Saying ‘Thank You’ Real Good

Published December 17, 2019

Using Thank You pages for better goal tracking and customer experience

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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Author: Zack Stack, Director of Creative & Digital Strategy