A few months back, I wrote an article for another platform decrying the ‘thank you page’ trend. I won’t bore you with the details, but basically what happened was that people started paying more attention to the thank you page and the content within it. As a result, the ‘thank you page’ itself became more important.

What is a ‘thank you page’?

Traditional websites make money from online ads, affiliate sales and premium content. However, the design of these websites limits their engagement with customers and potential consumers. Today, the most popular websites focus on look and functionality to maintain a good user experience. That’s why you’ll rarely see a ‘traditional’ website incorporate an ‘exit’ navigation or a ‘contact’ button.

For example, take a look at Groupon. The website provides a good visual summary of what the platform does: discounts and savings on local services and goods.

As you’d expect, the site contains a large number of ads. Moreover, even if you’re not a customer, you have to spend at least a little bit of time navigating the website to get the full experience. There are a few more details, such as pricing and terms of use, but those are typically found in a footer or legal docs.

Now, compare that with a website like Best Buy. They’re fairly typical of a modern e-commerce store. You log in, select the products you want and add them to your cart. Next, you’ll see a big ‘CHECKOUT’ button at the top of the page. When you click it, you’ll be taken to a separate page that contains all of the info you need about the products you selected. There are no ads on the page. Moreover, there’s no need to navigate away from the page to access additional information. If you want to, you can always hit the back button to get back to where you were before you clicked the checkout button.

Even if you’ve never shopped at Best Buy or Groupon before, you’ll have no trouble finding what you’re looking for. The entire process is almost completely streamlined. The result is a better user experience and a more profitable business.

Why should you be thankful for a ‘thank you’ page?

Let’s get to the point: As I mentioned above, a traditional web page usually contains a bit of information about the company and some legal docs in case you’re wondering about the terms and conditions.

In addition to the above, you’ll often see a ‘thank you’ page containing a big ol’ button that says ‘SUBMIT’ or ‘Next.’ When a customer reaches this point in the buying process, they’re typically inclined to click it. Moreover, as we’ve established, these are the most profitable pages on a website. The more you put in them, the more you get back. So, let’s look at how to design a successful ‘thank you’ page.

Use A/B Testing To Improve User Engagement

As I said above, clickable ‘thank you’ pages are extremely popular because people want to ‘get to the good stuff’ as soon as they can. However, there’s more than one way to skin a cat. You could increase user engagement and improve conversion by placing the most important content first.

How can we do this? With A/B testing. Essentially, A/B testing involves randomly assigning users to different versions of a website or web page. You then measure the engagement of that user base to determine which version is most effective. You can do this over multiple trials.

For example, let’s say you’re testing two versions of a simple website: one with a call-to-action (CTA) button and the other one without. You would want to randomly assign users to the different versions of the site and then track the results of that trial.

Now, which version of the site did you choose? Without getting too technical, let’s just say you chose the version with the CTA button. In that case, you’d measure user engagement with the following metrics: the clickthrough rate (CTR) — the number of times a user clicks on an element of the page, such as the CTA button — and the conversion rate (CR) — the number of users who completed a conversion (purchase or sign-up) divided by the total number of users who viewed the page.

Include Videos And Images To Impress Your Readers

One of the best things about the ‘thank you’ page is that it’s an opportunity to include videos and images. As you’d guess, people like watching videos and seeing photos of brands and businesses they’re interested in. Moreover, videos and photos help people remember things better. In other words, humans are social beings and like to be able to share information with others.

Why not use videos and images to grab people’s attention and create an impression that will stick with them? Moreover, videos and images can help you to establish a personal connection with your audience by showing different aspects of your personality. For example, you could show yourself making a product or using it, or you could do an interview with the person who made the product.

Make Sure That You Use The Right Metaphor

One of the things that can quickly turn a ‘thank you’ page into a ‘please don’t visit me again’ page is poor quality video and images. When you have low-quality video and images, users can’t enjoy the full experience. So, it’s important to keep quality high by investing in the proper camera and lighting. Moreover, make sure that you work with a professional who understands the value of excellent video and images.

Similarly, the use of language is very important in creating a good impression. Some businesses use flowery language in their marketing materials, but if you use too much flowery language, it can come off as fake. So, avoid using very flowery language unless you’re writing something like a love letter or an article for a wedding magazine.

Keep It Short

In an ironic twist of fate, the most successful ‘thank you’ pages are those that are the shortest. If you want to create a lasting impression, keep your page short and sweet. Moreover, a short page loads quicker than a long one, so you’ll appear to be more engaging and relevant.

Traditional websites make money from online ads, affiliate sales and premium content. However, the design of these websites limits their engagement with customers and potential consumers. Today, the most popular websites focus on look and functionality to maintain a good user experience. That’s why you’ll rarely see a ‘traditional’ website incorporate an ‘exit’ navigation or a ‘contact’ button.

As a business owner, marketer and product designer, it’s important to know which version of the ‘thank you’ page is most effective, because if you have a dedicated sales team and you’re using email marketing to communicate with your audience, every little bit of conversion counts.