Thank-You Page Fundamentals

  Thank-you pages are an important albeit often overlooked part of the eCommerce marketing repertoire. In today’s tutorial, we explain how incorporating well-done thank you pages can help you maximize profit, improve conversion, and improve your bottom line. You’ll also have tangible takeaways for how to effectively implement these pages today. First off, what is a thank-you page? Thank-you pages immediately appear after an email conversion; typically they pop up after an email opt-in form, but they can also be leveraged after a customer purchases a product online.

Thank-You Page Examples

Regardless of how you incorporate thank-you pages in your business, there are three key components to take into account. The first and arguably most important best-practice is acknowledging the step that your prospect just took. While this may sound trivial, it can make a profound difference to both your leads and sales conversion when done right. Even something as simple as ‘your free report has just been emailed to you’ reassures your prospects that they’re actually going to receive what you were just offering on the initial landing page. HubSpot Opt-in   HubSpot is known as a pioneer in the inbound marketing space. In the above thank-you page example (left), HubSpot presents an opt-in to download a ‘State of Inbound 2015’ report, after which I’m immediately sent to a corresponding thank-you page (right).  HubSpot took acknowledgement a step further and segmented this report into marketing and sales, making it so that I can instantly access information that is most relevant to my brand. HubSpot Thank-You Page   The second component in the thank-you page process is to encourage prospects and customers to take the next step in the marketing process. If a prospect opts in for a free report on Facebook marketing, you might want to showcase your series of products about that topic on your thank-you page. As you can see in the above example, HubSpot is explicitly directing customers to book a free phone appointment. The page also highlights benefit-driven bullet points, clear calls to action, and even an auto-piloted signup form on the right-hand side of the page. The third and final step in implementing an effective thank-you page is keeping consistent and clean branding. Again, this sounds intuitive, but common sense is rarely common practice (especially in the world of eCommerce). People are going to judge you by the appearance of your site, so it’s important to have a professional and clean landing and thank-you page. Furthermore, your website url should be congruent, and you shouldn’t direct prospects to a generic page with a generic message or a form not hosted by your own website. Often people neglect design and put it on the back burner, but my words to the wise are don’t ignore presentation. Your site and thank-you page should both, by appearance alone, encourage your customers to take the next step forward.

Common Mistakes & Principles to Stick to

Understanding is always reinforced by negative examples, and though I certainly have nothing against the site Crowdsurfing, it’s helpful to compare their opt-in and thank-you pages to HubSpot’s approach to better illustrate common mistakes. Crowdsurfing opt-in   The first thing I notice is that Crowdsurfing has an email opt-in page in its header with no clues as to what I’ll receive. Remember, you want to be explicit about what you’re offering; it helps to assume that everyone landing on your page will ask 3 key questions:
  1. What is this?
  2. What’s it about?
  3. What am I getting?
In this case, it looks like Crowdsurfing offers live-stream videos of events, and the content seems to relate to crowdsurfing (I think that’s what I spy in the lower right-hand image), along with extreme sports, though the inclusion of this topic isn’t overly clear right away. Based on what’s available, it looks like the owner wants me to sign up for something, I’m assuming a newsletter of some sort, but I don’t know for sure.   Crowdsurfing thank-you page   When I put in my email, I get the generic “thanks for subscribing” page to the right; there’s no call to action, no next steps, only a button to take me back to the homepage without explanation.

Wrap Up

To sum up, let’s review the 3 basic fundamentals to creating effective thank-you pages:
  • Acknowledge the customer’s first step
  • Provide explicit instructions about the next step in the marketing sequence
  • Keep consistent branding across your site and thank-you pages
Crowdsurfing doesn’t come close to covering the first two points, and while they do keep the branding consistent, the layout looks unprofessional; it’s little more than a black page with a generic message that doesn’t even tell us to check our email. Remember to always allow your customer to take further actions, keep your calls to actions succinct and benefit-driven, and make sure the user experience is consistent with the initial landing page for which they opted in. Enjoy today’s tutorial? Be sure to like this video and subscribe below to the CLVboost newsletter below to get weekly content with a focus on email marketing automation and conversion rate optimization. Happy Marketing! -Dan Faggella CLVboost Founder  ]]>

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