Ending the Conversion Process: The Thank You Page

Now that a lead has taken the next step and clicked through on a Call-To-Action, it's now my turn to hold up my end of the bargain.  Following through on the offer is critical to keeping the lead engaged with the content, and essential to best practices with Thank You pages.  The buyer has given their information in good faith, so providing them what they requested should be implemented as soon as possible and with relative ease.  Delivery is the most important element of a Thank You page.

Once the visitor has landed on the Thank You page, it's best to help set his or her expectations with a specific time frame as to when they will receive their offer.  If the offer isn't immediately downloadable or receivable, i.e., a PDF document or e-book, then specificity on timing is crucial.  A buyer should be able to expect within 2-3 business days that which they have requested.

Also, as far as the content on a Thank You page, additional Call-To-Action buttons and content relevant to where they are at in the Buyer's Journey is encouraged.  Perhaps the buyer has other interests related to the CTA, so additional information that can help convert the buyer to a genuine lead can be offered at this point.  It's important not to be pushy, but using good judgement will assist in determining if additional content is helpful.  Also, unlike Landing Pages, it is important to include navigational links that may help entice the buyer to access other information relevant to their interests on the company website.  The Thank You page is essentially the end of the conversion process in the Buyer's Journey.