Here’s how a humble thank you page can help enhance your business’ reputation, improve customer loyalty and even boost sales.
When you've cleared the most difficult hurdle – attracting visitors to your website – only to let them leave without being properly engaged, it’s a golden opportunity wasted.
An often-neglected, yet clever, tactic is to grab their attention on the way out, via what is commonly referred to as the “Thank You” page.
“The Thank You page is the page that a lead (aka 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,” explains senior content writer Chelsea Adams in an article on the Bruce Clay website.
According to Adams, the point where a potential customer reaches this page should be seen as a crucial part of the sales process. “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.”
Jennifer Bourn, creative director of web design company Bourn Creative says the Thank You page can be a really effective place to implement actions such as: upselling similar or complimentary items; asking for more personal information; inviting visitors to connect with your social networks; and offering additional ways to connect with you.
“If the only thing you do for a visitor after they submit a form is provide what they asked for, you’re missing the opportunity to engage more deeply with that visitor and move them closer to becoming a customer,” writes engagement and optimisation expert John Paul Mains on the Marketing Land website.
“Take advantage of this moment to give them more than they expected and create fans, not just prospects.” For example, give the visitor contact information so they may take the next step and be proactive if they want to, he says.
Mains says this is also a great place to show off a customer testimonial or two, “as well as any awards you’ve won [which] helps establish a greater amount of trust with the converting visitor”.
He also advocates providing access to “bonus, unexpected, awesome material”.
“Whatever the content is, when you can, provide content that they weren’t expecting, yet is something they are really excited to find.”