Have you ever stumbled into an elevator conversation that goes a little like this?
Only other person in elevator: “I love your sweater!”
You: “Oh, thank you!”
Both of you: “…”
It started out so pleasantly, but now you’re at a dead end. Your head was in the clouds, you were caught off guard—and now the pause has been long enough that it seems weird to restart the conversation. When you hear that “ding!”, it’s a relief.
The internet marketing version of this isn’t as awkward, but it can still leave your site visitors thinking: Well, I guess that was that.
Here’s what I mean.
Say someone has found you online. They become more and more interested with every word they read. Finally, they decide to take action: opt in for a download, subscribe to your newsletter, sign up for an event, make a purchase.
As they click that button, they’re deeply engaged with your company. They may even be inclined to linger on your site afterward to learn more … but whether or not they do depends on what happens next.
That is, do you continue the conversation? Do you segue smoothly into a new topic of discussion?
Or do you just let all that positive momentum drift away … by answering your visitor’s enthusiasm with a lackluster confirmation page?
I’m talking about pages with messages like:
Your order is being processed. Thank you.
You are now subscribed.
Thank you for your purchase. Please call (555) 321-9876 if you have any questions about your order.
Those are fine as far as they go—and they’re certainly better than sites that don’t clearly confirm that an action was successful—but they tell the reader that this conversation is finished.
When in fact, it should be just beginning.
If you’re familiar with improv comedy, you know how important the principle of “yes, and …” is. When a fellow actor adds something to a scene on stage, it’s your responsibility to acknowledge what they’ve created and build on that (rather than contradicting them or refusing to play along). Otherwise the scene falls apart.
The ideal thank you page is a “thanks, and …” page. It confirms what’s just happened and advances the conversation in a logical direction.
In this post, I’ll suggest a number of different ways you can transform your thank you pages and confirmation pages “thanks, and …” pages—that is, into hardworking members of your sales and marketing funnels.
One of these ways involves the newest landing page template we’ve released: the Webinar Registration Thank You Page 2.0 (with Calendar Integration). To help you put these ideas into action, we’re giving you a free copy of this new thank you page—check it out:
Just click below to get it now, or keep reading to find out what makes it special.
To decide what kind of thank you page to use at any point of your campaign, you’ll have to answer one question: where are visitors coming from, and where should they go next?
Let’s start with the first part of that question and explore the possibilities.
How to Say Thank You for … Opting in for a Lead Magnet
Typically, someone who has opted in to download a lead magnet from one of your squeeze pages is fairly high up in your marketing funnel. They’re interested in the content you have to offer, but they may not be deeply interested in your company yet.
With your thank you page, you want to draw your new lead deeper into the funnel, but you don’t necessarily want to try to close a sale right then and there. You’ll have more luck if you try to get them to an intermediary step where they can spend more time considering your product. Try one of the following thank-you page types after a squeeze page:
Webinar Registration Thank You Page: At LeadPages, we’ve found that few “intermediary steps” compare to a webinar. You’ve made a new contact online; now it’s time to meet “in person” (or at least in real time).
With this or any other confirmation page, be sure you don’t simply redirect new leads to a plain webinar page without explanation—you still have to let them know that their action was successful (and that you’re appreciative). If you use LeadPages, you can find several thank you page templates designed expressly for this purpose, but otherwise, be sure to add a simple message to the top of your page to say thank you.
Here’s what this sequence looks like in action:
”Next Step” Content Page: If your new contact has just opted in for a simple lead magnet—say, a one-page PDF—you might want to use your thank you page to give them a deeper look at your area of expertise.
How? Perhaps you have a free course to offer, a longer information resource, or even a free phone consultation, depending on your business. Introduce the “next step” offer with a simple “You might also enjoy …” message and you’ve just created one of the easiest ways to capitalize on your new lead’s state of engagement.
Call to Subscribe Page: Every opt-in form should be adding leads to your database of contacts, but unless you’ve specifically asked people to subscribe to your email list, you don’t want to assume that these new leads want to hear from you every single day.
But some of them probably would, and your post opt-in confirmation page is a great place to identify those people. Simply ask something like: “To get more great content like this three times a week, subscribe to my main mailing list.”
This also works well if you regularly put out content in another format. Have a podcast or a video blog? Add a call to subscribe here.
Directory Page: Maybe you’d like to let new leads choose their own path through your site. In that case, instead of directing people to one resource, create a “best of” roundup and let them click through to other blog posts, landing pages, or core areas of your site.
Content Delivery Page: The LeadPages® lead magnet delivery system is a great way to automatically send downloadable resources to new leads. But if you’d really prefer to present your opt-in bribe on an interactive web page, you can simply set that web page as your thank you page. Everybody likes instant gratification.
You can also couple this approach with email-based lead magnet delivery to make it all the more apparent why it’s in visitors’ interest to supply their email address. Consider displaying a video course as your thank-you page and emailing a worksheet to go with it, or sending a one-sheet summary to accompany a slide presentation.
How to Say Thank You for … Subscribing to Your Email List
Someone who actively joins your email list is placing a fair amount of trust in you. They’re indicating that they’re open to what you have to say—whatever that may be in the weeks ahead—and that you won’t misuse that trust.
You don’t want to disrupt that warm fuzzy feeling by presenting your new subscriber with either a robotic confirmation page or a heavy-handed sales pitch. Instead, try one of these “thanks, and …” pages:
Social Share Page: Chances are that your new subscriber isn’t the only person they know with an interest in your industry. Use the subscription confirmation page to encourage leads to spread the word on social media—then make it easy for them by including social share icons.
Event Invite Thank You Page: Depending on your business type, when someone subscribes to your email list, they’re probably also joining a community of your other subscribers. If you hold events where those people gather, reinforce those connections by inviting new subscribers on your thank you page. (Naturally, a webinar page can also work well here.)
How to Say Thank You for … Joining a Webinar
We’ve mentioned the webinar-page-as-confirmation-page—but what should you put on your confirmation page when someone has already signed up for a webinar?
There are plenty of options, actually. Here are a couple of the most successful strategies we’ve seen:
Reminder Signup Page: We just recently began testing this strategy at LeadPages, and we wanted to share the results with you in the form of a brand new template: the Webinar Registration Thank You Page 2.0 (with Calendar Integration). Here’s what it looks like:
Getting someone to sign up for a webinar doesn’t necessarily mean they’ll show up: some people are bound to forget or to double-book themselves when the day arrives. And that means they won’t receive the message of your webinar, which is a problem for your sales.
One solution: make it super easy for them to remember by adding a reminder directly to their calendars. This new template comes with links to three popular calendars—Outlook, Google Calendar, and iCal—and invites registrants to simply click to add your event.
If you like, you can also use the video slot to briefly explain why registrants won’t want to miss this (and how they can make sure they don’t). An optional section below the fold lets you recap what your webinar’s all about.
If you use a text marketing service, you can also use a page like this to encourage people to sign up for text messages letting them know when the webinar’s about to start.
“Homework Assignment” Page: Another way to get people excited about your webinar is to preview the content. Have a worksheet or companion resource for your webinar topic? On your thank you page, encourage people to opt in to download it.
How to Say Thank You for … Signing Up for a Live Event
Even a small live event can require a ton of work to pull off. Make sure all the effort pays off by using your confirmation page to increase attendance.
Here are a few ways to make it work:
Bring-a-Friend Discount Page: When you’re trying to fill seats, it helps to pull out some extra stops. Consider incentivizing social sharing or referrals by offering a small discount or a special perk at the event (a free drink ticket, maybe).
Upgrade Page: If you offer different ticket levels or extras such as a hotel or activity package, you can present them at a special discount on your post-purchase page (if you weren’t able to do so before checkout). Or, if you host several events throughout the year, consider linking to upcoming events (perhaps with an early-bird discount) on the confirmation page.
App Download Page: Running a major event, or just feel like flexing your tech skills? Creating a simple app just for attendees can get people excited for the big day, stay on schedule, and make connections with other guests. If that’s in your event plan, there’s no better place to drive adoption than on your thank you page.
How to Say Thank You for … Connecting with Your Brick-and-Mortar Business
Lots of businesses don’t fit the “use info product to get new leads” model. That doesn’t mean they should give up on lead generation—or ignore their confirmation pages when someone does connect with them online. Could one of the following strategies work for your industry?
“Book a Service” Thank You Page: One excellent way for local businesses to get new leads and get customers through their doors is to offer a coupon online. Once someone opts in for the coupon, it’s sent directly to their email address.
In the meantime, you can use your post opt-in thank you page to make sure they actually use the coupon. Simply add a link to your online scheduling system to your simple confirmation page, as in this example:
In fact, you could get even less elaborate than this. If you don’t use online booking software, just replace the booking link with your phone number.
“Next Steps” Thank You Page: Say someone does book an appointment with you. What should they do in the days before that appointment arrives? Perhaps explore more of your site (and be prepared to make additional purchases, enabled by an expanded sense of what you have to offer).
If you simply want to enable exploration, you may want to set aside a unified call to action and point visitors to several useful resources. The real estate thank you page below makes it as easy as possible for visitors to just keep browsing, or to subscribe to the newsletter for more listings.
How to Say Thank You for … Making a Purchase
It’s the end of the road! Hurray!
Or is it?
Not necessarily. Even once a customer has finally made a purchase, you can still put your confirmation page to work for you. Try one of these tactics:
Upsell/Cross-Sell Page: Big e-commerce sites typically do this by showing you related products on the purchase confirmation page. Smaller businesses can use custom thank you pages to do the same thing with greater focus—and potentially more effectively. Rather than treat the related product as an afterthought, spend a little bit of space explaining why customers should consider it and how it fits in with the product they just bought.
Social Media Push Page: There might not be much of a reason for customers to want to share a product page on their social media accounts, but your post-sale page can use social media to expand your reach in other ways. Consider linking to the social channels you use and asking customers to join you there. After all, a customer who sees you pop up in their feed every day is a customer who’s more likely to buy again.
Redirect Page: Finally, it’s possible that at this point, the absolute best thing a customer could do would be to keep browsing your site. In that case, you may simply want to redirect them back to a catalog or category page. A very simple page like the one below can let customers know what’s happening:
How Will You Say “Thanks, And …”?
Of course, you’re not limited to the thank you page possibilities above. It may make sense for you to mix and match landing pages with different confirmation page types. Or you may want to try a completely new type of call to action.
And don’t forget, if you run any kind of event or offer time-sensitive services, you should definitely add our new Webinar Registration Thank You Page 2.0 (with Calendar Integration) to your arsenal. Click below to download your free copy:
What could you add to your own thank you pages or confirmation pages to drive sales? Tell us in the comments!