Come back soon, the untapped power of the Thank You Page.

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Most transactional websites share a common shortcoming, leaving a significant amount of value up-tapped. The Thank You page is seen as a simple confirmatory page, there to provide certainty to the customer that what they think just happened, just happened. But the Thank You Page is a comma, not a full stop.

You have battled hard to win the customer, fought to provide the right product at the right price, and you have lost many along the way. But once a transaction is complete, you’re done, there’s a tick in the box and the user begins again, <close window>, <new tab>.

But your customer is, at that moment, your biggest advocate – you are in the Golden Window. Your Advocate is brimming with delight at the purchase of that holiday, auction item, or e-book, so why stop now?

Immediately post transaction is the right time to harness their advocacy, and here are six ways to get value from the Thank You Page:

  1. Cross Sell: Have a series of pre-determined product offers, “you bought X, check out Y” – providing such offers pre-transaction is tougher and will result in a reduced conversion rate overall, but it will lead to an increase in the average basket size and may be worth while in the long run. With post transaction, there is less risk and can be used to perfect product matching.
  2. Loyalty Discounting: Reward the first purchase with a discount on an immediate subsequent purchase
  3. Voucher offer: Provide a variety of vouchers, gather opt in to email alerts to grow your email base and encourage redemption
  4. Friend Get Friend: Great time to encourage your advocates to recruit for you, make it easy for them, and provide incentives the purchaser can give away, such as discount on first purchase (people don’t like to profit from their friends, but being able to secure a discount for their friends makes them feel important)
  5. Facebook promotion: simply “click here to Like our Facebook page”, or “share the news with your friends that you just secured a holiday!”
  6. Promote affiliates: (this option is possibly the easiest to execute but the lowest value adding) add a display ad to the Thank You Page which can be sold on a CPM or on a take-over basis.

[check out RockLive in Australia and the many other agencies emerging in this space]

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