B2B Referral Program Examples: Booker, Business Management Software

Booker is an all-in-one platform that allows you to run your business from anywhere.

Their site is bright, cheery and very easy to understand.

I'm particularly a fan of their copywriting, which shines with sincerity:

Normally I'd argue that less is more, but in this case the copy– with its lengthy sentences and fragments– feels intimate, not overwhelming.

"We understand the challenges you face as a business owner" addresses the persona very well.

Let's talk about their referral program:

First let's look at the details:

• Good presentation: It's a good start with a strong header image, a strong title and a strong call to action.
• Strong referral reward: The benefits are an iPad Mini (!) for the first referral and $200 for each subsequent referral.

If I had to improve upon it...

• Make benefits more prominent: I'd make the text describing the referral rewards more prominent. You want to make it as easy as possible for the reader to learn everything about your offer. Visuals, bullets or "1-2-3 steps" can be great ways to communicate succinctly.
• Reward the friend, too! There doesn't seem to be any benefit to the friend being rewarded? It would be great to sweeten the deal with say, a free month of service. If I'm making a referral to a friend, it would be cooler to say "Get a month off free, on me" than "Sign up for this so I can get an iPad!"

Let people know who else is making referrals– "Are you the type of person who'd benefit from joining the referral network?"

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This is a great idea– instead of simply telling you that you should be referring your friends, Booker informs you about the kinds of people who refer them.

Give the reader a simple choice. You may instinctively wonder "Which type am I?" (there are practically millions of "which type are you" quizzes online at this point), and then feel compelled to join.

More visual variation, please: My only (minor) gripe is that the three categories are visually identical. Even variations in color might be good– and they could apply the same copywriting skills they used on the landing page to craft more compelling value propositions.

"Let us tell you why you should refer..."

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This is great – I can never understate the power of social proof.

Nobody likes to make decisions on websites without knowing if they're making a mistake, or if they're getting scammed. Just having a quote from a satisfied customer goes a long way in reassuring people that they're about to do something positive.

At the end of the day, referrals are about people sharing value with their friends.

To emphasize that all you can!

Check out more B2B referral program examples right here.