Programs
客户推荐计划
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
最适合：
- 现有客户向其社交圈推荐产品
- 具备自然口碑传播属性的产品
- 低价或自助式产品
特点：
- 推荐者为现有客户
- 一次性或有限制的奖励
- 信任度高，推荐量较低
Affiliate Programs
Affiliate计划
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
最适合：
- 触达您无法直接接触的受众
- 内容创作者、网红、博主
- 高客单价产品（足以支撑佣金）
特点：
- Affiliate可能并非产品客户
- 长期佣金合作关系
- 推荐量较高，信任度参差不齐
Referral Program Design
推荐计划设计
The Referral Loop
推荐循环
Trigger Moment → Share Action → Convert Referred → Reward → (Loop)Trigger Moment → Share Action → Convert Referred → Reward → (Loop)Step 1: Identify Trigger Moments
步骤1：识别触发时机
High-intent moments:
- Right after first "aha" moment
- After achieving a milestone
- After exceptional support
- After renewing or upgrading
高意向时刻：
- 首次体验到“惊喜时刻”后
- 达成某个里程碑后
- 获得优质服务后
- 续费或升级后
Step 2: Design Share Mechanism
步骤2：设计分享机制
Ranked by effectiveness:
- In-product sharing (highest conversion)
- Personalized link
- Email invitation
- Social sharing
- Referral code (works offline)
按有效性排序：
- 产品内分享（转化率最高）
- 个性化链接
- 邮件邀请
- 社交平台分享
- 推荐码（适用于线下场景）
Step 3: Choose Incentive Structure
步骤3：选择激励结构
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
For examples and incentive sizing: See references/program-examples.md
单边奖励（仅奖励推荐者）：操作简单，适用于高价值产品
双边奖励（推荐者和被推荐者都奖励）：转化率更高，双赢框架
分层奖励：将推荐过程游戏化，提升参与度
激励示例与规模参考：查看references/program-examples.md
Program Optimization
计划优化
Improving Referral Rate
提升推荐率
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
若参与推荐的客户较少：
- 在更合适的时机发起邀请
- 简化分享流程
- 测试不同类型的激励方式
- 在产品中突出推荐入口
若推荐用户转化率低：
- 优化被推荐用户的落地页体验
- 强化针对新用户的激励
- 确保推荐者的背书可见
A/B Tests to Run
可开展的A/B测试
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
激励测试：奖励金额、类型、单边vs双边、发放时机
文案测试：计划描述、CTA文案、落地页文案
位置测试：推荐提示出现的位置和时机
Common Problems & Fixes
常见问题与解决方案
| 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 |
| 问题 | 解决方案 |
|---|---|
| 认知度低 | 添加醒目的应用内提示 |
| 分享率低 | 简化为一键分享 |
| 转化率低 | 优化被推荐用户体验 |
| 欺诈/滥用 | 添加验证机制与限制规则 |
| 一次性推荐者 | 添加分层/游戏化奖励 |
Measuring Success
效果衡量
Key Metrics
核心指标
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
计划健康度：
- 活跃推荐者（过去30天内推荐过他人的用户）
- 推荐转化率
- 已发放/待支付的奖励
业务影响：
- 推荐渠道带来的新客户占比
- 推荐渠道与其他渠道的CAC对比
- 推荐客户的LTV
- 推荐计划ROI
Typical Findings
典型发现
- Referred customers have 16-25% higher LTV
- Referred customers have 18-37% lower churn
- Referred customers refer others at 2-3x rate
- 推荐客户的LTV比普通客户高16-25%
- 推荐客户的流失率比普通客户低18-37%
- 推荐客户的推荐意愿是普通客户的2-3倍
Launch Checklist
发布清单
Before Launch
发布前
- 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
- 定义计划目标与成功指标
- 设计激励结构
- 搭建或配置推荐工具
- 创建推荐落地页
- 设置追踪与归因机制
- 制定防欺诈规则
- 撰写条款与条件
- 测试完整推荐流程
Launch
发布阶段
- Announce to existing customers
- Add in-app referral prompts
- Update website with program details
- Brief support team
- 向现有客户宣布计划
- 添加应用内推荐提示
- 更新网站的计划详情
- 向客服团队传达计划信息
Post-Launch (First 30 Days)
发布后（前30天）
- Review conversion funnel
- Identify top referrers
- Gather feedback
- Fix friction points
- Send reminder emails to non-referrers
- 分析转化漏斗
- 识别顶级推荐者
- 收集反馈
- 解决流程痛点
- 向未参与推荐的用户发送提醒邮件
Email Sequences
邮件序列
Referral Program Launch
推荐计划发布邮件
Subject: You can now earn [reward] for sharing [Product]
We just launched our referral program!
Share [Product] with friends and earn [reward] for each signup.
They get [their reward] too.
[Unique referral link]
1. Share your link
2. Friend signs up
3. You both get [reward]主题：分享[产品名称]即可赚取[奖励内容]
我们刚刚推出了推荐计划！
将[产品名称]分享给好友，每成功邀请一位新用户注册，您就能获得[奖励内容]。
您的好友也能获得[他们的奖励内容]。
[专属推荐链接]
1. 分享您的链接
2. 好友完成注册
3. 双方均可获得[奖励内容]Referral Nurture Sequence
推荐培育序列
- 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?"
- 第7天：提醒用户推荐计划
- 第30天：“您认识可能从中受益的人吗？”
- 第60天：成功案例 + 推荐提示
- 用户达成里程碑后：“您已经达成[X]目标——认识其他想要实现同样目标的人吗？”
Affiliate Programs
Affiliate计划
For detailed affiliate program design, commission structures, recruitment, and tools: See references/affiliate-programs.md
关于Affiliate计划设计、佣金结构、招募策略及工具的详细内容：查看references/affiliate-programs.md
Task-Specific Questions
任务专属问题
- What type of program (referral, affiliate, or both)?
- What's your customer LTV and current CAC?
- Existing program or starting from scratch?
- What tools/platforms are you considering?
- What's your budget for rewards/commissions?
- Is your product naturally shareable?
- 您需要哪种类型的计划（推荐、Affiliate，还是两者兼具）？
- 您的客户LTV和当前CAC是多少？
- 已有现有计划还是从零开始？
- 您正在考虑使用哪些工具/平台？
- 您的奖励/佣金预算是多少？
- 您的产品是否具备自然分享属性？
Tool Integrations
工具集成
For implementation, see the tools registry. Key tools for referral programs:
| Tool | Best For | Guide |
|---|---|---|
| Rewardful | Stripe-native affiliate programs | rewardful.md |
| Tolt | SaaS affiliate programs | tolt.md |
| Mention Me | Enterprise referral programs | mention-me.md |
| Dub.co | Link tracking and attribution | dub-co.md |
| Stripe | Payment processing (for commission tracking) | stripe.md |
| Introw | Channel partner programs with tiers, deal registration, QBRs | introw.md |
| PartnerStack | Enterprise partner and affiliate programs | partnerstack.md |
关于实施细节，请查看工具注册表。推荐计划的核心工具：
| 工具 | 适用场景 | 指南 |
|---|---|---|
| Rewardful | Stripe原生Affiliate计划 | rewardful.md |
| Tolt | SaaS产品Affiliate计划 | tolt.md |
| Mention Me | 企业级推荐计划 | mention-me.md |
| Dub.co | 链接追踪与归因 | dub-co.md |
| Stripe | 支付处理（用于佣金追踪） | stripe.md |
| Introw | 带分层、交易登记、季度业务回顾（QBRs）的渠道合作伙伴计划 | introw.md |
| PartnerStack | 企业级合作伙伴与Affiliate计划 | partnerstack.md |
Related Skills
相关技能
- launch: For launching referral program effectively
- emails: For referral nurture campaigns
- marketing-psychology: For understanding referral motivation
- analytics: For tracking referral attribution
- launch：用于有效发布推荐计划
- emails：用于推荐培育营销活动
- marketing-psychology：用于理解推荐动机
- analytics：用于追踪推荐归因