What if I told you that you have been leaving money on the table when running your online business? You’d disagree with me because no one would walk away from cash. Sadly, that’s what you have been doing by underutilizing the ‘Thank You Page’ on your website.
Let me explain.
If a customer reaches your ‘thank you page’, they’ve already purchased from you. They liked what you were selling and were ready to part with their hard-earned cash to get the product or service. In other words, they trust your brand. Therefore, they’re already your customer.
Here’s a fact - businesses have a 60-70% probability of convincing an existing customer to purchase more and a 5-20% probability of getting a new customer to buy from them.
This means that there’s more opportunity for you to sell, by the leveraging your thank you page.
Unfortunately, a lot of businesses miss out on this opportunity.
As you read further, we’ll take you through how you can optimize the thank you page for your eCommerce website and earn more revenue or interest from existing customers. We’ll also look at some examples of great thank you pages that you can emulate and tweak to suit your eCommerce store.
But before that, let’s quickly cover the basics.
What do customers expect from a Thank You page?
What customers expect from this page is to let them know that their actions (subscribing, making an order, etc.) have been completed and what they should expect next. That’s the primary focus on having this page which shouldn’t change at all.
A simple thank you page, looks like this:
Now, don’t get us wrong, these get the job done. But if your motive is to get more out of your thank you page, this won’t cut it. They’re basic and they give the customer the impression that you are done with them and are bidding them goodbye. What you want to do instead is keep them longer on your site and get them to buy more from your business.
At this point, you understand that you should pay more attention to your thank you page. But really, why should you care about it? How can it benefit your eCommerce brand?
Allows customers to get an overview of their orders
The thank you page summarizes the details of the order made by a customer. So the customer can see if all the details are correct before they leave your site. They can confirm the item they have purchased, the price, quantity, and other details.
Allows you to collect customer data
When you invite your customers to subscribe to your newsletter on the thank you page or sign up for a bonus, it is an opportunity to obtain their data such as email. You can then communicate to them whenever you have updates on your products, offers or loyalty programs and so you nurture the relationships with your customers and have them constantly buying more from you.
Creates room for referrals
If a customer is pleased with your online business, they can recommend their circle of friends to try you out. Having the social share button on the thank you page will make this easy for your customers to do that and before you know it, they will be marketing your business for free.
Allows you to say thank you
It has been ingrained in us since we were young that saying thank you is a sign of good manners. You say thank you when someone is thoughtful, does something nice for you, or grants your request.
If you had a physical store, you would be saying thank you to customers before they walked out. It is an act of professionalism. Since you operate online, you don’t physically see your customers but you can still extend gratitude and professionalism before they leave and hence the thank you page.
How is a Thank You Page different from a Confirmation Email?
A thank you page and a confirmation email may seem like the same thing since they both communicate to the customer regarding the action they have taken on your website. However, there is a line of difference between them.
A customer sees the thank you page immediately after they’ve completed the action that brought them to your website.
It is easier to get a customer to buy more items from you when they’re on the thank you page because they’re still in that state of shopping. Think about it this way. How many times have you walked into a physical shop to buy one item and ended up with more? Maybe you wanted a t-shirt but once you paid for it, a nice bag caught your attention and you ended up buying it too. However, once you leave the shop and promise to come back for another item, it is harder to do so even if you genuinely meant to.
A confirmation email acts as a reminder of their order but in this case, it comes later when they’ve already left the store.
A thank you page confirms the purchasing order of the customer, allows the customer to provide feedback, and builds trust with them and hence, it lays the groundwork. A confirmation email then comes in to provide the customer with updates on their order, subscription, booking, etc., and nurtures the relationship even more. Therefore, the email is an extension of your website’s thank you section.
When you’re using tools like Google Analytics, you can be up to date with your marketing results through the thank you page. This is possible since you can get a record of how many people have gotten to the end of the funnel by purchasing a product, filling a form, and so on. This is harder to achieve with a simple confirmation email since you won’t know how many people saw the form you sent and ignored it or the pages they browsed through on your website before making a decision yet this information can help you improve your business.
11 smart ways to get conversions from your Thank You page
Now that you understand how an optimized thank you page can become a money minting machine for your eCommerce business, let’s look at how you can achieve the best thank you pages. We’ll also show you some great thank you pages examples in the process.
1. Keep it simple
“Simplicity is an exact medium between too little and too much.” – Sir Joshua Reynolds
Your mind might be racing with too many ideas of what you can include on thank you pages design. However, one of the ways you can use to create an effective thank you page is by keeping it simple to avoid overly distracting or annoying your customer.
2. Say "thank you"
One of the ways you can make the page simple is by actually having the words ‘Thank you’ on it. This may seem obvious but you’ll be surprised by how many entrepreneurs forget to do this. Before you update the customer about anything or give them new information, appreciate the action they have already taken.
3. Avoid countdowns
Putting too many discounts and countdowns on the thank you page makes it look crowded which may make a customer feel like clicking off, which is not what you want. For example, if you’ve already told the customer how long it will take to receive their order, do you need to add a countdown to the days, hours, minutes, and seconds until they get it? I think not.
Let’s say you have 7 discounts or offers running concurrently, you don’t need to put all of them on the thank you page because it can be overwhelming for the customer. So, you can pick one or two that you want to focus on this week, push them hard then choose another offer to promote next week.
4. Keep the page clean
The information on the thank you page should be arranged well so there isn’t too much blank space. Using a white background can also make the words and graphics stand out.
Here’s an example of a great yet simple thank you page template from Marshall.
5. Get creative with the copy (it's okay to spend time on it)
Everywhere you look, you’ll see some form of discount or promotion. Therefore, you need to do more to capture your customer’s attention. To achieve this, you don’t need to offer the biggest discount. You simply need to be creative with how you present yours.
This is where good thank you page copywriting comes in. Use words and a design that will draw someone in. The thank you page template below from Cup & Leaf implements the simplicity we’ve mentioned in the previous point and creativity using words that evoke emotions.
6. Tell customers exactly what to expect
Once a customer has made an order through your website, it is up to you to inform them what they should expect next. When doing this, it is vital to be as clear as possible to avoid confusion.
Some of the details you should always provide your customer with are the expected delivery date, where the product will be delivered, any document they should present before they receive the order, their order number, the number of items they should expect and if they were taking advantage of a discount then they should also know their discount code.
Providing your customers with these details will help build trust and prevent any worry about losing their money to your brand.
Amazon does a good job of telling their customers what to expect.
7. Sell, but subtly
Selling doesn’t stop, especially if the customer is still on your website. Therefore, you can take advantage of those few minutes before they click off the thank you page.
You can upsell by recommending products that your customers had shown interest in previously but didn’t purchase. This can get them to change their mind and buy them.
Displaying related items is also a great way of selling on the thank you page. For example, if a customer buys a playstation from you then you can suggest they also get games by telling them the games go perfectly with the playstation they’ve bought.
Another great idea is letting the customer know about products that other customers are checking out.
One way of doing this is by informing the customer that other people who purchased the same item also looked at other specific items. They’ll be curious to see what other customers bought and they might also do the same. Look at how Amazon does it.
8. Gather feedback (or just talk to them)
Knowing your customer’s desires, challenges and goals will help you to serve them better and provide them with products that are tailored to their specific needs. You can know more about your customers by conducting surveys.
For this to work, you need to do it correctly by asking the right questions and keeping the survey short. You can tell them how long it will take them to complete the survey. Asking only one question is great because it doesn’t feel like you’re taking a lot of your customers’ time. Multiple choice questions work best because the customer has a variety of answers to choose from and wouldn’t mind taking 30 seconds to choose an answer.
The question (s) you can ask include what made them engage with your brand (for example, what prompted them to buy from you?), how they heard about you, and the type of products they would like to buy from you.
Apart from surveys, you can also ask your customers to leave a comment before they go. This can be about their experience on your website or what they’re struggling with and how you can help. See how Harry’s learns more about their customers.
9. Try out referral bonuses (never a bad idea)
If you want your customers to refer their friends and family to your eCommerce business then you need to do just one simple thing. Ask them while saying thanks.
These statistics show you the power of a satisfied customer. To motivate your customers to refer people in their circle, you can offer a single or double-sided referral bonus on your thank you page.
Be specific and let the customer know what they will get for the referrals they make, whether it’s cashback, a product, or a discount on their next purchase. Check out how SALLY’s has done it below.
You can make it easier for your customers to refer to other people by enabling social shares and providing a pre-written email.
For the pre-written email, the customer just has to include the email of the person they’re sending it to and click send. Below is an example from James Clear, the author of Atomic Habits, which is a New York bestseller.
You can take it a step further and come up with a hashtag for the referral bonus initiative. Your customers can then share it all over social media and before you know it, it can turn into a movement, hence promoting your brand for a long time.
10. Teach the customer how to use the product
You may assume that when a customer has purchased your product, they know how to use it. This is not always the case.
That is why it’s essential to educate them on how to use it. Doing so will get them to trust you and appreciate your customer service.
There are so many ways you can teach the customer how to use the item they’ve bought. To avoid crowding the thank you page, you can do more videos or GIFs compared to words. You can even put together several images which can be alternating on the page to show the customer step by step what to do. You know the fact - People remember more from graphics than from words.
Look at how ‘Let’s Matcha’ does it.
11. Demonstrate authority in the field
This may not apply if your business is just starting out but if you’ve been operating for a while then you can use the thank you page to demonstrate that you’re an expert in your field.
This approach is a game-changer because you won’t need to do much, customers will follow you. You’ll be their go-to brand every time they need a product or service that you offer.
You can demonstrate authority by displaying where you’ve been featured, mentioned, or interviewed regarding your business or expertise. Ramit Sethi, founder of ‘I will teach you to be rich does a great job of showing this, which you can emulate.
It's never too late to start
If you’d never given the thank you page more thought before, don’t beat yourself up about it. So many eCommerce brands have done the same. The most important thing is that you now understand the potential that a fully optimized thank you page holds and how to create one. With the several thank you page examples discussed, you might be confused on where to start but just pick one and go from there. As an eCommerce business, you cannot let any opportunity of growing your business and making more sales pass you by. That is why you need to work on your thank you page as soon as now. Thanks for reading! Hope it helped.