Inbound Marketing Blog

13 May, 2013

5 reasons you should be using thank you pages

Written by Emma Rudeck

on 13 May, 2013

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After you've spent time crafting the perfectly optimised landing page, it can be tempting to think that's it. Job done. But, a marketer’s work is never done. To complete your landing page, you still need to add your thank you message. There are two ways to do this: you can use an on-page thank you message that appears after the form is completed or you can create a thank you page. Ideally, you should always create a thank you page.

What's wrong with an on-page thank you message?

But, why should you use a dedicated thank you page instead of just an on-page thank you message. They are both as effective at saying thank you, which, after all, is the main point.

While that is all true, there are other factors to consider. Yes, an on-page thank you message is just as effective at saying thank you to your new contact. But, a purpose-built thank you page can offer you that and so much more.

#1 Reintroduce full navigation

A properly optimised landing page removes the full navigation, to keep your visitor’s focus on completing the form. But, once they have done this, you don't want to leave them trapped on the page. By using an on-page thank you message, you won't be able to reinstate the navigation. This makes it much more likely that your new contact will just leave your site. To be honest, you're not giving them much of a choice.

However, by using a thank-you page, you can re-introduce full navigation, which makes it much easier for your new contact to explore the rest of your site.

#2 Add a secondary Call to Action

After your new contact has completed a form, wouldn't it be great if you could offer them a secondary content offer to keep them engaged? Well, on a thank you page, you can deploy secondary Calls to Action to encourage them to reconvert. For example, if your landing page offer was for an eBook download, you could have a secondary Call to Action on your thank you page for a case study or free trial. Not only will this mean your contact can get easy access to more of your great content, it also gives you the opportunity to learn a bit more about them.

#3 For AdWords tracking

If you are running a Google AdWords campaign, thank you pages are essential. You need to have a thank you page, to put the AdWords tracking code onto. It let you close the loop in your tracking and means you’ll be able to track and analyse your all of conversions from PPC.

Without a thank you page, Google AdWords won’t know how many people have completed a form after clicking on an ad.

#4 Thank you pages are not difficult to make

Anyone who can create a landing page can create a thank you page. They don’t have to be difficult to make. Once you have planned out the basic structure for you page, you can then replicate this template across all your thank you pages. Also, if you are really strapped for time, you can always use the one thank you page for multiple landing pages.

#5 Contacts will appreciate the extra effort

On-page thank you messages can appear quite abrupt. The quick page refresh after a form submission can leave your contact with the feel of ‘is that it?’. Also, depending on your landing page layout, an on-page thank you message can be difficult to spot straightaway, leading to more uncertainly.

After someone has taken the time to share their contact details with you and complete a form, it is only polite to say thank you to them in a way that’s very clear.