Optimizing Thank You Pages for fun and profit
As a growth marketer, you've invested precious time and resources creating quality content, bringing in traffic and leads. Nice. You also know most inbound leads aren't "sales-ready", so you're running drip campaigns to nurture them through the sales cycle. Smart.
But what if anywhere from 5-25% of your inbound leads would convert on your core product offering right away if you simply ask them to take action?
Enter the thank you page, the place your visitors go after registering to access your content. It's a key touchpoint in your content marketing funnel, and often a good candidate for optimization.
They can be tied to many different offers, including...
- Blog and podcast subscriptions
- Research reports
- eBooks & PDFs
Thank you pages can have a big impact on your conversion efforts because 1) content marketing can generate a lot of traffic, so even a low conversion rate can have a large impact, and 2) the Thank You page is often terribly neglected (marketers are so focused on getting people to take that initial action, we often forget about what we can do next).
Why they convert well
There are a two key principles of persuasion from that explain why we should be adding strong follow-up calls to action to our thank you pages.
1. The Principle of Reciprocity
Give people a gift, and they'll feel indebted to pay you back in kind. So, after letting visitors access your eBook or free guide, don't be afraid to ask them to start a trial or get a demo of your product.
2. The Principle of Consistency
People want to behave in a way that's in line with prior actions. So if you can get your visitors to take one small step, like signing up for a webinar, you'll have a good chance to put that persuasive momentum to work to benefit your bottom line.
Some design guidelines to follow
So what are some concrete steps to make sure your thank you pages will work more effectively?
1. separate Your Thank You message from the Next offer
The last thing you want to do is to confuse or mislead visitors into thinking that your thank you page is another step to access your content. This might work, but I'd consider it a dark pattern that will erode your credibility. Make it clear they're content is on its way, and that your subsequent offer is something supplemental.
2. Use Message Match
Ideally, message match your next offer to whatever action your visitor just took. This helps make sure the user sees this as a logical next step, which will help drive up your conversion rate.
3. Make Sure Your Next offer is Clearly above the fold
Visitors to your thank you page are unlikely to scroll, especially once they know the content is on its way to their inbox. Make sure you clearly tease your next offer above-the-fold, otherwise your visitors will almost definitely miss it.
4. Keep it simple
Follow landing page optimization practices and remove all external navigational links and distracting elements if you want users to focus on your secondary offer.
5. Communicate Value
Many visitors to your thank you page will be seeing your core offer for the first time. Make sure you clearly describe what your product is, who it's for, and what value it will bring to the user.
Time to build & measure
Thank you pages matter, and they're sadly neglected. Following these design guidelines is a step towards getting more from your content assets. But to make sure you know how your thank you pages are performing, take advantage of conversion tracking tools like Optimizely and Google Analytics. To make better optimization decisions, use heatmaps and scrollmaps to see whether users are scrolling to your offer and where they're clicking on the page. And make sure you have the right goal tracking in place so you have a clear picture of what works and what doesn't.