What does a great thank you page look like?

By /

August 16, 2006

Thank you pages serve a number of goals:

  • They let the customer know that he successfully completed the transaction
  • They may give the customer critical information (“Thank you for subscribing. Check your email to get your subscription link.”)
  • They may be printed by the customer as a receipt
  • They are an easy way to tell your web analytics that a conversion took place.

Besides serving all these goals, thank you pages provide a special opportunity that many sites, especially e-commerce sites, do not take advantage of. Most of us know by now that it is very important not to stop the customer when she is trying to spend money, and that’s why we don’t have mandatory registrations or surveys before the shopping cart. The thank you page is the perfect place for those things:

1) Surveys. Some e-commerce sites already have professional surveys, like BizRate. (Read what I wrote about invasive surveys.) Most do not have any surveys (because if they did, I’d be taking surveys every other day.) I pleaded with an e-commerce customer to put a survey on his website, and while we agonized about the wording and she dragged her feet for months, she ultimately did put the survey up. She has been awed at the kind of actionable information customer have been giving her on her survey (especially because she included a large freeform box for customers to make any comments that they like.)

2) Registration. Like a good etailer, you let them purchase as a guest. Why not ask for the registration now, on the thank you page? You’ve already got all the information you need except a password and username (and you might even make the email address into a username if that’s how your site works.)

3) Other opportunities. The thank you page is the perfect place to ask customers if they would like to be a member of a virtual focus group. Virtual focus groups give you a small mailing list that you can ask questions of — about the site, about your service, about new products. Most people don’t compensate the group but may do an annul coupon or other thank you gift. An even better way to recruit members for this group is to ask everyone who emails a complaint or a compliment to join — those people are already engaged with your company at a high emotional level.

4) And my favorite: The thank you page that gives you a chance to go back to the site and buy some more.

Robbin Steif
LunaMetrics

Our owner and CEO, Robbin Steif, started LunaMetrics ten years ago. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a recent Diamond Award for business leadership. You should read her letter before you decide to work with us.

  • LJ

    I think thank you pages are a good opportunity to remind the buyer about your other products or services. Let them add another product to their order by a simple click.

  • http://www.lunametrics.com/blog LunaMetrics Blog

    Hi Lars. You are right, the thank you page is a great page to cross-sell the customer. I would have to look at credit card laws to see if it is a simple click or if it is the equivalent of shop some more (and consider this item.) Maybe a reader will already know the answer to this one.

  • Manoj

    I really like number 4 because there are so many times visitors are left hanging once they reach the thank you page. By giving visitors the ability to further explore the website helps keep their interest and as you said potentially “buy some more”

  • Liana

    Should I personalize my ‘Thank you’ page with a picture of mine?

  • http://vizualbod.com Frank Malina

    I don’t think that you can make conversion twice by pointing users back to buy some more. That’s a wasted opportunity. You haven’t mentioned that people can place ads on “Thank you pages” to give people something to read to strengthen the brand or make some money from clicks. In any case: block robots from your thank you page, I wrote down why on my blog: vizualbod.com/articles/keep-robots-away-from-your-thank-you-pages/

  • http://www.easylinguistics.com Ella Rowe

    Hi

    I need to write a thank you page for customers who have bought my audio books for bi-lingual babies. The customers will download the product from this page. I came to your site hoping to see examples of thank you pages. Although your advice was useful do you have any examples that I could see?

    regards

    Ella

  • http://www.easylinguistics.com Ella Rowe

    Hi

    I need to write a thank you page for customers who have bought my audio books for bi-lingual babies. The customers will download the product from this page. I came to your site hoping to see examples of thank you pages. Although your advice was useful do you have any examples that I could see?

    regards

    Ella

  • http://www.easylinguistics.com Ella Rowe

    Hi Robin

    I just not sure what a thank you page should look like and what it should include. If I want to see sample sales pages they´re all over the place but thank you pages you only see after you´ve bought. I have bought products on line and seen thank you pages I just didn´t take enough notice at the time. Do you have any sample thank you pages that I could see?

  • http://www.easylinguistics.com Ella Rowe

    Hi Robin

    I just not sure what a thank you page should look like and what it should include. If I want to see sample sales pages they´re all over the place but thank you pages you only see after you´ve bought. I have bought products on line and seen thank you pages I just didn´t take enough notice at the time. Do you have any sample thank you pages that I could see?

  • http://www.wpautomatic.com/ Dgill O’rank

    Do you have some reference to make a good thank you page? I need an example. Thanks before

  • http://www.fhesite.com gc

    Just wanted to see what your “thank you” page looks like!

  • http://test.com test

    test

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  • http://www.lunametrics.com Robbin

    Well, since your site is about you (or, has your name on the coming soon page, at least), that might be interesting, although if you need to personalize it so that they have trust in you (which a picture can do), you might want to do the picture before they convert. And of course, if you can test, that is awesome.

  • http://www.lunametrics.com Robbin

    Well, that article was on thank you pages. A thank you page says, “you succeeded!” It is not a call to action, which is what you are looking for (I think….)

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