The Lost Art of Saying Thank You
So much of the art of communication and etiquette is lost in today’s world, but when used correctly, can garner powerful results. “Please” and “thank you” seem to be heard less and less, at least not in sincerity.
Yet a genuine thank you holds the power to bring your customers back again and again.
And it’s simple.
Don’t Be Lazy With Your Thank You
On too many websites, the “thank you” is offered almost backhandedly after a transaction or visit. It may be just the two small, simple words that pop up.
Period. End of story.
Literally.
Thank you pages are often pitched together as an afterthought (if there even is a separate page), yet they have huge potential for nurturing leads and increasing sales. Instead of ending things, you should be setting the expectation that there is a relationship here with more good things to come. You anticipate your customer coming back for more, and you’ll welcome them like an old friend. You want to create a stronger connection.
Visitors will take action when your website is working properly. We’re not just talking about loading a page correctly. We mean working for you. Visitors will become leads, buy products, and subscribe to newsletters. That’s a conversion. On top of that, a visitor who takes action is likely to take a second action. When a visitor takes a positive action like that, you should let them know you appreciate them. Maximize that by creating an effective, powerful thank you page with it’s own URL.
When you need a little help in that direction, or perhaps a fresh look at your experience, Clock Tower Insight offers Customer Experience Management to help create a meaningful experience for your client, boosting brand loyalty.
Use the Momentum
There is a vastly important principle in consumer psychology at play here:
People tend to behave in ways that are consistent with an earlier action.
So . . . . if someone complies with a little request such as opting in for a newsletter, they’re more likely to comply with a similar or even larger request later, like making a purchase.
When a visitor has arrived at your thank you page, it usually means one of two things has happened:
- They’ve clicked to join your email list. They’ve been a casual reader, and now they’re telling you they’re interested in what it is you have to offer.
- They’ve made a purchase. They’ve actually pulled their wallet out and went from prospect to paying customer.
That person is in active YES mode and is primed for the next step in your sales process. Don’t let that go to waste! Take advantage of that momentum with a powerful thank you page.
What to Include On Your Thank You Page
Even when in yes mode, people still need validation and instruction on what is expected of them next, and how to achieve that. There are three equally essential items that must be included on your thank you page for it to have maximum effect.
Confirmation
Just so there’s no confusion, make sure to tell your user that their action was successful. But it’s not enough just to say “Success.” Spell out exactly what they did, so that there’s no question: “Your Order Has Been Placed and is Being Processed,” or “ Thank You For Subscribing to Our Newsletter” will do just fine.
Most thank you pages generally will have something to that effect, but never take it any further, losing the momentum
Call to Action
There should always be a “next step” in your sales process. A clear call to action (CTA) will encourage your users to move to the next step. Here are a few examples you may want to use:
- Ask them to download your lead magnet
- Ask them to share on social media
- Ask them to purchase a low-dollar offer
- Ask them to create an account
- Suggest several of your most popular blogs for them to read
- Ask them to whitelist your email address
- Ask them to register for a webinar or event
- Ask them to purchase a related product
- Ask them to fill out a survey
The point here is you’re looking to move them to continuing to interact with you and your site.
Specific Instructions
This takes your CTA to the next step. You’ve already asked them to do something like register for an event, but believe it or not, many people won’t act upon that, even if they’re willing, unless they’re given specific instructions on how.
For instance, if you’ve requested they register for your upcoming Spring Open House, give the exact details on how to register. Give them a clearly visible link to click to register, and instructions on what they need to do to complete the registration form. “Click on the green button below to save your spot.”
Just don’t get carried away with requesting they do too many things. Asking for one action is plenty, so be selective in what you request on your thank you page.
By optimizing your thank you page, you’ll be taking your business to the next level with very little effort, and maximum results.