Use a Thank You page for better goal tracking and more relevant content

You wouldn’t receive a gift from someone and not say “Thank You,” right? Of course not. When a person takes the time to click through and take the action you recommended, it’s a gift. On the web, we say “thanks” on a page.

A Thank You page is the page that loads after a user has completed a conversion activity on your website. Submitting a lead generation form, purchasing a product or subscribing to your newsletter, are all potential conversion activities. The Thank You page serves as a way to let people know they were successful and to continue your interaction with them.

Why use Thank You pages?

Thank You pages are just a great way to show that you care, nurture a new lead and build some trust. They also have some benefits for improving your goal tracking and understanding your prospect’s journey.

Thank You pages provide:

  • More opportunity to encourage secondary conversions and sharing of your content.
  • A better starting point from which to engage and nurture new prospects and/or customers.
  • Better tracking and integration with Google Analytics.

From a strictly friendly, relationship-building perspective, a Thank You page is courteous and provides a chance to start a second conversion process. That could be another product, an inquiry, or additional content. That, in turn, can help paint a clearer picture of who the prospect is and how you can serve them better.

From a goal tracking perspective, having a unique Thank You page URL for each goal gives you the ability to track each goal separately. It also allows us to assign more specific and accurate economic values to each type of conversion goal.

Thank You page best practices

Thank You pages don’t need a lot of content to be successful. Remember that the Thank You page is a great place to help set the user’s expectations by letting them know what the next step is.

Restate the core value proposition, confirming the action they just took.

  • Let the user know WHEN, HOW & WHO will be following up with them (if applicable).
  • Let the user know how they can track their inquiry (if applicable).
  • Link to where they can find more information about the specific product they just purchased or applied for.
  • It is also a great time and place to request a secondary conversion such as “Newsletter Sign Up” or “Refer a Friend.”

Short and sweet. Courteous, too. That’s all it takes for a great Thank You page.

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Personas don’t need every detail, just the ones that matter

Personas are “sketches” of your target audience. They help your team create content that speaks to your audience’s pain points and aligns with what they’re searching for.

Don’t get bogged down with character details like “does she take her coffee black or with cream?” Instead, focus on the mindset of your target audience. What pain points keep them from meeting their goals or reaching out for the help they need to do so?

Your final persona document might assign names and have more detail, but don’t stress. Focus on what motivates your audience and what their daily pain points are.

Envision Your Ideal Customer

Marry what you know about people who use your services with what your data and sales team is telling you. This combination should give you a Buyer Profile.

Start with Google Analytics data about the people using your relevant landing pages:

  • What is their primary age?
  • What gender are they?
  • Are they mobile or desktop users, and what is their browser preference?
  • Where do they live?
  • Are they more likely to be a new or returning user on your website?

Getting Into Your Customer’s Frame of Mind

For this, I like starting with these 3 questions:

  1. What is the first thing my customer thinks about in the morning?
  2. What is the last thing my customer thinks about at night?
  3. Why?

Answering these questions will help identify and document your customer’s pain points in the personas.

Initial Competitor Keyword Research

Once you’re in the mindset of your audience, the next step is to begin to imagine the questions they might be searching with to hunt down answers.

Long-tail keywords may prove to be key here as they don’t tend to have a high volume of search traffic.

Keep in mind the stage of the buying process when planning content. People at the top of the sales funnel tend to seek out content that answers “what is it?” and “how does it work?”. Meanwhile, people more ready to make a decision search for quality differentiators like “why is it better than other options?”.

Audience Profiles and Audience Insights

After exploring your ideal audience’s pain points and the questions they might be using to search, it’s time to compile your discoveries into one proper persona. In a nutshell, you should break down the persona you’re developing in two components: Profile & Insight.

  • Audience profile – who your ideal customer is using relevant demographic and psychographic details.
  • Audience insight – what makes your ideal customer pull out their credit card and buy.

Your final personas can take many forms and will be something you update regularly. It need not and should not be overly wrought. Sometimes the best description of your audience is a list of the questions they are asking that only you can answer. From there, you can launch an effective content strategy and develop inbound campaigns.

How Can We Help Make Your Personas Work For You?

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Look to off-platform channels when measuring display campaigns

It’s tempting to collect data from the display advertising platforms as a measure of how well your campaigns are performing. But your prospects’ journey doesn’t stop after clicking an ad, so neither should your view of their progress.

Measuring display campaigns by spending is straightforward and easy to assign to campaigns, but the value returned from that spending can be difficult to pin down. This is maybe most pertinent for display campaigns.

It is still the case for much of Digital Marketing that all the conversion credit goes to the last-clicked channel. This can be a stumbling block at times for teams investing in and trying to prove the value of display campaigns.

Display Me The Money!

It makes sense that when you boost your display budget, you expect to see an on-platform result. Now is a good time to stop and think about why we run display ads in the first place. The reason should not be to get display conversions.

The primary purpose of a prospecting display campaign is to raise the awareness and visibility of your brand within the communities you serve.

Its secondary purpose is to keep your brand top of mind within your market via remarketing. And this generates most on-platform display conversions.

When we’re prospecting, we’re reaching users within your market who may have never heard of your brand. The hope is that they’ll take action in the future, but that often happens through a different channel.

Remarketing display is more likely to get more attributable conversions because we’re now reaching out to users who’ve already expressed interest. These users are further down the funnel towards taking action.

A good display or video campaign builds awareness and affinity. Only after that comes on-platform conversion and revenue growth.

A lot of this has to do with targeting and obtaining more higher-value goals. Even so, it’s all frosting compared to the value of elevating your brand, filling the top of your funnel (generating demand), and contributing to the health of your other channels.

What Metrics Can We Use To Point To Display Success?

Viewable Impressions. This is a simple, quick way to see if your spend is reaching more eligible eyeballs.

Product-Relevant Onsite Interest. Find this info in Google Analytics Behavior Reports for product- or service-specific content.

Direct, Organic and Paid Search Channel Health. Display assists these three channels most by creating more awareness in users. Later, they go straight to your website (Direct) or perform a branded search using a search engine and then click on a result or text ad (Organic & Paid Search).

Branded Search Demand. The influence of display on branded search can be a bit more unpredictable. In general, a display campaign that’s strong on brand should help generate more new search inquiries that include your brand. Look for evidence of branded search growth in your Google Analytics Organic Search > Keywords Report and filter using your brand as a term. Google Analytics redacts much of the keyword data, so look to your Google Search Console as well.

Targeted Conversion Activity & Revenue. On-Platform and Off. Finally, use targeted conversion activity and revenue to see what impact a display campaign is having both on-platform and in the peripheral channels that display so often assists.

Taking a broader-picture view of all the available data throughout a person’s journey through your campaign and available resources should help identify the best-performing links in the chain, as well as highlight issues. From there, you’ll be prepared to defend (or modify) your budget and each element of the campaign.

Is Your Campaign ROI Not Adding Up?

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