When it comes to lead generation, some pages are more productive than others. Which pages are most productive will vary by site. There is wide variety of factors that will affect the productivity of your lead generation pages.
But one thing remains consistent across all websites, if you’re not making an offer on a page there’s no way you can get conversions.
Even today, I am shocked at the number of websites that aren’t taking advantage of one of the most fertile lead generation pages available. It’s not just the mom and pop websites that are failing in this effort. I see major websites that don’t take advantage of this gold mine of lead generation.
I’m talking about the thank you or the confirmation page. So why is the thank you such a great place to have an offer? Because everyone who gets to this page has already had some sort of transactional interaction with your website and they are primed for taking the next step in the sales funnel.
They have either purchased something or signed up for something. That means they considered what you were offering and found value in your offer. Regardless of whether they gave you cash or their data, they have mentally evaluated the transaction and felt it was fair and had some benefit to them.
So that means they like you! And there’s a lot of value in that like. It’s like currency. However it’s not unlimited so you have to be careful how you spend it.
If you’re running a lead nurturing campaign, the thank you page is a great place to tease or actually make a second stage offer that will move a user further down the sales funnel.
It can also help you identify red hot prospects that can be broken out and moved to a more accelerated sales funnel.
The thank you page will be very productive for you if you follow these 7 best practices. Let’s run through them and see how you can make the most of this valuable real estate.
Best Practice 1
Make your thank you page offer relevant.
If the offer that brought the user to the thank you page was to sign up for an enewsletter about restaurants, you don’t want to try and sell bowling balls on the thank you page.
Of course there is a possibility that your restaurant loving user might be a bowler, but there is no real evidence that leads us to that conclusion.
You could offer a paid subscription to a food magazine or a free enewsletter about local events. Your thank you offer doesn’t have to match your original offer exactly, but it should be in the same general orbit content wise.
Of course, the closer the thank you offer is to the original offer, the better your conversion rate will be.
Best Practice 2
Make your thank you page user feel special by making the offer special.
Position the offer as a one time, only available because they accepted the initial offer.
You could also position the thank you page offer as a limited time offer that won’t be made again. If you use this tactic, be honest. You just acquired a customer, don’t poison the relationship by pretending an offer is special when it isn’t.
Best Practice 3
Reinforce that they have just completed a transaction with you.
I know they just completed the transaction seconds ago, but it always helps to mention it. Always be as obvious as you can. Once you’ve done that, be more obvious.
You can say something like “We’re giving you this special offer because you’re a valued customer.” Or “Because you bought product A we thought you might love product B.”
Best Practice 4
Make the thank you page offer short and sweet.
Yes you still need to list benefits, but make it short and powerful. You’ve got about 3 seconds, if you’re lucky, before someone leaves your thank you page. So make the offer big bold and clear.
Best Practice 5
Increase the traffic to your thank you page.
How do you do this? You do everything you can to increase the number of conversions on your original offer.
ABT. Always Be Testing. There are unlimited things you can test on your original offer. And the more successful you are with the original offer, the more successful you’ll be with your thank you page offer.
Best Practice 6
Keep the look of your thank you page consistent with your original offer page.
There’s nothing more jarring for a user than expecting one look and seeing something completely different.
Don’t make the user feel like they made a wrong turn. Keep them comfortable and don’t waste that connection you’ve made with them.
Keep fonts, colors and image styles consistent. If you’re using flat images and buttons with red and blue make sure you maintain that theme.
Best Practice 7
It has to be clear what the action is that you want performed on the page.
If you’re making a thank you page offer, keep the options to click focused on that offer.
Every additional option you have on the page to click and go somewhere else is a chance for you to lose your visitor and will decrease your thank you page offer conversion rate.
It’s like game of chance, the more choices there are, the harder it is for you to win (get the conversion.)
So there you have it, 7 best practices that will ensure that you maximize production from that often forgotten gem, the thank you page.
Put these best practices in place and watch your thank you page conversions skyrocket.