How to Use Thank You Pages to Convert Subscribers into Customers
The thank you page is one of the best places to convert new subscribers into customers. Here’s how to create a winning thank you page that converts.
By Brandon Olson February 26, 2016
The “thank you” page is one of the best places to convert subscribers into customers.
Your thank you page (also known as a confirmation page) is the very first thing your new subscribers see after joining your email list – even before reading the very first email they get from you.
That makes it a prime opportunity to introduce them to your products or services, or move them deeper into your marketing funnel. (You know, strike while the iron is hot!)At no other point will your subscribers be more engaged than in the seconds after they sign up. Click To Tweet
Surprisingly, the thank you page is also one of the most overlooked, misunderstood and underutilized tactics by marketers today. But creating a winning thank you page that converts isn’t that difficult.
Here’s how to do it.
Move beyond the basic thank you page.
To convert subscribers into customers using the thank you page, you have to move beyond simply saying “thank you” (although that’s important too).
Many email marketing providers provide you with a basic thank you page. (We offer one to our customers, too. See the example below.)
But you also have the option to direct your new subscribers to a custom thank you page on your own website or blog.
There are two main advantages of creating a custom thank you page on your own website or blog:
- It provides your new subscribers with a consistent experience because your thank you page looks like the rest of your website and has the same domain as the page where people are subscribing.
- You can control what content you put on your page. (This is where the biggest benefit. I’ll tell you why in a minute.)
The moment someone subscribes, they’ll want to know “What happens now?”
You can’t assume that your subscribers are going to jump into their email inboxes right away to read your first email… Or that they’ll know what “from” address your emails will be coming from…. Or that they’re going to do whatever you want them to do in that first email.
Don’t keep them guessing or let them jump to their own conclusions. Set the expectation up front on your thank you page to help your new subscribers take action and stay engaged over time. To do so, make sure you answer these questions for them:
- When do I get my first email?
- What “from” name and email address will it come from?
- What is the subject line going to say?
- What’s inside the email?
- How often will you email me?
- What type of information will you be sending?
Using a video is also a helpful way to answer these questions for your new subscribers.
Once you’ve thanked your subscribers and set expectations, it’s time to provide some directions on what you want them to do next.
For example, if you’re using confirmed opt-in (or double opt-in), you’ll want to encourage them to confirm their subscription by clicking the link in their email. Using an image or video in this instance can help your new subscribers know what to look for in their inbox.
You can also ask them to add your email address to their address books to make sure your emails make it into their inbox.
Felicia Ricci, a vocal coach, uses her thank you page to not only thank her new subscribers, but spells out what they can expect next. I love the bulleted format, too – it makes it a lot easier to digest. And she also uses a video to provide a more personal feel.
Here’s another great example from Ryan Robinson, an expert in freelancing and launching businesses. He uses confirmed opt-in. His thank you page does a great job of setting the expectation that they will receive an email asking them to confirm their subscription. Ryan even takes it one step further by showing them what the email will look like in their inbox.
And if you want to provide different messages to different types of subscribers, you can direct subscribers to different thank you pages based on choices on your sign up form.
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Convert subscribers using a thank you page.
Once you’ve welcomed your new subscribers and set expectations, now’s your chance to (a) help them move deeper into your marketing funnel or (b) introduce them to your products or services.
Move subscribers further down the funnel.
The truth is, not everyone is ready to buy the moment they sign up for your list. Some customers may take longer to make a purchase decision than others. By offering them an additional incentive, it helps them progress through your marketing funnel, better qualifying them as potential customers and moving them even closer towards making a purchase.
Not sure what to offer? Fortunately, incentives come in all sorts of formats, including ebooks, webinars, case studies, courses, consultations and more.
Pro tip: Using images and videos captures your new subscribers’ attention and increases the chance that they’ll take advantage of your incentive.
LeadPages, a landing page service, encourages new blog subscribers to join a webinar to learn how to quickly and easily grow your email list using their products:
Or you can follow in the footsteps of Chalene Johnson, a business and life coach, who also encourages new participants in her 30-day challenge to join her free webinar:
Nomadic Matt, an online travel resource, offers his new blog subscribers a book so they can learn new hacks to make travel a little bit more affordable. This also helps better qualify his potential customers.
By offering your new subscribers an incentive, it helps move them closer to making a purchase.
Sell your products or services to your new subscribers.
Now let’s say your marketing funnel is very short and your customers don’t need a lot of “buttering up” before they make a purchase. By introducing your products or services immediately after subscribing, you increase the chance that your new subscribers will learn about your offering and buy.
You can even use thank you pages after your customers have made a purchase to increase your average transaction amount. By upselling new customers to a more valuable offering, you increase the value of your customer. Offering companion offers allows you to bundle multiple, relevant products or services together.
While there are many ways to position your products and services on your thank you page, testimonials and social proof are two great ways to demonstrate the value of your products and services to your new subscribers. It provides credibility and instills trust in your products and services.
Fizzle, an online business training service, uses a personalized note from its co-founder along with testimonials (and photos!) from a few of its customers to make a personal connection and instill trust in its services:
Lewis Howes, an entrepreneurial coach, invites new subscribers buy his book and to subscribe to his School of Greatness podcast. He uses images of the book and podcast as well as videos introducing his purpose for the School of Greatness.
Even if you don’t have something to sell, a conversion-optimized thank you page can provide new subscribers with additional information and direction.
Build more revenue with thank you pages.
If you’re serious about monetizing your email marketing, you need to start leveraging your thank you page to turn new subscribers into customers.
How are you using your thank you page to convert? Share in the comments below.
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