Thank You Pages: Examples of 9 Missed Opportunities
When a website works, visitors take action. They become leads, buy products, and subscribe to newsletters. It’s called a conversion, and every conversion triggers a series of events:
- The website owner gets an email.
- The visitor gets a thank you email.
- Their information is stored in a database.
- Google Analytics records the conversion.
- The visitor arrives at a thank you page.
This thank you page is actually a huge opportunity. And a missed opportunity for most websites. A visitor who takes action is likely to take a second action. So improving your thank you page is one of the easiest ways to improve website performance.
Warning: Some websites don’t actually send visitors to a page after they take action. These sites show a little thank you message, without going to a separate page with a separate URL. This is a web design flaw. If you have a message, but no page, you won’t be able to fully take advantage of these tips.
Here are some examples of those thank you page opportunities and how to capture them. To keep it interesting, let’s pretend we’re a balloon company.
1. Set expectations for next steps.
The words “thank you” don’t really say much. So give visitors more information about what happens next. For leads, tell them when you’ll be in touch. For ecommerce customers, tell them what to do if they’re not satisfied. For subscribers, tell them when to expect an email.
Example: Thanks for getting in touch! We’ll reach out to you within 24 hours either by phone or email to discuss options for your balloon party.
2. Suggest they follow you on social media.
Encourage visitors to connect with you on social networks. Adding social media buttons isn’t the same as a call to action. Give people a reason to take action by telling them what they’ll gain by following your accounts.
Example: Thanks for applying for the balloon clown position. We post all of our current openings on Twitter and Facebook. Follow us to be the first to know of new open positions.
3. Offer to add them to your newsletter.
Never miss a chance to grow your email list. It’s possible that the visitor became a lead because they found your content useful. This means they may subscribe for more content if you give them one more opportunity.
Example: Thanks for connecting! We’ll be in touch shortly. Until then, if you’re interested in learning the latest tricks for making balloon animals, you may enjoy our monthly newsletter. With your permission, we’ll send our best balloon art advice directly to your inbox once per month.
This website makes this offer to visitors who become leads. The thank you page after the contact form gives people the opportunity to subscribe. Hundreds of people subscribe from that thank you page every year. Here are the Analytics…
4. Keep building your brand.
This thank you page example doesn’t deepen engagement, but it does build credibility. Use “social proof” to show off evidence that you’re legitimate, such as testimonials, links to case studies, the size of your social followings, “as-seen-in” press mentions, and industry credentials. These can be repurposed from existing online reviews.
Example: Thank you so much for reaching out. It’s our customers that made us the #1 party store in DuPage County. We’re grateful to all of our 1000 Facebook friends and each and every birthday boy and girl out there!
5. Show off your best content.
The thank you page doesn’t have to be the last page. Keep them around by linking to or embedding your best stuff. This could be your most popular blog post, a video, a downloadable PDF, or anything else useful. Focus on providing additional value, and keep the tone personal.
Example: Thank you for your inquiry. Before you go, you may enjoy watching our video tip of the month: 5 Bouncy Castle Hygiene Tips: Bounce Clean, Bounce Strong.
6. Let them create an account (ecommerce).
If you force people to create an account before buying, you may lose 30-50% of your sales. But if you offer to let them create an account after buying, as many as 40% may do it. We’ve learned this from our experience with several ecommerce clients.
It’s a simple, but critical discovery: give people what they want first, and then they may give you what you want. Just make sure to emphasize the benefits.
Example: Thank you for your purchase! Before you go, you can create an account by simply providing us with a password. If you do, you can…
- View past balloon orders and tracking numbers
- Save your shipping address for faster checkout
- Receive monthly party decorating tips
7. Give them a promo code (ecommerce).
For ecommerce websites, the instant they become a customer is the best time to suggest the next sale. Amazon is the master of this, with brilliantly optimized thank you pages. They suggest you “Get yourself a little something” from your wishlist. This is the art of the upsell.
A simple promotion code can drive sales, especially if the offer is relevant and time-bound.
Example: Want to pump up the party? Use Promo Code: HELIUM100 to add an extra 100 jumbo balloons to your order. Order within 24 hours to get them in time for the party!
8. Ask a question or two.
Try using your thank you page as a place to listen, rather than talk. This is a chance to add a mini-survey. Keep it short (five questions or less), and ask. Ask relevant, but not pushy “tell us a bit about yourself” questions. This is also the best place to add a “how did you hear about us?” This can be added by your web developer or just link to a Google Form.
Example: We’re glad to have you as a customer! We’d like to keep the party going. If you tell us your birthday, we’ll put you on our birthday balloon list.
My birthday is [mm] / [yy] Pop!
9. Send an auto-response email.
Ok, so this isn’t technically part of optimizing your thank you page but, they go hand in hand. Once your visitor has made it past the conversion stage and are on the thank you page, you still have one more opportunity to send them back to your website by using an email auto-response.
Have you noticed the “thank you” email you get after you register or sign up for something? This is the email auto-response. It’s another opportunity to get them to come back to your website or join your social networks.
Example: Thanks for signing up for our newsletter. You’re now subscribed to receive our best party advice every two weeks.
If you haven’t seen it yet, you can find our latest blog post here. Feel free to connect with us and start up a conversation on Facebook, Twitter, or LinkedIn.
Looking forward to helping you with your next party!
It’s easier to deepen an existing relationship than create a new one. Focus on the people who already know you, while you have their attention. Try a few of these thank you page tips to get subsequent conversions.
One last tip: make sure you set up a goal in Google Analytics for each of these subsequent conversions. Add the previous pages as funnel steps within the goal.
Thank you for reading this! If you have any other tips or tricks, please share them in the comments below.