For those who’re like me, you say “please” and “thanks” robotically.
You’ve been saying these magic phrases because you have been a child. Since you have been strongly motivated. Overlook your manners, and also you’d be humiliated in entrance of your loved ones or strangers. Refuse altogether, and also you’d be denied the obscure object of want.
“What will we say?” “Pweese.” Increase—the chunky monkey is yours!
For in the present day’s entrepreneurs, the issue with recurring politeness is that the supply of a thanks message ought to by no means be a reflex. If a “thanks” rings hole, the response out of your prospects might be equally rote.
“Thank You.” “You’re Welcome.” Finish of dialog.
See the drawback right here?
A thanks web page just isn’t the top of the transaction. It’s the subsequent step in maintaining individuals engaged along with your model or product, producing continued goodwill, additional qualifying your leads—and even growing order values or making extra gross sales.
On the subject of your digital campaigns, how you say thank you ought to be a necessary cornerstone of your post-conversion strategy. So let’s speak about a number of methods you’ll be able to method creating higher thanks pages. Alongside the best way, we’ll discover some very efficient thanks web page examples created by Unbounce prospects.
5 Suggestions from 5 Thank You Pages
Thank You Tip #1: Invite ‘Em for a Particular, Strategic Name
The instance beneath from Australia’s Axis Social applies each finest follow on the market (after which some) to maximise its post-conversion potential:
This isn’t a touchdown web page, although it’d look quite a bit like one at first look. It’s a thanks web page (versus a affirmation field or popup). And that’s why it’s so highly effective. It does a variety of what a conventional lead-gen web page may do, but it surely does it after the preliminary conversion objective has been met.
At this level within the interplay, the group at Axis has already captured the customer’s electronic mail deal with in alternate for a downloadable Purchaser’s Information. As an alternative of letting the interplay finish there, Axis goes the additional mile to speak their worth as an company. Based on Managing Director Matthew Asimus, this web page helped them bridge the hole between a advertising and marketing certified (MQL) and gross sales certified (SQL) lead:
We hypothesized that a variety of customers who engaged with, and transformed on, our first MQL touchdown web page would develop an extra stage of belief and thus a propensity to ascend from an MQL into an SQL. In essence, we have been hoping to maneuver customers via a ‘sure cascade’ or ‘sure ladder’ to enhance conversion charges.
Our preliminary outcomes from this MQL ascension method are extremely thrilling. Regardless of the campaigns utilizing chilly paid visitors from social and requesting 7 type fields, our touchdown web page conversion charges are almost 30%. What’s extra, our lead qualification charges align with our different gross sales certified lead era approaches.
Be aware simply how a lot persuasive materials they’ve included right here:
- Social proof within the type of each model logos (seen above the fold, naturally) and in depth testimonials from particular person purchasers.
- A walkthrough of the social technique name that highlights compelling advantages (“explosive lead development for your enterprise” sounds good to me) and offers the decision a definitive construction and objective.
- The engaging promise of one other useful resource, a customized Fb Advertisements Blueprint, that’ll show equally priceless to Axis Social’s focused prospects.
The great thing about this method is that it additionally scales to swimsuit guests with out including extra stress to the expertise. If a customer hits this web page however doesn’t need to join with Axis Social in the mean time, there’s nothing right here stopping them from clicking away.
However when guests arrive with questions—or, say, balanced on the tremendous line between consideration and conversion—this thanks web page offers them the additional nudge they want.
Thank You Tip 2: Reveal Subsequent Steps
Talking of subsequent steps, should you’ve ever taken an motion on-line—like submitting a type or making a purchase order—with out receiving any response, you recognize the existential dread that follows:
Did it… work? What occurs subsequent? Ought to I do it once more?
What… am… I… supposed… to… do… now!?
Perhaps I’m exaggerating a contact, but it surely’s all the time necessary to let the customer know concerning the subsequent steps—particularly if clicking your call-to-action isn’t the top of issues. Doing so will cut back friction, frustration, and uncertainty. Even when the following step might be yours to take, let individuals know what you’re doing and after they can anticipate to listen to from you.
For instance, discover how Zendrive does it right here with a few strains:
It’s all clearly communicated. Within the headline, they let their B2B prospects know that they’ve efficiently accomplished the “first step.” Then the web page units expectations about what comes subsequent (and when): “You’ll obtain a message shortly along with your invite to an government briefing.”
Lastly, it’s additionally value paying attention to how Zendrive suggests additional studying from the location by linking to a chunk of content material from their weblog. Offering a hyperlink to a single, priceless piece of content material (versus their weblog as a complete) helps construct belief earlier than the briefing ever begins.
Bonus Tip: Supply Downloadable Downloadables on Your Thank You Pages
OK, full disclosure: I’m slipping this lil’ bonus tip in right here simply because it’s a pet peeve of mine.
Have you ever ever signed up for an e-book, report, or white paper that by no means appears to search out its strategy to the inbox? It sucks. When this occurs, you allow guests feeling pissed off or perhaps a little ripped off, since they’ve simply exchanged your electronic mail deal with for nothing in any respect.
(I can’t click on “unsubscribe” quick sufficient when this occurs.)
What makes it so painful, although, is that there’s a dead-simple method of getting round this problem in your thanks pages:
Until you’ve received a very particular motive it is advisable to ship a file solely through electronic mail, present a obtain hyperlink on the thanks web page itself. That method, guests who’re anxious to begin studying (like me) are happy. You possibly can nonetheless begin a drip marketing campaign, after all. However you additionally eradicate the chance that your downloadable by no means makes it to them.
Thank You Tip 3: Reinforce Model Character
This submit options a number of thanks pages that can really feel just a little “aspirational” for small advertising and marketing groups (or groups of 1) who’re brief on time and sources. So it’s value how a lot will get executed on this easy instance from the tremendous individuals at Launchpeer:
It’s personable, playful, and just a little quirky. Most significantly, although, it’s considerate. As in, it demonstrates thought.
Even should you’ve seen this meme 1,000,000 occasions earlier than, this web page lets you recognize that Launchpeer is a model who, y’know, will get it. (And will get you.) Plus, while you click on away, you allow with a nice affiliation with the model.
Tom Hanks is an efficient alternative right here too: he’s so darned affable and unlikely to be outed as a serial killer any time quickly. I’m speculating, however this fast “t.hanks” from Launchpeer in all probability didn’t take a heck of a variety of time to create.
You possibly can create your individual enjoyable pictures and animations, however the takeaway right here needs to be that even a small effort leaves a a lot stronger impression than a generic thanks message. It exhibits how a humorous gif, playful animation, or sudden message can generate tons of pleasure and goodwill.
(After all, in addition they promote their podcast on this thanks web page. And, once more, provide that subsequent step now that their customer is on a roll partaking with their model. So just a little goes a good distance…)
Thank You Tip 4: Win Them Over First, Then Make A Second Ask
Normally, when a customer takes a small motion, they become more likely to take another, bigger one. That’s why the simplest thanks pages usually follow-up with a much bigger ask, and why multi-staged kinds are often really helpful by CRO specialists and companies.
Typically it helps if the preliminary motion is instantly interesting to your prospects. Take, for instance, this contest created for Veeam by Gameplan Marketing:
Leads are captured by providing prizes to IT professionals (like a health tracker, a lodge present card, or Apple AirPods) in alternate for taking a brief survey about their present information facilities and cloud storage options. Like the instance from Zendrive above, the thanks web page then reminds guests what they will anticipate subsequent.
However afterward, this thanks web page additionally makes a second ask. Guests who’re are (gently) inspired to enroll to entry a free, gated content material hub. Since they’ve already offered their data to enter the competition, they’re now extra predisposed to take action. Gameplan additionally features a candy explainer video (it seems on the competition web page and the thanks web page) that briefly outlines the advantages of their cloud-based data-management product.
Thank You Tip 5: Preserve ‘Em Engaged With Your Website
One factor that almost all of those examples have in frequent is that they lead guests again to the web site or immediate one other piece of content material. You possibly can take this even additional, although.
For the launch of Unbounce’s Ultimate Ecommerce Landing Page Lookbook, as an illustration, the group created a touchdown web page the place guests can seize it.
Right here’s what the touchdown web page for this information seems like:
Eye-catching, proper? And if it helps persuade guests that this lookbook is definitely worth the obtain, then name it successful. It’s an superior useful resource for any marketer in search of inspiration, so it’s not a troublesome promote.
Nevertheless, we’ve additionally received lots extra content material and sources to supply our ecomm guests, together with materials additional down the funnel. And we’d like to preserve guests coming again for it.
That’s why the thanks web page is so essential right here. We need to preserve the dialog going, so we use a thanks web page to ask guests one other fast query on the best way out. Relying on what guests select, they’ll be directed to extra sources.
I’ve included a screenshot of this choose-your-own-adventure circulation beneath:
The reply that readers present to this basic query (i.e., “What’s the largest problem you face as a marketer?”) does three issues:
- The reply permits us to provide up extra, curated content material and sources in the mean time of conversion. That is the fabric we expect guests will discover significantly helpful. We embrace content material from throughout the funnel, together with editorial, instructional, and promotional sources.
- It lets us get to know our viewers and their issues just a little higher. The non-obligatory follow-up query on the thanks web page helps us additional qualify curiosity from guests through progressive profiling and study extra about prospects and non-customers alike.
- It offers perception into our viewers’s data wants. From a content material planning and technique perspective, that is invaluable as we fill content material gaps, resolve on what items must be up to date, and prioritize the creation of latest sources.
So a single thanks web page can grow to be a supply of promoting perception, an engagement driver, and a lead qualifier. All this occurs by asking a single extra query on the proper second.
Curious concerning the Unbounce ecommerce lookbook? Check out the whole flow here. (Sure, we’ll want your electronic mail. Inform ‘em Colin despatched ya.) When you’re at it, obtain it in your touchdown web page swipe file.
Thanks for Studying (About Thank You Pages)
I discover a real-world analogy enlightening right here: think about if brick-and-mortar retailers have been to escort you to the exit and lock the door every time you make a purchase order.
That’d be loopy, proper?
So why do it in your touchdown pages?
Sadly, sensible makes use of of thanks pages like these ones from our prospects are the exception, not the rule. Frankly, a variety of examples on the market look extra like this bland type affirmation field, typo and all:
A thanks web page shouldn’t be a tough cease, and if that’s the behavior you’ve gotten into, contemplate breaking it.
Thanks pages are tremendous versatile. You need to use them with subscriptions, downloads, webinar registrations, purchasing carts, quote requests, demo signups, and make contact with kinds. They can be utilized for upselling (or cross-selling), for providing reductions, for encouraging referrals, for soliciting suggestions and testimonials, or for producing social shares. Holy moly.
Whether or not you’re promoting one thing or producing leads, saying “thanks” in an sudden and significant method is a chance to make an enduring impression. And, when included right into a considerate post-conversion technique, it could actually increase your income too.
To shut, listed below are three massive factors value remembering should you’re attempting to make a case for spending extra time in your thanks pages:
- A wholesome open fee for emails in your nurture marketing campaign is between 15-25%. What number of of these new leads will see your thanks web page? Near 100%, I’d wager. Begin nurturing immediately!
- Based on analysis executed by Bain & Company, “loyal on-line prospects, identical to offline ones, spend extra, refer extra individuals, and are extra prepared to increase their buying into new classes.” Nicely-considered thanks pages symbolize an unimaginable alternative to create loyalty and construct model affinity.
- For those who get sufficient visitors and have a transparent secondary conversion objective, do not forget that thanks pages might be A/B tested and optimized identical to your touchdown pages. Put up-conversion stays an necessary touchpoint in your conversion fee optimization planning.
So should you’re already designing touchdown pages, make saying “thanks” as a lot part of the method as your headline, type, and name to motion.
And, hey, thanks for studying.
