The thank you page is one of the most overlooked pages on a marketing website.
How do I know?
Because when I was doing research for this post, I signed up for dozens of email lists, saw dozens of thank you pages…
And most of them were... blah.
They simply had a link to whatever free guide or ebook or course I was signing up for.
And nothing else.
What a wasted opportunity!
But there were a few smart bloggers and companies who used their thank you page to help them grow their business.
And those are the thank you pages that I’m going to focus on in this post.
4 Elements of a Highly Effective Thank You Page
In most instances, the headline states a clearly defined goal for the page. Where most thank you pages simply say “thanks for signing up, here’s your prize”, highly effective thank you pages tell subscribers what they should expect to do next.
Call to Action
This reinforces the headline in the form of a button or a link. It tells subscribers where to click or which button to push.
When I mention that highly effective Thank You pages contain at least three elements, share options are what I find missing (most of the time by design).
But think about it, someone comes to your landing page, downloads your freebie, they are probably inclined to share it with their friends too!
Access to Your Offer
This is the no brainer. You need to tell people how to get the freebie that they just downloaded. Either give them a link to it or tell them that it’s on it’s way. But there’s nothing worse than signing up for something and not getting it!
Turn Your Thank You Page into a Lead Gen Engine
Chances are, your blog is one of your greatest sources of traffic (outside of your home page).
It goes without saying then, that a large majority of your leads will originate from your most popular blog posts.
Emil Shour, the content marketing manager at Snack Nation, developed an ingenious way to use their most popular posts and a thank you page to generate over 884 leads. (You can read the full case study here)
Here’s how he did it:
Step 1: Create a content upgrade on your most popular posts
One of Emil’s most popular posts is a behemoth called 121 Proven Employee Wellness Program Ideas For Your Office.
It’s a huge post that gets a ton of traffic from social media and search engines. He used that post to create his content upgrade.
Content upgrade offer:
Emil’s content upgrade offer is the classic PDF. He turns the entire list into a quick reference guide AND adds an additional 10 bonus ideas.
Seriously Emil, how the heck did you come up with 10 more ideas? 🙂
Now that he has his content upgrade, Emil has to let his audience know about it. He does this three ways.
In post CTA
About a fifth of the way down the blog post, Emil has the following text:
This call-to-action is a welcome interruption to people reading the post who want more information.
According to Emil, 55% of the people who click on the link enter their email address.
Next, Emil uses an exit popup. Notice that his pop-up takes up the whole screen.
That's not a coincidence. Emil tests everything. He found that the full screen popup converts at 5.58%, compared to the partial screen pop-up, which converts at 2.6%
End of post
Finally, Emil puts a link to the PDF at the bottom of the post.
If someone is reading this post all the way to the bottom, you can bet they are VERY interested in employee wellness.
Step 2: Create a lead opportunity
Chances are, if you’ve been in content marketing for the past year or two, the concept of a lead magnet or content upgrade isn’t new to you.
You may have already known everything written above.
But here’s where Emil and the Snack Nation team do things different.
Their thank you page gets people into their free trial program.
Their offer is a free discovery snack box plus a $200 Amazon gift card. You also get a discount for life just for downloading the PDF.
Not too shabby.
According to Emil, this offer received 884 new leads (when this strategy was used on all of his popular posts) and 11% of them were qualified.
Step 3: Send a reminder in the welcome email
This is a bit of a bonus.
In my experience, the welcome email gets the highest open rates of any email I send.
Instead of squandering a golden opportunity, Emil uses the welcome email to his advantage.
In his P.S., he reminds people of his initial offer for the free trial and Amazon Gift Card and links back to the thank you page.
Create an Entry Level Product
Let’s face it, running ads can be expensive.
Especially if you’re in an industry where you don’t break even for months, or even years.
The way to help compensate the cost of the ad is to sell an entry-level product. Internet marketers call this a tripwire. ¯_(ツ)_/¯
As you probably gleamed from the headline of this section, Authority Hacker used this strategy quite effectively.
Here’s how they did it.
Step 1: Create your lead magnet
Once again, this strategy starts with a high converting lead magnet.
Here’s the one that Authority Hacker used.
Step 2: Create your entry-level sales page
After a person opts in to your lead magnet, they will be taken to your sales page where you are introduced to a low cost product.
In the case of Authority Hacker, the low cost product was sold at $9.95.
Authority Hacker has a few tricks up their sleeve to make sure the sales page converts well.
First, they have a short video that shows the product to their potential customers.
Second, they created a little “heads up” at the top of the page. Before you use any of the tools in the lead magnet, you should watch the video first.
And third, the page is very simple. The only thing a person can do on the page is click the call-to-action (or close the window entirely).
With this simple formula, Authority Hacker was able to collect 301 new emails and make $2,684.
(Note: Here’s the breakdown of that revenue. The entry-level product, which they sold for $9.95 earned them $298. They have a more expensive upsell product which they sell for $297 and earned them $2376.)
Limited Time Offer
Let’s face it.
The fear of missing out is real.
In fact, a study conducted by Citizens Relations found that 68% of millennials said they’ve made a reactionary purchase as a result of FOMO, often within 24 hours of seeing and coveting someone else’s experience.
Smart bloggers are capitalizing on this trend by putting the entry level product on steroids, and adding a limited time offer.
Basically, they’re letting new subscribers buy the entry level product within a certain amount of time.
By adding some urgency.
Below is how Elna at TwinsMommy is absolutely crushing it with a limited time offer!
Step 1: Create an Optin and Display it Everywhere
Elna doesn’t just have an optin page for her give away, she’s turned her entire blog into an optin opportunity!
She did this by installing a feature box at the top of every page and post on her site.
I’m not entirely sure, but I think she wants you to download her Pin Promote Planner guide. 😉
Side Note: Having a feature box is obviously not a requirement to creating a limited time offer, however, studies show that they get the highest optin rates of all forms on your site. You can download a free feature box plugin here and try it out for yourself.
Step 2: Create Your Limited Time Offer
Here’s where the magic happens.
Once someone has opted in to your site, they’ve already expressed an interest in what you have to offer.
Now you just need to give them that extra little “nudge” to get them to buy.
You can do this by adding a timer at the top of your page.
Think about the psychology here.
Her email subscribers just received a tool to promote their blog on Pinterest.
Now, she’s offering premium content to show her subscribers how to use the tool. They already got the tool… they might as well learn how to use it, right?
You’ve already expressed an interest in Pinterest, this upsell is a no brainer!
Note: There are two types of timers that you can use. First is a “normal timer”. With this timer, you simply set the day and time you want to count down to and no matter who visits your site, the countdown timer is the same.
Next up is the Evergreen Timer. This is the timer that Elna, and other bloggers use to create the sense of urgency. You can download this type of timer here.
Step 3: Don’t forget to Price Anchor Your Offer
Normally, Elna charges $29 for her Pinterest Promotion Masterclass.
However if you purchase in the next 15 minutes, you save $20 bucks. She’s once again reinforcing to her subscribers that.
Host a Webinar
Webinars are by far my favorite way to sell stuff.
You get to introduce people to your brand, your way of doing things, and ultimately your product or service.
But how do you get people to go to your webinar without spending a ton of money on ads, or hoping your new subscribers open your emails?
You guessed it! Ask them to join on your thank you page.
That’s exactly what Melyssa Griffin did on her landing page.
Step 1: Collect Emails using a Feature Box
Like Elna at TwinsMommy.com, Melyssa uses a feature box at the top of all of her blog posts to collect email addresses.
A quick note: Melyssa’s feature box is pretty advanced. She’s not just asking for an email address in order to give away her free workbook. She’s also asking for some basic information so she can learn more about her subscribers.
This allows her to create content that is ideally suited for her readers. Brilliant strategy!
Step 2: Put Your Thank You Page Call to Action Above the Fold
Here’s Melyssa’s full thank you page, which I think is a work of art. It has all four components I outline above to the ideal thank you page:
- A headline
- How to get access to the give away
- A call to action
- Social media buttons
Be still my beating heart!
Anyway, above the fold is the call to action to join her webinar.
Notice how her webinar ties in with her initial free give away.
First she gives you a workbook on how to grow your blog. Now she’s hosting a webinar giving you a specific strategy to get thousands of visitors to your blog using Pinterest.
(Disclaimer: I’ve actually watched this webinar and purchased her pinterest course. It’s really good. No affiliate links in this post)
Step 3: Create a Landing Page for Your Webinar
On the landing page to your webinar, give your benefits to joining. Make sure the call to action is blatantly obvious!
Step 4: Automate Your Webinar
Melyssa uses a program called Webinar Jam to automate her webinars.
This post isn’t really about automating your webinar, but if you’re looking for more information on how to do that, click here.
Ask Peeps to Share
What’s the fastest way to get new leads to your business?
Answer: By getting your existing customers and subscribers to tell the world how great you are!
You can get your subscribers to share your landing page simply by putting share buttons on your thank you page.
That’s exactly what Melyssa does on her Thank You page.
We’re going to analyze the same thank you page we did in the previous section. (Told ya I really liked this thank you page.)
Here’s how she did it.
Step 1: Collect Emails using a Feature Box
We already talked about the feature box a few times. You don’t need to have one, but man are they effective!
Step 2: Ask for the share
When your subscribers come to your thank you page, ask them to share it with their friends. Your new subscriber has already shown some interest in what you have to offer, chances are, they know a few other peeps who would be interested too!
Step 3: Drive traffic to your landing page
Since Melyssa uses a feature box as her primary means of lead collection on her site, she created a dedicated landing page just for her referral traffic from her thank you page.
I love how casual her copy is on her landing page. No fancy headline, no nlp copywriting techniques. She’s simply talking to her friends.
Finally, I was kinda curious to see how this was performing on Twitter, so I did a quick Twitter search for her landing page.
It’s not too shabby!
Especially if you consider her primary call to action is a webinar above the fold.
How to Create a Twitter Share Button
Step 1: Go to https://publish.twitter.com/# and scroll down until you find the “Twitter Buttons” box. Click on the box. 🙂
Step 2: In the overlay, click the box on the far left called “Share Button”
Step 3: Click on the blue text link where it says “Set Customization Options”
Step 4: This is where you get to pre populate your tweet. You can create the message, insert the link to your landing page, add your screen name and create a hashtag.
When you’re done creating your Tweet, click “Update”.
Step 5: Copy and paste the code into your CMS. If you’re using wordpress, don’t forget to place it in the text/html editor. I made this mistake! Hah! 🙂
How to Create a Facebook Share Button
Step 1: Click here and scroll down until you find the “Share Button Configurator”.
Step 2: Enter the URL that you would like to share, choose your button size, and button layout. Then click “Get Code”.
Step 3: Click on the IFrame tab.
Step 4: Copy and paste the code where you want your button to appear.
Turn Your Thank You Page into a Viral Marketing Opportunity
Like so many marketers, Reese Evans uses webinars to make sales for her product.
The simple math goes: More Subscribers + More Attendees = More Sales.
Reese’s main goal is to get as many people to subscribe and attend her webinar as possible.
Beyond running ads and emailing her list, Reese wanted to do more to get the word out. To do that, Reese set up a simple referral marketing campaign.
Why does this work?
Because studies show that over half of all people will give a referral if offered a direct incentive to do so. (source)
In other words, if you bribe ‘em. They’ll share your webinar… or ebook, or course.
Let’s break down how you can create a simple referral campaign to promote your webinar, or any landing page for that matter.
Step 1: Create a killer landing page
Reese’s landing page is the classic webinar landing page.
She has a powerful headline that tells her audience what the webinar is going to be about. She has a picture of herself and the co-presenter of the webinar to make it more personal.
And finally, she has a list of bullet points that go into detail about the talking points of the webinar.
Step 2: Create a bonus resource
Reese then created a bonus content that compliments her webinar.
She knows that most of her audience joining the webinar are new business owners who are “lost and confused” about how to get started. So she created a guide that shows how she overcame these hurdles.
Step 3: Create a thank you page
Most thank you pages simply say “Thanks for signing up” or something generic like that. They are usually a placeholder page, and nothing more.
However, if you’re setting up a referral campaign, you need to tell people about it.
Here’s what Reese does:
First she tells people to share the webinar with her “business besties” and she’ll give you a free guide (gotta love her personal touch 🙂 ).
Then she tells people what the guide is all about.
You don’t have to get too fancy with this.
Step 4: Create your referral campaign
Next, you’ll go over to Entice, or some other tool to create your referral campaign.
Next, copy and paste the code where you want it on your thank you page.
Once the person clicks either the Twitter or Facebook button, they’ll be asked to share the message that you created for them. This makes it as easy as possible for your readers to share your post with their friends and followers.
You can get more ideas for your referral program here.
Give them Additional Content
Maybe you don’t sell off of your blog.
Or maybe you just want people to get to know what you’re all about first.
A great way to do this is to offer additional content.
In all honesty, this is probably the easiest thank you page that you can create.
Instapage does it really well.
They’ve created a clean, direct thank you page offering to take people to their blog so they can read more.
Let’s break down exactly what they do.
Step 1: Create Your Initial Offer
In this instance, Instapage has created an offer to maximize the ROI you get from your paid advertising.
They accomplish this by showing you how to optimize your landing page. The more people you get to convert on your landing page, the higher your ROI.
Step 2: Create a Simple Thank You Page with a CTA
Now that a person is signed up, all you have to do is tell them where you’d like to go.
Notice how Instapage ties in the blog content with the initial offer. They already know that the person who subscribed is interested in increasing the ROI of paid advertising.
On the landing page Instapage reinforces the notion that the blog is going to provide even more information on how to increase the ROI of paid advertising, thus increasing the likelihood the person clicks the big blue button!
Conduct a Survey
Apparently, no one else thought conducting a survey was a good idea.
I couldn’t find a single blogger who used a survey to find out more about their readers.
So, I’ll show you what the project management software Wrike does, and then I’ll show you step by step how to create a survey for free using Google Forms.
This is fairly straight forward.
First, Wrike has you sign up for their app.
Then, on the next page, you’re taken to a simple three question survey where they can find out more about you.
This survey helps them gauge how serious their leads are in using the app and give their support team some context into who you are when when they follow up.
Now, here’s how you can do this with your blog so you can learn more about your readers.
Step 1: Create the Survey… Obviously
After you’ve opened Google Forms, you’ll be able to create your questions.
If I were creating a survey for my blog, I’d want to know who my readers are and what their challenges are when it comes to blogging.
That way I’ll know what type of content I can create for them.
Step 2: Click Send
Step 3: Find the iframe Code
You’re going to click the button that has the greater than/less than sign. (I honestly have no idea what that symbol is called.)
Step 4: Paste iframe Code
If you’re using wordpress, make sure you paste it in the “text” tab.
Step 5: Revel in Your Beautiful New Survey!
Now you can learn more about the people who subscribe to your email list. Instead of being numbers in your email service provider, they’re going to be real people with real issues for you to solve with your content!
By the way, if you know of a blog that is using a survey to find out more about their customers, feel free to let me know in the comments section. Thanks!
Schedule a Consultation
Let’s say you have a pretty high end coaching program or service.
Most people aren’t just going to click a “buy now” button and sign up. Right?
Instead, you’ll probably need to get on the phone with your prospect and sell them on the benefits of hiring you.
That’s where a free consultation comes in. And that’s what Hubspot does to sell their software.
This strategy is pretty straight forward:
Step 1: Get People to Download Your Freebie
Hubspot is a content machine.
They have more give-aways and free content than I could count. Basically, after you get someone to download your freebie, send them to your thank you page.
Step 2: Qualify your consultations
Chances are, you’re probably not going to want to talk to EVERYONE who sees your thank you page.
In order to do that, you’re going to want to ask a few questions about the budget a person has for your particular product or service. You may want to know how much revenue they’re doing, or how many employees they have.
You could pay for something like Gravity Forms, which is one of the most popular contact form plugins, but to be perfectly honest, you could also do this with Google Forms in the same way I showed you above.
Participate in the Community
Get your subscribers engaged!
No, not to be married. But more connected to you and your brand.
How do you do that? By allowing them to communicate with you and the other members of your community.
Allow your subscribers to ask questions and get advice from both you AND your other email subscribers.
And there’s a simple way to do this:
By creating a Facebook Group like the folks at Marketing Solved did.
Here’s how they did it:
Step 1: Create Your Facebook Group
This post isn’t about creating a beautiful Facebook Group. You can check out this article for that.
But here’s what you need to know.
First you click “Create Group” in the drop down menu.
Then you’re going to want to enter the name of your group and invite some peeps to seed it.
You’re going to want to make it a “closed” group. This means only people with whom you share your group’s link will actually be able to join. It’ll be exclusive to your subscribers… and not just anyone who finds it on Facebook.
Step 2: Create Your Landing Page
Let your readers know what they’ll be getting once they subscribe.
Step 3: Get them to Join Your Community
The folks at Marketing Solved to a nice job telling people why they should join the community. That’s important.
You don’t want to just throw up a link. What benefit is your email subscriber getting when they join your Facebook Group?
Does this work?
As of this writing, Marketing Solved has over 11,000 people in their Facebook Group.
Not too shabby!
Now it’s your turn…
Whether they were offering free trials of their service, getting referrals so they can collect more leads, or offering an entry level product, these companies made use of a previously ignored asset.
You can read this post and nod your head and think to yourself “well, that’s a good idea” before closing it forever.
Or you can implement one of these tactics immediately.