Rethinking The Lowly Thank You Page

Let’s face it, the Landing Page gets all the attention these days. Every marketing blog (including my own) has an opinion on the best landing page and what to do to convert every visitor with its brilliant magnificence. Don’t get me wrong, the landing page deserves the huge amount of attention it gets. But if all you’re doing is giving visitors a confirmation message when they click Submit, you’re missing a big opportunity to engage with your visitors.

Can You Convert A Visitor Twice?

When you visit most commercial websites, you’ll find whitepapers, demos, eBooks, webinars and events — typically behind a form. As a visitor, when I fill out these forms, I give them my contact information in return for whatever asset I’m interested in. Of course, I know I can expect an email or phone call within a day or so, but I give out my information anyway because I want whatever is behind the form.

Once I submit the form, they either send me straight to the asset, email a link to the asset or send me to a thank you page with a link to the content I want. If they are smart, they’ll send me to a thank you page and send an email.

It’s surprising how something so simple isn’t standard. But is even that enough? Since I filled out the form, I’m now an engaged visitor. Can more be done right now to move me closer to being a customer — or better yet, a fan?

If the only thing you do for a visitor after they submit a form is provide what they asked for, you’re missing the opportunity to engage more deeply with that visitor and move them closer to becoming a customer.

Elements Of A Great Thank You Page

Just like a Landing Page, a Thank You page has its standard components. Always deliver what you promised in the first place. If you don’t do that immediately, your visitor has the opportunity to look elsewhere for the information they came looking for.

  1. Primary Response. This is the general thank you message and either links to the asset or provides what they can expect next in the case of a demo or contact form. Make sure this confirmation is very obvious. You don’t want visitors to have to hunt around for this information on the page.
  2. Contact Information. Just in case they love what they see, give the visitor contact information so they may take the next step and be proactive if they want to. Include the appropriate email and telephone number. When possible, do more than just an info@ or support@ email. Try and make it personal if you have the ability, so that they know they are connecting with someone and not an email bot.
  3. Testimonials and Badges. This is a great place to show off a customer testimonial or two as well as any awards you’ve won. This helps establish a greater amount of trust with the converting visitor, and you get to shine as well.
  4. Sharing the Love. People enjoy sharing stuff they think is useful with their friends. Let them post a Tweet, Like or post it on their G+ and LinkedIn pages. This way, one happy, converting visitor can multiply the effects of your campaign to more people outside the campaign. Because conversion volumes are usually not high, I wouldn’t typically use the type of social sharing buttons that display the number of shares, but rather, a standard sharing button. If it looks like not many people have shared it, they will be less likely to share it themselves.
  5. Bonus, Unexpected, Awesome Material. If you have related material, like case studies, blogs or whitepapers, show them off here. If you happen to know what industry the converting visitor is in, show off your case studies in their industry. This kind of personalization shows you have a great handle on their issues and can be trusted to understand their needs. Whatever the content is, when you can, provide content that they weren’t expecting, yet is something they are really excited to find.
  6. The Next Step in the Funnel. If you have mapped out your conversion assets to their place in the marketing funnel, go ahead and present the next step in the funnel. For instance, if they watched a webinar, ask them if they want a demo. Be sure not to ask the same information since you already have it, but ask for some new information that will be helpful in understanding their needs.

Some Examples Of Good Thank You Pages

There aren’t many outstanding Thank You pages out there. It’s hard enough having enough content to make a few landing pages, much less a really strong Thank You page full of great content. But it really pays off when you have the captured attention of an interested visitor.

HubSpot Thank You Page

I’ve always liked Hubspot’s Thank You pages. You’ll often find they ask converters to take the next step. Below is an example from a webinar I signed up for. You’ll see they provide ok instructions, but they ask you to share it, and they have a short form for the next stage in the funnel if you found the material useful.



Marketo Thank You Page

Another company that does a great job with their Thank You pages is Marketo. They have a lot of content to work with to create custom tailored Thank You pages that move the prospect through the marketing funnel.


The Goal Of The Thank You Page

Your goal with Thank You pages is, of course, to provide what the visitor asked for — but you’re also trying to move them further into the marketing funnel till they enter the sales funnel. At the point in time when a visitor converts, they are likely at a peak point of interest in your company. Take advantage of this moment to give them more than they expected and create fans, not just prospects.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Analytics | Analytics & Marketing Column | Channel: Analytics | Conversion Rate Optimization


About The Author: is Click Laboratory's Chief Scientist, where he leads the company's engagement and optimization teams. He has 20 years of experience in web design, online marketing, customer analysis and lead generation.

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  • Amanda Dodge

    I hate when Thank You Pages disappoint me! I was on a site yesterday that asked me to sign-up for their newsletter, and the hook was interesting enough that I converted, but the Thank You Page was so bland and boring. It was as if they’d used all of their creative juices and puttered out at the end. Had they invited me to check out other content in a unique way or follow them on social media I probably would have.

  • vicshoup

    How about those Thank You pages that still have the generic text from whatever platform they used to create the page. I’ve seen them that just say “Thanks”

  • Pat Grady

    Lowly, haha! Analytically, it’s the most important page on any site. And as you point out, under used for other purposes as well.

  • Erika Heald

    Thank you pages are often a missed opportunity to re-engage a prospect through providing compelling, targeted content. Great post!

  • ReferralCandy

    This was a refreshing post, John!

    The ‘Thank You’ page is definitely a part of the site that can be really useful if properly utilised. As the people who see the page are those who have already converted, they are probably more willing to share what they have just gotten with their social circles.

    It would be great to test this theory out with some data!

    Thanks for writing this,
    Hum @ ReferralCandy

  • Brittany Berger

    Yes! Marketers need to look at every interaction as an opportunity. Just because you already got the visitor to do something, why stop trying? I wrote a similar post about thank you/confirmation emails: You should always be trying to provide more value and engage the visitor more.

  • John Paul Mains

    Yeah, those are the sad ones. When I see that, they clearly show that whoever put the site together didn’t care much. I’m sure their sales team would have a different opinion!

  • John Paul Mains

    Thanks Erika!

  • John Paul Mains

    From what I’ve seen, the Thank You pages aren’t shared often. They often change the share links for the originating form rather than the Thank You so that they can get the conversion from those it was shared with rather than sending people straight to the page.


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