“Companies that practice the strategy of preeminence always come from a position of “hopefulness”. They genuinely have a better and higher wish or hope for their clients or prospects than they even have for themselves. They have the best wishes for every single prospect they come in contact with in their life.”Jay Abraham
People who engage with your business online overcome a lot of obstacles to do so.
They ignore everything else competing for their attention. They overcome their natural fear of getting scammed.
It’s no small feat.
The problem is, many businesses waste the opportunity.
They leave behind a trail of wasted chances to serve customers and clients at the highest level.
A perfect example of this is thank you pages. These are the pages that you show someone right after they complete an action — like opting in for a lead magnet, registering for a webinar, or buying a product.
Businesses do all this hard work to “get the sale” (whether that’s an actual sale or getting someone to optin for a free lead magnet)…
But then immediately ruin the momentum they’ve built with an “okay thanks bye!”
Instead, the best way you can serve your prospects and customers is to tell them what to do next.
Don’t make it their job to figure out what the best next step is. That’s YOUR job.
Here are three of the most important thank you pages to focus on in your online business to keep up the momentum and add value to your customers’ lives:
1: Opt-in Thank You
This is the one I see marketers get wrong most often.
You’ve just had someone sign up for your freebie and join your email list. That’s a lot of momentum you’ve had to build up, from grabbing their attention, getting them interested, and earning enough trust for them to hand over their email.
But then as soon as they enter their info, the next page just says: “Thanks, you’ll get your download soon. Bye!”
And that’s it!
It’s a missed opportunity for BOTH of you.
Instead of the generic 2-sentence “thanks & bye” thank you page that most businesses use, you can set yourself ahead of the rest.
Here’s what I recommend:
Ask them to take the next step. That could be any number of things, depending on your business.
But let’s say the next thing you have is a 3-part training video series. It’s the best next step for moving them closer to becoming a long-term, repeat, happy customer.
Why wait to tell them about your video series? Instead, why not invite them to sign up to watch the training right on the thank you page.
Some marketers think you should wait 14-30 days after “warming them up”.
But some of your best prospects are going to want help NOW.
So… help them now!
As long as you don’t do it in a sleazy or pushy way, you’ll accomplish two things:
1) The people ready to move fast are given the chance to do so.
2) The people who move slower are now aware that you have something else that could benefit them.
Let’s move on to the second thank you page that gets overlooked…
2: Webinar Thank You
When someone signs up for a webinar, they’re tentatively committed to spending 60 minutes or more with you.
The key word here is tentatively.
60 minutes is a big chunk of their day to hand over! Especially if they’ve never experienced a training with you before.
The webinar thank you page is a perfect place to reconfirm your commitment to providing value and helping them. And to get them excited about attending.
But most webinar pages just confirm the date & time of the event… and that’s it.
I’ve been guilty of this myself. Webinars can be a lot of work to put together, so it’s easy to forget that just getting someone to register is only half the battle.
To be able to give the most value, you need them to show up.
So take the time to add a short video to the thank you page. Thank them for signing up. Reiterate why attending this webinar is so important to them. And give them an extra incentive to show up live — maybe you’re giving away a special gift or something else only available to attendees.
And finally, the third thank you page…
3. Post-Purchase Thank You
If your thank you page after they purchase just says “Thanks! You’ll receive an email soon!”
…you’re missing out.
Instead of just a generic thank you, there are two main things I like to accomplish with a post-purchase thank you page.
#1: Get To Know Your Customers
A key way to generate more customers in the future is to understand why people are buying now.
Sometimes it’s for reasons you didn’t even anticipate.
Add a survey to your thank you page. Ask them what made them buy. This is the kind of insight that will fuel some of your best marketing messages.
With one of my clients, we’ve received 366 post-purchase survey responses since adding the survey. We’ve used it all to improve the marketing and sales messaging throughout his business.
On the survey, we ask three questions:
1) What was going on in your life that brought you to join ________?
Our reason for asking: We want to understand the situation that put them in the market for what it is we’re selling.
With marketing messages you want to “enter the conversation already happening in their head”. This question gives you insight into what frame of mind they had before buying from you.
2) What made you join? Or what was the moment you decided it was for you?
Our reason for asking: We want to deeply understand what about our marketing or product convinces people to buy. Is there a specific feature, benefit, or component of the offer that nudges someone off the fence to make a purchase decision? This question reveals those aspects.
3) What nearly caused you to not join?
- We can use this to address any objections earlier in the marketing
Our reason for asking: While there are many objections someone can have to buying from you, we especially want to know which objections buyers had (vs tire kickers). This way in our sales messages we can make sure to focus on overcoming the most important objections of people who are most likely to buy.
#2: Get Them To Use The Thing
Let’s say your customer just bought a course. Now is the perfect time to ask them to create their account to access the course.
Don’t make them wait to receive instructions in their email. Walk them step-by-step through the process now while you still have their attention.
The more you can get your customer to use what they just purchased, the better you serve them (and the less likely they’ll be to ask for a refund).
Now it’s time for some self-evaluation. Where are you missing opportunities with your thank you pages to serve and connect with your customers?
Set aside some time this week put these recommendations to work. You won’t regret it.
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