So much effort is put into landing page optimization that sometimes the next step in the process, the Thank You Page, is forgotten. I understand it: you’ve managed to get your site visitor to your landing page and you want them to fill out that form and become a lead. But that’s not the end goal – your goal should be to develop sales-ready leads.
Smart marketers will experiment with copy, colors, layout, & calls-to-action. Every little dial should be turned to see if it moves the needle. But what happens after someone completes the form and hits submit?
You can’t leave this prospect high & dry and you need to re-enforce the fact that they made the right decision that they gave you their contact information. Plus, what if this is a really hot lead that is ready to buy? Here are the key elements to a great Thank You Page:
Give Them More
They already like something about what you have to offer, why not keep offering more? If the landing page was to download an ebook, pitch them on a webinar. If it was a Contact Us form, supply a list of alternative contact methods.
The last think you want your new lead to do is go off to another web site. Keep them engaged.
Get Promoted
A Thank You Page is a great place to place social media icons (Twitter, LinkedIn, Facebook, etc.) that will allow the lead to promote the fact that they just downloaded your super ebook or registered for your webinar.
If this was a standard Contact Us form, still point them to your social media presence (you have these, right?) and let them know you can also be reached via these channels.
Identify Hot Leads
Many of the landing pages that my company uses are behind very sales-oriented calls-to-action (e.g. “Learn About Equipment Financing”, “Get Your Working Capital Loan”, etc.). Because some leads are ready to get the financing process started ASAP, our Thank You Pages include a link to download a credit application. There have been several instances where the form submit is almost immediately followed by the faxing of a completed application. This lead is hot to trot.
Explain What Happens Next
This just shouldn’t be a “Thank You”, but it should also indicate that there’s a next step. Maybe you explain that they can download your ebook and that they’ll be receiving an email. If completing this form was a clear signal that the lead is sales ready, tell them to expect a call shortly. It’s all about nurturing the lead towards the next phase in the funnel.
Make sure to put these four pieces in place and you’ll find that leads will accelerate to being sales-ready much sooner.
