[Guide] How to Design a Loyalty Program Explanatory Page

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This is a short guide to help you curate and create an explanatory page for your loyalty program that delivers the full congestive detail from overview, enrollment to redemption with Gameball. 

What is a Loyalty Program Explanatory Page?

It is your portal to communicate what a program entails, and what you will offer your customers. 

Remember, you are speaking to two types of customers, a potential customer and a current customer who wants to learn how to earn. Ensure to address both customers and answer all their questions unasked. 

Often these are few questions: 

  1. What is this program
  2. How do I sign up
  3. How to earn and redeem points

Using visual aid is great to convey your loyalty program’s value to customers. Make your explanatory page easier to navigate, by adding labelled icons that will be used around in your program. Basically, familiarise your customers with your brand’s uniqueness. 

Part of having a great explanatory page is to make it findable on your platform. Place the explanatory page within easy reach on your homepage. 

Name

Briefly explain the name of your customer loyalty program, the ethos behind it.

Explain what your name resembles for example if your platform is a bride portal then your loyalty program, you can name your loyalty brand Love Club for instance. A name that will reflect your brand’s authenticity and value. 

We recommend having an independent logo from your brand. This will give an independent brand feel to your loyalty program. The logo will be used throughout the website to redirect customers to the importance of gaining points and how to redeem them.

Take a look at this logo as an example of a unique branded loyalty program. Nike has a loyalty program called Nike+. It is very similar to its original brand yet with a plus sign in the logo.

Marketing

This is a chance to deliver the value of your program. So incorporate the value of your loyalty program to this explanatory page as it gives an overview of what you will deliver to your customers. In other words this page is an engaging page that is a roadmap for your customer to guide them throughout their loyalty journey. 

Overview of your Loyalty Program

Explain your program’s objectives and what it will deliver to your reading customer. 

This is a good place to introduce any terminology unique to your brand’s loyalty program. Explain to your customers what they will earn from joining you on this loyalty journey. Details of names here might include any specific vocabulary used throughout your loyalty program. 

For example if you refer to your enrolled customers as players, here is a good place to explain that word use. 

If you call your rewards cherries, then it’s important to explain that to your customers who will join your program. 

How to Enroll 

This page must be easily read by all players, it should use simple wording to deliver instructions on how to join the program. If your players plan to participate in the program this section should facilitate them to do so. 

Depending on your program’s functionality, you can begin to explain how to enroll. If it’s an automated enrollment upon signing up to the website. So you will have to explain that once you have signed up on the website to complete a purchase for example, you are automatically enrolled in the loyalty program. 

A call to action button here is a great enhancement to your explanatory page, it will take people to join your program without the need to venture into more details, they might not need to explore yet. 

How to Earn Points

Here you present your simple algorithm of what a point equals to. Visual aid is a great tool to deliver the equaiton of the value of your points.

This section will be most frequently visited by potential customers and loyal customers who want a refresh on the point to cash value. 

To minimise the confusion of your customer there are many options you can offer. Some include point calculator, a simple algorithm like 10pts = $1

In addition to explaining your point value, here is where you can introduce your currency (if you have a unique brand currency). For example if your players earn their points in the form of stars, you can explain that your currency is stars and 1 star is equivalent to 10 cents. 

Tiering and leveling up

If your program is a tiered one, meaning it has more than one level. In the explanatory page briefly touch on leveling up and your leveling benefits. You can do so by showing the level through a simplified chart to explain your levels. Refer to this Tiering article for more information on how to create a tiered program. 

Have a look at the following example from Sephora’s Tiered program, VIB Rouge, of a simplified tiered explanatory chart. 

Sephora VIB Rouge

It explains all aspects of the levels in the program with a simple chart. In your explanatory page you can include a similar conclusive chart to explain your tiered program. This will help your customers understand the source of their point redemption. 

Earning Points in a Non-tiered Program

In this section, explain how your program has no levels and is dependent on point accumulation to reach point redemption. 

Explain to your players which actions on your platform will lead to earning points. 

How to Redeem Points

In this section you will explain the redemption process. That is, how customers can redeem points they’ve earned in your store.

There can be two options of redemption. Direct redemption which is completed through a purchase on your website. Or indirect redemption which is redeemed on a different platform.

For more details on types of point redemption check Variety in Reward Point Redemption

This section will incorporate the ‘how to’ of redemption. So explain where your players will redeem their points. If you have a redemption page then a call to action button will be well fit here to redirect players to complete their redemption process. Explain your process steps, you can do so with displaying visuals of what the players needs to do. 

End your page with an action rather than a statement. End it with a very clear call to action like joining the program, redeeming the points or checking their balance. The call to action is more likely to move potential customers to current customers. 

Remember your page needs three major sections: How it works, how to earn, and how to redeem. These will summarize the essential information any customer will need when visiting your explanatory page. 

Explanatory pages done right

Now that we’ve covered what your loyalty program explanatory page should include, let’s show you some examples.

Viimart Explanatory Page

This delivers an excellent example of an explanatory page using Gameball. Viimart rewards program is extensive with all the required details to explain a tiered program explanatory page. 

The essence of this explanatory page is that it is very visual, full of details that will leave the players without question. In the redemption section, it is very easy for customers to understand how to complete the redemption process because the explanation accompanies your one step at a time.

Explanatory page example for Viimart.
Viimart Tiered program

Monexia Explanatory Page

This example is from Monexia, a Gameball partner. Monexia is a digital gifting platform that fits very well with the purpose of rewarding. This explanatory page example, is very short and visual, yet delivers all three major questions of what the program is all about, how to earn points and redeem them. 

Monexia Explanatory Page

Next Steps

That’s how you create a loyalty program explanatory page. Got more questions? Leave them in the comments and we’ll get back to you.

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