Five Tactics for Improving B2B Website Conversions Using Thank You Pages

Article by | June 8, 2018 Content Marketing, Website

Neil Armstrong, the first man to walk on the moon, sent an iconic thank you letter to the team that built his space suit 25 years after Apollo XI.

Don’t make your prospects or customers wait 25 years—or even 25 seconds—for you to say “thank you.”

Think about it: How much time do you spend crafting content to foster a website conversion from a lead? How much time do you spend crafting your “thank you” message?

Too many companies just throw together a short “thank you” message as an afterthought. Is that any way to treat that lead you’ve worked so hard to acquire?

Consider creating a Thank You Page that supports brand awareness, engagement, your overall inbound marketing effort, and the ultimatethe sales funnel.

Here are four tactics for building a Thank You Page that capitalizes on the energy you have already expended and increases future and deeper engagement.

1. Don’t Forget to Actually Say “Thank You”… and Mean It

We can get so tied up in messaging, we forget to actually say “thank you.”

Saying thank you:

  • Tells your users that the click actually worked
  • Reinforces that they made a good decision
  • Humanizes you. Remember, there are human beings on both sides of the click.
  • Builds the relationship

At a basic level, write a short thank you message like Unbounce did. The company’s Thank You Page satisfies instant gratification because it gives a direct link to download. The user doesn’t have to check email or jump through another hoop to find the document. The” thank you” message is sincere, casts vision for the user, and urges immediate action.

Unbounce Thank You Page Old

2. Be Personal

TD Bank conducted primary research on saying “thank you” and discovered that, “more than three out of four consumers like when brands demonstrate their appreciation (77 percent).” The study also notes that:

  • 60% of respondents believe that saying thanks should be directed to an individual
  • 44% believe saying thanks should be personal

HubSpot offers great tools to personalize Thank You Pages, eMails, Landing Pages, and more so that you can insert your user’s name throughout your ecosystem. Pardot, Marketo, and others offer similar features.

HubSpot Thank You Personalized Edited 2 - 1

To use your personalization tools in Hubspot, follow these steps on your pages or emails.

  1. Go to the Landing Page portion of your HubSpot Marketing Dashboard (Marketing > Website > Landing Pages)
  2. Clone or create a new Landing Page
  3. Once your content is set, insert a Personalization Token. There are many options to personalize depending on how many fields you’ve captured through your forms or other data entry means. 
  4. Visit this blog post for more detailed information

Thank You Golden Spiral HubSpot Personalization Token

Don’t go overboard. Too much personalization can seem creepy. One or two conversational Personalization Tokens should do the trick.

Note: You can also personalize blog posts. The users must have a previous cookie on their computers from interaction with you, but it will show up. The same menu options don’t apply, but you can use the same codes from other fields. The most popular is first name. To add it, enter {{ followed by contact.firstname, then }} where you want to personalize it. It looks like this when typed out.

Contact First Name

3. Display Your Regular Navigation

Website best practices teach us to remove website navigation from Landing Pages. You don’t want visitors to leave. However, on most Thank You Pages, giving your visitors more opportunity to visit your website is a good idea.

B2B network security firm Portnox includes its navigation and another Call to Action on its Thank You Page. Unfortunately, the company doesn’t actually say “thank you”—don’t forget this important part!

Thank you blog Portnox FB Thank You Page

4. Manage Visitor Expectations

If website visitors are new to your company, they don’t know what to expect. Your company is on stage. Visitors are asking:

  • How quick will they follow up?
  • Where and how do I get my downloaded resource?
  • What happens to my email address?

Make a brief statement about your follow-up process to set their minds at ease. (See the Portnox example above.) When you do so, you also set yourself up for another touch in the coming days. Your visitors will have a positive impression of that next follow-up because you informed them that you would.

5. Hit Them with Another Call to Action

As you’ve worked with your customers, you’ve identified the top four or five questions they ask when they first interact with you. Create another Call to Action on the Thank You Page that points them to an answer for one of them. If you have an email newsletter, consider a Call to Action that pushes people to sign up for it from your Thank You Page.

Make sure the secondary Call to Action requires less commitment and is a lower priority than the website conversion that got them to the page. The secondary Call to Action is essentially the equivalent of “Do you want fries with that?”

Consider using a pop up window or a slide out for the secondary Call to Action. The movement might attract the eyes of a frequent user conditioned to these pages. Don’t, however, let it distract from the “thank you” message.

Golden Spiral Thank You-2


Don’t neglect the power of the “thank you.” A 2014 study published in the journal, Emotion, found that “Saying thank you leads people to view you as a warmer human being and consequently be more interested in socially engaging with you, continuing to get to know you, and to build a relationship with you.” The same holds true for brands as the TD Bank study found.

A little effort will go a long way with your Thank You Pages. They are a prime spot to re-deploy popular content. A word of caution: don’t get lost or invest too much time in third-party plugins or external resources. Simple solutions work best for Thank You Pages.

When you are intentional about Thank You Pages, you will increase website conversions, boost engagement, and solidify your brand awareness. New sales aren’t far behind.

And before I go, {{contact.firstname}}, thank you for reading this blog post. We are genuinely grateful.

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