7 Conversion Tips For Your Thank You Page201
Management Summary
What is the thank you page for?
The thank you page gives the user theSecurity and certaintythat the data for a specific action, such as a purchase, a download or a registration, was sent and transmitted correctly. Precisely because the user checks that their action was carried out correctly, the thank you page receives a lot of attention. It is therefore particularly suitable for:Increase user engagement and deepen customer loyaltyandencourage repeat purchases.
A 1-sentence thank you page is the best way to send users off the page without any further request to action – at a time when the user’s commitment to the company is very high. After all, by making a purchase, registering or taking another action, he has shown that he trusts the company and likes what it has to offer. The potential to prompt the user to take further actions and thus achieve further goals is usually underestimated at this point. You can find out how you can make the most of your thank you page in the following 7 tips.
1. Positively reinforce the action taken
After a purchase, the alternative that was not chosen may suddenly appear more attractive to the user and this may cause doubts about the purchase decision made (this is the so-called Regret effect). In order to reduce the dissonance that has arisen for the customer, it is important to give him thisTo convey the feeling of having made the right decisionto have. This can, among other things, result in congratulations on the product purchase (“We congratulate you on purchasing product X!”). Again, tooUnderlining the qualityorBenefits of the brandor the item have a positive influence on the purchase decision made. After registering for a customer club, the user can, for example, say “Welcome to the circle of VIPs!” be encouraged in his decision.
In addition, it gives the user the necessary security when using theinformed about further stepsbecomes. In most cases this will contain information about a confirmation email that has already been sent. When making a purchase, providing the order number and the option to print out the order details can give the user additional security. Triumph gives those users who sign up for the newsletter a voucher worth €5. How the user can redeem the voucher was implemented in an easy-to-understand and visually appealing way.
Also offeringServiceson the thank you page can support the user in their decision. For example, listing a direct contact person including a telephone number, email address and photo gives the user the feeling that they are receiving personal advice. This creates trust and enables the user to ask questions. The user feels serviced.
Those tooPower of imagescan be used to confirm the user’s actions. An image with a smiling parcel delivery person already holding the parcel in his hands lets the user know that the order is on the way. A well-staged and authentic image of the employees conveys the feeling “We are there for you and look forward to seeing you”, especially in the service industry.
2. Offer newsletters
After the user has carried out an action, he or she is generally interested in the company and its offers, information and promotions. It is therefore worth drawing attention to the newsletter on the thank you page and aRequest to registerto set. What is important is thatAdvantages andtheAdded valuethat the user derives from communicating. This can be made clear to the user by displaying an example newsletter. A note about the confidential handling of user data and the possibility of unsubscribing from the newsletter at any time creates trust and security. For example, Cyberport uses its thank you page to generate newsletter opt-ins.
3. To Like & Prompt sharing
The user’s shown interest in the company not only offers a good time to get the user to register for the newsletter, but also offers them the alternativeContact via social networksto enable. The user’s request to participate in social media activities can be done in two ways. Since the user was convinced by the company, he may also want to be informed about the latest news. The user can be given the opportunity to do thisCompany via Facebook, Twitter & Co to follow.
Another option is to ask the user to share the products they have just purchased via social media in order to present what they have purchased to friends. This means the user speaks oneProduct recommendationthat increases both reach and brand awareness. What such a sharing function can look like can be seen using the example of Amazon.
OneIncreasing the recommendation rate via social networkscan be created using incentives. This is how derstandard.at does it. All subscribers who share their subscription order on a social media portal will receive an additional week of subscribers free of charge. The image underlines the request again on a visual level.
4. Point out the member area
The thank you page is the ideal opportunity for all those users who place an order through oneGuest accounthave made, fromMembers areatoconvince. The benefits should be very clear. These often include additional payment options such as purchasing on account, the ability to track delivery status, saving the last orders for repeat purchases, exclusive offers, and much more. After the purchase, Eduscho draws attention to the advantages of membership via the PrivatCard on its thank you page.
Zalando goes one step further and advertises on its thank you page an exclusive shopping club that is separate from the Zalando website and is only accessible to members and promises up to 70% cheaper branded goods.
5. Encourage continued purchases
On the thank you page you can alsoUp- and cross-selling goalsbe tracked. On the one hand, displaying items that match the theme of a purchase you have just made can encourage people to continue shopping. This is particularly useful for:complementary products, such as offering light bulbs when purchasing a lamp. The subsequently purchased products should be assigned to the original order so that the customer does not incur any additional shipping costs.
On the other hand, the user can be motivated to buy again by giving him aCouponis offered for the next purchase. The customer is pleasantly surprised and has fond memories of the experience.
6. Enrich customer data after conversion
In order to address customers in the most targeted way possible, entrepreneurs want to get as much information from them as possible. Therefore, atformsoften asked for as much information as possible. This is exactly what a conversion killer is. Users are generally not happy about filling out form fields at all. The longer the form, the higher the probability that the user will not fill it out and take the desired action. One option to manage this dichotomy between data collection and goal achievement is on the final pageto only query the most necessary dataand to request additional information on the thank you page. H&M demonstrates this when registering for its newsletter.
7. Ideas for further goals
The thank you page can also have other goals, such as participation in acompetition, the gathering ofFeedback, theEvaluationfor carrying out the action, thatInvite to an event, and much more. For example, CHIP asks for user feedback on its thank you page after downloading software.
After purchasing from tiierisch.de, the user is asked to take part in a survey that is linked to a competition.
It can also simply be enoughSend users to a specific page, such as the top sellers of the month, the most popular blog articles, etc.
Conclusion
Think about what goal you want to pursue with your thank you page. Because: Using all of the described calls to action at the same time would only overwhelm the user. In addition, you should ask yourself which message should be addressed to the user on which thank you pages at which point in the customer journey. The hypotheses formed can then be tested using A/B tests. However, never forget that the “thank you” and the user’s security that the action was carried out correctly always comes first.Does your thank you page already have a conversion rate? What experiences have you had with optimizing your thank you page? I welcome comments and shares.
