Whenever a customer buys a product or subscribes to something, they always end up on a "Thank You" page. It’s obvious.
You can use this to your advantage by doing more on it than encourage your customers to close the window.
I’ve found that the people who really know how to use the "Thank-You" page are the airlines people. When you go to their "Thank-You" page, it says not only "Thank You" for your purchase, but they also give links leading to pages on "How to book a Hotel", or "How to rent a car".
This something that you can definitely use for any website for upsells, downsells or to market your other products.
When someone buys Product A, your "Thank-You" page can also link to related Service B, Membership C and/or Newsletter D, for example.
One company that has done this very well is Marketing Sherpa. Their "Thank-You" page has all their products, some of which are related to the sale that has just been made, and some are not related at all.
Anne Holland, Marketing Sherpa’s President, says,
“Another interesting fact: the most popular offer on that page gets a 29% acceptance rate, which is fabulous, but not the whole 39%. That means giving folks a choice on that page has helped our overall offer conversions increase by 10 percentage points.”
This is the same concept that Mike Filsaime called Integrated Marketing. Amazon has done the same thing.
For example, when you buy a book, the "Thank-You" page has a list of related books you can use to increase your knowledge on the same or related subjects. After making a purchase, entering their credit card number and reaching the "Thank-You" page, you can ask, how would you like this special offer?
In this way, you can increase your revenue, even by a slight margin. This is what Mike Filsaime does, and Double Your Dating does the same. It’s usually in the form of a recurring payment.
E.g., Check this box to receive a free interview with a expert, shipped to you every month for $27.
In the customer’s head, they only see $27, which doesn’t sound like much. But, you see, you can now bill this customer $27 x 12months and/or until they cancel.
You do have to get creative, though, because after a checkout, you can’t ask the customer to check out again after they’ve visited the "Thank-You" page.
Well, you could, but it’s not ideal. It’s annoying and it’s inconvenient –they just went through 10mins of hassle with their credit card –why ask them to do it again? So, after checking the button, ‘Yes‘, automatic rebilling is begun for this customer, and the product is shipped automatically.
This is why membership sites are so popular because then, the customer can check a box and only be billed at selected intervals. How have you changed your "Thank-You" page from a dead-end, wasted resource into an income generating opportunity?
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