By Amber Kemmis
I like to compare a thank you page to the traditional upsell/cross-sell opportunity. When you go into a retail store, you pick out the perfect shirt and head to the check out counter. If the sales associate is well trained, he will stop to ask if you would also like to see the tie that matches the shirt. If you owned the retail store, you'd certainly would advocate upsell opportunities like this. However, many have forgot this basic sales and marketing tactic in their inbound strategies. Instead, they create a great landing page followed by a simple message thanking the lead for their submission.
You've taken the time to implement best practices on your landing page, so why end those best practices after the lead hits the submit button? In this blog post, I will share how you can use the time after the lead hits the submit button to increase your lead conversions. First, let's look at the two different layouts for a thank you page.
The Two Types of Thank You Pages
The first type of thank you page is one that includes a form on the page for an additional offer that moves the lead down the funnel. In the example below, a lead has just submitted a form on a landing page for SmartBug Media’s Ultimate Guide to Email Marketing Automation and Hubspot Workflows. On the thank you page, the lead can download the guide but also fill out another form to get a personalized marketing assessment.
The second type of thank you page does not actually include a form on the thank you page. This type of thank you page uses call-to-actions to other relevant offers to increase lead conversions. Depending on your industry and the type of offer, this type of thank you page may not as effective as one that includes the form. The rule of thumb here is that you test, test, and test what is more effective for your thank you pages.
How to Create a Thank You Page
A thank you page is easily created by using your landing page templates in Hubspot. You will either keep/remove the form on the landing page depending on which type of format you choose. After that, just follow these next steps:
- Link to the original offer. The first step is to use an anchor link or button to the original offer's content. You can also include the content right on the page if it is content that won’t consume a lot of the page. If the offer is some type of consultation or assessment, tell the lead what to expect next. For example, you can include text like this, “Thank you for your interest in a free consultation. Our consultants will be contacting you within the next 48 hours.” Make sure to restate the value of the original offer in the copy surrounding the anchor link or button.
- Add a form with progressive profiling. You may be thinking . . . Why would I add another form if I just got their information on the original form? The additional form allows you to use progressive profiling to gather additional information from your lead in the right context. If you choose to use the thank you page with the form directly on it, you can learn more about your lead in the second form. Note: When you add an additional form, make sure to not repeat form fields or auto-populate the fields to make conversion easier for the lead.
- Add relevant CTAs. If you are not using a form on the thank you page or want to share more than one offer, you can add call-to-actions that link to relevant offers. For example, your lead just downloaded an eBook. Move them further down the funnel by adding CTAs for your upcoming webinars or a free demo.
- Insert social sharing buttons. Adding social share buttons to your thank you page gives your new lead the chance to share the offer with others in their network. Link the social share buttons to your original landing page rather than the thank you page.
Thank you pages are often underutilized for lead conversions despite the fact that not only does a thank you page create a better user experience, it will also tell your new lead what the logical next step is. Ultimately, thank you pages help you to close more sales