Some things in life are more important than others. Like good manners. I don’t know about you, but my mother insisted I always say ‘”thank you” – even when I really didn’t want to! Well, while it’s polite to say thank you after someone buys or downloads your stuff, and it can also be useful! How so? Because you not only look like Mr. (or Ms.) Nice Guy/Gal, but it gives you the chance to collect other information about your prospect or customer.
Thanks, but…
First, what exactly is it? Ok, it’s a page that says thank you. No kidding! Jokes aside, it’s the page your website visitor lands on after they’ve given you their contact information or made a purchase. The purpose of a thank you page is to conclude and fulfill the deal. It’s where you provide the prospect with what he asked for or tell them it’s on the way, and it usually carries a message about their order or includes a link to download the product he signed up for.
But that’s not all. It’s also an opportunity to take advantage of the moment in time when your visitor’s interest in your company or offering it as its highest level. What’s more, there’s a bunch of other things your thank you page can do for you:
Provide your contact details: They’ve shown you theirs, now show them yours. Just in case there’s something else your prospect really wants to know, give him your contact information right there so he doesn’t have to go hunting for the contact page to find it.
Do some bragging: Sure, you have testimonials somewhere, right? Well, why not display them on your thank you page as well so your prospect gets another chance to read them? Remember, he’s given you permission to show him this page by signing up for your product, so make the most of the opportunity to reach him.
Share the love: We all want to go viral, but getting customers to share your website is like pulling teeth. Put your social sharing buttons on the page where the prospect can’t miss them, and invite him to share what he just purchased. Even better, offer him an incentive to do so, such as a discount on his next order or free entry into a contest.
Convert him again: In theory, once you convert a visitor he becomes a lead, but just in case you had any doubts about his interest, convert him again by offering him other options for download. For example, if he viewed your webinar, ask him if he wants a demonstration. The intelligence this provides gives you more insight into his needs and wants, and helps you to understand his position in the sales funnel.
Provide tracking info: If your product is something he’s ordered that has to be shipped to him, he’ll want to know when to expect it and how to find it. Having a thank you page gives you the perfect place to provide the tracking information, even though you will likely email it to him as well. It’s reassuring for consumers to see immediately that their order was received and is recorded in the system.
Give him guidance: Few customers know where to go next, often they just close the browser window and go get a cup of coffee! With some clever intervention, you can keep the prospect online with you and possibly guide him to navigate back to your website to educate him even more. For example, you can direct the user to:
- Complete a survey
- Provide feedback
- Write a review
- Visit your blog
- Watch a short video clip
- Listen to a podcast
- View an infographic
- Check out your photo gallery
- Follow you on social media
If he does any of these, you’ll be maximizing your return on the creation of your thank you page.
Ok, so how do I make a Thank You page that works?
Now here’s the tricky part. Creating the page is relatively easy—your web developer can put it together for you—but the real secret to making it work for you is much more complex. Some of the things to watch out for are:
Look and feel: Make sure your page provides an experience that is consistent with the branding cross the rest of your site. Don’t just use the default template available; customize it to be specific to your business and your website design.
Show your interest: Be enthusiastic. A half-hearted attempt can leave the most excited prospect feeling less than welcome.
Tell them what happens next: Consumers can’t guess. Ok, sometimes they can but they shouldn’t have to. Spell out clearly what they can expect and when they can expect it.
Make your thank you page work for you and it won’t be a waste of space. Maximizing your online marketing opportunities is what we do at Marketing Torq. Give us a call at 508-755-6797.
