Should you’re like me, you say “please” and “thanks” routinely.
You’ve been saying these magic phrases because you had been a child. Since you had been strongly motivated. Neglect 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 can we say?” “Pweese.” Growth—the chunky monkey is yours!
For right this moment’s entrepreneurs, the issue with routine 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 clients can be equally rote.
“Thank You.” “You’re Welcome.” Finish of dialog.
See the downside right here?
A thanks web page isn’t the top of the transaction. It’s the subsequent step in conserving individuals engaged together with your model or product, producing continued goodwill, additional qualifying your leads—and even growing order values or making extra gross sales.
In relation to your digital campaigns, how you say thank you have to be a vital cornerstone of your post-conversion strategy. So let’s speak about just a few methods you possibly can strategy creating higher thanks pages. Alongside the way in which, we’ll discover some very efficient thanks web page examples created by Unbounce clients.
5 Ideas 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 would look rather a lot 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 whole lot of what a standard lead-gen web page would possibly do, but it surely does it after the preliminary conversion aim has been met.
At this level within the interplay, the group at Axis has already captured the customer’s e-mail tackle in change 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. In keeping with 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 quite a lot of customers who engaged with, and transformed on, our first MQL touchdown web page would develop an extra degree of belief and thus a propensity to ascend from an MQL into an SQL. In essence, we had been hoping to maneuver customers via a ‘sure cascade’ or ‘sure ladder’ to enhance conversion charges.
Our preliminary outcomes from this MQL ascension strategy are extremely thrilling. Regardless of the campaigns utilizing chilly paid visitors from social and requesting 7 kind fields, our touchdown web page conversion charges are practically 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 shoppers.
- A walkthrough of the social technique name that highlights compelling advantages (“explosive lead progress for your online business” sounds good to me) and provides the decision a definitive construction and goal.
- The attractive promise of one other useful resource, a customized Fb Advertisements Blueprint, that’ll show equally priceless to Axis Social’s focused clients.
The great thing about this strategy is that it additionally scales to swimsuit guests with out including extra strain to the expertise. If a customer hits this web page however doesn’t wish to join with Axis Social for the time being, there’s nothing right here stopping them from clicking away.
However when guests arrive with questions—or, say, balanced on the wonderful line between consideration and conversion—this thanks web page provides them the additional nudge they want.
Thank You Tip 2: Reveal Subsequent Steps
Talking of subsequent steps, when you’ve ever taken an motion on-line—like submitting a kind or making a purchase order—with out receiving any response, you already know 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!?
Possibly I’m exaggerating a contact, but it surely’s at all times essential 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 scale back friction, frustration, and uncertainty. Even when the following step can be yours to take, let individuals know what you’re doing and once they can anticipate to listen to from you.
For instance, discover how Zendrive does it right here with a few traces:
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 together with your invite to an government briefing.”
Lastly, it’s additionally price paying attention to how Zendrive suggests additional studying from the location by linking to a bit 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 book, report, or white paper that by no means appears to search out its approach to the inbox? It sucks. When this occurs, you allow guests feeling annoyed or perhaps a little ripped off, since they’ve simply exchanged your e-mail tackle 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 manner of getting round this subject in your thanks pages:
Except you’ve obtained a very particular purpose you should ship a file solely by way of e-mail, present a obtain hyperlink on the thanks web page itself. That manner, guests who’re anxious to start out studying (like me) are happy. You’ll be able to nonetheless begin a drip marketing campaign, in fact. However you additionally remove the chance that your downloadable by no means makes it to them.
Thank You Tip 3: Reinforce Model Character
This publish options just a few thanks pages that may really feel a bit “aspirational” for small advertising and marketing groups (or groups of 1) who’re quick on time and assets. So it’s price how a lot will get achieved on this easy instance from the wonderful individuals at Launchpeer:
It’s personable, playful, and a bit quirky. Most significantly, although, it’s considerate. As in, it demonstrates thought.
Even when you’ve seen this meme 1,000,000 instances earlier than, this web page lets you already know that Launchpeer is a model who, y’know, will get it. (And will get you.) Plus, once you click on away, you allow with a pleasing affiliation with the model.
Tom Hanks is an effective selection 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 whole lot of time to create.
You’ll be able to create your individual enjoyable photos 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 participating with their model. So a bit goes a good distance…)
Thank You Tip 4: Win Them Over First, Then Make A Second Ask
Often, 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 varieties are often advisable by CRO specialists and companies.
Typically it helps if the preliminary motion is straight away 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 change for taking a brief survey about their present knowledge facilities and cloud storage options. Like the instance from Zendrive above, the thanks web page then reminds guests what they’ll 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 information 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: Maintain ‘Em Engaged With Your Web site
One factor that the majority 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’ll be able to take this even additional, although.
For the launch of Unbounce’s Ultimate Ecommerce Landing Page Lookbook, as an example, the group created a touchdown web page the place guests can seize it.
Right here’s what the touchdown web page for this information appears like:
Eye-catching, proper? And if it helps persuade guests that this lookbook is well worth the obtain, then name it a hit. It’s an superior useful resource for any marketer on the lookout for inspiration, so it’s not a troublesome promote.
Nonetheless, we’ve additionally obtained lots extra content material and assets to supply our ecomm guests, together with materials additional down the funnel. And we’d like to hold guests coming again for it.
That’s why the thanks web page is so essential right here. We wish to hold the dialog going, so we use a thanks web page to ask guests one other fast query on the way in which out. Relying on what guests select, they’ll be directed to extra assets.
I’ve included a screenshot of this choose-your-own-adventure circulation beneath:
The reply that readers present to this common 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 assets for the time being of conversion. That is the fabric we predict guests will discover notably helpful. We embrace content material from throughout the funnel, together with editorial, academic, and promotional sources.
- It lets us get to know our viewers and their issues a bit higher. The non-compulsory follow-up query on the thanks web page helps us additional qualify curiosity from guests by way of progressive profiling and study extra about clients and non-customers alike.
- It supplies perception into our viewers’s info wants. From a content material planning and technique perspective, that is invaluable as we fill content material gaps, resolve on what items should be up to date, and prioritize the creation of latest assets.
So a single thanks web page can turn out 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 e-mail. Inform ‘em Colin despatched ya.) Whilst you’re at it, obtain it to 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 had 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 clients are the exception, not the rule. Frankly, a whole lot of examples on the market look extra like this bland kind 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, take into account breaking it.
Thanks pages are tremendous versatile. You need to use them with subscriptions, downloads, webinar registrations, buying carts, quote requests, demo signups, and get in touch with varieties. 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 manner is a chance to make an enduring impression. And, when integrated right into a considerate post-conversion technique, it might enhance your income too.
To shut, listed here are three huge factors price remembering when you’re making an attempt 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!
- In keeping with analysis achieved by Bain & Company, “loyal on-line clients, similar to offline ones, spend extra, refer extra individuals, and are extra keen to develop their buying into new classes.” Nicely-considered thanks pages characterize an unimaginable alternative to create loyalty and construct model affinity.
- Should you get sufficient visitors and have a transparent secondary conversion aim, do not forget that thanks pages may be A/B tested and optimized similar to your touchdown pages. Publish-conversion stays an essential touchpoint to your conversion fee optimization planning.
So when you’re already designing touchdown pages, make saying “thanks” as a lot part of the method as your headline, kind, and name to motion.
And, hey, thanks for studying.
