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Before you pick a number, you need to decide who gets rewarded and with what, and this piece walks through one-sided versus two-sided structures, symmetric versus friend-favouring splits, and cash versus discount versus product rewards. It is honest about the margin trap most founders miss: bolting a friend reward onto an existing referrer reward silently doubles your referral CAC unless you rebalance. It is a starting point for designing the structure, not a script to copy.
Double-Sided Referrals: Worth the Hassle or a Margin Trap?
From Voucherify by Julia Gaj about 15 min read
- Two-sided rewards usually pull better because the sharer is giving a friend a gift, not chasing a personal payout, but the total incentive should be split (say 10 plus 10) rather than stacked, so cost per referral does not double.
- Reward type matters as much as amount: cash and account credit read as bribes and attract freeloaders, while a discount on the next purchase only pays out when the person actually buys again.
- Any double-sided program needs per-advocate caps, validation, and fraud checks built in from day one, or the economics leak quietly.
