If there is something that directly influences the positioning of a website, it is the user experience. Google has become very strict regarding the UX that the websites are offering their users and, those that are not complying with the guidelines are not taken into account to offer them in the search results in a decent position.
The user experience everything is summarized to the navigability and usability of the website, and today we will focus on one of the many items that have to be considered: the thank- you page What is it? How does it influence the UX? And what are the factors that must be taken into account to manufacture a strategy that enhances sales and extends the time of the user’s visit? How can it benefit in the prospecting of clients?
It turns out that thank-you pages are usually seen as a resource that brings serious value to conversions, but they do not happen if the experience during the conversion process is not positive.
Of course, thank-you pages influence the UX of a website, mainly because its content must be personalized and designed for each customer segment and, therefore, are elements that add points to the business’s intention to position well in the searchers. Let’s start by clarifying your concept.
What is a thank you page?
In a nutshell, it is a page to which a lead is sent after completing the action that you have asked it to complete through CTAs.
For example: you have been sent to this page after subscribing to the newsletter or because you have purchased a product and you are taken to the thank you page to check your order, if you wanted to download an ebook, if you have registered in a webinar or any another action that means conversion of user to lead or client.
It is practically a landing page that is made, individually, to thank, politely, that you have completed the action previously requested. They are also created with the intention of connecting humanly with the user because, in general, these pages are made with personalized material.
For example, if the user has purchased a Nikon Reflex camera, he is very likely interested in buying a tripod, belts to carry the camera, lenses, etc. With a thank-you page, accessories can be offered in case the customer wants to make purchases now or consider them for a next opportunity.
OK, with the examples that we have exposed here, you should already have an idea about the most basic elements that your thank you page should contain. Still, we mentioned it to make the matter more transparent than water:
Content or related products
One of the worst mistakes you can do on your thank-you page allows the user, lead, or customer to stay there alone. You have to give him the opportunity to continue navigating between the pages, and that can only be achieved by offering something that he is willing to read or consume.
Take the example of Amazon or Consulting Success; both show more than just your welcome and appreciation for the purchase or subscription.
Concerning the content, you can offer some of your most popular articles, or you can add those that best suit the tastes of the new subscriber. This data can know and manage them through Google Analytics or marketing automation.
The idea of motivating the time of the visit of the new leader is that you can give signals to Google that you are striving to provide a positive experience to the user and, thus, go climbing position in the rankings.
The only way to motivate navigation through the pages of your website is placing calls to action clear enough to leave no doubt about what the lead can get if you decide to specify the action you ask.
The CTA are crucial elements when pushing the user towards the end of the funnel to become, so it is essential to determine which are the phrases that could help you get the user to make the purchase. Do not be intrigued, be clear, concise and direct, but in turn describe what the lead will achieve if you access what you ask for.
The testimonials are an excellent way to talk about your brand without doing it in the first person, instead, that are the success stories of your current clients that indicate how good you are at what you do.
Successful businesses, such as Facebook, have a specific page to showcase the success stories of their clients and everything they have achieved thanks to the tools provided by Facebook. In your case you can mention the most unusual cases within the thank-you page and include a link to the lead can visit the page as soon as you wish.
To make it more attractive, including a video in which your most successful client exposes his case and, after the video, the link to learn more case studies.
Regarding the above, the video is a format that should not be missing in a website, think how to include it in your thank-you page. Look at the case of Neil Patel.
You could include it to explain what is the procedure to download the ebook, for example. It could also be a video tutorial to explain what are the most common uses of the product that the client has acquired. That is, any idea is okay as long as it offers content that is of benefit and, above all, that guarantees extend the time of the visit of the lead or client.
Some users feel more comfortable with the video and others with the text. Analyze which of these two formats could help you provide an incredible experience for each type of user.
Be careful with the design
While it is true that the design should make the user feel comfortable, it is also true that we must learn to be respectful of excesses, what we want with a thank-you page is to encourage conversion and navigation through the different links that They are offered, so try not to steal the prominence of your call-to-action buttons.
Follow the example of Neil Patel. A relatively simple design, with a little color to avoid distraction and with a short text.
The same goes for the Consulting Success example; extremely basic and with a color that makes your CTA stand out, because in the end what you want is to motivate the lead to the next step to achieve the final conversion.
Customize your page to the maximum
The three examples mentioned above have not met, but one of the aspects that generate more impact in the UX is that you can call the lead or client by name. A thank-you page that says “Thank you, Andre, for preferring us” is a way to make the matter more intimate and personal.
And while you know it, personalization is an essential aspect in these times in which we live a saturation of information. The digital market has a lot of competition, and one of the things that will make you stand out is that you can break the barrier of distances by calling the customer by name.
Deepen in the sense of urgency
It’s an old selling technique, but good. Creating a sense of urgency in potential customers is part of a compendium of techniques that could help you experience more sales in a certain period.
This resource is perfect for when it comes to creating a thank-you page for making a purchase and putting “We think this might interest you” accompanied by several articles and the amount that remains available, can be a perfect example on how to generate the sense of urgency.
Button to share your experience in Social Networks
Social Networks cannot be missing in a marketing and sales strategy, mainly because it is the user who has been marking the patterns of interactions, these are increasingly social and want to share their experience in social media, whether it was good or bad.
The button to share on Social Networks is perfect for when you want to promote a specific event, for example a webinar.