Gift-giving holidays provide great opportunities for e-commerce brands. During these times, thousands of people take to the web to seek out the perfect gift for their loved ones. E-commerce brands should pull out every marketing trick in the book to maximize holiday sales and build customer loyalty.
There’s one trick, though, that hasn’t yet made it to every marketer’s playbook. And that trick is turning the oft-underutilized “thank you” page into a marketing opportunity.
The thank you page is, of course, the last page a customer sees when making a purchase from your website. It serves as a confirmation of their transaction, assuring them that their order is being processed and will ship soon. But if that’s all the information you’re providing, you’re missing out on an opportunity to keep your customer engaged with your brand post-purchase.
Commitment and Consistency
To understand why the thank you page is effective as a marketing tool, it helps to understand the concept of commitment and consistency. This is the idea that a person’s actions tend to remain consistent with past behavior. What this means for marketers is that if a customer has already committed to something (such as signing up on a website or making a purchase), they are very likely to agree to requests to take further actions. This might include referring a friend to your site, sharing their purchase on social media, or even buying something else.
If you can get someone to commit to something small, they will likely remain consistent in their actions and commit to something larger down the road. If they’ve made a purchase, no matter how small, they already have an affinity toward your brand. It’s easier and cheaper to retain them as a customer than to seek new ones. And you can start developing that relationship before they’ve even had a chance to click off the thank you page!
Getting the Most out of Your Thank You Pages
The thank you page should be more than a confirmation of an order. It should provide additional information about your brand and contain a call to action. And it should, of course, express your sincere thanks to the customer.
Tip #1: It’s a Thank You Page—So Say Thank You!
Okay, we know this seems obvious. But sometimes e-commerce companies use this page to confirm an order or provide a receipt and neglect to say “thank you” at all. “Thank you” should be the headline. It should be big, bold, and the first thing the customer sees at the top of the page. It’s your way of acknowledging that you appreciate not just the purchase, but the person behind the purchase. When a customer feels appreciated, they will feel good about your brand and will be more inclined to buy from you again.
Tip #2: Ask Them To Spread the Word
Growing your brand is all about building a following—and the most effective way to do that is through word of mouth. After all, people always trust a friend’s recommendations much more than those of a brand singing their own praises. In fact, 74% of consumers indicated word of mouth is a major influence on their purchases.
Someone who’s just bought a product from you is probably feeling pretty good about your brand. Strike while the iron’s hot and use the thank you page to ask for a referral. Alternately, you could request they share their purchase on social media. Either way, you could end up with another new customer or at the very least some free exposure.
Tip #3: Give Product Recommendations
It’s never too soon to get your customers thinking about their next purchase. Use the thank you page to show them a few recommendations they might like. Upselling is a great way to increase your profits. Way back in 2006, Amazon said 35% of their sales came from cross-selling or upselling. Since then, their product recommendation strategy has earned them a goldmine in revenue. There’s no reason why e-commerce brands can’t benefit from the same strategy.
To further encourage additional purchases, you can entice them with a coupon. Coupons serve a couple purposes. First, studies show that more than half of online shoppers are influenced by coupons, sales, and discounts. Secondly, it gives a sense of urgency. Customers will be encouraged to make a purchase before the coupon expires.
Tip #4: Include Testimonials and Reviews
This goes hand in hand with Tip #2. You don’t want to excessively extol the virtues of your own brand (it seems dishonest and desperate). But when others do it for you, prospective customers are likely to take the praise more seriously.
Testimonials and (positive) reviews from customers are great. But maybe even better are mentions in the media. If you’ve been featured or reviewed in any popular media, you can include links to the media on your thank you page. Media attention shows you’ve already made an impact in your industry and gives your brand an air of authority.
Tip #5: Don’t Try To Include Everything!
We’ve shown you a number of ways you can take advantage of your thank you page’s marketing potential, but don’t overdo it! Tip #1 is something you should always do, but Tips 2-4 should be used sparingly. Select one or two things and implement them well. Remember, you don’t want to distract your customers with conflicting calls to action. Ask them to do one thing, or at most two. You could ask them to share their purchase on social media and take a look at some product suggestions, but any more than that is too much.
The Journey Goes Ever On
These aren’t your only options when it comes to thank you pages. You could ask your customers to complete a brief survey, encourage them to sign up for your newsletter, or direct them to content you’ve created, like videos or blog posts.
Whatever you do, make sure you treat your thank you pages like any other page on your website or online store. There is always an opportunity to engage the customer, from the very beginning of their journey to the ostensible end. Repeat business is what keeps brands alive, so encourage your customers to keep your brand in mind even when (especially when) they’ve just made a purchase. That way you can make the most of Valentine’s Day, Christmas, or any old day that consumers are inspired to take to the web and spend a little money on themselves or their loved ones.