What is Conversion Rate Optimization?

Chapter 6

Components of an Optimized Post-Click Experience

Just because your post-click landing page and homepage may be optimized for conversion does not mean that is the end of your visitor’s journey with your brand. To retain customers, it is paramount that you optimize the post-click experience, too.

You do that by optimizing your thank you pages and thank you emails.

A thank you page is the page where customers should be directed as soon as they click the call-to-action button on your post-click landing page or homepage.

An optimized thank you page and email perform the following functions:

  • Thanks the visitor for completing the conversion goal
  • Reaffirms and validates their click by showing a personal message to them
  • Provides information about what’s going to come next, if anything
  • Gives them a chance to share and distribute your offer to others who they think would also benefit from it
  • Increases trust and establishes a personal connection with the visitor
  • Helps customers proceed down your funnel by making them feel appreciated and giving them the right information
  • Promotes your other relevant offers tastefully

For example, when you download Instapage’s 25 Best Google Ads Tips:

This is the thank you page you’re redirected to:

The page confirms the download by showing the guide you’ve just downloaded. It also thanks you for completing the conversion goal and presents you with a CTA to visit the Instapage blog, where you have additional opportunities to interact with the brand.

This is the thank you email you receive, with your copy of the PDF download attached with it:

The thank you email also promotes the Instapage webinar and requests you to register for it so you can create better Google post-click landing pages. It also shares links to other Google Ads resources you might find helpful.

In contrast, this is what an unoptimized thank you page looks like:

The headline doesn’t bother thanking the attendee for signing up; it merely gives them a nod of condescending approval. The page informs the person that the webinar will not be recorded, so it’s highly encouraged to view the webinar live. That’s all well and good, but where is the thank you?

This is the thank you email accompanying the page:

It briefly thanks the person for registering and explains how the presentation is going to be helpful, it continues to repeat how great their first presentation was.

An optimized post-click marketing experience should also be focused on the prospect or customer, not just the offer.

To demonstrate another example of an optimized thank you page, look how LeadSquared designs theirs:

The page is focused on the “thank you”, and lets you know that they are also sending an email with the webinar details. They conclude the page by providing more options you can try. This is the follow-up thank you email LeadSquared sends registrants:

Even though the email is generated from a separate service (GoToWebinar), LeadSquared still puts a personalized touch to it by listing some key takeaways from the webinar.

Don’t let a conversion opportunity pass by failing to optimize your post-click experience. Start optimizing your thank you pages and emails and you’ll have more engaged prospects and customers.

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