Not so long ago I posted a 2 part series on landing page best practice (here’s Part 1 and Part 2). I delved into some key tips and tricks to help you master the art of simple lead generation landing pages.
And now I’m back with even more tips and tricks, but this time for those all important thank you pages!
So let’s talk about good manners. You know, your pleases and thank yous, your big smile and positive attitude—all those things your parents taught you as a child.
But good manners aren’t just there to keep your parents sweet (although they certainly help!). They can be applied to all manner of disciplines, including content marketing.
Good manners in content marketing start simple. It’s about thanking someone when they give you something—in this case, that something is their contact information they just gave you.
It’s gift receiving 101.
And this is where thank you pages come in.
Your thank you page is the next place a contact goes after they’ve filled out a form on your landing page. This page is a golden opportunity to show off your advanced etiquette—you can benefit your user in so many different ways, and help to guide them down the all important marketing funnel.
So what does it take to create an epic thank you page?
Do what it says on the tin
First and foremost a thank you page needs to do exactly what it says on the tin, thank the contact.
This page should clearly thank the contact and spell out how much you appreciate their information (without being too clingy).
The next job is just as important—giving the contact their own gift.
So ask yourself, why did they fill in that form?
Was it to download a piece of content? Receive a phone call? Request a demo? Whatever they’re after, your thank you page should give them instant access to the goods, or give them details on when they will receive it.
Just ensure you make it clear what their next steps should be…
If you’re offering instant access, include large and easy to identify calls to action (CTAs), like:
- Download your ebook here
- Get your guide
- Watch our free webinar
If there’s an additional step, make sure you craft the copy to be informative and easily understood:
- A member of our sales team will be in touch shortly
- Your order is on it’s way and will be with you on Tuesday
- A member of our team will be in touch shortly to arrange your demo
Simple. To the point. And most of all, helpful.
Your thank you page should be pretty straightforward; after all, there ain’t nothing complicated about being polite.
Re-engage contacts with content
Your thank you page doesn't just give people what they want—it can also re-convert people and guide them further down the funnel.
Think about your last big trip to the supermarket. As you were placing your shopping on the conveyor belt, did you pick up any last minute items from around the till? Some chewing gum perhaps, or maybe a magazine?
This last minute spontaneous purchase is exactly what supermarkets want you to do. And it’s what you want your contacts to do on your thank you page.
You don’t want this person to leave your site, you want them to continue their journey! You want them to re-engage and consume some more of your beautiful content.
So use your thank you page as another way to nurture your contacts. You could give them exclusive content, or provide them with more information about your business, or even just remind them of your blog content. Some examples of content could include:
- Your latest blog posts
- Similar pieces of content (‘if you like this, you’ll love this…’)
- eBooks or guides
- Case study (middle of the funnel content)
- Webinar on demand
You can give them anything you want, just make sure it's relevant—something they want and will find valuable. It’s no good offering a new eBook focussed on Top Notch Sales Tips if they’ve just downloaded an ebook around B2B Blogging Best Practice. It doesn't make sense and it won’t support your case for being an expert.
You want to provide content that helps strengthen your contacts’ perception of you as a thought leader in your field. But that’s not all. As a bonus, these simple thank you page optimisations will also increase your authority to Google, and encourage social shares.
Put that navigation back
Remember when we went through the best practice tips of landing pages, and I stressed the importance of removing navigation? Well, it’s a different story for thank you pages.
It doesn’t matter if your user gets distracted on a thank you page, they’ve already taken the necessary action on your landing page: they filled out the form. If they browse your website that’s a positive thing. It means they’re interested in what you have to offer!
So don’t leave them on a dead end with nowhere to go.
It takes an average of 10 marketing-driven ‘touches’ before a lead successfully progresses through a buyer’s journey (Aberdeen Group). This means you have to utilise your content any way you can…
Explore topics of interest and navigational options to help your contacts learn more about their pain points, and how your business can help.
More touches means more opportunities to nurture people further down the funnel.
“Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behaviour.” - (Hallen, 2014)
Social proof helps to ease the mind of untrusting online users.
With 70% of people admitting that they trust consumer opinions posted online, it’s clear that social proof helps to increase buyer confidence, and prove your worth.
The many varieties of social proof include:
- Celebrities—influencers on social media who promote specific brands and products.
- Customers—usually in the form of a case study or testimonial.
- Friends—on social media. e.g. Facebook is offering social proof when it tells you “Amy Chetwynd and 29 of your friends like SupaReal”.
- Experts—credible people deemed experts in your industry by your desired visitors.
- Certifications—third parties that prove you’re a trustworthy source, like the MasterCard logo on a payment page.
Social proof can be added to your thank you pages in plenty of ways, like social sharing options which display how many people have already shared this piece of content.
But remember, this only works if people have actually shared your content. Make sure you only add it after you have some shares to show off ;-)
It’s also very effective, to show how many people have downloaded the content. For landing pages, this helps to prove the worth of the content. While on thank you pages, adding downloads reaffirms that your contact made the right decision.
Positive testimonials from people who have read your content is yet another valuable approach to social proof. Just make sure you’re not just making it up! Always have real people provide you with honest feedback.
Adding social sharing options to your landing pages and blog posts is a great way to help spread the word, and you should add them to thank you pages too.
Your contact may not want to share the content until they a) have actually got it and know what it’s worth, or b) until they know what the next step is.
Provide them with the option to share once they have the content and know it’s true quality. Be sure your sharing buttons share the landing page and not the thank you page to make sure you get those conversions.
Increase your newsletter subscriptions
With GDPR on the horizon, getting people to sign up for your marketing material and newsletters won't be as easy as it once was. Your thank you page is a great way to get people to opt in if they didn't already do so on the landing page form.
Contacts have already engaged with your content and thought it was good enough to download, so give them the chance to get more by signing up to your newsletter.
And if you make sure the form remembers and auto-fills details, all they’ll need to do is click a button. It’s a super simple way to increase your subscriber base.
Don’t forget about email…
Remember to send out an auto-responder email too, delivering the content straight to the contact’s inbox. Give them every possible chance to download and read your content after they’ve done the hard work of filling in the form!
Your thank you email doesn't just have to give them the content though.
You can repurpose your thank you page (the one I’ve just been banging on about), and re-capture contacts with other relevant content. It’s just another way to increase engagement and build on that relationship.
And there you have it. A collection of key tips to increase conversions on your thank you pages. You don't have to use every trick on every thank you page—try out different steps and see what works for your business.
There is no one-size-fits-all.
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