Any actions by a user, such as registering for an event or downloading content, deserves a thank you. This is the final step in a conversion and your last chance to create a great user experience.
Why is this important?
The post-conversion pages is often referred to order the confirmation page or goal page. In this post I’ll refer to it as the “thank you” page.
I’ll show you how to optimise your thank you pages by:
- explaining what all awesome thank you pages contain and
- what elements to test to increase performance.
5 Features of Awesome Thank You Pages
Fulfil your obligation
The most basic purpose of the thank you is to confirm a user’s action. Without it users become uneasy. A lack of confirmation can give the impression that the form is broken. Your users may even start to mistrust everything else on the site, thinking “What could it be doing that I don’t know about?”
If the thank you page follows the purchase of a physical item then provide a summary including details such as expected delivery date, cost and order number.
Provide clear information
Try to think about what your users need now.
Information such as:
- Customer service contact
- Returns information
- How to guides
Placing these links where they’re most needed is reassuring, helpful and stops users wasting time searching for them.Utilise useful resources that you’ve created. Delivering videos and blog posts that closely relate to the recently consumed item will act like an added bonus.
Baymard Institute show an example from Seattle Coffee Gear who follow the purchase of an espresso machine with instructional videos.
Create wow factor user experience
Creating a really fantastic user or customer experience means delighting your users. The Kano model is a theory of product development and customer satisfaction. It measures three attributes of your customer experience of your product: basic, performance and delight.
Once you’ve got the first two right then standing out from your competitors comes down to delight. You should be aiming to delight throughout the user journey and then carry it through to the thank you page.
Include positive, upbeat messaging, personalisation i.e. using the customer’s name and on point recommendations of other products and content. Make your users feel special and understood.
Fun elements such as virtual fireworks or confetti are the icing on the cake of a well thought out user experience. Such additions build your brand and garner fans, not just customers.
Ask for feedback
Give your users a voice and a chance to tell you about their experience.
Surveys on order confirmation pages are the way to do this and, done right, can have relatively high engagement rates. Tim Leighton-Boyce of CX Focus had particular success; in “a sample of 100,000 orders, 35% of customers left some feedback on their order. 10% left a free text comment.”
Using an unobtrusive, 3 question survey at the bottom of the order confirmation page (as show below), he was able to glean feedback on customers’ experiences.
Leighton-Boyce stresses the importance of providing a text box to allow respondents to give more detail. This is necessary because:
- You won’t be able to predict every possible response and provide a multiple choice option for it.
- The most useful information is to learn something you didn’t know about.
Reconverting users could mean achieving another sale, successfully prompting them to consume more content or it could mean converting them into registered users.
Users who see the thank you page are more primed to convert than those who haven’t yet taken up any of your offerings. There is a level of trust and value associated with you from the point of view of the converted user.
To successfully reconvert, your second offering needs to present added value to your users.
Cross selling and up selling
Recommending other products to consume can be done in one of two ways:
- Cross selling: Showing related products that fit with the interests of the buyer based on the purchased item
- Up selling: Promoting items that complement or increase the value of the already purchased item.
Make it super easy to have any new item added to the already processed order. The more convenient you can make it the better.
We achieve reconversions by following content delivery either with another content offer or service offer. In this way the thank you page becomes another landing page.
Gaining registered users
Following a conversion is the perfect time to invite customers to join your site as a member or join your mailing list.
Cart abandonment statistics tell us that 23% of online shoppers don’t complete their purchase if they’re asked to create an account before they’ve bought. Therefore it’s better for sales and the user experience to wait until the order confirmation page to prompt shoppers to create an account, like Speedo do.
Speedo make it really easy to create an account by simply asking if the buyer would like to save all the details they just provided by choosing a password.
Getting newsletter signups
Unbounce follow up webinar registrations with an invitation to join their newsletter, shown in the image below:
Their messaging, “While you’re here”, makes the act of signing up sound logical and easy.
Run A/B tests
Creating a great user experience is beneficial to you at a business level. Your thank you page can also be a great place to seek return on investment. Play around with influential parts of the page such as:
- Social media sharing buttons, including whether to display the number of shares.
- Call To Action buttons, changing the text and placement.
- Incentives such as money off. We saw Speedo do this to encourage customer to register their details in the example above.
- The use of urgency e.g. “Add another item in the next 30 minutes and we’ll put the orders together.”
- Content e.g. videos, blog posts