We get it. You understand the importance of having an optimized website in driving conversions and accelerating growth.
Chances are you’ve already adopted best practices for your entire website: landing pages, product pages, and thank you page.
But are you still not experiencing as many conversions as you’d expect? Do you believe there is still room for improvement?
If yes, then this blog is for you. Here, we will be taking a narrow approach to thank you page conversions and exploring fresh and innovative ways to boost conversions.
First things first: let’s all be on the same page that businesses have a 60-70% probability of convincing an existing customer to purchase more. As compared to that, there's only 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 leveraging your thank you page.
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 look at a thank you page template.
Anatomy of a High-Converting Thank you Page
11 smart ways to get more conversions from your Thank You page
Remember: an optimized thank you page can become a money minting machine for your eCommerce business. When used well, it can be a highly effective strategy to show your conversions.
With that in mind, let’s look at how you can achieve the best thank you pages. We’ll also show you some great thank you landing page examples in the process.
1. Offer a glimpse into the heart of your company
A business inspired by a personality builds a brand. Your brand is what differentiates you from other competitors in the same domain. It establishes you as a separate entity, and perhaps one which deserves individual attention.
Your brand puts forth who you are and what you stand for—in a way that resonates with your customers and culture.
Your customers and potential customers remember stories, and the way it makes them feel. They love to hear about your processes, struggles, and achievements. The best startups make their customers feel like they are part of the journey.
Here’s an example from Marshall of a great branded thank you page template that perfectly captures the personality of the brand to create a visual experience for the customers’ journey.
Hey, you’ll love this: 29 Resources to grow your eCommerce business on a Budget
2. Tell your customers what to really 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 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 help ease any concern about losing their money to your brand.
Amazon does a good job at this.
3. Skip the 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.
This thank you page template shows how you can use countdowns without overdoing them. They just use one primary countdown and have supporting content all around it.
4. Get creative with the content
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 maintaining your aesthetic to be simple, clever, and creative.
The information on the thank you page should be arranged well so there isn’t too much blank space. At the same time, it should all serve a purpose: remember, you don’t need to have the best products or the biggest deals. Simple and clever content goes a long way.
For example, Beautiful Blossoms uses a simple, clean page layout with a catchy design for their Thank You page. The best part is that the design itself gives you an idea into what the company does.
5. Sell them more, and be smart about it
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.
6. Give them a chance to explore your website
Navigation menus provide a user with site structure and allow them to make informed decisions when interacting with your website.
Your navigation menu plays an important role in guiding your customers towards the goals that you want to achieve: sales.
When you put this menu on easy access, you give your customers a greater chance to explore your website, learn more about your offerings, and opt to make a purchase.
That way, you can keep up their buying spirit and encourage them to make more purchases right away from the thank you page.
The folks at Crate&Barrel use this well with a clear navigation menu as well as recommendations for the next steps.
Want to know more? Check out the complete customer-first guide to eCommerce navigation
7. Keep the conversation going with social media
59% of Americans believe that social media has made customer service easier—and the proof is in the pudding. When brands use social media well, they are likely to experience business growth much sooner.
And using social media doesn’t have to be hard either: it’s simply another place for you to keep the conversation going off the website. When you place your social media links on your website, you make it easier for your customers to stay in touch, look out for brand updates, and generally enjoy content from your brand.
Target uses this concept very well by offering all the ways in which you can stay connected to the brand.
8. Give them the space to share your offerings
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.
Research shows that 83% of humans trust products or brands recommended by their family, friends, or colleagues and 28% of millennials do not buy items that their friends have not endorsed.
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.
9. Tell your story
Storytelling is a powerful way to communicate a message. Telling stories humanizes a business and can even change a customer's perception of a brand. Your company's success depends on how your customers perceive you, so why not put your best foot forward?
No matter what industry you are in, your customers want to know the story of your brand. They want to know the person behind it all; they want to feel the passion with which you run your business.
So, get ahead of it, bring yourself into the picture, and tell your story. Remember: people bet on a person before they bet on a business. Make them bet on you.
Have you seen this? 14 Rules to Write Highly Persuasive Product Descriptions
10. Surprise them with a bonus or offer
Picture this: you pressed the button, completed your purchase, and then you were surprised with a thank you page. An offer was waiting for you there as well! Now, isn’t that a great way for you to keep up the buying spirit?
In fact, including a bonus on your thank you page is a great way to instill this spirit and increase your conversion rate. A few different ways businesses use this are through loyalty programs, buy-more-get-more schemes, and simple 10% or 20% off.
However, it always pays off to get creative! Who knows your customer may even share the offer with their friends and family.
The thank you page template below from Cup & Leaf implements simplicity and creativity to give away an offer using words that evoke emotions.
11. Find out what moves your audience
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.
Okay, so what do customers look for when they land on 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.
However, often when a customer makes a purchase, they will likely be interested in making more. They’d likely be interested in getting to know more about your brand, finding ways to stay connected, and understanding how they can pursue a long-term relationship.
To serve all those purposes, here’s what customers generally look for in a thank you page:
1. 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.
To give you an idea, a basic form submission confirmation message example should look like this: “Thanks for filling out all the information! We have received it, and will be in touch with you super soon.”
Here’s an example of a great thank you page template that not only offers an overview of the order but also all other details.
2. Tracking & delivery information
Let's be honest: delivering your goods without tracking is like not having an address on your house. Why would you want to do that?
Tracking is part of the experience of ordering something online. Customers like to know their order status and follow it along the journey to their doorstep. It's also a great way to steer their excitement when they see that something is in the mail!
Several fashion eCommerce sites use this concept to give their customers the chance to track their purchase. One such example is Avert Watches who offer tracking information on their eCommerce confirmation page.
3. A place to confirm customer details
Customers like having their details updated so they can receive news from your brand - especially if it’s related to an order or request they’ve placed.
You can also follow this up with 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.
This thank you page example highlights the customers’ billing and shipping details to ensure that they are updated, correct, and relevant to that particular order.
4. Space to kick in the 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.
Warby Parker uses prime real estate on their thank you page template to encourage customers to share their story with friends and family. They also have buttons connecting major social media platforms.
5. Platforms to stay connected
Social media is everywhere - it is omnipresent and plays a role in nearly every social interaction online. As an eCommerce business, it is imperative that you make use of it.
If you need another reason, consumers tend to spend 20% - 40% more money on brands that they interact with on social media. They believe that social media has elevated the brand experience and actively seek connections with their favorite brands on social channels.
KickResume keeps their design thank you page simple, sleek, and of course complete with social media accounts.
In case you’re wondering, this is how a Thank You page is different from a Confirmation page
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.
Hey, you may want to check out 12 common traits of high-converting mobile product pages
It's never too late to start
Remember: a fully optimized thank you page holds real potential to drive conversions.
Knowing how to create the perfect thank you page design goes a long way. You don’t necessarily need to offer a beautiful thank you, but it is integral that you use this page to drive value for your customer and your website.
Just let them know ‘thank you, you are awesome’ and go from there. Build a relationship with your customers and encourage them to stay in it for the long run. And if you ever need any thank you page examples, all you have to do is bookmark this blog.