Conversion Optimization: Best Practices of Thank-you Pages

Your potential customer goes through a lot to find you among your competitors. Once they land on your website, they then navigate through a host of pages and information, and eventually — hopefully — fill out a form requesting more information. Congratulations, you’ve just earned a lead! Now is the time to connect with that person even further by saying “thank you.”

A “thank-you” page is an integral part of conversion optimization. This is the page for Goal Tracking and the final Goal Funnel step in Google Analytics. It’s also the place to add conversion tracking codes for Google AdWords.

We know from experience that a thank-you page can offer an unexpected payoff with clients. Below are some best practices for you to follow when creating your thank-you page:

(1) Say “thank you” and deliver on incentives

Express thanks, but be concise. Use language that’s consistent with the copy found elsewhere on your website and landing pages. If your landing page promised an offer, like a whitepaper, make sure to include it on the thank-you page. For e-commerce websites, you can include purchase receipts on the thank-you page as well.

(2) Set expectations

Let your visitor know what will happen after the interaction. Should they expect a phone call, an email or wait for the products to be shipped? Don’t leave them guessing what your next move may be.

(3) Offer more relevant resources or cross sell

As a savvy online marketer, you don’t waste any opportunity to convert your visitors to leads and customers. Utilize your thank-you page for this purpose. The thank-you page can offer relevant resources, such as webinars, e-books and event information to keep your visitor invested. The more they interact with you, the more loyal they become, and the more qualified they become for your sales team. The thank-you page is great real estate for e-commerce websites, too. Use the page to list related products after purchase and take advantage of the opportunity to cross sell.

(4) Include a clear call to action

Calls to action such as “Sign Up,” “Join Trial,” “Subscribe” or “Connect” are very effective in retaining a relationship with your visitors.

(5) Lead visitors back to your website

A thank-you page might be the last page your visitor lands on before they leave your website. Take the opportunity to bring them back by telling them, “We offer much more!” and include simple navigation to make it easy for them.

(6) Encourage social sharing

Social sharing helps with your search engine optimization efforts. Always include social sharing buttons on your thank-you page. This could be a great way to get promotional without a hard sell.

(7) Optional: Set up auto-response emails

Some websites send out auto-response emails upon interaction completion. However, it’s often a site-to-site decision. You may not want to overwhelm your visitors with too many points of contact through different channels. And it might not be a good choice if you want to save time and effort in managing different supporting systems, or you have other priorities for your website conversion optimization. In any event, the option is there for you to choose.

Photo credit: LaFontaineImports

* Original post appears on CommCreative website


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