The Post Conversion Thank-you is the onscreen message that first thanks the visitor for accepting the Offer featured on their Landing Page, and then presents additional opt-in Offers that create an opportunity for better retention and further conversion.
Post Conversion Thank-you Tips:
1. The Post Conversion Thank-you appears in a lightbox (vs. a separate page) over the Landing Page, immediately after the visitor has completed the Form and clicked the CTA button. It should confirm the Form went through successfully and what the visitor should expect next. For example, if you’re emailing a piece of content, let them know that the Offer is on its way.
2. To reassure the newly converted visitor (now a sales lead) that this is a sequential flow of events, the Thank-you design should be an extension of the Landing Page experience and include the same title and image that was presented in the Offer.
3. The Thank-you message should not only express gratitude for accepting the Offer, but also reassure the visitor about their decision to convert. It should re-explain what exactly they’ll be receiving and its value, and strongly encourage them to immediately make the most of the Offer. When new sales leads are not nudged, a large number of them won’t actually take advantage of what they requested to receive.
4. When the visitor opts-in, they are demonstrating a strong interest in your Offer. By opting-in, the visitor clearly considers you a trustworthy, reliable source — or they wouldn’t have unmasked their identity by providing you their email address. With the visitor being favorably disposed and at their warmest at that moment, it’s important to keep that momentum going. Deepen that connection and strengthen the relationship between the new sales lead and your brand by offering other enticing conversion opportunities that demonstrate your expertise and build on the perception that your company is the go-to leader with a superior product or service.
5. Using both text and image to hold the new sales lead’s attention, continue the conversation and encourage further engagement — the thank-you message should present clear ‘call to action’ instructions that tells them what specific Offers you want them to take advantage of next. The more you continue to urge the new lead to consume more of your content, and the more they opt-in, the stronger their lead quality becomes and the more likely they are to convert from a lead to a customer.
6. Whatever additional content offered in the Post Conversion Thank-you page — your most popular blog posts, infographics, resources, guides and tutorials, etc. — avoid choice paralysis by limiting the Offers to 2 to 3 conversion opportunities.
7. In the Thank-you message, the additional Offer must be complementary to the original Landing Page Offer and contextually relevant to where the sales lead is in their buyer’s journey — if they opted to download a free eBook, then the Thank-you message should offer them case studies… if they opted to attend a webinar, then offer them a white paper… if they opted for a demo, then offer them a free trial or special deal on your product/ service… etc.
8. Consider additional Offers that include subscribing to a blog/newsletter; social sharing options; following your company on social media; connecting on LinkedIn; taking a demo tour of your product/ service; signing up for an event program; talking directly with you or taking advantage of a free consultation; getting exclusive or time sensitive offers, promotions or discounts; getting the latest media highlights; and, linking over to your website for your best and most relevant content or linking directly to your homepage for further exploration — avoid putting your website’s navigation bar in the Thank-you message, it will distract the sales lead from converting on other Offers.
9. When sales lead accepts any additional Offer, don’t miss the opportunity to ask for more profile information that can be added to their file in your CRM. For example: their title, functional role, phone number for follow-up, company name, website, number of employees, etc. Never ask them again for profile information they have already provided.
10. When encouraging the newly converted visitor to follow you on social media via Twitter, Facebook, and LinkedIn, explain why they should follow you and provide easy access links.
11. Adding a survey question(s) to the Thank-you to get feedback can help you gain deeper insight about the new sales lead — what drove them to accept the Offer, what makes them tick, and what personalized Offer you should be crafting for next time. Their responses will enable you to create segmented lead lists and give your nurture streams the personalized edge they need for segmented campaigns.
12. Add comment box in the Thank-you message so the new sales lead can conveniently answer a question or two about their challenges/problem areas/struggles and how they are trying to fix it; their objectives/goals and what they would like to achieve over the next year; the current solution they’re using; what drove them to the Landing Page to begin with; feedback on the featured product/ service or Offer; timeframe for making a buying decision; etc. This will provide data intelligence that can be used to strategically determine at what level to place the lead in your sales funnel.
13. Build additional trust by including social proof, testimonials or guarantee at the bottom of the Thank-you message to reassure the sales lead that your brand is reputable. Also include your company contact details — address, email, phone and website.
14. To create better engagement that will help get more conversions on your secondary Offers, consider using a video that can be played from within your Post Conversion Thank-You message.
15. While receipt of the Offer by the visitor from the Landing Page should automatically occur (although you may choose to email the Offer), there should also be a link provided in the Thank-you message in case this fails. It’s always a good idea to provide an alternative link to download the offer instantly, as errors commonly happen especially on mobile devices.
16. Sending out an auto-response email to the visitor after their conversion action is another great way to further capitalize on your new relationship and stay engaged. This email strategy should include what the visitor opted to receive and also serve as a way of suggesting other Offers that they might want to opt-in for. This email body copy should not be more than 125 words. The personalized email subject line should only contain 5-6 words, highlighting one of those words in a bracket [ ] to make it easier for the sales lead to recall who the email is from and why they are receiving it.
Cogent ROI designs Interactive Landing Pages that generate more qualified sales leads because they create a personalized experience for the visitor by presenting the calculated financial value their specific business will actually realize when using the featured product/service:
1- This approach creates better engagement because it focuses directly on the primary questions that most visitors have during their buyer’s journey about ‘cost savings’.
2- This type of personalized engagement gets more visitors interested in starting a conversation, which ends up driving higher conversion rates and generating more qualified leads ready for immediate sales and marketing follow-up.
Our clients are seeing the Landing Pages we design generate 4 times more sales leads than their websites… finding that their websites are better for exploration and discovery, and in building awareness, not for lead generation.