Not only can you use these pages to increase prospective clients' goodwill towards your company, you can employ them as part of your wider lead nurturing and marketing strategies. Well-designed versions can become key stepping stones on the path to sales, helping you to encourage your leads to purchase your products and services, guide them through tailored buying journeys, collect feedback from them, or even persuade them to share your content with their business colleagues and friends.
So why should you use these pages when lead nurturing, what results could you get from adding them to your website, and what should and shouldn't be included on them? Here's the Beyond Media guide to creating successful thank you landing pages.
Saying Thank You – Why You Should Use Landing Pages to Convey Your Message
Saying a well-timed thank you to potential clients won't just show that you're well-mannered; it could directly affect how they behave. Research carried out in 2017 into email marketing techniques, for example, showed that emails which included terms of gratitude such as "thank you" in their subject lines had unique open rates that were 69 per cent higher and unique click-through rates that were 38 per cent higher than those with subject lines that didn't feature such terms.
Thank you pages, such as the Buffer page pictured above, are landing pages which express gratitude to website visitors for completing online forms, and they can play important roles in your lead nurturing strategy. For instance, you can use a thank you page to present your website visitors with more content that they might be interested in as soon as they've signed up for something. By doing this, you can strengthen your relationship with them, making it more likely that they'll choose to purchase services or products from your company.
You might be wondering why you'd need to create a separate page to do this, when you could just send out automated thank you emails. Well, when you use a landing page, you'll be engaging with your leads while they're still on your website, rather than requiring them to read an email and click through to your site again. That makes it a more effective option.
How to Create an Outstanding Thank You Page
The results you'll get from using a thank you page will depend on its design and the type of content you include. Therefore, it's best to have a plan in mind and craft these pages carefully, rather than simply adding speedily written messages and hoping for the best.
1. Know what you want to achieve:
Your primary objective is, of course, to thank your lead, so the page should be visible as soon someone has completed an action (such as downloading a free e-book) and your message of gratitude should be clear. This message also acts as confirmation that the action your lead took was successful, so being specific about that will also help. The HubSpot message above, for example, reassures the reader that their sign-up has gone to plan and tells them what to expect next, both showing the company's appreciation and building trust.
However, you don't want your lead to shut the site down as soon as they've read your message, so decide which other function you want your page to fulfil. The HubSpot message encourages readers to recommend the course they've signed up for to someone else, but there are a number of other options you could choose.
You might want to use your page to bring the reader closer to the point of purchase, in which case, try highlighting other pieces of persuasive content on your site. Including prominent links to client testimonials and case studies can be particularly effective: 60 per cent of B2B buyers search for testimonials and reviews before committing to a purchase, so by drawing your leads' attention to these, you could boost your sales.
However, you might prefer to use your page to increase awareness of your brand. You could do this by providing readers with links to enable them to share content on social media or notify their colleagues about a special offer they might like. Alternatively, your aim might be to gain feedback about your brand, so directing your leads to an online survey could help you to achieve your goal.
2. Include Your Usual Navigational Features
When creating any website page, it's crucial to make sure that your visitors aren't stranded there, as without clear signposts, they'll probably just leave your site. In fact, 37 per cent of B2B purchasers will abandon websites that are poorly designed or difficult to navigate. Even if you are including specific calls to action on your thank you page, it's important to give your visitors other options too. A reader may want to check or read up about a particular topic, so make sure that they can get to the content they're searching for with ease.
3. Remember the Power of Video
Your thank you message doesn't have to be text and image-based – it could be in the form of a creative video instead. Eight out of ten people claim that video content has persuaded them to buy a product or service, and 62 per cent of B2B marketers planned to make it their primary content format in 2018. Therefore, it's a highly successful format that you can use to give your message a unique, brand-specific spin. Just remember, you'll still need to include appropriate calls to action and navigation on your page if you want to achieve optimal results.
4. Individualise Your Content
Finally, personalisation is likely to be a key feature of successful digital marketing strategies in both the B2C and B2B sectors in 2019. Seven out of ten marketers claim to have seen improvements of up to 30 per cent in their Key Performance Indicators (KPIs) as a result of implementing personalisation programmes, so it's easy to see why. You don't need to do much to your on-site thank you messages in order to tailor them effectively either; just using your lead's name in the text could be enough.
If you need any additional advice, tips or inspiration in respect of content or video creation, we're on hand to help. Just get in touch to discover how we can assist you when it comes to creating thank you pages that really get results.