The Importance of a Thank You Page

It’s important to take advantage of moments when your audience is highly engaged. When customers make an online purchase or request services on your website, how do you keep their attention? You have to decide what you want them to do next. This is where the thank you page comes in.

A thank you page is where website visitors are directed once they submit a form on your website or make an online purchase. It’s a place for you to not only recognize and appreciate your customers but to engage with them at a point where you have their utmost attention. 

When you have a successful thank you page, you’ll see the results.

A good thank you page makes it easier to track conversions, understand your audience’s interests, and turn customers into brand activists.

A conversion is what happens when a member of your audience takes the action your marketing and advertising efforts were working to achieve. This isn’t always a sale; sometimes your marketing and advertising efforts work to generate leads, increase website traffic, or build your network. 

A thank you page allows you to confirm that a conversion has actually taken place. Once someone lands on the thank you page, you can be sure they have completed your desired conversion action, like making a purchase or signing up for a newsletter. 

It also enables you to track conversion rates. By tracking how many visits to your site result in reaching the thank you page, you can calculate your overall conversion percentage. This is a key metric for understanding the effectiveness of your website.

Tracking your conversions allows you to maximize your return-on-investment (ROI). When you know where your conversions are coming from, your marketing and advertising efforts are validated. Plus, you can adjust your budget to fit what’s working for your business or organization. Use data to inform your marketing and advertising strategies and decisions.

When a customer makes a purchase or fills out a form, you become aware of at least one product or service they’re interested in. For example, you’re a B2B business that focuses on coaching small businesses and their teams. On your resources page, you have guides to help with team leadership and building strong workplace relationships. You notice that one audience member exchanges their contact information for the team leadership resource, which gives you an understanding of the topics they care about. 

When the customer fills out the form, opening the thank you page, they are welcomed with other resources and relevant information in that category. Based on the choices they make, you can gain a specific understanding of that customer’s mindset.

You can use this information in multiple ways, but it especially works well for segmentation. Segmenting your audience is a great way to ensure each audience member is receiving appropriate information for their demographics, psychographics, and habits. With this newfound information, you can tag their contact with “team leadership,” as a relevant topic. In the future, when you want to communicate with people who care about this topic, you can easily find this customer and nurture your relationship with them. 

In the same vein, if you’re noticing that the team leadership resource has 50 downloads and the strong workplace relationships one only has 10, you can make informed decisions about the future of your content. Knowing your audience’s interests will help you continue to create content that applies to them and their needs. Plus, the more valuable information you provide, the more likely they will keep coming back to you when they need answers to their questions.

The more you nurture your business or organization’s relationship with customers, the more likely your customers are to become activists for your brand. If someone has an above-and-beyond experience, they often share it with friends, family, or colleagues who are facing similar issues. 

It’s all about building trust, and supplying valuable information and resources is one of the most powerful ways to do so.

To get these results, your page has to say more than just “thank you.”

Thank you pages vary amongst businesses and organizations. A non-profit’s thank you page is likely to look much different than a large corporation’s. That’s because their audiences are not going through the same journey and will follow a different set of steps once a purchase or form is complete. In any scenario, your thank you page should not simply say “thank you for your purchase” or “thanks for submitting.” Without specific direction, you lose your chance to further that individual customer’s impact on your business or organization.

Depending on the goals of your business or organization, your thank you page could lead to a few different places. 

Keep visitors interacting with your site by pointing them to your content. When people read your blog or resources, it validates your expertise. If you can answer a question they struggled to find the answer to, you’re showing them the value of your business or organization.

People love to provide their opinions on the purchase process, and it’s helpful for your business or organization to gain feedback from customers. With this information, you can also determine the loyalty of individual customers, so you can tailor promotional materials to their needs.

When someone signs up for an event, suggest related or similar events on your thank you page. Your upcoming events are now in front of the eyes of people most likely to sign up for them.

Provide the customer with other resources and relevant information that may help them with the product or service they purchased. They can then use these resources to inform future purchases with your business.

Choose an avenue that makes the most sense for you and your business or organization’s SMART goals. Implementing a thank you page will encourage positive results.

A well-designed thank you page is a powerful tool for nurturing leads, retaining customers, and driving conversions. By providing relevant information, suggestions for next steps, and opportunities for feedback, you can continue engaging with customers at the critical moment after they made a purchase or submitted a form.