How to Create a Thank You Page that Will Make Money for You6 mins read
In today's world, it's not easy to get the attention of online users. Users come and go, but there are some pages they all pay attention to. What are they, and how can you profit from them?
Let's think about a thank you page. The one that is shown to your visitors right after performing a conversion action, such as subscribing to a newsletter, completing an order, or signing up for a webinar.
Why a thank you page?
Your conversion funnel should not end with "pay" or "order" buttons, just as the user's journey does not end there. The confirmation page is one of the key moments of the purchase. Thanks to it, you can achieve higher conversions, improve website performance and, above all, attract customers to further purchases.
Did you know that the probability of sales to new customers is 5-20%, while for returning users, it is 60-70%? This means that up-sale is on average 5 times cheaper. Marketing consultant Graham Cochrane mentioned that sales of his webinar increased by 89% after adding a link to a thank you page.
How to prepare a confirmation page?
What are the elements every "thank you page" should contain, and what call-to-action is best fit for a thank-you page in your field? In the following paragraphs, we'll look at a few examples of thank-you sites and help you choose the best option for your business.
Must-have of thank you page
Confirmation message and thanks
The primary purpose of the thank you page is to inform a user that their intended action was successful, such as "Thank you for subscribing" or "Your order is being processed."
But this simple message can be creative. You can use the client's name similarly to Charity : Water, or you can thank on behalf of someone from your company.
Remember, this "thank you message" is the first thing a user should see/read.
Summary of purchase information
Let the customer know what they ordered, the expected delivery time, the e-mail to you are sending the confirmation... Summarize all the essential information to ensure users that they performed their intended action. You can also use a video, photo, or infographics.
A good example is Web Profits. The customer knows what the next steps are and that they can trust the process.
The menu should always be visible on the web, so the buyer can return to any page and perform another action. The same applies to contact information. In case of any problems and questions, your number is always at hand.
Call to action
People tend to behave in some behavioral traits that correspond with their previous events. If consumers follow your call-to-action once, such as subscribing to a newsletter, they will most likely comply with another. But when a CTA is missing, the customer has nothing to respond to and leaves...
Adding a call-to-action button is often not enough; people need specific information to know what to do and, most importantly, how to do it. You don't have to write novels; short instructions are enough.
Less is sometimes more – if you don't have to, don't offer more than three options. A large selection often causes decision paralysis, and you risk that the customer will feel overwhelmed and will not choose anything at all. Also, keep in mind that each page should have only one goal.
Similar rules apply to landing pages. Check our article 10 Tips on How to Build the Best Landing Page.
CTAs on thank you pages
I have prepared 9 variants of calls to action (CTA), which are a great fit for thank you pages and motivate customers to take further steps. Of course, what works for one, may not work for others. Try to put yourself into your user's shoes; what could inspire, attract or please them on the confirmation page?
1. Purchase another product
Offer the customer other products that are related to the goods they just purchased. For instance, wouldn't a case or headphones be an excellent add-on to a new mobile phone?
2. Subscribe to a newsletter
Encourage your customers to subscribe to your newsletter. If you find that a large percentage of your e-mails end up in spam (for example, thanks to the Glockapps application), inform your readers straight away. This way, your customers will see your newsletters more often, and the chances of other purchases will be higher.
3. Discount on next purchase
Giving away discount coupons should be in line with your business strategy. If you offer them too often, buyers automatically expect them, and if too little, there is a risk you lose your customers. Vouchers that are time-limited and relevant to a previous purchase work best.
If you are looking for a way to get specific information, whether about customers or your products, adding a questionnaire to a thank you page is a great choice. Just make sure that this data isn't the only source of your research because your potential customers are excluded.
5. Account registration
If you want your customers to register, offer them to do so on the confirmation page after the purchase. It's quite effective because you already have all the required information except for the password.
Tip: Did you know that you can lose up to 18% of users because of very demanding password requirements?
6. References and recommendations
According to research by Ogilva, 74% of consumers consider personal recommendations (word-of-mouth) to be a critical factor in purchasing decisions. That's why references are an essential part of your website.
To make it easier for your customers to work with friends' referrals, offer a prescribed e-mail that users can forward to their friends.
7. Sharing on social networks
For many users, sharing on social networks is easier than recommending a website to their friends. List share buttons for social networks which your target audience frequently uses or spends the most time there.
You can also offer a reward, just as Dropbox does.
8. Links to existing content
Do you have articles or videos that are related to the product the customer purchased? Add them to the thank you page. Once buyers complete their orders, they can find out additional information on, for example, how the product is used and what to avoid. This way, you can increase enthusiasm and satisfaction.
The same goes for webinars and e-books. You can be inspired, for example, by Groove, which added the most read articles to its confirmation page. Readers will have the most popular content at their fingertips, and your site will improve its position in search results (SERP).
Nielsen Norman Group added answers to frequently asked questions to its newsletter confirmation page.
Customers regretting their purchase
More than half of people face buyer's remorse. With the thank you page, you can confirm your buyers in their decision. A great solution is to include media mentions, reviews, or an approximate number of satisfied consumers.
What else could help your clients confirm their decision?
The thank you page is the last impression that customers get from your company. It is great for building long-term relationships, sales support, and loyalty. If you do it right, you can pleasantly surprise your customers as you offer something they did not expect at all.
Five tips in conclusion:
- Don't try to put all the recommendations together; you would overwhelm your clients. Start with one tip.
- Consumers don't have time; the ideal range of your message is around 4-5 lines.
- Promise only what you can accomplish. Late delivery would spoil the customer's expectations and overall impression.
- Do it your way. If you feel better about, for example, readers downloading their e-book directly from the site and not via confirmation e-mail, then go for it.
- Don't be afraid to experiment; use A/B testing to find out what works better.
So what are you waiting for? Don't let money slip through your fingers anymore. Create a thank you page as soon as possible; I will be happy to help you find the best solution in our free consultation.
Managing Partner & UX Advisor
Author of the 20-day challenge #AwesomeWeb. Expert through digital user-experience. Spreading Web Literacy is Kristyna's daily bread. Web or application cannot be only nice but must earn. If you want more revenue from your site or app, write to firstname.lastname@example.org.