Thank you page: what it is and how to make it a gold mine

The thank you page (also called TYP) is a strategic web page to lead buyer personas to the end of the marketing funnel, i.e. the conversion process.

Did you know this? So let’s see why the thank you page is so important and how to create an effective one.

thank you page after form submission

What is a Thank You Page (TYP)?

It should be pointed out right away that the thank you page is the last step in a conversion process hence its strategic importance as a web page to which a user is redirected after having performed an action desired by us.

The action may consist of filling in a form or making a purchase. The content of the TYP will depend by:

  • the type of action performed by the user;
  • what we want the next step to be taken.

conversion process step

The thank-you page is thus a landing page created for:

  • Thank the user;
  • give him what he was promised when he performed the deed;
  • involve him more in our content.

Landing pages where buyer personas are making a purchase or filling out a form must be distraction-free. Instead, the TYP must make the user interact, so it must have a menu, icons for social sharing, and more, as we shall see.

Those who arrive on your thank you page are people who have “let their guard down”, and are less wary of what you propose. Why? Because he has already decided to leave you his details or has even made a purchase, so he trusts you. What better time than to make him a new proposal? It is a matter of striking while the iron is hot!

What can you achieve with a thank you page?

Thanks to a thank you page you can:

  • Build brand awareness;
  • Increase sales;
  • Conduct market research;
  • Collect consumer feedback.

make brand awareness

Fundamental elements in a TYP

Creating an effective thank-you page is not trivial and must be designed according to your objectives (build brand awareness, increase sales…); it must be specific in content. Several thank you pages must be designed to be used for different campaigns and products.

Also, keep in mind that the user who arrived on your thank you page has become a lead or a prospect, or even a customer.

But let’s see, first of all, the elements can never be missing in a TYP regardless of your goals.

Thanking those who give you confidence

Speaking of a real thank-you page, you obviously have to thank the user for the action performed. You have to make him realize how much you appreciated what he just did.

It is also important to human the message, i.e. make the user think that there is a person on the other side thanking him/her.

TYP for those who trust you

When thinking, therefore, use a warm tone of voice and avoid neutral phrases. For example: “Thank you, Marc, we have received your order! Just a few minutes and you will receive our summary email” instead of “Thank you for your purchase. Stay tuned for …”.

The thank-you message should also always confirm that the action performed was successful.

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Giving access to the promised content

When you ask a user to perform an action in order to get something in return, you create an expectation in the user.

For example: “If you fill in this form, you will be able to download our mini-guide on e-mail marketing”; or: “If you buy this food processor, you will have access to the video tutorial to make lots of simple and excellent recipes with it”.

This expectation should be fulfilled on the thank you page by including the link to download the mini-guide or the link to access the video tutorial. Do not create generic but always specific expectations in terms of both content and timing.

thank you page for assignment

A clear call to action and the next step

On your thank you page it is important to include a clear call to action. This serves to make your user take a further step in the conversion process. The CTA must complement the path already taken, the benefit already obtained, and not something completely detached from it.

Possible CTAs are:

  • subscribe to our newsletter;
  • download this report;
  • read these articles;
  • share this event on social media;
  • register for the webinar;
  • purchase a product with this offer;
  • buy a related product;
  • create an account;
  • answer a survey.

Also, in order for your lead/prospect/client not to regret the action taken (having given you his data or made a purchase), it is very important to make it clear to him what he should do next. Then hypothesize what questions the user may ask and answer them. The thank-you page can become a post-purchase and/or registration FAQ page.

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Strategic elements in a thank you page

There are elements that can really turn your thank-you page into a gold mine and it is up to you to choose which ones to use each time, according to your goals. Let’s see them.

Make the user navigate through your website

Your thank you page cannot lack the possibility of having the user navigate around your website. The fact that the newly “conquered” lead naturally continues to explore your content makes him more and more familiar with your brand.

Furthermore, the more people read your content, the more link-building opportunities are created and thus the greater the chance for your content to climb the SERPs.

browse your user website

So put your navigation menu on the thank you page. You have already aroused the user’s interest, so they will probably want to know more about your business, products, and/or services. Don’t let this huge brand awareness opportunity pass you by.

Giving valuable content

On your thank you page you can include, for example, links to the most polar posts, infographics, guides, and tutorials on your website.

The content must be relevant to the form you have just filled out or the purchase you have just made. It must be of interest and value to the user.

And this in turn will help them make a purchasing decision later on. Content will keep the lead or customer engaged with your brand.

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Demonstrating authority

It is important to demonstrate that one’s brand is authoritative, trustworthy, and a point of reference. In doing so, it is crucial to remember that your authority is not demonstrated by what you say about yourself.

It is what other authoritative people say about you that makes you authoritative. Therefore, include media mentions, reviews and testimonials on your thank you page as well as on the home page of your website.

For example, you can also include 4-5 lines or videos of testimonials from satisfied customers explaining in concrete terms how your service was actually useful for them.

thank you page design

Ask for contact details or to create an account

If people arriving on your thank you page have not yet left you their contact details, this is an important opportunity to ask them for them. Explain, for example, what the benefits will be if they leave their e-mail.

Even more useful is to get users to create an account. Creating an account during the final stage of a purchasing procedure creates resistance. Therefore moving the CTA, “create an account”, from the checkout fields to a thank you page, can be a good alternative.

In this way, you will not disturb the conclusion of the purchase and you can already pre-fill the information acquired during the checkout itself. Furthermore creating an account fuels the idea that the purchase is not a one-off event.

Doing a survey/market research

On the thank you page you can ask your lead or prospect or client, what their goals are, and what they are trying to achieve. Then you could build a content marketing strategy around his goals. E.g. if he wants to understand more about how the world of influencers works, offer him some content to deepen his understanding of the topic.

If the demand for more information on influencers is common among a certain number of users, and thus a consistent market need emerges, you might think about creating an ad-hoc product.

TYP to conduct a survey

When taking surveys, do not be long. Ask 5 to a maximum of 10 questions so that the survey is not left unfinished. A short survey shows the user that you value their time. Also, make it clear how many seconds/minutes it will take to complete it. You can use free tools such as Google Forms to take surveys.

When preparing the survey think about what you would like to know about your users. The more you know about your individual prospects/leads/customers the better. Simply ask visitors to your thank-you page to answer a few questions by leaving a comment.

In no time you will have a flood of valuable data that you could never get from analytics alone.

Getting feedback and reviews

Are you in the habit of delaying asking your users for feedback? You can convert your thank you page into an automatic feedback tool. Asking for feedback provides a more complete picture of what, why, and how your customers interact with your site, products, and services.

Getting answers directly from your customers is your secret weapon for identifying problems and opportunities in your business. Using the comments section of the thank-you page (or adding a form) allows visitors to conveniently send their feedback.

Confirmation page or Thank you page

Asking the user for a review rather than feedback on the ease or otherwise of making a purchase, or a suggestion to improve the quality of the service received or if they think new features need to be added, makes the user feel at the center. This puts the visitor in the right mood for the conversion and/or retention process.

Finally, if a user has just upgraded one of your products, it means that they are happy with your product, so it is the right time to ask them for a review.

Stimulating sharing on social media

A fresh upgrade is also an opportune time to ask the customer to follow you on social media and thus create more engagement with him. You can explain to him exactly what he can expect by interacting with our brand on Instagram, rather than on Twitter and in the Blog (e.g. preview promotions; “behind the scenes”).

Then ask the user to participate in your community by telling them what benefits they will get, but in general, customer engagement must always be taken care of.

You can include a link to Facebook or a comment box on the thank you page. Then ask questions to stimulate discussion. Offer a “friends” or “colleagues” discount to encourage sharing and increase referrals.

Thank you page for sharing

Insert an offer/coupon and related products

The offer must integrate the needs of these new leads or potential customers. So forget about including unrelated content, which has nothing to do with the completed form or the purchase made.

Let your user have the content of the offer right away or tell them clearly when they will receive it (don’t let them guess). Provide clear instructions on how to access the offer.

Favor time-limited offers. The fact that a product has a limited quantity available and has a time limit for purchase works in pushing a purchase. For example, insert a countdown letting the user know that before it expires, they will be able to obtain an additional offer or a small gift.

Add social sharing buttons, or create a pre-set email, to encourage the user to spread the word about the offer to friends and family. The offer can be an e-book, reports/research papers, a trial of a premium function, case studies, videos, … or a discount.

thank you landing page

You can give a code for a coupon simply because people have arrived at the thank you page. If they got there, they still showed an interest in the product/service you propose. A discount can give the final push to people who are still undecided. Moreover, the coupon is traceable so its effectiveness can be verified.

Or you can use coupons to reward the action you want your user to take next. For example, reward users you ask to subscribe to your newsletter with a discount on their first/next purchase.

Finally, you can make an offer on a low-cost item that covers, if accepted, the advertising costs incurred in reaching that user (e.g. the cost of clicking on the banner). Each of these actions will advance our personas in the marketing funnel, making our desired conversion action more and more likely.

The thank you page is also perfect for up-selling and cross-selling. Indeed, the user on your thank you page, after a purchase he has just made, is easily predisposed to make a further one. He has just trusted you. The mood is right, his data is already entered and a second purchase becomes even easier.

“Erasing” post-purchase regret

Our psychological automatism is “post-purchase rationalization”. So immediately after incurring a cost, customers are looking for justifications to support the action taken. If they find valid (or at least perceived as such) justifications, they experience positive feelings.

The thank you page can consolidate those feelings. Then remind them of the benefits of the purchase, and what positive impact the purchased product will have in their lives. And also do this by showing them reviews or testimonials from other satisfied customers.

Measuring conversions

As mentioned earlier, thank-you pages are the final step in the conversion process. So you can easily find out how many conversions you have generated simply by measuring the number of users who landed on that page. It will be just as easy to see how many people have used your coupons.

measure the conversions of TYP

Examples of thank you pages

As with any web page, there are two factors for creating an effective thank you page: the text of the thank you page and the graphics. Images should not be neglected, which must be clear, immediate, and in line with the call to action. Colors and fonts can also be used to create a positive, optimistic feeling in the user so as to make them enthusiastic about the action just taken.

Let us look at some examples.

Thank you page example: shutterfly image

TYP example: brafton image

etsy sample thank you page

sample companies Thank you page

How to create a thank you page

The tools for creating a thank you page are manifold. You can even use different technologies/tools/hosts from the rest of your website. You can:

  • Have a graphic designer create a Photoshop PSD file and then have it converted to HTML by PSD to HTML services, i.e. services that receive a graphic file and translate it into an interactive web page (e.g. XCHOP; MARKUPBOX);
  • Create a normal page with the CMS used for your website;
  • Purchase landing page templates and upload them to your site (e.g. from THEMEFOREST or STUDIOPRESS);
  • Use Word Press plug-ins such as: OPTIMIZEPRESS; INBOUND NOW; GetResponse.

Conclusions

If you optimize the possibilities offered by a thank you page, this page will become a powerful engine to support your business. But if you use it badly, you risk having a difficult relationship with new users.

You can advance your leads in the buying process by doing lead nurturing. Always keep in mind that when someone complies with a small request of yours such as opting for a newsletter, they are more likely to comply with a similar or larger request later (such as making a purchase).

This is known as engagement and consistency and is one of the most powerful triggers, persuasion factors in marketing. So nurture your leads.

If you want to understand how to realize thank you pages that work, contact an expert. Together you will define how to achieve this

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