When a visitor fills out your lead form, they are taken to a form submission or Thank You page – but is it only that, a page thanking your prospect for taking the time to fill out your form? Or is it more?
It’s much, much more than that.
What does a Thank You page actually represent?
A thank you page presents a great opportunity to turn one of your leads into a lifelong customer or even a brand advocate. You might think of this page as both the final step in the conversion process and the first step toward customer retention.
But how do you know what the next steps in the user journey should be in order to best retain them and make them your customers? We need to think of the underlying purpose: why would they stay at this page and what benefit do they hope to achieve by doing so?
Let’s consider a few scenarios:
Purpose: From Completion
Naturally, this is one of the most common reasons for having a thank you page in the first place – simply to confirm to the visitor that they have successfully completed and submitted the form. It’s also a chance to let them know what you will and will not do with the information they have submitted, which will definitely build trust.
This kind of thank you page simply reinforces how you plan to deliver value, and perhaps, leave a statement or two about how your brand is unique and distinct from others.
Purpose: Purchase Confirmation
Many businesses don’t focus too much on the content for their post-sale confirmation page – but this is a dire mistake because it’s a brilliant opportunity to reveal related, similar or complementary products.
It’s a good idea to personalise product recommendations with an appropriate offer such as a rewards programme or coupon. If people have the ability to register an account on your site but also check out as a ‘guest’, then the purchase confirmation page is an excellent opportunity to prompt them to create a free account.
Purpose: Downloadable Contents
Even though you may have already sent an e-book, for example, or some other kind of lead generating download content to your prospect via email – you can also include a download link to the item they originally requested right here on your thank you page.
If you think about it, it’s a great way to keep your prospect engaged on your website and even increase the chances of them opening the contents in the link and engaging with them almost immediately.
Purpose: Account Creation
Your thank you page also offers an excellent opportunity to seamlessly draw your lead into your account setup or onboarding process. You’ve likely worked very hard to get them to the thank you page, so here’s your chance to seize the opportunity by moving them a step closer to your customer retention journey.
Purpose: Donation Thank You
This one stands out as there’s no product involved here, so you can’t thank them the same way you thank people who buy a product or service from you.
However, a donor is still looking for the same thing: affirmation, appreciation, reassurance or at least some kind of acknowledgement that their contribution will be put to good use.
For donors or nonprofits, you’d want to leverage your thank you page to show each donor how their contribution is going to make an impact. You can provide them with links to statistics, studies, or the organisations, entities, groups or individuals which the contribution is going to impact directly. There’s lots you can do!
Purpose: Appointment and Reservation
When you thank someone for setting up an appointment or reservation, you already have a ready-made opportunity at your disposal to extend the conversation with them.
So, encourage viewers to engage with your brand or organisation on one of your social media channels or perhaps visit your website to take advantage of an ‘early bird’ offer. Again, there’s lots of things you can experiment with.
If you need design and content ideas for your landing page and thank you page, our team of landing page experts and seasoned content writers would be keen to share their insight with you.