I have optimised the homepage, my landing pages, my product pages, category pages, search results, basket page, payment page…what’s next?”
A lot of very mature clients who started optimising years ago will have tested more or less all of the pages on their websites. Although we know that CRO is a continuous iterative process and we need to test, test and re-test, sometimes those clients want to start testing on new pages too.
Something that is often overlooked is testing confirmation pages, thank you pages and logout pages. We all know that at that point, the user may already have purchased something (or done their online banking or subscribed to your newsletter), so why bother? We cannot increase conversion rate here – can we?
There are many possible opportunities in testing these kind of pages. Let’s see why and how.
Thank you pages are much more than pieces of virtual cards on which to display gratitude and order numbers. These pages are an integral part of your buying funnel that, when used properly, can continue to boost your revenue.
By displaying the typical boring message, “Thanks for signing up/for your purchase!” you’re giving your visitors the green light for them to leave and forget about you. Why not take advantage of the momentum you’ve already built and engage them even further?
Here are some ideas:
- Upsell or cross-sell other products. Try including a coupon for a discount on additional purchases on your confirmation page. Show discounts/promotions or limited offers only available to existing customers in order to personalise their experience. Promote your mobile app and encourage download with the enticement of additional “Mobile App only” offers.
- Social sharing Provide links to connect with your organization on social media sites. Suggest that subscribers/customers share an offer or discount code with their friends and include a link allow them to do it easily.
- Personalization: Use their first name when thanking them especially for post purchase and logoff pages for returning users. Ask additional questions that may help to personalise their next experience. If the user sees the page many times in a short period, try refreshing the page content so they will see something different at subsequent visits.
- Reproduce the homepage navigation a lot of users go back to the homepage where they think they will find more info/products, help them by providing a quick link.
- Gather Market Research or Customer Feedback. Ask your customers/prospects about their online experience as they can give additional insight and feedback about your website better than anyone else!
- Provide links to other relevant content on your website, such as white papers, blogs, articles, and related product information.
- Include testimonials or reviews about your products and company, this can be an effective way to help drive conversions, especially for visitors who have just subscribed but haven’t made a purchase yet.
- Don’t overwhelm visitors with too much information on your thank-you page. The only way to find out what is really working is by testing various elements such as copy, design and calls to action.
An effectively planned and carefully designed thank-you page can be a powerful tool and it can help increase your ROI no matter what business you’re in. Furthermore it can provide a better, more engaging experience for your visitor and help build customer loyalty.
Will optimising your thank you pages be your next step in your CRO roadmap?