The Winning Recipe for the Perfect “Thank You” Page

June 11, 2018 | Natasha Ness | No Comments |

It’s time to shake up how we think about saying “thank you,” and not in merely the message, but as a marketing tactic.

The majority of marketers use a “thank page” as a single call to action (CTA) to download something or just say thank you to a subscriber, but at the end of the day, the thank you page is still a step in the overall journey of your user’s, so you might as well make that step worth it to both you and them.

Here are a few tip & tricks we use with our clients to turn that simple “thank you” into another point of conversion:

Define the Next Step

Decide how you want your prospect to proceed after completing a form on the landing page and make that next step highly visible to them. Consider the following to help guide that next step:

  • Will they download something? If so what is it? Are there other pieces that this type of prospect might enjoy as well?
  • Was it a webinar or event? Will they register for something else? Or maybe explore a takeaway or demo?
  • Did they just buy something? What else can they buy that’s closely aligned to their first purchase?
  • Do they need support documentation? Or maybe a receipt of the transaction?
  • Or something else entirely?

Ultimately, you want to ensure there is a next opportunity to move the buyer along their journey. For B2B top to the middle of funnel-style landing pages, aside from the basic “download today” or “buy now” buttons and nothing else to entice that interested prospect, here are a few quick items you can explore adding to your confirmation or thank you pages:

  • Educational or How-To Content
  • Product Help Manuals
  • Troubleshooting Guides
  • Setup or Onboarding Documentation
  • Link to Application or New Experience
  • Customer Testimonial or Success Story
  • Additional Products or Services
  • Other Popular/Related Content or Products

Visualize the Next Step

Whatever that next step in their journey is, make sure it’s visualized with a bold CTA (call-to-action), descriptive text, and any additional confirmation details like locations, times, and contacts so they follow those directions correctly.

If a CTA is indeed needed to confirm the next step in the desired “success” sequence, make sure it has great contrast on the page, falls above the fold on the desktop, and above the scroll/slide on mobile.


Consider Capturing More Insights

There is no guarantee someone will fill out another form after completing the first one, but adding additional questions or areas to acquire more insights around your conversions is another potential option:

Ask 1-2 more NPS related questions such as:

  • How are you liking your product(s)/services(s) so far? 1-10
  • Why did you give it that rating?

Ask 3-4 more personal questions to better understand your buyers:

  • How did you hear about our product/service?
  • How long have you been looking for “xyz” solution?
  • What do you hope will occur based on the frequent use of this product?

Explore a Demo Request or Drift-based Chat Modal

  • Depending on the page they came from, it may make sense to have a demo request form or, even better, an interactive chat feature that allows the prospect to sync 1:1 with your company.

Preference Setting

  • You can also use this page to help your prospects/buyers determine where they might have them fall into your nurture strategy. Link directly to a content preference center you already have in place, or embed those preference and content options right on the thank you page and use those self-selections and click-throughs as self-selected segments you can then automated in your marketing automation solution to drive dynamic nurture content based on that buyer’s interest.

Capture Testimonials

Aside from sharing testimonials, see if your buyer/prospect would be interested in opting in to sharing their story, or being interviewed for market research.

This transforms a transactional prospect/buyer to a roaring fan, and eventually an advocate. It can also be another way for you to understand, first hand, how your customers are using and enjoying your product or services.


Social Sharing & Forward to a Friend

Adding social sharing widgets and forward to a friend right on the TY page helps keep the word spread to friends, family, and colleagues.


To Auto-Respond or Not

If you’re expecting the contact to do anything like; attend an event, call someone, or even download something, then sending an auto-responder with the TY page helps serve as a double-check. This way if they lose important details on their page, they still have it in their inbox.

This might be the first time you also have a marketing email go out to them, so this can help you verify email addresses, and allow them to double opt in to communications, and provide them with additional channels where they can engage such as social media or a knowledge base.


The Bottom Line to saying Thank You!

It’s so much more than merely saying “thank you,” don’t treat it like it’s the end of a journey. 

If you always put the customer experience first by thinking of additional value that you can provide after each conversion, every “thank you” will result in deeper engagement and stronger relationships in the long-term.


Additional Helpful Examples & Resources

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