What is a thank you page and Why is it Important
Functionality and Usage of a thank you page
- Post-Submission Display:** These pages typically appear automatically after a form is submitted, using a redirection tool from the website.
- Digital Marketing Tool: In digital marketing, a ‘Thank You Page’ is primarily used to set up web objectives. It’s a critical element in tracking conversions and user engagement.
- Content and Strategy: The content of a ‘Thank You Page’ might be simple, but it’s always a good strategy to thank users for their interaction with the website. It can also confirm their registration and provide information that encourages them to continue browsing the site.
For example, you might include:
- Links to relevant blog posts or content.
- A tripwire offer related to the user’s reason for registering (e.g., to receive a newsletter, more product information, etc.).
Why Have a ‘Thank You Page’
Having a well-designed ‘Thank You Page’ is important for several reasons:
- Shows Gratitude: It expresses gratitude to the user, enhancing their experience and potentially fostering loyalty.
- Guidance for Next Steps: It can provide users with further instructions on what to expect next or actions they might need to take. This clarity can enhance user experience and manage expectations.
- Soft Call to Action: In some cases, a ‘Thank You Page’ can also include a soft call to action for additional purchases. This technique, known as an upsell, can be an effective sales strategy. For instance, after a customer purchases a product, the ‘Thank You Page’ might suggest related products or accessories, encouraging additional sales in a non-intrusive manner.
In summary, a ‘Thank You Page’ is more than a courtesy; it’s a powerful tool in the digital marketing toolkit. It not only shows appreciation to users but also guides them to further engagement and can subtly increase sales through strategic upselling.
The main reason why it’s important to have a well-configured Thank You page is that it strengthens the bond between the company and the user. This can easily influence future sales. A satisfied customer can be profitable for the company as long as the relationship between the user and the company lasts.
Thank You Page vs. Thank You Message: Which Should You Choose?
However, while a thank you message may be easier to implement (one less page to design), it has drawbacks:
- Users remain on a conversion page without navigation or calls to action, virtually guaranteeing that the user will close the browser window as the page no longer offers anything of value.
- The space for a thank you message is limited, often only enough to include a basic “thank you” or “success.” Even if you want to apply more advanced strategies, you’re restricted by space.
Confirmation Email vs. Confirmation Page
KlientBoost effectively differentiates confirmation emails from confirmation pages: “Think of the email as an extension of the thank you page that survives past the redirect URL.”
While it’s a brief experience, a Thank You page catches visitors when they are just a click or two away from another sale; a confirmation page places additional steps between a recent converter and another conversion.
Note: If you’re delivering the item via email (e.g., a PDF download), the user’s interest in the email may exceed their interest in the Thank You page, and you should adjust your Thank You page strategy accordingly. “Best practices” are a foundation for testing, not a checklist for implementation.
Goals of a Thank You Page
Through a Thank You page, we can perform a series of actions that go far beyond merely thanking the user for conversion, elevating it as an element of real importance in our marketing strategy:
- Gratitude: While the functions of this type of page can go far beyond, the original goal of a Thank You page is to thank the potential customer for their time. This shows consideration and can improve brand image and commitment.
- Confirmation: Removing user uncertainty by confirming that the process has been completed correctly. Not receiving a confirmation after making a purchase or creating a profile can lead to a poor user experience.
- Remarketing: When a user makes an online purchase, there’s a prime opportunity to offer products related to those they have already purchased, thus increasing our sales.
- Engagement: Through the Thank You page, we can offer content related to our user to encourage them to browse our website for a longer period.
- Promotion: It’s not a bad idea to include a call to action through social networks like Facebook or Twitter to encourage the user to post about their action on our website or to subscribe.
In summary, a Thank You page is a multifunctional tool in digital marketing. It not only expresses gratitude and confirms actions but also serves as a platform for remarketing, engagement, and promotion, contributing significantly to a comprehensive and effective marketing strategy.
How to Design a Great Thank You Page
When crafting a thank you page, there are several elements to consider:
1. Craft the Message
Confirm the action they’ve taken and let them know there’s a human touch involved. Tell them what they’re getting, the value of their acquisition, and express gratitude for actions like “Downloading,” “Discovering,” “Supercharging their brain,” or whatever call-to-action (CTA) led them to this point. It’s essential to make them feel valued when they hit that submit button.
2. Deliver the Offer:
This could be in the form of eBooks, white papers, case studies, videos, etc. Deliver the promised content or set expectations about when they will receive it. Avoid leaving them guessing. Set clear expectations.
3. **Show the Navigation Menu:
Always allow users to return to your website. Don’t be shy about including your navigation menu on your thank you page.
4. Provide Additional Content:
Link to relevant content on your blog that they might find interesting. Adding links to your best content turns your thank you page into a valuable resource, warming up new users. This helps them in making a purchasing decision later without appearing spammy or overly salesy.
5. Encourage Further Engagement:
If it’s a logical next step, add an additional call-to-action. This should complement what you’ve just provided them.
6. Include Social Media:
Connecting with potential customers on social media is invaluable. Give your new lead the chance to share your offer by making it easy with boldly displayed social icons.
7. Consider a Secondary CTA with a Form:
Remember, the length of your form should reflect the value of the offer. Don’t overdo it.
But don’t stop there…
In summary, your visitor landed on your site, clicked a CTA, filled out a form, and should land on your thank you page. This page is crucial in finalizing the conversion process.
A successful thank you page provides additional educational content and guides leads through their journey. By offering opportunities for self-education and exploration post-conversion (like displaying your site’s navigation menu), you increase the chance of fostering a deeper connection with your audience.
Juan Esteban Yepes