And no, it's not the newsletter sign-up page, about us page, or service page. It's the Thank You page!
Every Thank You page has the potential to increase sales conversions and ROI, as well as nurture customer relationships and loyalty. Want to know how this works and contributes to conversion rate optimization? You’ll find out as you read on.
What is a Thank You Page?
A Thank You page is the page that a web or app visitor is directed to after completing or taking specific actions. Examples of these actions are subscribing to a blog or newsletter, signing up for a service, or purchasing a product.
In other words, whenever visitors say YES to any offer on your website, they are automatically redirected to the Thank You page.
While this page should be used to express gratitude, confirm that the action was received, and reiterate the value prop, it is a gold mine of opportunity to move the contact forward in the customer lifecycle.
Why's The Thank You Page Important?
The Thank You page is not the end of the marketing automation and conversion process, but the start of a new path in the customer journey. From a psychological standpoint, a lead is more motivated to take new actions (like booking a demo or buying a product) when they feel rewarded or appreciated for previous tasks they have completed.
The moment a contact interacts with the Thank You page, you have their undivided attention. This is the best time to put the main message, offer or the next step in the customer funnel in front of them. The goal is to leverage it to make additional sales, drive more engagement, and build trust for your brand.
What Are The 3 Essential Elements of a Thank You Page?
Confirmation / Appreciation Message: Since this is the primary purpose of the page, let the phrase "thank you for subscribing to our newsletter,” “signing up for our service,” or “purchasing our product,” be visible at the top of the page. Then, provide a link to the asset, for instance - the download link of the pdf, access to a video, or access to what you promised them on your opt-in or sales page. This will confirm to your customer that they are in the right place and create brand trust. It’s a great place to also include your original value prop, where you thank them and reiterate what value they will receive for taking the action.
“What to Expect” Text: Inform every lead that their eBook or digital incentive will be delivered to their email address. And, if it's a physical product or service, let them know when their package will arrive or when they can expect the service. The goal here is to make sure they are aware of what to expect next. You don’t want to leave your leads guessing. However, make sure to not reveal too much information. Craft your text to create curiosity and nudge them to take further action.
Call to Action / New Offer: The final component of your Thank You page is a call to action that tells customers what to do next. After expressing gratitude and informing them about what they can expect thereafter, the next step is to make them an offer for a higher subscription package, more purchases, or other conversion opportunities. Use discounts, bonuses, free trials, or the incentive you just provided to entice them to engage with your content or take the next step in their customer journey. You can suggest ways to connect with your company, additional and related services, products, or offers the customer might be interested in that you provide. Encourage them to subscribe to your blog, sign up for a free trial, recommend you to others, provide feedback or reviews, claim a reward, follow your social media pages, engage with your content, etc. Tell them how this new offer will help to solve some of their problems. Emphasize the advantages of your latest offer.
7 Effective Strategies to Use on Thank You Pages
- Validate and Qualify Leads for Future Sales: Validate and qualify leads for future sales and targeted marketing efforts by inquiring further. Ask questions that will better help you understand what segment or list they should belong to in your CRM.
- Build Trust: Include testimonials and user-generated content on your Thank You page to build trust and confidence in your brand.
- Cross-Sell by Recommending Related Products or Services: Customers who purchase winter coats may also require winter boots, socks, or other winter essentials.
- Promote Offers: Use your Thank You page to promote upcoming or ongoing offers, deals, discounts, and promotions.
- Ask for Feedback and Reviews: Ask your customers to leave reviews, fill out a questionnaire, or answer some quick questions on the Thank You page to help you understand them better.
- Provide Referral Options: Give each customer a referral link or code that allows them to earn a bonus or discount when they refer or recommend your product or service to their friends and family.
- Build Your Email List: Use your Thank You page to build your email list. Customers interested in your company and its products will subscribe to your newsletter. There, you can use your marketing automation tools and processes to follow up and provide them with more information about your company.
Combine one or more of these useful tips and strategies to increase conversions for your business without extra marketing costs.
Just make sure that you are testing and reviewing the data from your experiments. Making incremental changes to find what will work best for your funnel is the name of the game.
If you’d like help finding the best strategies for your business, creating split tests, and reporting, reach out to us for a consultation.