drop-marketing-infra-spec

Drop Marketing Infrastructure — Implementation Spec

Project: Drop (Fintech Payment App) Task: MC #1197 Date: 2026-02-17 Author: John (AI Director) Status: Draft — Awaiting Approval

1. Executive Summary

Drop currently has a basic landing page (getdrop.no) with waitlist functionality but lacks comprehensive marketing infrastructure to support user acquisition, retention, and viral growth. This spec defines the complete marketing technology stack covering:

Landing page optimization and conversion tracking
SEO strategy for Norwegian fintech market
App Store/Play Store listing preparation
Referral system with fraud prevention
Campaign tracking (UTM parameters and attribution)
Email marketing integration
A/B testing framework
Analytics and reporting

Core Principles:

Norwegian-first: All copy, SEO, and campaigns prioritize Norwegian market
GDPR + markedsføringsloven compliant: Strict consent management
Pass-through branding: Drop never holds money — emphasize transparency
Viral growth: Referral program as primary acquisition channel
Data-driven: Every decision backed by metrics

2. Current State Assessment

2.1 What Exists

Landing Page (getdrop.no):

Single-page marketing site with hero, features, how-it-works, CTA
Waitlist form (POST /api/waitlist) with honeypot anti-spam
Mobile-responsive design (DM Sans + Fraunces fonts)
Basic SEO meta tags (title, description, og:tags)
Trust signals: "Regulert i Norge", "0.5% gebyr", "30+ land"
Deployed to Vercel (pages/ directory for static content)

SEO Meta Tags Present:

<title>Drop — Send penger. Enklere. Billigere.</title>
<meta name="description" content="Drop er den nye standarden for internasjonale overforinger i Skandinavia. 0,5% gebyr. QR-betaling i butikk. Regulert i Norge.">
<meta property="og:title" content="Drop — Enklere betalinger. Lavere gebyrer.">
<meta property="og:description" content="Send penger til 30+ land med 0,5% gebyr. QR-betaling i butikk. Regulert i Norge.">
<meta property="og:image" content="https://getdrop.no/drop-logo.png">

Branding:

Logo: Green rounded square with white $ icon + gold dot
Colors: --drop-green: #0B6E35, --drop-gold: #D4A017
Tagline: "Enklere betalinger. Lavere gebyrer."
Value props: 0.5% remittance fee, 1% merchant QR fee, 30+ countries

Domain:

Primary: getdrop.no (registered via one.com)
drop.no owned by TV2 (not available)

2.2 What's Missing

Critical Gaps:

No conversion tracking (Google Analytics, Plausible, or similar)
No UTM parameter handling for campaign attribution
No App Store/Play Store listings (not launched)
No referral system (database schema or logic)
No email marketing integration (Resend configured but no campaigns)
No A/B testing framework
No SEO sitemap or robots.txt
No structured data (JSON-LD) for rich snippets
No blog/content marketing infrastructure
No social media presence (@dropnorge handles not claimed)

Legal/Compliance Gaps:

3. Landing Page Optimization

3.1 Conversion Optimization

Goal: Convert 25% of visitors to waitlist signups (industry benchmark: 15-20%)

Improvements:

A. Hero Section

Current state: Generic CTA "Last ned gratis" (app not available yet)

Optimization:

<!-- Replace generic CTA with value-focused copy -->
<div class="hero-actions">
  <a class="btn-gradient" href="#cta">Bli med på ventelisten</a>
  <span class="hero-cta-subtext">De første 1000 får 5 gratis overføringer</span>
</div>

Value Prop Enhancement:

Add "Ingen binding. Ingen skjulte kostnader." under CTA
Add trust badge: "Regulert av Finanstilsynet" (when applicable)
Replace phone mockup with actual app screenshot from Figma Make export

Current state: Generic testimonial placeholders

Add Real Metrics (when available):

<div class="trust-bar">
  <div class="trust-item">
    <div class="trust-number">2,340</div>
    <div class="trust-label">På ventelisten</div>
  </div>
  <div class="trust-item">
    <div class="trust-number">kr 12M</div>
    <div class="trust-label">Spart i gebyrer (demo)</div>
  </div>
  <div class="trust-item">
    <div class="trust-number">4.8★</div>
    <div class="trust-label">Snittrating (beta)</div>
  </div>
</div>

Source: Pull waitlist count from database, update dynamically

C. Features Section

Current state: 3 feature cards (Send, QR, Wallet)

Optimization:

Add FAQ accordion below features: "Er Drop en bank?" → "Nei, vi er en betalingstjeneste..."
Add comparison table: Drop vs. Western Union vs. Wise vs. Banks

Comparison Table:

<table class="comparison-table">
  <thead>
    <tr><th>Tjeneste</th><th>Gebyr</th><th>Hastighet</th><th>Lojalitet</th></tr>
  </thead>
  <tbody>
    <tr><td><strong>Drop</strong></td><td>0.5%</td><td>Minutter</td><td>Bonuspoeng</td></tr>
    <tr><td>Western Union</td><td>5-10%</td><td>1-3 dager</td><td>—</td></tr>
    <tr><td>Wise</td><td>0.7-1.2%</td><td>1-2 dager</td><td>—</td></tr>
    <tr><td>Tradisjonell bank</td><td>50-200 kr + FX</td><td>3-5 dager</td><td>—</td></tr>
  </tbody>
</table>

D. CTA Section

Current state: Email input + submit button

Optimization:

Add GDPR-compliant marketing consent checkbox

Add "Hva skjer etter?" explainer below form:

1. Du får bekreftelses-epost
2. Vi varsler deg når appen lanseres (Mars 2026)
3. Du får tidlig tilgang før alle andre

Add exit-intent popup (trigger on mouse leave): "Vent! Ta med 100 kr gratis når du registrerer deg nå."

3.2 Mobile Optimization

Issues:

Phone mockup too large on mobile (600px → overflow)
Nav menu doesn't collapse properly

Fixes:

@media (max-width: 480px) {
  .phone { width: 240px; height: 480px; } /* Already implemented */
  .hero { padding-top: 100px; } /* Reduce top padding */
  .hero h1 { font-size: 28px; line-height: 1.2; }
  .hero p { font-size: 15px; }
}

Mobile CTA Sticky Bar: Add persistent bottom bar on mobile with CTA:

<div class="mobile-cta-bar">
  <a href="#cta" class="btn-gradient">Registrer deg gratis</a>
</div>

3.3 Page Speed

Current Performance (estimate):

FCP (First Contentful Paint): ~1.5s
LCP (Largest Contentful Paint): ~2.5s
CLS (Cumulative Layout Shift): 0.05

Optimizations:

Preload hero fonts: <link rel="preload" href="..." as="font">
Lazy load phone mockup below fold
Add loading="lazy" to all images except hero
Minify CSS (inline critical CSS, defer non-critical)
Add service worker for offline caching (PWA)

Target Metrics:

FCP: < 1.2s
LCP: < 2.0s
CLS: < 0.1
Lighthouse Score: 95+

4. SEO Strategy

4.1 Target Keywords (Norwegian)

Primary Keywords (High Volume, High Intent):

Keyword	Monthly Searches (est.)	Difficulty	Priority
send penger utlandet	1,200	Medium	HIGH
billig pengeoverføring	800	Low	HIGH
internasjonale overføringer	600	Medium	HIGH
qr betaling norge	400	Low	MEDIUM
vipps alternativ	300	High	MEDIUM
western union alternativ	250	Low	HIGH
wise alternativ	200	Low	MEDIUM
mobilbetaling	1,500	High	LOW

Long-tail Keywords:

"hvor mye koster det å sende penger til utlandet"
"billigste måte å sende penger til utlandet"
"qr kode betaling butikk"
"send penger uten gebyr"

English Keywords (Secondary — expat market):

"send money from norway"
"international money transfer norway"
"cheap remittance norway"

4.2 On-Page SEO Implementation

A. Meta Tags Enhancement

Homepage:

<title>Send Penger Utlandet — 0.5% Gebyr | Drop Norge</title>
<meta name="description" content="Send penger til 30+ land med bare 0.5% gebyr. Raskere enn banker, billigere enn Western Union. Regulert i Norge. Registrer deg gratis.">
<meta name="keywords" content="send penger utlandet, billig pengeoverføring, internasjonale overføringer, qr betaling, vipps alternativ">
<link rel="canonical" href="https://getdrop.no/">

Subpages (need to be created):

/send-penger — Dedicated remittance page
/qr-betaling — QR payment explainer
/priser — Pricing comparison
/hvordan-det-virker — How it works (detailed)
/sikkerhet — Security explainer

B. Structured Data (JSON-LD)

Organization Schema:

{
  "@context": "https://schema.org",
  "@type": "FinancialService",
  "name": "Drop",
  "alternateName": "Drop Norge",
  "url": "https://getdrop.no",
  "logo": "https://getdrop.no/drop-logo.png",
  "description": "Internasjonale pengeoverføringer og QR-betaling i Norge",
  "address": {
    "@type": "PostalAddress",
    "addressCountry": "NO"
  },
  "sameAs": [
    "https://facebook.com/dropnorge",
    "https://instagram.com/dropnorge",
    "https://linkedin.com/company/drop-norge"
  ]
}

FAQ Schema (for FAQ section):

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Er Drop en bank?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Nei, Drop er ikke en bank. Vi er en betalingstjeneste som bruker din eksisterende bankkonto via BankID. Pengene dine forblir i din bank."
      }
    },
    {
      "@type": "Question",
      "name": "Hvor mye koster det å sende penger?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Drop tar 0.5% gebyr på internasjonale overføringer. Ingen skjulte kostnader. Du ser alltid totalprisen før du sender."
      }
    }
  ]
}

C. Sitemap.xml

Generate dynamic sitemap:

<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://getdrop.no/</loc>
    <lastmod>2026-02-17</lastmod>
    <changefreq>weekly</changefreq>
    <priority>1.0</priority>
  </url>
  <url>
    <loc>https://getdrop.no/pages/send-penger.html</loc>
    <changefreq>monthly</changefreq>
    <priority>0.9</priority>
  </url>
  <url>
    <loc>https://getdrop.no/pages/qr-betaling.html</loc>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://getdrop.no/pages/priser.html</loc>
    <changefreq>weekly</changefreq>
    <priority>0.9</priority>
  </url>
  <!-- Add all subpages -->
</urlset>

Submit to:

Google Search Console
Bing Webmaster Tools

D. Robots.txt

User-agent: *
Allow: /
Disallow: /api/

Sitemap: https://getdrop.no/sitemap.xml

4.3 Off-Page SEO

A. Backlink Strategy

Target Sources:

Norwegian fintech blogs: kryptografen.no, shifter.no, digi.no
Business directories: proff.no, 1881.no (ALAI Holding AS listing → link to Drop)
Press releases: mynewsdesk.com, newswire.no
Partner pages: SpareBank 1 partner page (if approved)
LinkedIn articles: Alem's personal posts about Drop

Content for Outreach:

"Slik sparer nordmenn penger på internasjonale overføringer"
"Drop vs. Western Union: Detaljert sammenligning"
"Hvorfor vi bygde et nytt betalingsalternativ for Skandinavia"

B. Local SEO

Google My Business (when applicable):

List Drop under ALAI Holding AS
Category: "Financial Service"
Add getdrop.no as website
Upload Drop logo

Local Citations:

Register on gulesider.no (if relevant)
Add to fintech.no directory

4.4 Technical SEO

Checklist:

HTTPS enabled (Vercel default)
Canonical tags on all pages
Hreflang tags for NO/EN (if English landing page added)
XML sitemap submitted
robots.txt configured
404 page with CTA to homepage
Redirect strategy (301 for old Zica URLs if any)
Mobile-friendly test passed
Core Web Vitals optimized

Hreflang Example (if English page added):

<link rel="alternate" hreflang="no" href="https://getdrop.no/" />
<link rel="alternate" hreflang="en" href="https://getdrop.no/en/" />
<link rel="alternate" hreflang="x-default" href="https://getdrop.no/" />

5. App Store / Play Store Listing Preparation

5.1 App Store Optimization (ASO) Strategy

Goal: Rank in top 5 for "send penger" and "pengeoverføring" in Norwegian App Store

Primary Keywords (App Store):

send penger (High volume)
pengeoverføring (Medium volume)
qr betaling (Medium volume)
internasjonale overføringer (Low volume)

Secondary Keywords:

billig, lavere gebyrer, vipps alternativ, remittance, money transfer

5.2 App Store Listing (iOS)

A. App Name (30 chars)

Drop: Send Penger & QR Betal

Rationale: Includes primary keyword "Send Penger" + brand

B. Subtitle (30 chars)

0.5% gebyr. Regulert i Norge

Rationale: USP (0.5% fee) + trust signal (regulated)

C. Promotional Text (170 chars)

De første 1000 brukerne får 5 gratis overføringer. 🎉

Send penger til 30+ land med bare 0.5% gebyr. Betal i butikk med QR. Enklere enn Vipps. Billigere enn Western Union.

Rationale: Urgency + value props + social proof comparison

D. Description (4000 chars)

# Send Penger. Enklere. Billigere.

Drop er den nye standarden for internasjonale pengeoverføringer i Skandinavia. Vi gjør det enkelt, trygt og billig å sende penger til familie og venner i utlandet.

## Hvorfor Drop?

✅ **0.5% gebyr** — Ikke 5%, ikke 10%. Bare 0.5% på alle overføringer.
✅ **30+ land** — Send til Europa, Asia, Afrika, Amerika.
✅ **Minutter, ikke dager** — Pengene er fremme på minutter, ikke 3-5 virkedager.
✅ **Regulert i Norge** — Trygt og lovlig. Pengene dine er sikre.
✅ **Ingen skjulte kostnader** — Hva du ser er hva du betaler.

## Slik fungerer det

1. **Registrer deg** med BankID (tar 2 minutter)
2. **Velg mottaker** og land
3. **Skriv inn beløp** — se gebyret med en gang
4. **Send** direkte fra din bankkonto
5. **Ferdig** — mottaker får pengene på minutter

## QR-betaling i butikk

Betal i butikk med QR-kode. Ingen kort. Ingen kontanter. Bare skann og betal.

- Støtter alle butikker med Drop QR
- 1% merchant-gebyr (billigere enn kortterminaler)
- Kvittering direkte i appen

## Sikkerhet

- BankID-pålogging (samme sikkerhet som nettbanken din)
- Pengene forblir i din bank (Drop holder aldri på pengene dine)
- Kryptert kommunikasjon (samme standard som banker)
- To-faktor autentisering på alle transaksjoner

## Drop vs. konkurrentene

| Tjeneste | Gebyr | Hastighet |
|----------|-------|-----------|
| Drop | 0.5% | Minutter |
| Western Union | 5-10% | 1-3 dager |
| Wise | 0.7-1.2% | 1-2 dager |
| Tradisjonell bank | 50-200 kr + FX | 3-5 dager |

## Pass-through modell

Drop er IKKE en bank. Vi holder aldri på pengene dine. Alt går direkte fra din bankkonto til mottaker via Open Banking (PSD2). Dette gjør oss tryggere og billigere enn tradisjonelle tjenester.

## Hvem er Drop for?

- Nordmenn som sender penger hjem til familie i utlandet
- Expats som betaler regninger i hjemlandet
- Studenter som får penger fra foreldre i utlandet
- Alle som er lei av høye bankgebyrer

## Presse

"Drop kan bli det nordmenn trenger for billigere pengeoverføringer."
— [Placeholder for actual press quote]

## Kontakt oss

[email protected]
https://getdrop.no

---

Drop er et produkt av ALAI Holding AS (org.nr 932 516 136).
Lanseres i Norge 2026.

E. Keywords (100 chars)

send penger,pengeoverføring,qr betaling,internasjonale,billig,vipps,remittance,money transfer,gebyr

Rationale: Mix of Norwegian (primary) and English (expat market)

F. Screenshots (6.7" iPhone)

Order of Screenshots (psychological funnel):

Hero/Dashboard — Shows total balance + "Send" and "QR Betal" buttons
- Caption: "Din banksaldo. Alle transaksjoner. Én app."
Send Money Flow — Shows "Velg land" → "Skriv beløp" → "Se gebyr" → "Send"
- Caption: "Send til 30+ land med 0.5% gebyr"
Fee Comparison — Visual chart: Drop (0.5%) vs Western Union (7%) vs Wise (1%)
- Caption: "Spar opptil 90% på gebyrer"
QR Payment — Shows QR scanner screen + "Skann og betal"
- Caption: "Betal i butikk med QR-kode"
Transaction History — Shows recent transactions with dates, amounts, statuses
- Caption: "Full kontroll over alle transaksjoner"
Security Screen — Shows BankID logo + lock icon + "Pengene forblir i din bank"
- Caption: "Trygt med BankID og PSD2"

Design Notes:

Use actual Figma Make export screenshots (from mockups/figma-make-export/)
Add captions in white text with green background
Ensure all text is legible (16pt minimum)
No placeholder content ("Lorem ipsum") — real data only

G. App Preview Video (30 sec)

Storyboard:

0-5s: Problem — "Sender du penger hjem?" → show high Western Union fees
5-10s: Solution — "Drop gir deg 0.5% gebyr" → show app interface
10-15s: Demo — Show send flow (select country → amount → confirm)
15-20s: QR feature — Show QR scan + payment confirmation
20-25s: Social proof — "2,340 nordmenn på ventelisten"
25-30s: CTA — "Last ned gratis i dag" → App Store badge

Voiceover Script (Norwegian):

Sender du penger hjem? Western Union tar opptil 10% gebyr.

Med Drop tar vi bare 0.5%. Pengene er fremme på minutter.

Velg land. Skriv beløp. Send. Ferdig.

Betal i butikk med QR. Ingen kort. Ingen kontanter.

Over 2,000 nordmenn bruker allerede Drop.

Last ned gratis i dag.

5.3 Google Play Store Listing

Differences from App Store:

Title: 30 chars (same as iOS)

Short Description: 80 chars

Send penger til 30+ land med 0.5% gebyr. QR-betaling i butikk. Regulert i Norge.

Full Description: 4000 chars (same as iOS)
Graphic Assets:
- Feature Graphic: 1024x500 (banner)
- Icon: 512x512 (already have drop-logo.png)
- Screenshots: 1080x1920 (Android ratio)

Category:

Primary: Finance
Secondary: Payments

Content Rating:

Everyone (PSD2 compliance → 18+ enforced in-app, not store rating)

5.4 Localization Strategy

Phase 1 (Launch): Norwegian only Phase 2 (3 months post-launch): Add English for expats Phase 3 (6 months): Swedish, Danish (Nordic expansion)

Translation Requirements:

App Store/Play Store listings
In-app UI strings (already in Norwegian via Figma Make)
Support docs (FAQ, Help Center)
Email templates (already covered in email spec)

6. Referral System

6.1 Referral Mechanics

Goal: 65% of new users from referrals (Revolut benchmark)

Incentive Structure (Dual-Sided):

Action	Referrer Reward	Referee Reward
Sign up + verify BankID	0 kr	0 kr
First transfer (min 500 kr)	50 kr credit	50 kr credit
Second transfer (within 30 days)	+25 kr bonus	—

Credit Usage:

Credits apply to next transfer fee (reduces 0.5% fee)
50 kr credit = free transfer up to 10,000 kr (0.5% of 10k = 50 kr)
Credits expire after 90 days (encourages usage)

Cap: Max 500 kr in credits per user per month (prevents farming)

Example Flow:

Referrer (Maria) shares link: getdrop.no?ref=maria123
Referee (Sara) clicks → signs up → sees banner: "Maria inviterte deg. Dere får begge 50 kr når du sender din første overføring."
Sara verifies BankID → completes first transfer (1,000 kr) → gets 50 kr credit
Maria gets notification: "Sara brukte din lenke. Du fikk 50 kr!" → Maria's next transfer is discounted

6.2 Database Schema

A. `referral_codes` Table

CREATE TABLE IF NOT EXISTS referral_codes (
  id TEXT PRIMARY KEY,                -- ref_abc123
  user_id TEXT NOT NULL UNIQUE,       -- Owner of code
  code TEXT UNIQUE NOT NULL,          -- Short code (6 chars, alphanumeric)
  referral_link TEXT NOT NULL,        -- https://getdrop.no?ref={code}
  clicks INTEGER DEFAULT 0,           -- Link clicks
  signups INTEGER DEFAULT 0,          -- Successful signups
  conversions INTEGER DEFAULT 0,      -- First transfer completions
  total_earned_credits REAL DEFAULT 0,-- Total credits earned (kr)
  created_at TEXT DEFAULT (datetime('now')),
  FOREIGN KEY (user_id) REFERENCES users(id) ON DELETE CASCADE
);

CREATE INDEX idx_referral_codes_user ON referral_codes(user_id);
CREATE INDEX idx_referral_codes_code ON referral_codes(code);

Code Generation Logic:

// Generate 6-char alphanumeric code (no ambiguous chars: 0, O, I, l)
const chars = 'ABCDEFGHJKLMNPQRSTUVWXYZ23456789';
let code = '';
for (let i = 0; i < 6; i++) {
  code += chars[Math.floor(Math.random() * chars.length)];
}
// Example: "MK3P7Z"

B. `referral_tracking` Table

CREATE TABLE IF NOT EXISTS referral_tracking (
  id TEXT PRIMARY KEY,                -- reft_abc123
  referrer_id TEXT NOT NULL,          -- User who referred
  referee_id TEXT NOT NULL,           -- New user
  referral_code TEXT NOT NULL,        -- Code used
  signup_at TEXT NOT NULL,            -- When referee signed up
  first_transfer_at TEXT,             -- When referee completed first transfer
  referrer_reward REAL DEFAULT 0,     -- Credits given to referrer (kr)
  referee_reward REAL DEFAULT 0,      -- Credits given to referee (kr)
  status TEXT NOT NULL CHECK(status IN ('pending','completed','cancelled')),
  -- pending = signed up, not transferred yet
  -- completed = first transfer done, rewards issued
  -- cancelled = referee deleted account before transfer
  created_at TEXT DEFAULT (datetime('now')),
  FOREIGN KEY (referrer_id) REFERENCES users(id) ON DELETE CASCADE,
  FOREIGN KEY (referee_id) REFERENCES users(id) ON DELETE CASCADE
);

CREATE INDEX idx_referral_tracking_referrer ON referral_tracking(referrer_id);
CREATE INDEX idx_referral_tracking_referee ON referral_tracking(referee_id);
CREATE INDEX idx_referral_tracking_status ON referral_tracking(status);

C. `referral_credits` Table

CREATE TABLE IF NOT EXISTS referral_credits (
  id TEXT PRIMARY KEY,                -- refc_abc123
  user_id TEXT NOT NULL,
  amount REAL NOT NULL,               -- Credit amount (kr)
  reason TEXT NOT NULL,               -- 'referral_signup', 'referral_bonus', 'promo'
  source_id TEXT,                     -- referral_tracking.id or promo code
  expires_at TEXT NOT NULL,           -- 90 days from creation
  used_at TEXT,                       -- NULL until applied to transfer
  used_for_tx_id TEXT,                -- Transaction ID where credit was applied
  created_at TEXT DEFAULT (datetime('now')),
  FOREIGN KEY (user_id) REFERENCES users(id) ON DELETE CASCADE
);

CREATE INDEX idx_referral_credits_user ON referral_credits(user_id);
CREATE INDEX idx_referral_credits_expires ON referral_credits(expires_at);

6.3 Referral Flow Logic

A. Code Generation (On First Login)

Endpoint: POST /api/referrals/generate-code

Logic:

async function generateReferralCode(userId: string): Promise<string> {
  // Check if user already has a code
  const existing = await getOne(
    "SELECT code FROM referral_codes WHERE user_id = ?",
    [userId]
  );
  if (existing) return existing.code;

  // Generate unique 6-char code
  let code = '';
  let attempts = 0;
  while (attempts < 10) {
    code = generateCode(); // Random 6 chars
    const duplicate = await getOne(
      "SELECT id FROM referral_codes WHERE code = ?",
      [code]
    );
    if (!duplicate) break;
    attempts++;
  }

  if (attempts === 10) throw new Error("Failed to generate unique code");

  // Insert code
  const link = `https://getdrop.no?ref=${code}`;
  await run(
    `INSERT INTO referral_codes (id, user_id, code, referral_link)
     VALUES (?, ?, ?, ?)`,
    [randomId('ref'), userId, code, link]
  );

  return code;
}

B. Referral Click Tracking

Endpoint: GET /?ref={code}

Logic:

// Landing page detects ref param
const urlParams = new URLSearchParams(window.location.search);
const refCode = urlParams.get('ref');

if (refCode) {
  // Store in localStorage (persist across session)
  localStorage.setItem('drop_referral_code', refCode);

  // Track click (fire-and-forget)
  fetch('/api/referrals/track-click', {
    method: 'POST',
    headers: { 'Content-Type': 'application/json' },
    body: JSON.stringify({ code: refCode })
  });
}

Backend (track-click):

// Increment clicks counter
await run(
  "UPDATE referral_codes SET clicks = clicks + 1 WHERE code = ?",
  [code]
);

Endpoint: POST /api/auth/register (modify existing)

Add to registration logic:

// After user created
const refCode = request.body.referralCode; // From localStorage → sent in signup payload

if (refCode) {
  const referrer = await getOne(
    "SELECT user_id FROM referral_codes WHERE code = ?",
    [refCode]
  );

  if (referrer) {
    // Create tracking entry
    await run(
      `INSERT INTO referral_tracking (id, referrer_id, referee_id, referral_code, signup_at, status)
       VALUES (?, ?, ?, ?, datetime('now'), 'pending')`,
      [randomId('reft'), referrer.user_id, newUserId, refCode]
    );

    // Increment signups counter
    await run(
      "UPDATE referral_codes SET signups = signups + 1 WHERE code = ?",
      [refCode]
    );

    // Show banner: "Du ble invitert av [FirstName]. Dere får begge 50 kr når du sender din første overføring!"
  }
}

D. First Transfer Reward Issuance

Endpoint: POST /api/transactions/remittance (modify existing)

Add after transaction status = 'completed':

// Check if this is user's first transfer
const firstTransfer = await getOne(
  `SELECT COUNT(*) as count FROM transactions
   WHERE user_id = ? AND status = 'completed' AND type = 'remittance'`,
  [userId]
);

if (firstTransfer.count === 1) { // This is the first
  // Check if user was referred
  const referral = await getOne(
    `SELECT id, referrer_id, referral_code FROM referral_tracking
     WHERE referee_id = ? AND status = 'pending'`,
    [userId]
  );

  if (referral) {
    const referrerReward = 50; // kr
    const refereeReward = 50; // kr
    const expiresAt = new Date(Date.now() + 90 * 24 * 60 * 60 * 1000).toISOString(); // 90 days

    // Issue credit to referrer
    await run(
      `INSERT INTO referral_credits (id, user_id, amount, reason, source_id, expires_at)
       VALUES (?, ?, ?, 'referral_signup', ?, ?)`,
      [randomId('refc'), referral.referrer_id, referrerReward, referral.id, expiresAt]
    );

    // Issue credit to referee
    await run(
      `INSERT INTO referral_credits (id, user_id, amount, reason, source_id, expires_at)
       VALUES (?, ?, ?, 'referral_signup', ?, ?)`,
      [randomId('refc'), userId, refereeReward, referral.id, expiresAt]
    );

    // Update tracking
    await run(
      `UPDATE referral_tracking
       SET status = 'completed', first_transfer_at = datetime('now'),
           referrer_reward = ?, referee_reward = ?
       WHERE id = ?`,
      [referrerReward, refereeReward, referral.id]
    );

    // Update referral code stats
    await run(
      `UPDATE referral_codes
       SET conversions = conversions + 1, total_earned_credits = total_earned_credits + ?
       WHERE code = ?`,
      [referrerReward, referral.referral_code]
    );

    // Send notifications
    await sendNotification(referral.referrer_id, {
      type: 'referral_reward',
      title: 'Du fikk 50 kr! 🎉',
      body: '[FirstName] brukte din lenke og sendte sin første overføring.',
    });

    await sendNotification(userId, {
      type: 'referral_reward',
      title: 'Du fikk 50 kr! 🎉',
      body: 'Takk for at du brukte Drop. Din neste overføring er billigere.',
    });
  }
}

E. Credit Application (During Transfer)

Logic:

// In transfer fee calculation
const baseFee = amount * 0.005; // 0.5%

// Check available credits
const credits = await getAll(
  `SELECT id, amount FROM referral_credits
   WHERE user_id = ? AND used_at IS NULL AND expires_at > datetime('now')
   ORDER BY expires_at ASC`,
  [userId]
);

let totalCredits = credits.reduce((sum, c) => sum + c.amount, 0);
let discount = Math.min(totalCredits, baseFee); // Can't discount more than fee

const finalFee = baseFee - discount;

// Mark credits as used (FIFO)
let remaining = discount;
for (const credit of credits) {
  if (remaining <= 0) break;
  const used = Math.min(credit.amount, remaining);
  await run(
    `UPDATE referral_credits
     SET used_at = datetime('now'), used_for_tx_id = ?
     WHERE id = ?`,
    [txId, credit.id]
  );
  remaining -= used;
}

// Show in UI: "Gebyr: 50 kr (100 kr - 50 kr kreditt)"

6.4 Fraud Prevention

Rule 1: No Self-Referrals

// Check if referee IP/device matches referrer
const referrerFingerprint = await getOne(
  "SELECT device_fingerprint, ip_address FROM sessions WHERE user_id = ?",
  [referrerId]
);

const refereeFingerprint = hashDeviceFingerprint(ip, userAgent);

if (referrerFingerprint.device_fingerprint === refereeFingerprint) {
  // Block referral, log fraud attempt
  await logAudit({
    userId: referrerId,
    action: 'referral.fraud_attempt',
    details: { reason: 'self_referral', referee_id: refereeId }
  });
  return; // No reward
}

Rule 2: Minimum Transfer Amount

// First transfer must be >= 500 kr to qualify
if (amount < 500) {
  // Don't issue rewards
  return;
}

Rule 3: Monthly Credit Cap

// Max 500 kr credits earned per user per month
const monthlyEarned = await getOne(
  `SELECT SUM(amount) as total FROM referral_credits
   WHERE user_id = ? AND reason = 'referral_signup'
     AND created_at > date('now', 'start of month')`,
  [userId]
);

if (monthlyEarned.total >= 500) {
  // Block additional rewards this month
  return;
}

Rule 4: Velocity Check

// Max 10 referrals per user per day
const dailyReferrals = await getOne(
  `SELECT COUNT(*) as count FROM referral_tracking
   WHERE referrer_id = ? AND signup_at > datetime('now', '-1 day')`,
  [userId]
);

if (dailyReferrals.count >= 10) {
  // Flag account for review
  await run(
    "UPDATE users SET referral_abuse_flag = 1 WHERE id = ?",
    [userId]
  );
}

Rule 5: BankID Verification Required

// Only verified users can earn rewards
if (!referee.bankid_verified) {
  // Rewards are pending until BankID verification
  // Update tracking: status = 'pending_verification'
}

6.5 Referral Dashboard (In-App)

UI Location: /profile/referrals

Components:

A. Referral Link Card

<div className="referral-card">
  <h3>Inviter venner — få 50 kr per venn</h3>
  <p>Dere får begge 50 kr når de sender sin første overføring.</p>

  <div className="referral-link">
    <input
      value="https://getdrop.no?ref=MK3P7Z"
      readOnly
      onClick={(e) => e.target.select()}
    />
    <button onClick={copyToClipboard}>Kopier</button>
  </div>

  <div className="share-buttons">
    <button onClick={shareViaWhatsApp}>
      <WhatsAppIcon /> WhatsApp
    </button>
    <button onClick={shareViaSMS}>
      <MessageIcon /> SMS
    </button>
    <button onClick={shareViaEmail}>
      <EmailIcon /> E-post
    </button>
  </div>
</div>

B. Stats Card

<div className="referral-stats">
  <div className="stat">
    <div className="stat-value">24</div>
    <div className="stat-label">Venner invitert</div>
  </div>
  <div className="stat">
    <div className="stat-value">12</div>
    <div className="stat-label">Har sendt penger</div>
  </div>
  <div className="stat">
    <div className="stat-value">600 kr</div>
    <div className="stat-label">Totalt tjent</div>
  </div>
</div>

C. Credits Balance

<div className="credits-balance">
  <div className="balance-amount">150 kr</div>
  <div className="balance-label">Tilgjengelig kreditt</div>
  <p className="balance-expires">50 kr utløper om 12 dager</p>
</div>

D. Referral History

<div className="referral-history">
  <h4>Dine invitasjoner</h4>
  {referrals.map(ref => (
    <div className="referral-row" key={ref.id}>
      <div>
        <div className="referral-name">{ref.refereeName}</div>
        <div className="referral-date">{ref.signupDate}</div>
      </div>
      <div className="referral-status">
        {ref.status === 'pending' && '⏳ Venter på overføring'}
        {ref.status === 'completed' && '✅ +50 kr'}
      </div>
    </div>
  ))}
</div>

WhatsApp Message

Hei! 👋

Jeg bruker Drop for å sende penger hjem. De tar bare 0.5% gebyr (Western Union tar 10%!).

Vi får begge 50 kr hvis du registrerer deg og sender din første overføring:
https://getdrop.no?ref=MK3P7Z

Helt gratis å prøve. Tar 2 minutter å sette opp med BankID.

Mvh,
[FirstName]

Email Template

Subject: Spar 90% på gebyrer når du sender penger

Hei!

Jeg bruker Drop for internasjonale pengeoverføringer. De tar bare 0.5% gebyr — ikke 5-10% som Western Union og banker.

Vi får begge 50 kr hvis du registrerer deg via min lenke og sender din første overføring:
👉 https://getdrop.no?ref=MK3P7Z

Drop er regulert i Norge og bruker BankID for sikkerhet. Pengene er fremme på minutter, ikke dager.

Helt gratis å prøve. Ingen binding.

Mvh,
[FirstName]

SMS Template

Hei! Prøv Drop for pengeoverføringer (0.5% gebyr). Vi får begge 50 kr: getdrop.no?ref=MK3P7Z

7. Campaign Tracking & Attribution

7.1 UTM Parameter Strategy

Standard UTM Structure:

https://getdrop.no?utm_source={source}&utm_medium={medium}&utm_campaign={campaign}&utm_content={content}&utm_term={term}

Campaign Matrix:

Campaign Type	Source	Medium	Example
Facebook Ads	facebook	cpc	utm_source=facebook&utm_medium=cpc&utm_campaign=launch_2026
Instagram Ads	instagram	cpc	utm_source=instagram&utm_medium=cpc&utm_campaign=qr_promo
Google Ads	google	cpc	utm_source=google&utm_medium=cpc&utm_campaign=send_penger
LinkedIn Organic	linkedin	social	utm_source=linkedin&utm_medium=social&utm_campaign=alem_post
Email Newsletter	email	newsletter	utm_source=email&utm_medium=newsletter&utm_campaign=waitlist_launch
Partner Link (SB1)	sparebank1	partner	utm_source=sparebank1&utm_medium=partner&utm_campaign=coop
Press Article	shifter	pr	utm_source=shifter&utm_medium=pr&utm_campaign=launch_coverage
Referral Program	referral	organic	(handled separately via ?ref= param)

Naming Conventions:

utm_source: Platform name (lowercase, no spaces)
utm_medium: Traffic type (cpc, social, email, partner, pr, organic, display)
utm_campaign: Campaign identifier (snake_case, descriptive)
utm_content: Ad variation (ad_1, ad_2, hero_cta, footer_link)
utm_term: Keyword (Google Ads only)

7.2 UTM Tracking Implementation

A. Client-Side Capture (Landing Page)

Add to index.html (before waitlist form):

// Capture all UTM params + referral code
const urlParams = new URLSearchParams(window.location.search);
const utm = {
  source: urlParams.get('utm_source') || 'direct',
  medium: urlParams.get('utm_medium') || 'none',
  campaign: urlParams.get('utm_campaign') || '',
  content: urlParams.get('utm_content') || '',
  term: urlParams.get('utm_term') || '',
  referral: urlParams.get('ref') || ''
};

// Store in localStorage (persist across pages)
localStorage.setItem('drop_attribution', JSON.stringify(utm));

// Track landing (fire-and-forget)
fetch('/api/analytics/track', {
  method: 'POST',
  headers: { 'Content-Type': 'application/json' },
  body: JSON.stringify({
    event: 'page_view',
    page: window.location.pathname,
    utm: utm,
    timestamp: new Date().toISOString()
  })
});

Modify /api/waitlist to capture UTM:

const utm = request.body.utm; // Sent from frontend

await run(
  `INSERT INTO waitlist (id, email, utm_source, utm_medium, utm_campaign, utm_content, utm_term, referral_code, created_at)
   VALUES (?, ?, ?, ?, ?, ?, ?, ?, datetime('now'))`,
  [
    randomId('wait'),
    email,
    utm.source,
    utm.medium,
    utm.campaign,
    utm.content,
    utm.term,
    utm.referral
  ]
);

Database Schema Update:

ALTER TABLE waitlist ADD COLUMN utm_source TEXT;
ALTER TABLE waitlist ADD COLUMN utm_medium TEXT;
ALTER TABLE waitlist ADD COLUMN utm_campaign TEXT;
ALTER TABLE waitlist ADD COLUMN utm_content TEXT;
ALTER TABLE waitlist ADD COLUMN utm_term TEXT;
ALTER TABLE waitlist ADD COLUMN referral_code TEXT;

C. User Registration Attribution

Modify /api/auth/register to capture UTM:

const utm = request.body.utm; // Retrieved from localStorage → sent in signup payload

await run(
  `UPDATE users SET
    utm_source = ?, utm_medium = ?, utm_campaign = ?, utm_content = ?, utm_term = ?,
    referral_code = ?
   WHERE id = ?`,
  [utm.source, utm.medium, utm.campaign, utm.content, utm.term, utm.referral, userId]
);

Database Schema Update:

ALTER TABLE users ADD COLUMN utm_source TEXT;
ALTER TABLE users ADD COLUMN utm_medium TEXT;
ALTER TABLE users ADD COLUMN utm_campaign TEXT;
ALTER TABLE users ADD COLUMN utm_content TEXT;
ALTER TABLE users ADD COLUMN utm_term TEXT;

7.3 Attribution Reporting

Query: Waitlist Signups by Source

SELECT
  utm_source,
  utm_medium,
  utm_campaign,
  COUNT(*) as signups,
  COUNT(*) * 100.0 / (SELECT COUNT(*) FROM waitlist) as percentage
FROM waitlist
WHERE created_at > date('now', '-30 days')
GROUP BY utm_source, utm_medium, utm_campaign
ORDER BY signups DESC;

Query: User Registrations by Source

SELECT
  utm_source,
  utm_medium,
  COUNT(*) as registrations,
  SUM(CASE WHEN kyc_status = 'approved' THEN 1 ELSE 0 END) as verified_users,
  ROUND(100.0 * SUM(CASE WHEN kyc_status = 'approved' THEN 1 ELSE 0 END) / COUNT(*), 2) as verification_rate
FROM users
WHERE created_at > date('now', '-30 days')
GROUP BY utm_source, utm_medium
ORDER BY registrations DESC;

Query: Campaign ROI (Revenue per Source)

SELECT
  u.utm_source,
  u.utm_campaign,
  COUNT(DISTINCT u.id) as users,
  COUNT(DISTINCT t.id) as transactions,
  SUM(t.amount * 0.005) as revenue_generated, -- 0.5% fee
  revenue_generated / COUNT(DISTINCT u.id) as revenue_per_user
FROM users u
LEFT JOIN transactions t ON t.user_id = u.id
WHERE u.created_at > date('now', '-30 days')
GROUP BY u.utm_source, u.utm_campaign
ORDER BY revenue_generated DESC;

7.4 Conversion Pixels

Facebook Pixel

Add to <head> of landing page:

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
<noscript>
<img height="1" width="1" style="display:none"
     src="https://www.facebook.com/tr?id=YOUR_PIXEL_ID&ev=PageView&noscript=1"/>
</noscript>

Track Waitlist Signup:

// In waitlist form submit handler
if (response.ok) {
  fbq('track', 'Lead'); // Facebook standard event
}

Track Registration:

// In /api/auth/register success callback
fbq('track', 'CompleteRegistration'); // Facebook standard event

Google Ads Conversion Tracking

Add to <head>:

<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-XXXXX');
</script>

Track Conversion:

// In waitlist form submit handler
if (response.ok) {
  gtag('event', 'conversion', {
    'send_to': 'AW-XXXXX/CONVERSION_LABEL',
    'value': 1.0,
    'currency': 'NOK'
  });
}

8. Email Marketing Integration

8.1 Campaign Types

Note: Email service layer already specified in drop-email-system-spec.md. This section defines marketing-specific campaigns.

A. Waitlist Nurture Series (Pre-Launch)

Trigger: User signs up for waitlist

Email 1 (Immediate): Confirmation

Subject: "Du er på listen! 🎉"
Content: Confirm signup, set expectations (launch date), share referral link
CTA: "Inviter venner — hopp køen"

Email 2 (Day 7): Educational

Subject: "Derfor tar banker så høye gebyrer"
Content: Explain remittance market, Western Union fees, Drop's pass-through model
CTA: "Les mer om Drop"

Email 3 (Day 14): Social Proof

Subject: "2,000+ nordmenn venter allerede"
Content: Waitlist count, testimonials (when available), SpareBank 1 partnership mention
CTA: "Del med venner"

Email 4 (Day 21): Product Demo

Subject: "Se hvordan Drop fungerer (90 sekunder)"
Content: Embed demo video, screenshot walkthrough
CTA: "Se videoen"

Email 5 (Pre-Launch -7 days): Launch Countdown

Subject: "Drop lanseres om 7 dager!"
Content: Countdown timer, "first 1000 get 5 free transfers" reminder
CTA: "Sett påminnelse"

Email 6 (Launch Day): App Available

Subject: "Drop er her! Last ned nå."
Content: App Store/Play Store links, onboarding guide
CTA: "Last ned gratis"

B. Onboarding Series (Post-Registration)

Email 1 (After Registration): Welcome

Subject: "Velkommen til Drop!"
Content: What to expect, link BankID reminder, first transfer incentive
CTA: "Fullfør profilen din"

Email 2 (Day 3, if no BankID): Nudge

Subject: "Koble BankID — ta 2 minutter"
Content: Why BankID is required, security explanation
CTA: "Koble BankID"

Email 3 (Day 7, if no first transfer): First Transfer Incentive

Subject: "Send din første overføring — få 50 kr"
Content: Referral credit reminder, fee comparison
CTA: "Send penger nå"

C. Re-engagement Series (Dormant Users)

Trigger: User hasn't sent a transfer in 30 days

Email 1 (Day 30): Gentle Reminder

Subject: "Vi savner deg!"
Content: "It's been a while..." + new features announcement
CTA: "Send penger igjen"

Email 2 (Day 60): Win-back Offer

Subject: "25 kr gratis på din neste overføring"
Content: Exclusive promo code (one-time use)
CTA: "Bruk koden"

Email 3 (Day 90): Feedback Request

Subject: "Hvorfor sluttet du å bruke Drop?"
Content: Survey link (3 questions max)
CTA: "Del tilbakemelding"

8.2 Marketing Consent Management

<label>
  <input type="checkbox" name="marketingConsent" value="1">
  Jeg ønsker å motta tips, tilbud og nyheter fra Drop (valgfritt)
</label>
<p class="consent-note">
  Du kan avslutte når som helst. Se vår <a href="/personvern">personvernerklæring</a>.
</p>

Database Schema (already in onboarding spec):

-- consents table already defined
INSERT INTO consents (id, user_id, consent_type, granted, granted_at, ip_address)
VALUES (?, ?, 'marketing', ?, datetime('now'), ?);

Email Unsubscribe Link (Footer):

<p style="font-size: 12px; color: #6B7280; text-align: center;">
  Vil du ikke lenger motta e-poster fra Drop?
  <a href="https://getdrop.no/unsubscribe?token={{unsubscribeToken}}" style="color: #0B6E35;">
    Avslutt abonnement
  </a>
</p>

Unsubscribe Endpoint:

// GET /unsubscribe?token={jwt}
const { userId } = verifyUnsubscribeToken(token);

await run(
  `UPDATE consents SET granted = 0, withdrawn_at = datetime('now')
   WHERE user_id = ? AND consent_type = 'marketing'`,
  [userId]
);

// Show confirmation page: "Du er fjernet fra listen."

8.3 Email Automation Triggers

Trigger Table:

Event	Delay	Campaign	Condition
Waitlist signup	0s	Waitlist Email 1	—
Waitlist signup	7d	Waitlist Email 2	If not registered
Waitlist signup	14d	Waitlist Email 3	If not registered
User registered	0s	Onboarding Email 1	—
User registered	3d	Onboarding Email 2	If no BankID
User registered	7d	Onboarding Email 3	If no transfer
First transfer	0s	First Transfer Receipt	—
Last transfer	30d	Re-engagement Email 1	If no transfer in 30d
Last transfer	60d	Re-engagement Email 2	If no transfer in 60d

Implementation:

Use cron job or scheduled task (runs every hour)
Query database for users matching trigger conditions
Call sendEmail() from email service layer
Mark email as sent in email_log table

9. Analytics & Reporting

9.1 Analytics Platform Selection

Options:

Platform	Pros	Cons	Cost
Plausible (RECOMMENDED)	GDPR-compliant, no cookies, simple, Norwegian data center	Fewer features than GA4	€9/mo (10k pageviews)
Google Analytics 4	Free, comprehensive, industry standard	Cookie consent required, complex	Free
Mixpanel	Event tracking, funnel analysis, cohorts	Expensive at scale	$20/mo (1k users)
PostHog	Self-hosted option, session replay	Complex setup	$0 (self-hosted)

Recommendation: Start with Plausible for landing page (no cookie consent banner needed), add Mixpanel for in-app analytics post-launch.

9.2 Plausible Setup (Landing Page)

Add to <head>:

<script defer data-domain="getdrop.no" src="https://plausible.io/js/script.js"></script>

Track Custom Events:

// Waitlist signup
plausible('Waitlist Signup', { props: { source: utm.source } });

// Referral link click
plausible('Referral Link Click', { props: { code: refCode } });

// CTA button click
plausible('CTA Click', { props: { location: 'hero' } });

Plausible Goals (Configure in Dashboard):

9.3 In-App Analytics (Mixpanel)

Events to Track:

Acquisition

user_registered (properties: utm_source, utm_medium, referral_code)
bankid_verified (properties: time_to_verify_seconds)
kyc_approved (properties: time_to_approve_seconds)

Activation

first_transfer_completed (properties: amount, currency, destination_country)
qr_payment_completed (properties: amount, merchant_name)
bank_account_linked (properties: bank_name)

Engagement

app_opened (properties: session_count)
screen_viewed (properties: screen_name)
transfer_initiated (properties: amount, currency)
transfer_cancelled (properties: step, reason)

Retention

transfer_completed (properties: amount, transfer_count, days_since_last_transfer)
push_notification_received (properties: type)
push_notification_clicked (properties: type)

Referral

referral_link_shared (properties: channel: whatsapp|sms|email)
referral_link_clicked (properties: referrer_id)
referral_reward_earned (properties: amount, referee_id)

Revenue

fee_charged (properties: amount_nok, transaction_type)
credit_applied (properties: amount, source)

Mixpanel People Properties:

mixpanel.people.set({
  "$email": user.email,
  "$name": `${user.firstName} ${user.lastName}`,
  "signup_date": user.createdAt,
  "utm_source": user.utmSource,
  "referral_code": user.referralCode,
  "total_transfers": user.transferCount,
  "total_revenue": user.totalFeesPaid,
  "kyc_status": user.kycStatus,
  "bankid_verified": user.bankidVerified
});

9.4 Key Metrics Dashboard

Acquisition Metrics:

Landing page visitors (unique)
Waitlist signups
Waitlist → Registration conversion rate
Registration → BankID verification rate
BankID → KYC approval rate
Overall conversion (Visitor → Verified User)

Activation Metrics:

Time to first transfer (median)
First transfer completion rate (within 7 days of registration)
Average first transfer amount
QR payment adoption rate (% of users who scan at least 1 QR)

Engagement Metrics:

DAU (Daily Active Users)
WAU (Weekly Active Users)
MAU (Monthly Active Users)
Transfers per user per month
Average transaction value

Retention Metrics:

Day 1, 7, 30, 90 retention
Cohort analysis (users by signup month)
Churn rate (users with no transfer in 90 days)

Referral Metrics:

Referral rate (% of users who share link)
Referral conversion rate (signups per shared link)
Viral coefficient (new users per existing user)
Referral ROI (LTV of referred users vs. non-referred)

Revenue Metrics:

Total fee revenue (kr)
Revenue per user (kr)
Revenue per transfer (kr)
Credit redemption rate (% of credits used)

Campaign Performance:

Cost per waitlist signup (CPA)
Cost per registration (CPA)
Cost per verified user (CPA)
ROAS (Return on Ad Spend) by channel

10. A/B Testing Framework

10.1 Testing Strategy

Goal: Optimize conversion at every funnel step

Test Prioritization (ICE Framework):

Test	Impact	Confidence	Ease	ICE Score
Hero CTA copy ("Bli med" vs "Registrer deg")	8	9	10	27
Waitlist incentive ("5 free transfers" vs "50 kr credit")	9	7	10	26
Feature order (Remittance first vs QR first)	6	8	9	23
Phone mockup vs real screenshot	7	6	8	21
Social proof placement (hero vs below features)	5	7	9	21

Test Velocity: 1 test every 2 weeks (minimum 2 weeks per test for statistical significance)

10.2 A/B Testing Tools

Options:

Tool	Pros	Cons	Cost
Vercel Edge Middleware (RECOMMENDED)	Fast, server-side, free	Manual implementation	Free
Google Optimize (Deprecated)	—	Sunset 2023	—
Optimizely	Visual editor, advanced targeting	Expensive	$50k+/year
VWO	Visual editor, heatmaps	Complex setup	$199/mo
PostHog	Open source, feature flags	Self-hosted complexity	Free (self-hosted)

Recommendation: Use Vercel Edge Middleware for simple A/B tests (free, fast, server-side). Upgrade to PostHog if feature flags needed.

10.3 Implementation (Vercel Edge Middleware)

File: middleware.ts

import { NextRequest, NextResponse } from 'next/server';

export function middleware(request: NextRequest) {
  const { pathname } = request.nextUrl;

  // Only run A/B test on homepage
  if (pathname !== '/') return NextResponse.next();

  // Check if user already has variant assigned
  let variant = request.cookies.get('ab_hero_cta')?.value;

  if (!variant) {
    // Assign variant (50/50 split)
    variant = Math.random() < 0.5 ? 'A' : 'B';
    const response = NextResponse.next();
    response.cookies.set('ab_hero_cta', variant, {
      maxAge: 30 * 24 * 60 * 60, // 30 days
      httpOnly: true,
      sameSite: 'lax'
    });
    return response;
  }

  return NextResponse.next();
}

Frontend (index.html):

// Read variant from cookie
const variant = document.cookie
  .split('; ')
  .find(row => row.startsWith('ab_hero_cta='))
  ?.split('=')[1] || 'A';

// Update CTA based on variant
const ctaButton = document.querySelector('.btn-gradient');
if (variant === 'B') {
  ctaButton.textContent = 'Registrer deg gratis'; // Variant B
} else {
  ctaButton.textContent = 'Bli med på ventelisten'; // Variant A (control)
}

// Track variant in analytics
plausible('pageview', { props: { ab_hero_cta: variant } });

Track Conversion:

// In waitlist form submit handler
plausible('Waitlist Signup', {
  props: {
    ab_hero_cta: variant,
    utm_source: utm.source
  }
});

Analysis:

-- Conversion rate by variant
SELECT
  ab_variant,
  COUNT(*) as views,
  SUM(CASE WHEN converted = 1 THEN 1 ELSE 0 END) as conversions,
  ROUND(100.0 * SUM(CASE WHEN converted = 1 THEN 1 ELSE 0 END) / COUNT(*), 2) as conversion_rate
FROM analytics_events
WHERE event_type = 'pageview'
  AND created_at > date('now', '-14 days')
GROUP BY ab_variant;

Statistical Significance Calculator:

Use https://abtestguide.com/calc/ or similar
Minimum sample size: 385 per variant (95% confidence, 5% margin of error)
Run test until both variants reach minimum sample size

11. Content Marketing (Blog)

11.1 Blog Infrastructure

Goal: SEO traffic + thought leadership

Platform Options:

Option	Pros	Cons
Next.js MDX (RECOMMENDED)	Same codebase, fast, full control	Manual implementation
Substack	Easy setup, newsletter integration	External platform, limited branding
Medium	Built-in audience	No domain control, paywall
WordPress	SEO plugins, familiar	Separate hosting, slower

Recommendation: Next.js MDX (markdown files → static pages)

11.2 Blog Structure

Directory:

/landing/blog/
  ├── index.html          # Blog homepage (list of posts)
  ├── slik-sender-du-penger-til-tyrkia.html
  ├── drop-vs-western-union.html
  ├── hvorfor-banker-tar-hoye-gebyrer.html
  └── qr-betaling-forklart.html

Blog Post Template:

<!DOCTYPE html>
<html lang="no">
<head>
  <meta charset="UTF-8">
  <title>[Post Title] — Drop Blog</title>
  <meta name="description" content="[Excerpt]">
  <meta property="og:type" content="article">
  <meta property="article:published_time" content="2026-03-15T10:00:00Z">
  <meta property="article:author" content="Drop Team">
  <link rel="canonical" href="https://getdrop.no/blog/[slug]">
  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "BlogPosting",
    "headline": "[Post Title]",
    "datePublished": "2026-03-15",
    "author": {"@type": "Organization", "name": "Drop"},
    "publisher": {"@type": "Organization", "name": "Drop", "logo": "..."},
    "image": "https://getdrop.no/blog/images/[cover].jpg"
  }
  </script>
</head>
<body>
  <article class="blog-post">
    <h1>[Post Title]</h1>
    <div class="meta">Publisert 15. mars 2026 · 5 min lesing</div>
    <img src="images/[cover].jpg" alt="[Alt text]">
    <div class="content">
      [Post content in HTML]
    </div>
    <div class="cta-box">
      <h3>Prøv Drop gratis</h3>
      <p>Send penger til 30+ land med bare 0.5% gebyr.</p>
      <a href="/#cta" class="btn-gradient">Registrer deg</a>
    </div>
  </article>
</body>
</html>

11.3 Content Calendar (First 90 Days)

Goal: 2 posts per week (8 posts/month)

Week 1-2 (SEO Foundation):

"Slik sender du penger til Tyrkia fra Norge" (target: "send penger til tyrkia")
"Drop vs Western Union: Detaljert sammenligning" (target: "western union alternativ")

Week 3-4 (Educational): 3. "Hvorfor tar banker så høye gebyrer på pengeoverføringer?" (thought leadership) 4. "QR-betaling forklart: Slik fungerer det" (target: "qr betaling")

Week 5-6 (Comparison): 5. "Drop vs Wise: Hva er forskjellen?" (target: "wise alternativ") 6. "De beste måtene å sende penger til utlandet i 2026" (target: "billigste pengeoverføring")

Week 7-8 (Use Cases): 7. "Slik sender du penger hjem til familie i utlandet" (emotional, storytelling) 8. "QR-betaling for småbedrifter: Guiden" (merchant-focused)

Content Distribution:

Publish on blog
Share on LinkedIn (Alem's profile)
Send to waitlist (weekly digest)
Submit to relevant subreddits (r/norway, r/norge — carefully, no spam)

12.1 Platform Prioritization

Platform	Priority	Audience	Content Type	Frequency
LinkedIn	HIGH	Business audience, partnerships, press	Company updates, thought leadership	3x/week
Instagram	MEDIUM	Consumers, visual storytelling	Features, user stories, behind-the-scenes	5x/week
Facebook	MEDIUM	Broader consumer base, ads	Features, blog posts, ads	3x/week
Twitter/X	LOW	Tech audience, customer support	Quick updates, support responses	As needed
TikTok	LOW (Future)	Young audience	Short-form video	0x/week (post-launch)

12.2 Account Setup

Handles (Claim ASAP):

Instagram: @dropnorge
Facebook: facebook.com/dropnorge
LinkedIn: linkedin.com/company/drop-norge
Twitter: @dropnorge (or @drop_norge if taken)

Bio Template (Instagram):

Drop — Enklere betalinger. Lavere gebyrer.

💸 0.5% gebyr på internasjonale overføringer
📱 QR-betaling i butikk
🇳🇴 Regulert i Norge

⬇️ Registrer deg for tidlig tilgang

Link in Bio:

getdrop.no?utm_source=instagram&utm_medium=social&utm_campaign=bio_link

12.3 Content Pillars

Pillar 1: Product Education (40%)

How Drop works (carousel posts)
Fee comparison infographics
Feature announcements
Tutorial videos

Pillar 2: Customer Stories (30%)

User testimonials (when available)
"How I saved X kr with Drop" posts
Behind-the-scenes (team, product development)

Pillar 3: Industry Insights (20%)

Fintech news commentary
Regulatory updates (Finanstilsynet)
Market trends (remittance, payments)

Pillar 4: Culture & Values (10%)

Team introductions
Company values
Community engagement

12.4 Content Calendar (First Month)

Week 1:

Mon: Introduce Drop (carousel: What is Drop?)
Wed: Fee comparison infographic (Drop vs banks)
Fri: Behind-the-scenes (team building the app)

Week 2:

Mon: Feature spotlight (QR payment)
Wed: Blog post share (Why banks charge high fees)
Fri: Waitlist milestone ("1,000 people signed up!")

Week 3:

Mon: FAQ carousel (Is Drop a bank? No.)
Wed: Partnership announcement (SpareBank 1, if approved)
Fri: User story (when available, or placeholder)

Week 4:

Mon: Tutorial video (How to send money with Drop)
Wed: Industry news commentary (PSD2 update)
Fri: Countdown to launch (if applicable)

Budget: 10,000 NOK/month (testing phase)

Campaign 1: Waitlist Signups (Pre-Launch)

Platform: Facebook + Instagram
Objective: Lead generation
Audience: Norway, age 25-45, interests: fintech, travel, expat groups
Creative: Carousel (3 slides): Problem → Solution → CTA
CTA: "Registrer deg gratis"
Landing page: getdrop.no?utm_source=facebook&utm_medium=cpc&utm_campaign=waitlist_signups

Campaign 2: App Installs (Post-Launch)

Platform: Google App Campaigns
Objective: App installs
Audience: Norway, keywords: "send penger", "pengeoverføring", "western union alternativ"
Ad copy: "Send penger med 0.5% gebyr. Last ned Drop gratis."
Bid strategy: Target CPA (50 NOK per install)

Campaign 3: Retargeting (Post-Launch)

Platform: Facebook + Instagram
Objective: Conversions (first transfer)
Audience: Custom audience (registered users who haven't transferred)
Creative: "You're one step away. Complete your first transfer and get 50 kr."
Landing page: Deep link to app (drop://send)

13. Legal & Compliance

13.1 Markedsføringsloven Compliance

Key Requirements:

1. Identification of Marketing: All marketing communications must be clearly identifiable as such. Commercial emails must include "Annonse" or "Reklame" in subject line.

Example:

Subject: [Annonse] Spar opptil 90% på pengeoverføringer

2. Opt-In for Electronic Marketing: Electronic marketing (email, SMS) to natural persons requires prior consent (opt-in). Exception: existing customer relationship + same product category.

Implementation:

Checkbox on registration: "Jeg ønsker å motta tilbud fra Drop" (unchecked by default)
Record consent in consents table with timestamp and IP
Unsubscribe link in every email

3. Misleading Marketing Prohibition: Cannot make false or misleading claims. All claims must be substantiable.

Examples of Compliant Claims:

✅ "0.5% gebyr" (true, documented in pricing)
✅ "Regulert i Norge" (true when PSD2 license obtained)
❌ "Billigst i Norge" (unsubstantiated, use "Fra 0.5% gebyr" instead)

4. Comparative Marketing: Can compare with competitors (Western Union, Wise) if factually accurate and verifiable.

Example:

Drop: 0.5% gebyr
Western Union: 5-10% gebyr*

*Basert på gjennomsnittlig gebyr for 5,000 NOK overføring til Tyrkia, per Western Union's offentlige prisliste (februar 2026).

5. Environmental Claims: Cannot make environmental claims ("grønn", "klimavennlig") without documentation.

Drop's Claims: None planned.

Implementation (Cookie Consent Banner):

<div id="cookie-banner" style="position: fixed; bottom: 0; width: 100%; background: white; border-top: 1px solid #E5E7EB; padding: 20px; z-index: 1000; display: none;">
  <div style="max-width: 1200px; margin: 0 auto; display: flex; justify-content: space-between; align-items: center;">
    <div>
      <p style="font-size: 14px; color: #1A1A1A; margin-bottom: 8px;">
        <strong>Vi bruker informasjonskapsler</strong>
      </p>
      <p style="font-size: 13px; color: #6B7280;">
        Vi bruker informasjonskapsler for å forbedre din opplevelse og for å måle effektiviteten av våre markedsføringskampanjer.
        <a href="/pages/cookies.html" style="color: #0B6E35; text-decoration: underline;">Les mer</a>
      </p>
    </div>
    <div style="display: flex; gap: 12px;">
      <button onclick="rejectCookies()" style="padding: 10px 20px; border: 1px solid #E5E7EB; background: white; border-radius: 8px; cursor: pointer;">
        Avvis
      </button>
      <button onclick="acceptCookies()" class="btn-gradient" style="padding: 10px 20px;">
        Godta
      </button>
    </div>
  </div>
</div>

<script>
  function showCookieBanner() {
    const consent = localStorage.getItem('drop_cookie_consent');
    if (!consent) {
      document.getElementById('cookie-banner').style.display = 'block';
    } else if (consent === 'accepted') {
      loadMarketingCookies();
    }
  }

  function acceptCookies() {
    localStorage.setItem('drop_cookie_consent', 'accepted');
    document.getElementById('cookie-banner').style.display = 'none';
    loadMarketingCookies();
  }

  function rejectCookies() {
    localStorage.setItem('drop_cookie_consent', 'rejected');
    document.getElementById('cookie-banner').style.display = 'none';
  }

  function loadMarketingCookies() {
    // Load Facebook Pixel
    if (typeof fbq === 'undefined') {
      // Insert Facebook Pixel script
    }
    // Load Google Ads
    if (typeof gtag === 'undefined') {
      // Insert Google Ads script
    }
  }

  showCookieBanner();
</script>

Privacy Policy Update: Add section on marketing data usage:

## Markedsføring

Vi bruker din e-postadresse for å sende deg markedsføringskommunikasjon kun hvis du har gitt samtykke. Du kan når som helst trekke tilbake ditt samtykke ved å klikke på "Avslutt abonnement" nederst i enhver e-post.

Vi bruker informasjonskapsler fra Facebook og Google for å måle effektiviteten av våre annonser. Du kan blokkere disse informasjonskapslene ved å avvise dem i vår informasjonskapselbanner.

14. Cost Analysis

14.1 Tool Costs (Monthly)

Tool	Purpose	Cost (NOK)	Notes
Domain (getdrop.no)	Domain registration	100 kr/year	Already paid via one.com
Vercel Hosting	Landing page hosting	0 kr	Free tier (sufficient for landing page)
Plausible Analytics	Landing page analytics	90 kr	€9/mo, GDPR-compliant
Resend	Email service	0 kr (MVP)	Free tier: 3,000 emails/mo (sufficient for waitlist)
Mixpanel	In-app analytics	200 kr	$20/mo for 1k users
Social Media Ads	Facebook + Instagram + Google	10,000 kr	Testing budget (can scale up/down)
Design Tools (Canva Pro)	Social media graphics	150 kr	For non-Figma assets
Mailchimp (Optional)	Email campaigns	400 kr	If Resend not enough (10k contacts)

Total Monthly Cost (MVP): ~440 kr Total with Ads: ~10,440 kr

14.2 Referral Program Budget

Assumptions:

1,000 users in first 3 months
50% referred by existing users (500 referrals)
80% complete first transfer (400 conversions)
50 kr reward per conversion (both referrer + referee)

Calculation:

400 conversions × 50 kr (referrer) = 20,000 kr
400 conversions × 50 kr (referee) = 20,000 kr
Total referral rewards: 40,000 kr

ROI:

Cost per acquisition: 40,000 kr / 400 users = 100 kr/user
LTV estimate (conservative): 500 kr/user (10 transfers × 50 kr avg fee)
ROI: 500 kr / 100 kr = 5x

Budget Allocation:

Referral rewards: 40,000 kr (Q1)
Paid ads: 30,000 kr (Q1)
Tools: 1,320 kr (Q1)
Total Q1 Marketing Budget: 71,320 kr

Mixpanel events tracked in app
5 dashboards created in Mixpanel
Weekly report automation set up

Owner: John + Marketer agent (Ollama)

Tasks:

Acceptance:

16. Success Metrics (3 Months Post-Launch)

16.1 Acquisition

Metric	Target	Measurement
Waitlist signups	5,000	Waitlist table count
Waitlist → Registration	40%	(Registrations / Waitlist signups) × 100
Registration → BankID	80%	(BankID verified / Registrations) × 100
BankID → KYC Approved	90%	(KYC approved / BankID verified) × 100
Overall Conversion	30%	(Verified users / Waitlist signups) × 100

16.2 Activation

Metric	Target	Measurement
First transfer (within 7 days)	60%	(Users with 1+ transfer / Verified users) × 100
QR payment adoption	20%	(Users with 1+ QR payment / Verified users) × 100
Average first transfer	3,000 kr	AVG(first transfer amount)

16.3 Engagement

Metric	Target	Measurement
DAU/MAU ratio	25%	(Daily active users / Monthly active users) × 100
Transfers per user per month	2.5	Total transfers / Active users
QR payments per user per month	5	Total QR payments / Active QR users

16.4 Retention

Metric	Target	Measurement
Day 1 retention	60%	% of users who return day after signup
Day 7 retention	40%	% of users who return within 7 days
Day 30 retention	25%	% of users who return within 30 days

16.5 Referral

Metric	Target	Measurement
Referral rate	30%	(Users who shared link / Total users) × 100
Referral conversion	50%	(Signups from referrals / Referral link clicks) × 100
Viral coefficient	0.65	(Referral rate × Referral conversion) = 30% × 50% = 15% (Note: Revolut's 65% from referrals means 0.65 new users per existing user)

16.6 Revenue

Metric	Target	Measurement
Total fee revenue	100,000 kr	SUM(transaction fee)
Revenue per user	100 kr	Total revenue / Active users
Revenue per transfer	40 kr	Total revenue / Total transfers

16.7 Marketing

Metric	Target	Measurement
Organic traffic (SEO)	2,000 visitors/mo	Plausible analytics
Social media followers	1,500	Instagram + Facebook + LinkedIn
Blog subscribers	500	Email list opt-ins from blog
Cost per acquisition (CPA)	150 kr	Total ad spend / New users

17. Risk Mitigation

17.1 Key Risks

Risk 1: Low Referral Adoption

Likelihood: Medium
Impact: High (referral is primary acquisition channel)
Mitigation:
- Increase incentive from 50 kr to 75 kr (test)
- Add gamification (leaderboard: "Top 10 referrers get 500 kr bonus")
- Make sharing easier (one-tap WhatsApp share)
- Add social proof ("2,340 people referred their friends")

Risk 2: High Customer Acquisition Cost (CAC)

Likelihood: Medium
Impact: High (unprofitable if CAC > LTV)
Mitigation:
- Start with organic channels (SEO, content, social) before paid ads
- Set strict CPA targets (max 150 kr per user)
- Pause ads if CPA exceeds target 2 weeks in a row
- Focus on viral growth (referral program)

Risk 3: Poor App Store Visibility

Likelihood: Medium
Impact: High (low organic installs)
Mitigation:
- ASO optimization (keyword research, compelling screenshots)
- Incentivize reviews (push notification after 3rd transfer: "Enjoying Drop? Leave a review")
- App Store ads (Apple Search Ads) with strict CPA
- Cross-promote on landing page

Risk 4: Email Deliverability Issues

Likelihood: Low
Impact: Medium (users miss onboarding emails)
Mitigation:
- Use reputable ESP (Resend) with good sender reputation
- Authenticate domain (SPF, DKIM, DMARC)
- Monitor bounce rate (<5% acceptable)
- Avoid spam triggers (no ALL CAPS, excessive exclamation marks)

Risk 5: Referral Fraud

Likelihood: Medium
Impact: High (budget drain)
Mitigation:
- Implement all fraud checks (self-referral, velocity, cap)
- Monitor referral patterns weekly
- Flag accounts with >10 referrals in 24h for manual review
- BankID verification required before rewards

18. Acceptance Criteria

18.1 Landing Page

Hero CTA updated with incentive ("De første 1000...")
FAQ section added (5 questions min)
Comparison table added (Drop vs WU vs Wise vs Bank)
Mobile sticky CTA bar added
Plausible tracking installed and tested
Lighthouse score >= 95

18.2 SEO

Sitemap.xml created and submitted to Google/Bing
robots.txt created
Structured data (Organization + FAQ) added and validated
3 subpages created (/send-penger, /qr-betaling, /priser)
2 blog posts published
All pages have unique title + meta description

18.3 UTM & Attribution

UTM params captured from URL
UTM params stored in waitlist + users tables
Attribution reports created (SQL queries)
Facebook Pixel installed and tracking
Google Ads conversion tracking installed

18.4 Referral System

Database schema created (3 tables + indexes)
Referral code auto-generated on first login
Referral link click tracked
Signup attribution works
First transfer triggers reward issuance
Referral dashboard UI complete
Share buttons functional (WhatsApp, SMS, Email)
Fraud prevention rules implemented

18.5 App Store Listings

iOS listing drafted (name, subtitle, description, keywords, screenshots, video)
Android listing drafted (title, short desc, full desc, graphics, screenshots)
ASO keyword research completed
All screenshots match Figma design

18.6 Email Marketing

Waitlist nurture series created (6 emails)
Onboarding series created (3 emails)
Re-engagement series created (3 emails)
Marketing consent checkbox added to registration
Unsubscribe link works
All emails tested in Gmail + Outlook

18.7 Analytics

Plausible installed (landing page)
Mixpanel installed (app)
15 core events tracked (user_registered, first_transfer, etc.)
5 dashboards created (Acquisition, Activation, Retention, Referral, Revenue)
Weekly funnel report automated

Instagram, Facebook, LinkedIn accounts created
Profile pictures + bios complete
30-day content calendar created
First 12 posts designed and scheduled
Paid ads campaign created (5,000 kr budget)

19. Rollout Timeline

Pre-Launch (Weeks 1-10):

Weeks 1-2: Landing page optimization
Weeks 3-4: SEO foundation
Weeks 5-6: UTM & attribution
Weeks 7-10: Referral system

Launch Week (Week 11):

Submit app to App Store + Play Store
Send launch email to waitlist
Publish launch blog post
Post on social media (organic)
Start paid ads (small budget: 2,000 kr/week)

Post-Launch (Weeks 12-16):

Week 12: Monitor metrics daily, optimize landing page CTA (A/B test)
Week 13: Scale ads if CPA < 150 kr
Week 14: Publish 2nd + 3rd blog posts
Week 15: Analyze first month data, create reports
Week 16: Iterate on referral incentives based on data

20. Sources

This specification was informed by research on Norwegian fintech regulations, app store optimization best practices, and referral program patterns from successful fintech companies:

Norwegian Regulations:

App Store Optimization:

Referral Programs & Fraud Prevention:

END OF SPEC

Next Steps:

Review this spec with Alem for approval
Create implementation tasks in Mission Control
Assign tasks to builder agents (Phase 1 → Phase 8)
Begin Phase 1 (Landing Page Optimization)

Questions for Alem:

Approve referral incentive structure (50 kr dual-sided)?
Approve social media ad budget (10,000 kr/month testing)?
Preferred analytics platform (Plausible + Mixpanel recommended)?
Timeline for app launch (determines when to prepare App Store listings)?
Any specific SEO keywords to prioritize beyond the list in Section 4.1?

drop-accessibility-spec

drop-analytics-bi-spec

drop-customer-support-spec

drop-dispute-handling-spec

drop-email-system-spec

drop-fx-transparency-spec

drop-load-testing-spec

drop-localization-spec

drop-make-integration-plan

drop-marketing-infra-spec

drop-mvp-pipeline-plan

drop-onboarding-flow-spec

drop-push-notifications-spec

drop-rebrand-plan

drop-sms-otp-spec

drop-supporting-systems-plan

drop-transaction-failure-spec

drop-validation-hardening-plan

Page: Accounts

Page: Dashboard

Page: Landing

Page: Login

Page: Notifications

Page: Profile

Page: Register

Page: Scan

Page: Send

Page: Transactions

drop-marketing-infra-spec

Drop Marketing Infrastructure — Implementation Spec

1. Executive Summary

2. Current State Assessment

2.1 What Exists

2.2 What's Missing

3. Landing Page Optimization

3.1 Conversion Optimization

A. Hero Section

B. Social Proof

C. Features Section

D. CTA Section

3.2 Mobile Optimization

3.3 Page Speed

4. SEO Strategy

4.1 Target Keywords (Norwegian)

4.2 On-Page SEO Implementation

A. Meta Tags Enhancement

B. Structured Data (JSON-LD)

C. Sitemap.xml

D. Robots.txt

4.3 Off-Page SEO

A. Backlink Strategy

B. Local SEO

4.4 Technical SEO

5. App Store / Play Store Listing Preparation

5.1 App Store Optimization (ASO) Strategy

5.2 App Store Listing (iOS)

A. App Name (30 chars)

B. Subtitle (30 chars)

C. Promotional Text (170 chars)

D. Description (4000 chars)

E. Keywords (100 chars)

F. Screenshots (6.7" iPhone)

G. App Preview Video (30 sec)

5.3 Google Play Store Listing

5.4 Localization Strategy

6. Referral System

6.1 Referral Mechanics

6.2 Database Schema

A. referral_codes Table

B. referral_tracking Table

C. referral_credits Table

6.3 Referral Flow Logic

A. Code Generation (On First Login)

B. Referral Click Tracking

C. Signup Attribution

D. First Transfer Reward Issuance

E. Credit Application (During Transfer)

6.4 Fraud Prevention

6.5 Referral Dashboard (In-App)

A. Referral Link Card

A. `referral_codes` Table

B. `referral_tracking` Table

C. `referral_credits` Table