How to Create a Thank You Page that Engages and Converts
|This is a two-part series on Thank You page conversion rate optimization. Part 1: How to Create a Thank You Page that Engages and Converts Part 2: How to Create a Thank You Page Call To Action|
The Thank You page is the page that a lead (aka, a potential customer) will land on after filling out a web form, making a purchase, or completing another online task that you, the business, deem worthy of recognition.
By taking the action that led to the Thank You page, your customer, or potential customer, has proverbially tapped you on the shoulder to let you know they are interested in your product or service. They acknowledge you, and they like you! Now what? How do you nurture your relationship with them so they will remember you and feel inspired to take the next step? How can you use the Thank You page to funnel your qualified leads to the pages you want them to visit next?
Whatever you do, it’s critical that you make sure that you leave them feeling satisfied and engaged, not confused.
To help you get started creating Thank You pages that convert leads into sales and strangers into brand loyalists, this blog post offers suggestions for approaching Thank You page creation in three stages: creating a foundation and getting ready to launch; on-page content creation; and using analytics to track success after your page or pages go live. On Thursday, I’ll be back with part two of this series to go into more detail about how to choose a Thank You page call to action that is focused, engaging, and in alignment with your brand goals.
What to Do Before Your Thank You Page Goes Live: Setting Goals
There’s really no way to optimize your page, know if your page is performing well, or determine what call to action is the best choice for your page if you haven’t decided what you want to get out of your page.
For this reason, before you can begin crafting an optimal Thank You page experience it’s critical to establish some goals. Of course you want to thank the person who took the action, then, in a perfect world, what do you want them to do after that? Stay on your website and click through to read more content? Look at more of your products? Follow you on Twitter, Facebook, or another social networking site? Subscribe to your blog? Learn more about your company?
Fill in the blanks to help clarify what is it you want to accomplish and why: “After they [A], I want my lead to [B] from the Thank You page so that [C].”
Replace [A] with whatever specific action they took to get to the Thank You page, like “fill out the form” or “buy a paddleboard.” Replace [B] with whatever action you want them to do as a follow-up to their initial action. This could be “Like my brand’s Facebook page” or “look at more products on my website.” Replace [C] with the reason why you want them to take the follow-up action.
For instance, “After they fill out the request a quote form, I want my lead to Like my brand page on Facebook from the Thank You page so that I can stay connected with them throughout the buying cycle.”
With your goals established you are ready to start thinking about page content and calls to action.
5 Thank You Page Content Strategy Tips
1) First, actually say “thank you.” This may seem obvious, but it’s too important not to mention here. Make sure your thank you note is written in a brand voice that is consistent with the voice and language that you use across all your web pages.
2) Tell them what to expect. Will you call them within 48 hours? Are you sending them a PDF? Are you going to email them? Never promise them anything you can’t deliver on, but be specific if you can. The last thing you want is for them to feel disappointed or confused about what they should expect to happen next.
3) Keep your text and call to action above the fold. “Above the fold” means they don’t have to scroll to see the text or call to action; it’s conveniently in front of them ready to be acted on. Remember, once they land on the Thank You page you have seconds to catch their attention before they close the window or click to another website so it’s critical to pique their interest right away and make it as easy as possible for them to take action.
4) To help them learn more about you at a glance you might choose to include an image that shows some of your personality, or visually engages your lead. Are you a family business? If so, maybe you can include a picture of you and your family holding a sign that says “Thanks” in one of your brick-and-mortar locations.
5) Based on the goals you established in your pre-page strategy session, extend a call to action (CTA) that encourages your lead to take the action that you want them to take.
After Your Thank You Pages Are Live: Analytics and Performance Measuring
After your Thank You pages are live it is essential to keep an eye on how your calls to action are performing using Google Analytics (or another analytics tool) for internal links, and a tool like Bit.ly for external links that direct traffic to websites that you don’t own, such as Facebook. You may also consider doing heat-map testing to see how your customers are interacting with your pages, and, accordingly, what is working and what is not.
Regularly (monthly or bi-monthly), ask yourself, “Are people doing what we want them to do?” If not, can you identify where the break-down is and brainstorm potential solutions? Make sure to learn from what is working and what is not.
See you back here on Thursday when we pick up this topic again with four different goal-focused approaches you might take to create calls to action that engage, inspire, and convert.
In the meantime, have you seen any Thank You page experiences that you love? What did they do right that made them stuck in your mind?
For more examples, check out these resources: