Using Thank-You Pages to Drive Online Conversions

Define a “Thank-You” Page A “thank-you” page is any page that appears after a type of online conversion i.e. an email opt-in, a webinar registration, an online purchase, etc.  These pages take up space and confirm a prospect’s or customer’s past action (see this instructive post on HubSpot about creating a conversion-focused thank-you page). In this tutorial, I’ll break down how to use a thank-you pages to drive engagement and revenue, moving the prospect or customer further forward in the “buyer’s journey”.

Small Change, Big Difference

Recognizing a prospect or customer with a thank-you page may seem small, but it can make a big difference in your company’s bottom line.  Think about the following, based on business type:
  • eCommerce – If a company encourages a follow-up sale for a similar price just 10% of the time, these additional purchases might cover all the cost of lead generation with that one addition. This strategy also allows you to make a quicker determination of high-spending customers, to whom you can market more effectively based on their interests and available resources. Yes, you want to up the targeting on those big spenders.
  • Consultative Sales – The page provides an opportunity for an eager recent subscriber  to a blog, newsletter, white page, etc., to book an appointment immediately with your company. Think about how 8% more appointments scheduled per month could positively impact your business’ bottom line. Sales might be anything sold over the phone, a b2b service, real estate, software, etc.
  • App/Website – If you increase the subscription to major social channels by just 20%, based on people who downloaded your company’s app or linked to a site service, how much more easily might you be able to meet those customers where they are and remind them to use your app or visit your company’s website again? Repetition in exposure, if used wisely, makes dollars.

Thank You Pages with a Marketer’s Mindset

When constructing landing pages, the important question to ask is, “What’s the next win-win step that this prospect can take now?” In other words, what is the intent that the prospect or customer had when he or she subscribed, downloaded, booked, etc. – what more do they want to do with that same intent, and what could you do to drive them further along the conversion process? Maybe its offering a targeted webinar, a coupon code for an additional purchase, etc. Do your market research, create customer profiles, and map out what each might be looking for at a certain point in the selling process and based on specific interests. A thank-you page should not halt progress just to confirm a past action, but should promote the next logical step in a buyer’s journey for a specific intent. Again, this could be by way of up-sell; an additional survey for demographic information; connection to social channels; consumption of content; progressive engagement with a company and its products or services.

Thank You Page Examples

eCommerce: Companies should always think about making things simpler in the buying process.  It’s usually no ideal to offer a discount code and then direct the prospect or customer back to the main store where they have one-to0-many options. This is a vague approach and can leave the prospect feeling lost in surfing an entire store. A better practice is to give a coupon code, and then on that same page give 3 categories for sales. New customers are more likely to use this code with direct action. Screen Shot 2015-07-20 at 1.07.31 PM Sales: If a company is primarily selling by phone or in-person, and a customer subscribes to blog or newsletter, etc., this is a great thank-you page option for converting interest into an appointment.  This form could be used for any range of services – an SEO assessment with a search engine optimization specialist; a car insurance assessment with a car insurance specialist – almost any related thing goes. Make sure to follow-up by phone to confirm and acknowledge the customer’s commitment. Screen Shot 2015-07-20 at 1.11.57 PM   App/Website: If a prospect or customer downloads a productivity app, for example, or maybe a fashion deals app, he or she should know that they’re closer to meeting their original intent or goal.  Notice this form explicitly states that the customer is “one step closer to…””.  You want to add relevance, which can be done by including selected benefits or use cases. For example, “‘Billy’ uses the taskwhiz app (imaginary) to save half an hour on Monday morning to organize tasks and priorities – click here to see how”. You don’t want too many examples – limit options to 2 or 3 and allow prospects or customers to narrow in on benefits. Screen Shot 2015-07-20 at 1.15.43 PM   Watch the above Youtube video for additional examples on thank-you page ideas for each type of business.

Errors to Avoid

As with any marketing strategy, there are common errors (and yes, all of us mortals have made them) to avoid, including:
  • Any web form that does not move the subscriber to an entirely new thank-you page.  You want to immediately provide other related sources so that the prospect/customer sees you as expert in the space, and you want to engage him or her in a new way.
  • Any thank-you page that is “generic” from the email marketing company (i.e. Thanks for subscribing to ___, please check your inbox to confirm). This sis a common sense check. A customer should know that he or she is receiving a thank you from your company.  A pop-up page that includes or, for example, makes it look like the offer is from that company, and does nothing to promote your brand.
  • Any thank-you page that doesn’t allow for further action from the buyer/subscriber’s initial intent. If a page immediately offers up a white paper that has nothing to do with that customer’s interests, or if a coupon code is given with no direct link to where the customer can use that code, then the thank-you page is clearly not getting the job done of meeting the customer’s needs and leveraging their original intent.
Done systematically across a company website, checking for errors and improving thank-you pages can have an immediate return at the bottom of next month’s revenues.

Stick to these Principles

  1. Craft your thank-you page around the best next step on the buyer’s journey.
  2. Keep the call-to-action(s) simple and obvious.
  3. Make the experience coherent with the previous page i.e. the thank-you page should be consistent with your brand and company, offering a similar design and experience.
  4. Test high-trafficked thank you page variations rigorously.
Keep in mind that thank-you pages are just one part of the buyer’s journey, and one tool for bumping up your business’ bottom line in the months to come.
– Daniel Faggella
CLVboost Founder