How to optimize your thank-you pages
Hi there, Joanna here from Copyhackers. I have a question for you. When does your customer feel their best about you? What is the most likely time at which your customer feels great about you? The answer is right after they buy something from you. Immediately after purchase, they are more often than not most thrilled with you as a brand, as a company.
The second question is, Does your current thank you page reflect that sort of enthusiasm they have? Does it nurture it? Does it make them more excited or does it take advantage of it?
Today, we are going to work on thank you pages or post-conversion marketing, the first point of post-purchase marketing. Your thank you page is the ideal time to do at least three things.
The first is enhance your new customers good feelings for you with something delightful, ask your new customer to tell people about your new relationship, and the third is to bond with them in sort of brand in trenching way.
Thank you pages don’t just exist for customers; of course they exist for people who have just signed up for your newsletter, signed up to try your software and so on and so forth. Thus they can be a really great time to move people closer to making a purchase.
Now, let’s talk about the types of thank you pages that you may have or the experiences that require thank you pages, and what you can do to create really awesome thank you pages.
Here are the most common types of conversion experiences that your customers or subscribers may be having, and of course the corresponding thank you pages that you probably want to create. Don’t worry. You don’t have to do these all today.
Your thank you pages can and should be used with transactional emails, follow-up emails and your autoresponders or drip campaigns. They are one part of a larger sequence of events.
What goes into a really great Thank you page? I find it helpful, this may just be me, if it doesn’t work for you, just forget it. I’ve find it helpful to think of your thank you page as like at the moment, after the person you have been questioning on or whatever agrees to go out with you. You’ve got them to opt in to giving you a chance. This is really no time to stare blankly at them and wait for them to do something. Even if you are insanely charming, it would be very difficult for that person to feel really great about this experience. It’s far better for you to keep the conversation going and reinforce for them how right they were to consider choosing you.
This might sound silly, but a great way to think of your thank you page of course and keeping with your brand tone and personality is to be what your prospect wants you to be. That could be to be cool, be fun, usually it’s simply to be engaging. You don’t want to be pushy, you don’t want to overbearing, you don’t want to come at them with another like some aggressive sales pitch or something, you don’t want to make them question their decision, we want to reinforce and validate their decision.
Even the very best marketers overlook their thank you pages. By optimizing yours, you are really getting a leg up and it’s a really good idea to make this a priority today. We can look at an example, like Marketing Experiments. They are amazing. They are filled with marketing geniuses. …The Thank you page on the journal subscription is completely empty.
Rise to the Top is another. They are in information marketing. Their page is essentially bare. Greenpeace is an example, put a lot of effort into creating videos, to get me to donate and sign a petition. On the thank you page after I donated, they failed to ask me … to ask others to do the same. If your audience is likely to be passion about you, you should ride the waves of that passion and get them to tweet out their support or post to Facebook. A thank you page is a key part of the conversion and customer relationship building experience. It is not a time to pull back and stare blankly at the person who has just agreed to hang with you.
Let’s get into the tactics. Here are some things you can do on your thank you pages. You don’t have to do all of them.
For starters, you need unique thank you pages for different experiences for people. What goes on those thank you pages? Here are the essentials. Yes, you normally want to put the phrase “Thank you” on your page. You also want to explain what might come next, if anything comes next? Someone just signed up for your newsletter, tell them what they should do to finish signing up, if anything. If they have to opt in again, tell them that an email is coming their way, and how soon they can expect to get another communication from you such as the first newsletter that they’ll get from you. If it’s next Tuesday, tell them that or if it is part of the course or a drip campaign that you are sending out to them, tell them when they can expect to hear from you next.
If they bought something from you, tell them when they should expect to get it, how to track their package, if it’s tracking a package or if they should go check their email for a download link and it should be there within the next 10 minutes. What to do if it’s not there, if they reached out to contact you, tell them when they can expect to hear from you and what they can do if they need to talk to you sooner such as, here is a an email address to get in touch with us, if you need to talk immediately, if this is after-hours, emergency, here is the phone number you can call that kind of thing.
Also, never underestimate the importance of reinforcing what makes you different, better or higher value. That is a very good thing to have on your Essentials page. This could be as simple as reiterating your key value proposition.
Beyond that you can do some pretty interesting things and you should try to experiment with these and explore different … You can invite them to do one thing socially now, great. You can also invite them to opt into an email list. If they have just purchased from you, they might be in a good place to start hearing more from you as well.
Some of the content you might want to use is relevant offers, like with Amazon. Include offers for your own products and perhaps even a discount. If they have ordered a downloadable product, can you put that product on the Thank you page itself, instead of having them wait for an email to download it?
Of course, you can also put it in the email so they have that record there. You can let them know you got it here, don’t worry it’s in your email as well, so be sure to save that email. Another piece of content you might want to use is a free e-book to download. We use this a lot. It’s very good for engaging people and making them feel really good about their experience with us or so they tell me in emails.
If you are really like hardcore or you really love videos or you have the resources, video content can be cool. Wistia includes a cheesy but fun video on their Thank you page, which has a really great reinforcement of their light and friendly and video-focused brand. For some amazing marketing awesomeness, some extra things you can do. You may want to allow them the ability to personalize how they are going to hear from you. That can be great for people especially if they have just signed up to be on one of your newsletter list or something like that, you may want them to be able to choose how they are going to hear from you.
You can also put a quick poll or a survey on there as well. It’s really great time if you are keen on learning about people who are buying from you or signing up for information from you, the thank you page is an ideal moment at which to ask maybe just one question.
You don’t always have to go overboard. You don’t have to put a ton of content on your thank you page at all. Again, it’s usually good to have one primary goal. Remember that this is a really good time to reinforce your brand, like we see DataHero do.
Also, don’t feel pressure that you create new content for your thank you page or for each of your thank you pages. I mentioned Wistia’s video and of course I have my free e-book. You don’t have to offer free content. If you decide you want to give your new subscribers or customers something to read or watch, just go through the contents you already have and try to turn existing blog posts into let’s say, a blog to book sort of PDF and give that away. If you have business templates that you know your small business customers would love to get for free, you can always put that on the Thank you page like, “Well, here is zip file of … ” and then whatever it is that you’ve included as templates.
Gather content you already have and repurpose it as kind of like a bonus gift. This isn’t supposed to be a make-work project for you; this is just a way to optimize your post-purchase marketing.