So, a user has made a purchase or signed up for email Newsletter. How to proceed? In accordance with Internet marketing etiquette you are supposed to thank a user. And not just say “thank you” but say that on a separate page of your website. “Thank you” page is the page that user sees after they completed a form, the page customers see after they completed a purchase, and the page all users see after any action you expected them to complete.
How to make those Thank you pages work for you and improve visitors interaction with your website? How to create efficient calls to action and drive more traffic to the site or get more subscribers in social networking websites? Here are some advices on Thank you pages. Following these advises will allow you to make a Thank you page better and turn your website visitors into loyal customers as well as increase ecommerce conversion rate.
Thank you page on a website: 3 important stages
There are three important stages while making a Thank you page and tracking its efficiency:
• Preparation for the launch;
• Creating the content;
• Using analytics to track performance.
Preparation for the launch: determine your goals
You want to show your appreciation to a person that made the desired action on your site. What you expect from this person in the future? To stay on a site further or to read an article? To check more products? To subscribe to your official groups in social networking sites? To sign up for email? Define your goals. You are able to fill this page with corresponding content based on your goals.
Creating the content for the Thank you page: 5 advices
• This may seem obvious, but the most important thing of the Thank you page is certainly gratitude. Say “thank you” on behalf of a brand for any meaningful user action.
• You may add a message on the Thank you page about what will happen next. Will you call back within 48 hours? Or will you send an email? Let a user know what your actions are. But do not promise something you may not be able to do. Do not disappoint your visitors.
• Place a text and call to action in the upper part of the page. You have just few seconds when a user gets onto the Thank you page to attract their attention before they leave it.
• Use images that will help you improve users’ involvement and describe you in more details.
• Place a call to action basing on the goals defined.
Calls to action: how to encourage people to make the steps that you expect them to make
As it was mentioned above, calls to action must correspond to the goals defined. There are 4 goals examples below. According to them one is able to decide on a corresponding call to action:
Goal #1: to make users stay on a site
Call to action: place links to three pages with content. These may be pages you want users to get onto to gain more traffic or the most popular articles.
You may offer users links to different types of articles if the services you offer relate to different segments of the market. For example, you offer contextual advertising, SEO, and PR services. Offer three articles on the offered topics. Than analyze what links are the most clicked. You may discover the relation between clicks and users’ interests. For example, users that subscribe for email may be more interested in contextual advertising than in PR. You can use these data for conversion rate optimization.
Goal #2: to get loyal customers and to expand marketing coverage
Call to action: use information about your customers. How do they communicate, why did they complete the form, what may be useful for them. Offer to download useful content (e-book, presentation, etc.). Ask them to subscribe to your official group in social networks to stay in touch with users after they leave your site. If possible, highlight the advantages in your call to action. For example, “Follow us on Facebook to receive the tips every week!”
Goal #3: to encourage users to make a purchase
Call to action: offer users a discount coupon to encourage them make the next purchase. By placing a limitation on coupon validity (for example, 48 hours) you may stimulate immediate purchases.
Also, you can place links to product target pages you want to attract customers’ attention to or to direct users to sales and specials pages if you have any.
Tracking the performance
After you launched a Thank you page it is important to track if your calls to action are effective to increase website conversion rate. Use the analytics tools to do this. Also, you can check a clicks heatmap to understand how users interact with your pages and see what works and what does not and again, probably to come up with an idea about how to increase conversion rate.
At least once a month ask yourself if the people do what you expect them to do on a site. If the answer is “no”, you need to determine the reason of the failure and find the solution – what to do to increase ecommerce conversion rates.
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