The Importance of Your 'Thank You' Pages

As visitors sign up for your newsletter or make a donation to your cause, they expect to see some type of response as part of the online transaction. Traditionally, the 'Thank You' page acknowledges receipt, marks the end to an online task, and oftentimes offers the responder little to no value, almost daring them to go away. But in many ways, when a responder reaches your 'Thank You' page it actually represents the beginning of a relationship with your organization and presents you with an opportune time to immediately offer your responders more than just the obligatory 'thank you for your interest.'

In order for a responder to reach your 'Thank You' page, they most likely have given you something, usually their contact information, in exchange for something of value to them. Whether the responder completed a newsletter sign-up form or is interested in a downloadable industry report, by completing the registration form, the responder is showing interest and trust in your organization. It's now up to you to keep their interest-level high and build a strong relationship.

There are a few things you can do with your 'Thank You' page to keep your responders engaged and interested in your organization, product, or service. Here are few tips for you to consider when drafting the content of your 'Thank You' page to build better relationships with your responders:

• Provide your responders with additional content that may be of value to them. If the visitor donated money to help your cause, you may want to present them with additional ways to help or volunteer. Or if the visitor signed up for a newsletter, present them with other publications that may be of interest to them. By doing so, you're not only providing valuable information, but you may also be in a position to increase awareness you wouldn't otherwise.
  
  
• Encourage interaction with your visitors by asking them a question or to complete a brief online survey. Whether your goal is to gain market research or just collect feedback about your users' experience, your 'Thank You' page is an opportune time to gather important information from an audience who is familiar with your products or services. The information you learn keeps you up-to-date as to what your visitors believe to be important and can help identify ways you can better offer solutions in the future.
  
  
• Make your responders feel special with unique offers. Of course after a visitor submits your online form, you'll have to keep your end of the bargain and deliver what you've promised. However, there is also a good opportunity to give them something a little extra. Offer responders an additional special gift, a one-time offer, or a chance to enter a contest. These types of unique offers are a great way to show your responders you value them and deliver more than promised. These unique gestures may go a long way towards building a strong relationship.
  
  

By just acknowledging when responders complete a task with no further means to an action or offer, 'Thank You' pages are oftentimes vastly underutilized. It's certainly important to thank responders for completing an online task, but it's equally important to also make them feel good about their decision. If you're not using your 'Thank You' to offer additional information or encourage interaction with your responders, it's time to make some adjustments to improve your online marketing.