Is Your Thank You Page Awful? Here Are 2 Ways You Could Make It Better

Thank YouWe noted in a recent post an example of how one of our users tracks the effectiveness of his signup forms.

It occurred to us shortly afterward that at AWeber we take that feature (Ad Tracking) for granted. And it’s not the only one.

We spend so much around our features that sometimes it doesn’t occur to us that some of you are missing out on the firepower they can add to your email marketing campaigns. Some of you (and I’m not naming names here πŸ˜‰ ) don’t even use many of the most powerful tools at your disposal!

We think this is partly our fault. So to help correct this, we’re going to show you how various tools in AWeber can create better subscriber experiences, save you time and make your campaigns more effective. If you use them, of course.

For starters, let’s talk about thank you pages…

“Thank You Pages? Seriously?”

Now, you may be thinking,

“Thank you pages? That’s not exactly an advanced feature. Everybody has a thank you page!”

And you’d be right. Well, half right.

Yes, everybody has a thank you page – but few businesses use them effectively.

In fact, a frightening number of people decline to customize their thank you page – they just use the default page we provide as a placeholder.

I cannot begin to tell you how shocked I was while doing research for this post.

I wanted to show you some examples of creative and cool thank you pages and started looking at some of our more well-known customers’ sites…

… but many of them were using the generic thank-you page! They didn’t take advantage of the fact that when you build a web form in AWeber, you can send subscribers to a custom thank you page on your website.

The placeholder thank you page isn’t bad per se, but it isn’t specific to your business. You should be using your own page.

Why Is a Personalized Thank You Page Important?

“Do thank you pages even matter? Who cares what’s on them?”

“I mean, the subscriber already signed up, right?”

Yes, but…

  • The thank you page is the first experience new subscribers have. Yes, they’ve seen your site but that’s available to anyone.This is the first thing they see after signing up.

    It’s a chance to make a new first impression of sorts, or at the least to build on the one you made when they first came to your site.

  • If you clearly put effort into getting people to sign up – you promise great content and a powerful incentive to subscribe – but then send them to a halfhearted thank you page, it gives the distinct impression that you’re not interested in building a relationship with subscribers, just “capturing” them.

    (An aside: the word “capture,” when used in relationship with list-building, is in my opinion almost as dangerous a term as “email blast.”)

  • The instant a website visitor subscribes, s/he has one question: “What happens now?”

    If you don’t tell them, in detail, then they’ll draw their own conclusions – in other words, they’ll assume (consciously or subconsciously) things about your content, frequency, from line and other aspects of your emails.

    And we all know what happens when you assume…

Given the vast differences from one business to another, there’s no way our thank you pages should be “one-size fits-all!”

But many thank you pages are that way – they fail to shape new subscribers’ expectations, reinforce the subscribe decision or offer any guidance about what happens next or what subscribers should do next.

What Does a Good Thank You Page Look Like?

There’s not one universally awesome template for thank you pages (if there were, we’d make it, give it to everyone, and you wouldn’t be reading this article).

However, there are things that your thank you page can and should do:

  • Provide an experience consistent with the rest of your website.

    Your thank you page should look like the rest of your site, and it should be on the same domain as the page where people are subscribing.

    If someone fills our your form and goes to a page that looks nothing like the page where they filled out the form, they may worry that they did something wrong, or that they didn’t understand the form. They may hit the “back” button to go reread the form before they even read what’s on the thank you page!

  • Clearly explain what just happened, what happens next, and what (if anything) the subscriber needs to do.

    OK, so I filled out your signup form and hit the “subscribe” button.

    Did that “work?” And what does “work” mean here? What do subscribers think is supposed to happen?

    Unless you’re 100% sure that 100% of your subscribers know beyond a shadow of a doubt what to expect after signing up, you’d better tell them that:

    1. You’ve received their subscribe request and are subscribing them
    2. You’re sending them an email
    3. When that email will arrive
    4. Who it’s from (your “from” name and email address) and what it looks like
    5. What, if anything, they should do with it (especially if you’re confirming subscribers – tell them they need to click on the confirm link!)

There’s no one right way to do this – some people rely solely on text, others add images and some employ audio and video.

  • Our generic thank you page includes audio instructions for confirming. You’re welcome to embed them on your customized thank you page as well:

    Of course, you should include text instructions on your thank you page as well – the audio just supplements it!

Use whichever helps you get the message across most effectively (and if you’re using Confirmed Opt-In, test different versions of your thank you page to see which does the best job of getting subscribers to confirm).

What Good and Bad Thank You Pages Have You Seen?

Are there any thank you pages out there that have made an impression (good or bad) on you? What did you like or dislike about them?

Share your examples – and thoughts on what else makes for a powerful thank you page – below!

Related tutorial from our Knowledge Base:

How Can I Change My Thank You Page?

And a related blog post on thank you pages:

Create Expectations On Your Thank You Page



  1. John W. Furst

    4/22/2009 4:26 pm

    Thanks for the audio button. That is awesome.
    I just have added it to my site’s thank you page.
    (took not even 1 minute)

  2. Karin H.

    4/23/2009 4:31 am

    Hi Justin

    You know this is one of my pet-hates: ending up on a large white web page with that one miserable default AWeber Thank You page sentence: "Please check your email and click the confirmation link to activate your subscription.

    Because we are using AWeber ourselves and know of the importance of using proper Custom Thank You Pages my thoughts are then: can’t be brothered to keep the ‘conversation’ going? What else you you not bothered in?

    It is really simple to create your own custom Thank You Pages (as long as you close the back door), even on a blog (expect on blogs).

    If you care about your subscribers, show them you care about them too on these pages – don’t take the easy lazy way out, it might do wonders for your conversion rate!

  3. Karin H.

    4/23/2009 4:34 am

    Darn, mistyped one word above: makes that EXCEPT on a blog
    (You can’t add any javascripting to the free WordPress blogs that is hosted by WordPress itself)

  4. Ziedonis Paegle

    4/23/2009 7:51 am


    You state that your generic thank you page includes audio instructions for confirmation, and that we are welcome to embed them on our customized thank you page as well.

    That’s fine, but has it ever occurred to you that some of the newbies
    have not a clue how to do this without a step by step guidelines.

    I am sure this is the very reason why so many use the default page
    Perhaps you would like to look into this problem and assist those who are not familiar how to embed your instructions.

  5. Jarom

    4/23/2009 8:26 am

    I’ve found that a short video, going into a little more detail about the benefits of being a part of my email list and giving them a "behind the scenes" look at what they’ll receive, does wonders for getting people to confirm their subscription.

  6. Dana

    4/23/2009 8:53 am

    the audio for the thank you page is cool BUT I would prefer it be a woman’s voice. HOW CAN WE MAKE THAT HAPPEN?


  7. Pete

    4/23/2009 9:13 am

    Thanks guys! I have been meaning to create my own custom Thank You page for sometime now…I just keep putting it off. I will definitely add the audio button you provided!

  8. Elizabeth

    4/23/2009 9:17 am

    I love the idea of an audio Thank You to accompany the text. I’m sure your’s is great but for a truely personal experience I’d like to leave my own. How can I do this.

  9. Karin H.

    4/23/2009 9:48 am

    Re Ziedonis

    Don’t think that is the reason, and Justin provided a link to one of the tutorials.

    I did a survey recently and being a newbie isn’t the main reason someone doesn’t use a Custom Thank You Page: "it saves time" was the overall reason given on the question why do you use AWeber’s default thank you pages.

    Could very well be, but I think the main reason is not fully understanding or realising what a new subscriber goes through during the opt-in process. You as website or blog-owner know what your subscriber is going to receive once the details are submitted and too often forget (by not going through the process themselves as test) how ‘disruptive’ the default Thank You Page are in the ongoing conversation.

    I see many professionals and long-time AWeber users not taking the simple effort of adding a custom Thank You Page, not only newbies.

  10. Justin Premick

    4/23/2009 9:52 am

    Thanks all for your kind words about the audio! Glad you like it :)


    I’m right there with you. I didn’t want to name names in the post, but trust me, you’d be amazed at some of the high-powered marketers who use generic thank you pages. It’s definitely not just a newbie thing.


    That does occur to me, but at the same time I don’t want to distract from the point of this post ("go create an effective thank you page!") with instructions on how to add HTML to a web page. This is an email marketing blog, not a web page tutorial site (there are certainly excellent HTML tutorials on sites like and


    I’m a big fan of using video too – we do so on our own thank you pages (for this blog and for the AWeber Test Drive).

    I wish I could have provided a video for you all to use, but since the text in everyone’s confirm email is/should be different, it wasn’t feasible to create a video that would work for everyone. Hopefully the audio will work well!


    The audio was recorded by Jay, who also does all of the videos you may have seen popping up in our Knowledge Base. I could ask him if he wants to be a woman, but I don’t think he’ll go along with it πŸ˜‰

    All kidding aside, we don’t have a version with a female voice, and I’m not sure if/when we would add one. Your best bet would probably be to record an audio (or video) and place it on your thank you page.

    Our affiliate manager, Ron, recently wrote about videos and included a couple links to different video recording programs. Using one of those and/or the movie option that many digital cameras come with, you could create an even more personalized multimedia message for your thank you page!


    Here are a couple ways you might do this:

    * If you use WordPress, a plugin like PodPress can help you put audio on the various pages of your site (including one that you might use for a thank you page).

    * Take a video and use a program like one of the ones linked in Ron’s article above to edit it and put it into Flash or another web-friendly format and upload it to your page. I’ve used Camtasia for this in the past but other programs can certainly work, too.

    For this audio, Jay recorded it using a microphone attached to his computer, and then we converted it to a Flash file (SWF). There are a number of programs available that can help you create SWFs.

  11. Frank Prieto

    4/23/2009 9:52 am

    Hi Justin,

    I want you to know that your "open rate" with me is about 85%. If I told you it was 100% I’d be lying to you because some days my bandwidth is maxed out.

    I’m really glad I got to read this one though. Not because a custom thank you page is new to me. Frankly, I can’t see how any marketer would want to send a subscriber to a generic page. But what I really got from your post today is the idea to take the audio feature to the next level, by putting a custom audio snippet with my own voice. How’s that for customizing a thank you page. Thank you for the idea. I use audio on some pages but it never occurred to me to use it on a thank you page.

    PS– I appreciate the value you deliver in your articles. Keep’m coming.

  12. BB

    4/23/2009 10:09 am

    I love the audio and especially with Jay’s voice. It is great. But,I am not sure if I want to have the confirm opt in link. First, is that necessary? I would imagine that you may get fewer subscribers that way, as some may not want to bother. Do you have any other audio choices?

  13. Cassie

    4/23/2009 2:43 pm

    I just started a new newsletter so I wanted my thank you page to stand out. I knew if I left it for later I’d never get it done. I personalized it (with a photo and signature), provided a form for new subscribers to tell me what they’re most interested in, and in the near future I will be offering a bundle of products at a discounted price (one time offer type thing) because they’re a valued subscriber. I know it could be a lot better but it sure beats the majority of thank you pages I’ve seen so far.

  14. Elizabeth

    4/23/2009 3:57 pm

    Justin thank you. Valuable info I’m a newbie. Actually I’m just finishing the build on my website and want to have this element on it. I’ll be back.

  15. Justin Premick

    4/23/2009 4:00 pm


    Thanks – and great idea: I’m a huge fan of getting specific and personalizing your subscribers’ experience. Audio from you personally, referencing the specific information someone just signed up for, can help to build trust and engage your readers.


    That’s the only audio version we have, and it probably wouldn’t make sense to someone if you weren’t using confirmed opt-in.

    That said, I strongly recommend you do confirm subscribers (as does everyone here at AWeber) – I don’t want to sidetrack from the discussion of thank you pages here, but you can read more about Confirmed Opt-In and its benefits in a couple places on our site:

    * Confirmed Opt-In posts on our blog

    * From our Knowledge Base: Why Use Confirmed Opt-In?


    The fact that you’ve gone that far probably makes your thank you page far more effective than the typical one.

    From there, it’s all about testing changes to it!

  16. Carol Bentley

    4/23/2009 5:03 pm

    Hi Justin,

    just adding an extra thought. There are two ‘thank you’ pages that can be used to smooth the subscriber’s experience.

    I use the first one, which is displayed after they fill in the webform and hit the subscribe button, as the ideal place to remind them why they are signing up, what they’ll get and tell them to look out for the confirmation email for the double-opt in.

    Then, after they hit the confirm link, I use the second page to let them know they confirmed successfully and – if I’ve offered a gift -give them the download link.

    As Karin H mentioned, it does take a bit of time to get them set up, but once you’ve done it you can simply modify them for any new lists you want to create.

    Re the audio in a female voice – can’t you persuade any of your ladies to help out πŸ˜‰ ?

  17. Krista

    4/23/2009 7:02 pm

    I too would love a female’s voice for the thank you page. Anyone want to create one and share it with us?

  18. Daniel McGonagle

    4/23/2009 9:33 pm

    That audio is excellent! Thank you for that it’s perfect.

    Do you have any WhiteList templates that we could use also?

    That’d really round things off for us and would make me less of a slacker, too

    Thanks in advance, hope you’ll say Yes :)

  19. Justin Premick

    4/24/2009 8:30 am


    I’m a big fan of setting up a custom confirmation success page as well.

    Both that and the thank you page shape new subscribers’ opinions of you, for better or worse.

    Re: a female version of the audio – that’s entirely up to them :) In the meantime, perhaps one of our female readers wants to cut a recording, as Krista suggested?


    I haven’t created one, but there are a couple websites out there with "whitelist generators" where you plug in some information about your email campaign and they’ll generate some text-based whitelisting instructions for your thank you page.

    (Note: these pages aren’t associated with AWeber and I can’t vouch for their continued accuracy as email programs change – but at the time I checked them, they seemed accurate.)

    Example #1
    Example #2

    I think these are potentially helpful so long as they don’t interfere with the main message of the thank you page (go confirm!).

  20. Daniel

    4/24/2009 11:04 am

    Justin, thanks.

    I’ll use those and make them consistent with the squeeze pages.

    Thanks again for the audio, it’s much appreciated and will be implemented on all my sites in near future

  21. Brad

    4/24/2009 3:40 pm


    Thank you very much. I’m new to the email side and this helped tons.

  22. Darren

    4/24/2009 5:06 pm

    I had NO IDEA you guys even had this generic code!! Great add to my current thank you pages thanks!

  23. Confidence Building Tips - Build Self Esteem

    4/28/2009 7:43 am

    We already use custom thank you pages (shame on you if you don’t), but love the idea of adding audio as well. It only took about a minute to do.

    Thanks for the ideas, and please keep them coming.

  24. Joseph Chmielewski

    4/28/2009 8:03 am

    I am always looking for research that helps people build a business instead of just making money.

    This post fits nicelyinto that model, and I plan on writing helpful articles for my readers explaining the benefits of Aweber’s built in features.

    I alreay feature a link to Aweber on my Blog’s sidebar.

    Thanks for the helpful research information.

  25. Katherine

    4/28/2009 8:18 am

    I agree with one of the readers comments – having your own voice on the thank you page is a good idea. Then when you call the customer your voice will sound familiar to them.

    If you send me the script I could record the female voice for the "thank-you" page.

    I have done professional voice overs in the past.

    Let me know.

  26. Amit

    4/28/2009 1:58 pm

    Good work guys..

  27. Yogagirl

    4/28/2009 4:54 pm

    Hi thanks for changing the thank you page, I haven’t got round to customising yet but I’ve already the verifications have improved.

  28. Tarik

    4/30/2009 3:19 pm

    I always use custom thank you pages, so I was VERY suprised to hear the new audio playback. I like it!

    I’m adding this to my Thank You pages as once.

    Tip: Take screenshots of the whole process for your subscribers. It works really well.

  29. cindy

    4/30/2009 5:22 pm

    What would you change on our thank you?


    Dear Subscriber,

    Thank you for your interest in the free Special Event Volunteer Job Descriptions. Below you will find a link to this document.

    We hope you find the job descriptions helpful in more fully utilizing your volunteers for special events.

    If you have specific fundraising questions or needs, please contact us at



  30. Ric Willmot

    5/1/2009 4:16 am

    So could someone share with me, how I might make an audio than k you in my voice and embed that into the thank you page?
    I am a Mac user with iLife08.
    Thank you.

  31. adam taha

    5/1/2009 1:24 pm

    I’m really liking the debate and opinions here. I created my thank you page, so when people confirm, it goes to it, and has my headline, same colours and everything.

    Plus, it thanks them, and has info on what they will recieve, with my photo, signature.

    1. I did get one thing from here, really great tips, where you can also add a form to find out what else they want to learn.

    2. More video tutorials on how to create audio with free software, convert it, and add it to the thank you page.

    I’m going to find out how to do this and put it on my blog on a couple of weeks or sooner. Great information Justin Premick. Loving it!

    Just a few more touches and I’ll be launching my new campaign on my blog with strng call of action. Aweber rocks!

  32. Jason

    5/4/2009 12:27 am

    Added the audio in less than a minute!! Thanks so much that was great!

  33. Justin Premick

    5/5/2009 12:32 pm


    The copy on your thank you page doesn’t say what’s going to happen now that someone has given you their email address.

    If they’re signing up to get a document, and you’re providing it to them immediately on this page, what’s the point of the email address – from the subscriber’s perspective? Your signup page might mention it, but there’s no reinforcement here.

    You also may want to look at our article on giving away downloads and email signup forms:

    As that article notes, it may be better to send the download link via email than to place it directly on the thank you page.

  34. Tom

    5/7/2009 8:09 am

    We have improved the customers experience with adding Aweber to our website that offers granite countertops. After reading this article I now have one more thing to add to my list. I started this morning to improve my thank you page.

    Thanks for the help

  35. Chris Healey

    5/7/2009 2:29 pm

    Hey Justin – that’s a great bit of advice and code. Much appreciated by all, obviously.

    Not sure if there is more I can add to this in terms of ideas and suggestions for the thank you page, but it does remind me to mention that in a similar sense, "sprucing" up your 404 page is very important for customer experience and *great* for SEO.

    A sitemap or even a discount code is always much appreciated by the visitor, and makes sending out a broken link just a little less embarrassing.


  36. WoW - Aweber Audio Thankyou page

    5/13/2009 11:23 am

    […] Re: WoW – Aweber Audio Thankyou page Hey all, Glad you’re liking the thank you page audio! Solomon is right – you can get the audio to embed on your own custom thank you page. The embed code is on our blog post about thank you pages. […]

  37. C

    6/2/2009 5:26 pm


  38. jonathan

    6/14/2009 5:06 am

    Thank you for the reminder to help educate our readers beforehand as well as after, about ?What just happened?. Its a common event for us as we have to register for so many sites today. Step-by-step instructions and how we want to communicate (upfront) are important to maintain the trust our customers have put in us.
    Btw the email PDF download templtes are great. thanks for a great service.

  39. How to Create an Upsell | DiY Marketing Coach

    6/29/2009 5:22 pm

    […] 3) Thank You Page: You can use this page with great effect. Don’t just put the download link here but show them a list of your other products, especially related ones. You can use the same strategy by sending them a thank you email for their purchase. Add an upsell and the opportunity to sign up for your ezine. You can learn more about this technique at […]

  40. Tommyrocks

    9/25/2009 12:35 pm

    Great advice. Some of this is going to the top of my to do list

  41. Yee Shun Jian

    10/9/2009 1:33 am

    Any comments on this confirmation page?

  42. Chris Perabo

    10/23/2009 6:56 am

    I completely agree with the topic of this blog, but am disappointed that the thread of comments goes way off topic to discuss the audio clip.

    Justin makes excellent points that the Thank You page is important (and I agree), but what should be added?

    He asks, "Share your examples ? and thoughts on what else makes for a powerful thank you page ? below!" yet not a single GOOD Thank you page was submitted unfortunately.

    I like CLEAN, yet stylish pages that fulfill Justin’s mission while looking damn good and have yet to find a great thank you page design. I sure don’t need any help finding BAD ones. Anyone with great design examples, please add links – I’d love to see them.

  43. Steve Langstrom

    11/1/2009 7:35 pm

    I like the tips about the thank you page and I definately need to work on mine, but are there any plans in the future to give us more creative powers on the web forms? I know I can customize them myself ( a lot of time), but are you thinking of adding more creation options on the awrber design page itself? The forms look so generic and old. I’m talking mostly about the lightbox forms.

  44. Affiliate ABCs #17 Email Marketing with Aweber Part 2

    11/22/2009 12:41 am

    […] Post on thank you pages (with free HTML for embedding audio on your own thank you page): Integrating WordPress with AWeber (includes video): Integrating Blogger with AWeber (includes video): Integrating AWeber and Twitter (no video here, sorry): Twitter: @aweber @justinpremick @loxly @affiliateabcs […]

  45. Ken Lempit

    3/18/2010 11:54 am

    For sites with commerce (shopping cart), the thank you page, aka order confirmation page also is fertile ground for the right kind of upsell, whether it is an additional item to qualify for free shipping or an affiliate offer. Affiliate upsells which are category-consistent with your store and which offer an incentive for your customer to return and shop with you again perform best.

  46. S P T

    8/3/2010 5:18 am

    I find that if I add a small “Before you go… You might be interested in this …” at the bottom of my thank you page and then upsell them something cheap I get a sale about 30% of the time.

    Thanks guys, good advice

  47. Erich

    8/19/2010 2:35 pm

    This is a great idea! Thank you for continuing to improve the service you provide. We’re lonnnnng time Aweber customers and are more than happy with your service. I think a lot of folks leave the default thank you page up just to get started and meaning to edit it later, and then it just gets placed further and further back on the burner. You’re right, it’s a shame, and a missed opportunity. Sorry to say, one we’ve been guilty of :(

  48. Sudip

    9/12/2010 6:46 am

    Great idea for an audio thank you page.

    Just implemented on my site and it was done in a sec.

    Thanks a ton!

  49. DK

    10/28/2010 12:57 am

    Great information, I am looking for thank-you page to setup with CPC campaign, your article is awesome.

    Thanks for sharing.

  50. Devin Haller

    5/10/2011 3:23 am

    I already know how to change the default thank you page to one with either audio, video, or your own custom page. But how exactly do you create your own thank you page? Especially without your own website?

    By the way Justin, this was a great post!

  51. Justin Premick

    5/10/2011 10:01 am

    Hi Devin,

    You could use something like Google Sites,, Blogger, or any of a number of other free tools that enable you to create websites and pages.

    That said, I’m hard-pressed to think of a business that shouldn’t have its own domain and website in 2011.

  52. Said

    5/12/2012 2:10 am

    I have a thank you page on my website but it shows a 404 error when people subscribe and that’s exactly where I redirected it.

    How do I solve this problem. Thanks & nice post

  53. Justin Premick

    5/17/2012 10:45 am

    Hi Said,

    I clicked over to that page from your comment and got the same 404 error message. It appears the page you intended for people to see is not at that URL… you’ll want to check the URL for that page (perhaps there’s a typo in it) and/or create a new page with a different URL and send people there.

  54. Sergio Felix

    9/13/2012 6:59 pm

    Oops… to be honest I’ve been using the “smart version” of the thank you page because after all, it’s the smart version!

    But you really are completely right that I have signed under a few people that they did a good effort in creating an awesome confirming video and it did feel like I was going to LOVE the content in advance!

    Something to think about, I’m definitely going to re-do all my aweber stuff. I’m still a newbie in many things but hey, better late than never right?


  55. Justin Premick

    9/14/2012 2:39 pm

    Hi Sergio,

    If the “smart thank you page” works for you, great! That said, I would expect a customized thank you page and video to outperform any pre-constructed page that we might create.

    And yes, it’s never too late to test and optimize. :-)

  56. Scott

    2/1/2013 3:07 pm

    Thanks for helpful tips. The thank you page should not be underestimated as a marketing tool. There are significant opportunities to further build on the budding relationship with your new prospect.

    According to statistics, 98% of visitors leave without taking action. You cannot afford to leave anything to chance with the 2% that do engage or buy from you.

    Finally, for the 98% who don’t engage, think about re-targeting which might eventually bring some back so they see the “thank you” page!

  57. Jody Heath

    5/6/2013 2:53 am

    On the same subject, I noticed you are using the checkbox for Aweber subscribe with the comment. I stopped using mine because it skips the thank you page. And since I use double opt-in, I depend on that thank you page to direct my opt-ins to the confirmation emails. At any rate, thanks for a great post!

  58. Julius Bowditch

    11/20/2013 7:41 pm

    I like it when people come together and share ideas. Great blog, continue the good work!

  59. jerry holmes

    1/10/2014 11:08 am

    I am working on a thank you page now and so decided to do a search on the subject and glad I did. Thanks for the helpful info and any other feedback would be appreciated.