Redesign the Referral Flow With EAST
Apply EAST to improve a referral submission flow without increasing pressure.
Customers click Start referral, then abandon because the flow asks them to identify fit, write copy, and surrender contact permission all at once. EAST: Easy -> Attractive -> Social -> Timely The trap is treating abandonment as weak enthusiasm when the behavior is simply too effortful and socially risky. Easy Reduce five required fields to one required email or LinkedIn URL, then prefill advocate and account context. Ease removes busywork. Optional context can come later from sales if the intro is accepted. Attractive Place a concise value line above the form: Help a peer reduce review-cycle admin before planning season.…
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