Something I see time and time again as a conversion expert is many website owners and marketers who are casually disregarding a crucial part of the funnel and a critical landing page in their campaigns - their thank you pages!
They’re overlooking a part of the funnel that has a huge impact on 1) retaining your converted visitors and 2) actually increasing conversion rates.
When my clients hire me to help optimise conversion along the customer journey, I see the same thing time and again: this idea that the journey ends when the visitor hits “sign up or buy”? But it shouldn't stop there - the journey continues over on your thank you pages!
Are You Leaving Money on the Table With Your Thank You Pages?
Your thank you pages have the potential to nurture leads and to be one of the highest
converting pages on your site, and yet they’re often thrown together as an afterthought.
If someone has already taken one step with you they are more likely to then take another step.
In this article, I’ll share the importance of the thank you page in the customer journey, the key elements you need on the page and how you can increase conversion rates on your thank you pages.
What is a Thank You Page?
Your thank you page is exactly where you start to retain your new customer and make sure they keep coming back for more.
So we’re all on the same page, let’s define what a thank you page is. A thank you page is the page customers are redirected to once they’ve converted in some way: subscribing to your blog, signing up for your service or purchasing that really cool thing you sell with free shipping. Here is an example of one of mine - thank you page example
Why Are The Thank You Pages So Important?
How much thought did you put into your thank you page?
If you’re like many website owners, your thank you page is simply there to confirm someone has successfully opted in or completed a purchase. So what’s the big deal?
The big deal about your thank you page is that it marks a pivotal moment in the customer journey.
- The lead nurturing journey
- The customer retention journey
This is the point at which your user stops being a casual reader and tells you they’re interested in something, or they stop being a window shopper and become a paying customer.
Either way, that thank you page visitor is perfectly primed to take the next step in your sales process.
Your thank you page marks the exact moment when a cold visitor becomes a warm lead.
So how about your thank you page? Does it seize the opportunity to convert, or does it leave your prospects stranded with nowhere left to go?
Here are 5 key elements to put on your thank you page to start converting more leads to the next step in your sales process.
5 Ways You Can Increase Conversion Rates (and retention) Using Thank You Pages
- A confirmation message
- A clear call to action
- Specific instructions on what to do next
- Promote your blog
- Promote your social media
Let’s dive into each of these elements in more detail.
1. A Confirmation Message
For a good customer experience, your thank you page must include a confirmation that the user’s action was successful.
A simple, “Thank you for subscribing!” or “Your order is complete!” will do just fine. Just make sure that it is clear to the user what just happened and what they should expect to happen next, if necessary i.e. someone will call you within 24hours.
But don’t stop here, if you want to stop leaving money on the table then you need to get your users to take another action straight away.