Website Thank You Page — What You Need to Know
If you are an eCommerce business and you just successfully made a sale on your website, we want to talk to you about some crucial elements that you should have on your Thank You page. Plus, there are a few elements you should certainly not have on your Thank You page.
Thank You pages often contains valuable order information. Many merchants use them as an important place for brand recognition. However, oftentimes we’ve seen critical mistakes that could negatively impact the customer’s experience.
A Thank You page is a good opportunity for businesses to capitalize on the momentum and the excitement that the customer just had when making a purchase. One of those things could be showing related items.
For example, you know a customer just bought X. Well if there’s a related item Y, then it would behoove you to show that content to a user in order to potentially create some more revenue.
Now there are several times they before purchase where you can give the opportunity for a customer to buy a cross-sell item that would complement what they’re buying. You can up-sell them into a more expensive or a different tiered item.
At the same time, if you see that you offer one upgrade before checkout that they don’t take, maybe you can offer a downgrade item during checkout to increase your order average value.
But if they don’t take action as soon as they purchase, realize that they still have credit card in hand, or they have the psychological excitement of what they just purchased. They are still in a position where if you can show them value, they will easily purchase another item. The momentum is there, so you want to be able to capitalize on that opportunity. You have a brand-new customer, so why not show some related items that they could potentially be interested in?
We think Amazon’s one of the best examples of this method. Let’s say you were to buy a cell phone charger. If you look on their post-purchase page on checkout, you might see car holders or a different accessory for that specific phone.
Of course, they have a huge pool of products to case, where in most cases our eCommerce sites are going to have more limited products to show. But it’s still a wonderful opportunity to be able to take advantage of. Typically, there’s going to be at least one other item that’s going to compliment what the customer just purchased.
And going off of the idea that the customer is excited, and they just purchased a product that they like, you should offer them sharing tools so they can share what they’ve just done on Facebook, Instagram, etc. Building up that social following is certainly a good way to increase the number of followers and likes that your Facebook and Instagram page would have. It’s a great way for the customer to be able share the purchase that they just had and certainly increases your social presence.
In most cases, you would probably just automatically add the customer to your email database upon purchase. So why would you have an email signup form on a Thank You page? Depending on the type of shopping cart that you have, oftentimes this can automatically happen.
But perhaps there’s a reason that you would not want to add them automatically into your email list. For example, if you’re in the CBD or marijuana industry, or in a medical industry, you might have regulations. There could be specific laws that would govern the type of consent that you would have to get before you could add someone to your list.
The other side of what we’re seeing that’s really working is SMS, instant messaging. There are very strict laws around being able to do text messaging campaigns and the type of consent that you have to get in order to be able to message someone. Using a field on the Thank You page could be a great way to be able to get that customer to give you that consent if you don’t already have it built out earlier in the customer journey.
Is a Thank You page a good opportunity to get some feedback from the customer after their purchase, or is it too soon?
Getting feedback on what made them purchase can provide valuable insight to your business, especially with websites where we’re doing conversion optimization and optimizing for the lifetime value or future purchases with customers.
Say you’re selling something and as soon as the person purchases, you want to ask them, “Why did you purchase?” and you can list options. Maybe you’re the lowest price. Maybe they’ve purchased from you in the past. Maybe they found you online. Maybe you’re the only one with it in stock.
Understanding what made someone buy, can provide great insights on how to market future products. The more info we have from our clients about what prompted them to make a decision, the better we can then market to our newer clients.
Often, we’ll put these types of feedback opportunities on the website as the customer goes to exit the page. Putting it on the Thank You page is no different. Several times it’s been brought up about is it too invasive? In most cases we would say the answer’s no because it’s typically one of two things.
Either the customer’s going to leave and they’re not going to fill out the form anyways, or they’ve already purchased. Either way, the invasiveness is a very minimal concern because at this point they’ve already given you their personal information or even their credit card information.
To ask them one question about why they purchased is not something that customers perceive as much of a problem. And we think that the insights that it’ll provide to the company far outweigh one customer thinking it’s too invasive to ask why they made the purchase. Nevertheless, you need to take into account the type of products and who your customer is.
How Should I Use That Feedback?
Let’s say you find out that customers are buying from you only because you’re the lowest price, well now you’re going to know that your customers are price conscious. So, when planning for future products or certain promotions or how you’re going to market to that person, don’t bother trying to sell something that has severely inflated costs or where you’re not price competitive. That’s not a strategy that’s going to get that person to buy.
Instead, you’re going to want to market that item in a different way. If you know that you do have the lowest price or at least a very price competitive, and now you know they’re buying from you because of price, you can highlight those price elements to get them to pull the trigger to buy sooner.
Create an Account for Your Customer
This is also a good place where you can automatically create an account on behalf of the customer. That way, they will have their info set up where everything is stored, they get their order details, history, etc., all in one place on your site for future purchasing.
Most shopping carts and eCommerce platforms are going to have this functionality built in by default. Often you can either set up to have a guest account created or it’ll automatically create an account upon purchase. However, for those platforms that don’t have this function built in, this would be a great way to keep customers coming back to your site. On the Thank You page, you could potentially show customers different offers, perhaps based on their wish lists.
Use a Dashboard or Track Shipping Page
Your eCommerce site might have features where a customer can track their shipping. This would be a great place to be able to reach them with offers and promotions. Plus, it’ll ultimately reduce the load on your customer service because people won’t have to email or call in, trying to find out where their product is. If they know that they have a dashboard that they can log into, then it’s going to reduce the work on the customer service side. It also helps build trust through transparent communication.
Having an account dashboard for our customers often will help connect the customers closer to the business. You can show specific marketing messages to certain people either based on location or what they’ve purchased. Or you can have a form that collects additional information, like birthdays and send out different promos to them.
Educate Your Customers
Someone bought something that they’re not going to necessarily be familiar with. Let’s say they bought a new type of mouse or a new shampoo or a new widget. Well, whatever the case may be, as soon as they purchase, having some educational resources either for them to know what to expect or an unboxing experience or highlighting features or exactly how to use it can open the opportunity to not only help self-educate and reinforce your brand into the customer, but like you said, it can certainly reduce future headaches or any sort of clarification that the customer might have and it’s much better in most cases for them to want to reach out, to cancel the order if they find out that it’s not exactly what they wanted or they bought the wrong item rather than you shipping it out and then having to process the returns.
What Not to Do
So far we talked about a bunch of stuff that’s great to have. Let’s talk about a couple of things that we absolutely do not want to have on a thank you page to our clients. Right out of the gate.
I’ve seen people have their return instructions on the thank you page. To me, this is asinine. How could you possibly start promoting the fact that someone can easily return your item on the thank you page. They bought it. I certainly think that you should have a link to a return page perhaps on a delivery confirmation or something later on in the road, because sure that can also help play into reducing customer service inquiries but not on the thank you page. I’ve also seen people offer promo codes either for first time orders, which really doesn’t make any sense cause it’s thank you page or discounts on future purchases on the thank you page. You want to send an email out later down the road.
If you want to show up pop up geezers based on the user’s cookie. Those are fine places to show future purchases for a discount, but not on the thank you page. What you’re going to have happen is you’re going to have a high increased amount of people who come to try to cancel it. They’re going to start emailing you or calling you, asking for the refunded difference. It’s just a bad idea all the way across the road.
What about trigger words?
I’ve seen people make changes to my order or talk about what happens if something shows up damaged or defective or concern or we hope anything that would indicate a problem on the thank you page is not the place for it.
Send some sort of email addressing these elements. If it’s a big concern for your business, send it a day later or two days later before it ships, after it shipped, but not right when the customer bought it because this is the quickest way to get them to reconsider what they just bought.
I just want to make sure that the big takeaway is not to underestimate or to put the thank you page as a back burner because it can really provide a good way to connect with the customer right after they purchased and typically that’s going to be when they’re the happiest and they’ve had the best with the business.
We don’t want the thank you page to be an afterthought. Something that was just slapped together and, and that was it.