5 Examples of B2B Thank You Pages That ConvertAugust 29, 2016
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When your leads give you their contact information and enter your brand’s buyer journey, it’s an investment of trust on their part. The natural thing for you to do (assuming you were raised properly) is to say “thank you!”.
However, in marketing your brand online, when you say thank you, there’s so much more you can accomplish at the same time. It’s all in the power of a special webpage called a Thank You page.
A Thank You page keeps your audience engaged after they’ve completed a certain action, typically after they’ve given you their contact information in order to download content or sign up for a demo.
Thank You pages are the perfect opportunity to take your leads to the next step in engagement - reading your blogs, downloading other content offers or even scheduling a demo; so always be certain to include another call to action, that complements the current offer on this web page.
Do your Thank You page right, and your leads will trust you and convert more often to customers.
Why Thank You Pages Are Essential to Your B2B Inbound Marketing
Aside from making your brand appear more “human,” a Thank You page is a real chance to smoothly connect one step in your lead engagement to another. This is why it’s incredibly important to include a call to action on this web page.
This call to action could be to contact your brand for more information, schedule a demo, download another complementary offer, etc. What is important, is that the CTA supports your brand’s overall marketing goal (lead gen, brand awareness, thought leadership) and facilitates that next step in your marketing pipeline.
A Thank You page is also a chance to build loyalty. 71% of executives from mature companies feel improving customer loyalty is a top priority, and with good reason. The more you turn customers into loyal fans, the more likely they’ll become brand advocates and do some of your marketing for you, increasing your ROI over time.
Additionally, by adding a conversion pixel to the Thank You page you can track where each lead came from. With these analytics you’ll have a grip on which channels are working most for your brand. While people don’t always fill out a form the first time they meet your brand, by implementing this pixel you’ll be able to see where they’ve traveled from and your first encounter with them.
When used in a way that supports your brand messaging and extends it meaningfully to your leads, Thank You pages become excellent strategic tools. By doing one or more of the following, they can help solidify your sales funnel:
- Having leads connect with your brand on social media, which gives your brand exposure to your audiences’ connections
- Up-selling leads to another product or service
- Providing a discount or special offer
- Having leads complete a survey
- Asking leads qualifying questions to further learn about them
- Inviting leads to a webinar or to make personal contact
Depending on your immediate and long-term marketing goals, the possibilities for deepening the bond between your leads and your brand via the Thank You page are nearly endless. Here are some Thank You pages in action:
Figure 1. This Hubspot Thank You is great because it directs visitors (who have already expressed interest in a marketing offer) to sign up for their all-new email marketing certification course. This CTA is both relevant to the visitor downloading SEO marketing collateral, and also supports Hubspot’s goal of onboarding their visitors to better use their marketing software.
Figure 2. Here's one of our very own! You'll notice that our Thank You page, besides featuring a clear, large download button, provides a chance to get in touch with one of our experts right away, as well as links to our social media channels.
Figure 3. Cymmetria's Thank You page offers a few handpicked blog posts that would likely be interesting to anyone downloading this specific whitepaper, which is a great way for a company to get their branded message to a prospect, and an easy way for a prospect to refer to that piece of content and be reminded of the brand at any given time. Additionally, on the right, a user can sign up for a demo right on the Thank You page. We can see up to 14% conversion rates from whitepapers downloads to demo requests with no additional nurturing, just from the thank you pages!
Figure 4. On this Thank you page, in addition to handpicked content and offering to schedule a demo, Showbox decided to send their eBook to the lead’s email and not add a link to the Thank You page.
There’s no one right way, it all depends on your goal (yes that again).
- When your content offer is for TOTF leads, and you want to get your word out to everyone (who’s relevant), putting the offer in a link on your Thank You page will do it. You can be sure they received the offer and are exposed to further content at the same time.
- When what you need is hard core lead generation, and you’re looking for relevant people who will convert to customers and ASAP, you should make sure the emails are legitimate, by sending the content offer via email. I have two important addons here:
- Sending the offer by email doesn’t mean not having a Thank You page.
- I’d take it one step further and block all free email (remember you’re looking for professional professionals).
Figure 5. After thanking users who have opted to schedule a demo, Portnox offers links to a few interesting whitepapers, as well as a chance to subscribe to updates via email and connect via social.
While you’ll want to A/B test different elements of your Thank You page down the road, you should certainly plan to use something that will lead your prospects to the next point in your sales funnel.
Thank You Page Mistakes to Avoid
While Thank You pages are great ways to develop your online strategy, they do need to be used thoughtfully. There are a number of mistakes, in particular, that can hurt your marketing in both small and big ways.
- Inconsistent messaging. You’ll want to ensure that your Thank You page uses a title that’s connected to the original landing page.
- Lack of clarity on next steps. Your audience should know exactly what to do next in order to continue the relationship with your brand. Whether it’s to read a relevant blog post, join a conversation on social media, sign up for a webinar, or simply wait to hear from you. Make sure you have very clear calls to action on the Thank You page to eliminate any confusion. This is especially important if you’re using your thank you page to convert your potential clients down the funnel (as you should).
- Not following up with leads via email. While it might seem obvious, it’s easy to neglect if your Thank You page is simple and straightforward. It’s important to build on the foundation of trust by sending your leads regular emails and fostering an ongoing relationship. With 53% of marketers claiming moderate to significant revenues with personalized messaging, you don’t want to miss out on the power of email follow-up.
- Not tailoring content to the buyer journey stage. Your leads aren’t really being nurtured if your Thank You page content doesn’t make perfect sense to them at their point in the buyer journey. Make sure whatever content you feature, whether it’s on the Thank You page or elsewhere (for example, follow-up emails, blog posts, or later landing pages) is targeted to where the leads happen to be in your funnel.
- Not testing. All things in your marketing should be optimized—and you can’t optimize without testing. It’s essential to run A/B tests on every element of your landing page, from your headline and subheads, to your call-to-action and even your primary Thank You page “offer.” If you don’t test, you’ll miss out on what Thank You page tweaks can drive conversions and revenue.
- Not bringing back people to the website. While landing pages should only have one conversion goal and so should be with no menus or links to distract the visitors, the thank you page should encourage your visitors to browse your website and consume more content.
To make sure you’re not making these mistakes, clarify your lead goals at this stage. Do you want them to consume more content? Get in touch with you? Ensure that you plan for a Thank You page that naturally takes leads by the hand and guides them to the next step. And, use the above list to check and make sure that your Thank You page excels in every aspect.
Thank You pages are an amazing way to keep prospects engaged and satisfied. What’s more, they allow you to learn as much as you need about your audience to market to them effectively. If you’re ready to explore the potential of Thank You pages, and learn more about capturing potential leads on your website, then book a free consultation with a Hubspot inbound marketing expert today!