Your “thank you” page is a critical component of an eCommerce checkout process, but it’s also an opportunity to squeeze more value out of your customers.
Sadly, most eCommerce stores waste this opportunity.
Most marketers consider the “thank you” page the end of the sales funnel. While that’s somewhat true, it’s smarter to think of a conversion as part of the broader relationship with your customer.
When customers reaches your “thank you” page, it means they trust you with their money. They like your products and believe you’ll follow through with your end of the transaction. This is why the probability of selling to an existing customer is 50-60 percent, while the probability of selling to a new customer is only 5-20 percent.Your 'thank you' page has enormous potential to support your business, but most eCommerce stores waste the opportunity. Click To Tweet
Your “thank you” page has enormous potential to support your business. It can create more sales, expose you to more people, gather valuable feedback, and build a stronger relationship with your customers.
But only if you take steps to make it happen.
Let’s talk about some ways you can capitalize on successful transactions and squeeze more value of your post-purchase page.
1. Thank customers explicitly
This should go without saying, but a lot of stores forget to actually thank their customers for purchasing.
Headlines like “Your order has been processed” or “Check your email for your receipt” have some value because they confirm the transaction. Those words should definitely appear on your page somewhere, but when used as the headline, it feels stiff and artificial, so these statements shouldn’t be the first thing your customers read.
It’s important to explicitly use the words “thank you.”
“[…] Saying ‘thank you’ is mostly an emotional act,” says leadership coach Peter Bregmen. “It connects one person to another. Saying ‘thank you’ doesn’t just acknowledge someone’s effort, thoughtfulness, intent or action. It acknowledges the person himself.”
Creating a relationship with the person behind the purchase is key to getting them to purchase again in the future.
Use phrases like, “Thanks for your purchase” or “Thanks for ordering” or “Thanks for buying [insert the product they just bought]” to confirm the purchase and thank them.
Charity: water isn’t an eCommerce site, but they have an excellent “thank you” page. It thanks the customer by name, confirms the transaction, and reminds the customer of the main benefit of their purchase.
2. Ask buyers to share their purchase on social media
Don’t ask your customers to follow you on social media. That’s just asking them for a favor.
Instead, ask them to share their purchase on social media. Give them a few buttons to quickly post to whichever social networks your customers prefer. This gives them an opportunity to brag to their friends about their recent purchase.
According to The New York Times Customer Insight Group, there are five key reasons people share:
- 49 percent share to bring value, entertainment and information to others (especially if they can change people’s opinions or encourage action)
- 68 percent share to define themselves to others
- 78 percent share to build relationships and connect with people they ordinarily wouldn’t
- 69 percent share information because it makes them feel self-fulfilled and involved in the world
- 84 percent share to support causes or issue they care about
Sharing recent purchases satisfies all of those reasons.
When your customers share their purchases, you get free word-of-mouth exposure – the best kind of advertising because 74 percent of consumers say it influences their purchasing decisions.
You probably pay for most of your traffic (either directly through paid ads or indirectly through marketing), but any traffic that comes back through social shares is 100 percent free.
Warby Parker uses an exceptional sharing feature on its “thank you” page. It makes the process easy for its customers.
3. Ask a survey question
Survey questions are valuable ways to gather market research and feedback from your customers. The people who reach your “thank you” page are already customers, so their insight is critical.
“Asking for feedback gives you a more complete picture about what, why and how your customers interact with your site, products and services,” says Andrew Woo, creator of ProspectSnap. “Getting answers straight from your customers is your secret weapon for spotting problems and opportunities in your business.”
You might ask…
- How they found your website
- Why they decided to buy from you
- What they enjoyed or didn’t enjoy about their shopping experience
- If they had any challenges making a purchase
- What you could do to improve your store
Keep your surveys short and simple. Don’t ask for any information that the customer won’t likely know off the top of his or her head. If you want to ask a lot of questions, link to a separate form (Google Forms is a great tool for this) and reward customers with a coupon for the trouble.
4. Prompt shoppers to subscribe to your newsletter
Email marketing offers fantastic ROI, particularly for eCommerce stores. You can earn $38 for every $1 you spend on email marketing.
Email addresses are far more valuable than Twitter followers or Instagram likes because it’s an owned channel. Your emails messages always have a chance to reach your entire list of subscribers, which isn’t true of social platforms that are algorithmically sorted.
If you don’t automatically put customers on your email list (or they opted out via a form during checkout), the “thank you” page is another opportunity to convince them to subscribe.
The best way to do this is to offer them something in return, like a coupon for a future purchase. Even if they don’t have immediate plans to buy another product, they may subscribe just in case. (And, double bonus, that coupon might incentivize a repeat purchase sooner!)
Speaking of coupons…
5. Offer a coupon
Coupons are an enormous part of the modern shopping experience. A global 2013 study by RetailMeNot found that 51 percent of people are influenced by deals, discounts, coupons, and sales when shopping online. (That number rises to 56 percent when you focus on U.S. shoppers.)
Your “thank you” page is an excellent place to offer coupons because you know the viewer is willing to buy (they just did!). The customer just needs a reason to become a repeat purchaser.
For best results, try connecting the coupon to their purchase — you could offer a discount on related products (products in the same category, for instance), or provide a deal on related accessories. Of course, a general coupon that works across your entire product catalog can also be effective.
It’s also smart to tie your coupon to a time limit to encourage your customers to take action quickly. Time-sensitivity is a powerful marketing tool.
All in all, a coupon is an excellent way to convince someone who has already spent money at your store to spend a bit more.
6. Cross-sell additional products
Just because a customer completed a purchase doesn’t mean they aren’t willing to make another.
Cross-selling is an important part of any eCommerce strategy. It’s a key revenue driver. In 2006, Amazon reported that 35 percent of its revenue came from cross-sell opportunities.
Your “thank you” page is a useful place to offer additional products because you have your customer’s attention. Ideally, you should display products that relate to your customer’s recent purchase, but how you do that will depend on your eCommerce platform and what apps or plugins are available to install.
Want to really impress your customers? Remind them that if they purchase one of your cross-sell products that you’ll pack it with their recent order so they receive everything together.
7. Follow up with a thank you email
Truthfully, many of your customers will close their browser tab once they see “thank you for your purchase.” Most people only read about 20 percent of the pages they view and that’s usually the headline.
So it’s smart to follow up with a post-purchase email.
Post-purchase emails are triggered when all items in an order are paid and fulfilled. This means there will be some delay between the receipt email and the post-purchase email (you don’t want to spam your customers or they might unsubscribe).
You can use any of the tactics that we spoke about in this article in your post-purchase emails: Coupons, sharing buttons, surveys, resources, etc. This creates another opportunity for your customers to engage with your brand and for your to squeeze more value out of the sale.
You can now create your own post-purchase follow up emails with Jilt. Use them to build loyalty, increase cart size, spur repeat buying, and motivate positive behaviors like sharing, reviewing, or buying.
Last piece of advice
We’ve gone over a few ways to squeeze more value out of your “thank you” pages, but it’s important not to use them all on the same page.
If you give your customers too many options to consider, you’ll overwhelm them. They’re more likely to follow your instructions if you give them fewer options, as was shown in the “jam study” where shoppers purchased more jam when they had fewer choices to sample.
Choose the tactics that you think your customers will respond to the best. Then A/B test some others to validate your assumptions or find better alternatives.