Think of your sales page as a door. Lovingly designed to make it inviting and easy for people to open and step through. If the page is done right, people will do that. But have you given much thought to what they’ll find on the other side?
So many people pour truck-loads of effort into their sales, landing or web pages. They ponder ever word, quibble over font choice and deliberate over dozens of possible images to use. And for all their careful diligence…
Not a thought is given to what happens next.
Oh, of course everyone (well, almost everyone) is concerned about the “customer experience” and delivering what’s promised. But what about the moment straight after your customer’s bought the product, signed up to your list or applied for the 14 day demo?
That’s where the Thank You page swoops in – like the Eagles from Lord of the Rings – to save your proverbial behind quicker than you can say “Do they, Gandalf?”.
So exactly how does the Thank You page rescue my rear? Well, it does two things…
- Allays their Uncertainties
Any time you ask a customer to do something on a page (i.e. complete your page goal), you’re asking them to do something they’re not entirely certain of. Sure, they expect to get your free guide or demo or whatever it is they acted on for, but they may not know:
- How they’ll get it
- Extra steps they might need to take
- Important info that wasn’t on the page
When you calm their fears or uncertainties, you’re actually helping the second reason too.
- Builds Relationships
In almost every case, we want to build on this fledging, unsteady relationship we’ve just sparked into existence. If nothing else, we want to give the visitor a warm glow whenever they think of you.
And when your visitor clicks the button to step through that door, a transaction is made. As part of that, they’ll be whisked away to another page.
But a lot of pages, having seduced their visitor with sweet talk and shy, “come hither” glances, unceremoniously dump them to the metaphorical kerb once the action’s over. The visitor’s left confused, unsure what happened and told little more than “Hey, thanks”.
No sir, we want this to be the start of something special.
And when you consider your Thank You page, that’s where you start:
“What’s the next step in this relationship for my prospect/customer/visitor and me?”
Note: when talking about Thank You pages, we’re not really talking about post-order pages (even though some of these principles could well apply to them). We’re talking more about landing pages for other purposes, like getting people to watch a video, sign up to your list or request a demo.
Beyond bubbles and kindness
But let’s not get carried too away with the “happy la-la” here.
There’s commercial logic behind this. We want to think “lifetime customer value”, not the numbers game of one-off transactions. Not to mention that Reason 2 (i.e. building a relationship) is very much a two-way street. You scratch their back, they scratch yours.
And there’s a lot of ways we can start them down the road to lifetime customer.
On a Thank You page, you have a unique opportunity. They’ve trusted you enough to step through the door, and there’s a brief window* that you can ask them to help you out even more (or vice versa).
This isn’t a comprehensive list of things you could do on a Thank You page, but it’s a handy starting point:
- Thank the customer (you know, the point of this page)
- Tell them what to expect or do next
- Ask them to share
- Ask them a question (or two)
- Invite them onto your list
- Combine some of the above
Let’s look at these one at a time.
Note: there is no perfect Thank You page template or one “design to rule them all”. It depends on what the conversion activity was, how they see your brand, what YOU want them to do next and a host of other factors.
Thank the customer
They’ve done what you wanted, so a polite, relationship-building gesture to show your appreciation is required. Just don’t thank them like this…
Tell them what to expect or do next
Unless you’ve made it crystal clear what happens when a prospect does what you want them to, there’s always some uncertainty stepping through the door.
This is your chance to clear things up.
If they’ve signed up for an e-book download, give them the link or instructions on how to get it. If it’s a call or appointment, re-confirm those details. And if they’ve signed up to a list or email resource, tell them a welcome or confirmation email will be arriving in their inbox shortly.
For your more complex offerings or products, you might even want to do it FAQ style. But don’t limit yourself to just plain ole’ text. Use images, GIFs, video – any media that’s useful and relevant – to help get the message across and end that uncertainty for the visitor.
King Kong’s Thank You page confirms the free webinar details & gives you an easy way to add it to your calendar, meaning you’re more likely to remember.
The Tiny Little Businesses Thank You page is a simpler example. They just:
- Tell you what to do next
- Give you instructions on how to whitelist their emails (which makes sense for a business that does mucho email marketing)
Ask them to share
Most people take up your offering because of what’s in it for them. But when they do that (and your offering’s a good one), they may feel a little altruistic in those immediate minutes after getting their freebie.
That being the case, why not add some social sharing buttons so they can promote or share your offering? You could even incentivise this, though don’t go overboard with rewarding them (unless you want to draw freebie seekers who are just there for the incentive). For example: if they’re on a waitlist, you could move their position up the list if they shared your whatever-it-is on social media.
A short, simple message with social share buttons to spread the word.
Ask them a question (or two)
On that same basis of altruism, gathering some quick intel on your prospects and potential customers is another option for your Thank You page.
Include a short survey or ask them a quick, key question. But don’t overdo – that warm, post-transactional glow that imbues your prospects doesn’t last that long.
Your customer just signed up to download your lead magnet. Why not blow their minds (metaphorically) and offer them ANOTHER free resource?
There is a definite method to this madness:
- It further increases the perception of your business as one who gives plenty of value (so long as your offerings actually are valuable)
- Based on them accepting or declining that secondary offer, it helps you better segment your list and learn what your customers want or don’t want
Web Profits don’t mess around. Sign up for one free resource and get another one straight after.
Invite them onto your list
There are a squillion landing pages out there whose sole purpose is list-building. So this doesn’t apply to any of those.
But for the squillion other landing pages that aren’t focused on scooping up emails, it doesn’t mean you can – or should – let the opportunity pass. Why not simply ask them if they want to join your list? (Just give them a good reason for doing so)
Combine some of the above
If you’re feeling ambitious, you could combine a couple of these for maximum effect (note: thanking them is the bare minimum – build off that foundation).
Don’t go overboard though. Choose one that’s your primary page goal (i.e. the one you’d like visitors to act on the most) and position accordingly. Secondary elements can go underneath.
Here’s a “bazooka to a water pistol fight” example of a Thank You page. After you sign up for their free demo, AxiTrader go all out to make your introduction to their trading platform a matchless experience.
When it comes to thank you pages, this may be well-intentioned overkill. I didn’t include the entire page (it just kept going and going…), but here’s the full list of what they do:
- Thank the visitor
- Tell people who’ve signed up what’s going to happen next
- Have a video to show trial users how to install their software
- Offer download links for that software
- Provide a warning to make sure the email sent to the trial user doesn’t get lost
- Offer links to some free resources that could help someone
- And manage to squeeze an FAQ in at the bottom
You obviously don’t have to include all of that. Most landing pages don’t. And with each addition, there’ll be diminishing returns. But as you can see, you’ve got plenty of options with which to deepen that relationship with your visitors and customers post-landing page.
Build the page & the smiles will follow
These 7 ideas will set you on the path to a Thank You page that eases uncertainty and builds relationships. But whichever way you choose (even something different to what we’ve covered), don’t dismiss your Thank You page as a tiresome but necessary “add-on”.
Do your homework and build a page that’ll have your customers smiling well after they’ve stepped through the door.
Though if they’re smiling like this, it might get a little awkward
* Sorry for mixing entrance-related metaphors