I like to talk a lot about landing page optimization. As a marketing tactic, it delivers unparallelled returns because you are taking advantage of existing traffic. It raises conversion rates, lowers your cost per action and increases the profitability of your campaigns.
But all too often, optimization stops at the landing page. The success page (the page immediately following the desired action) holds just as many opportunities.
Success page marketing is the optimization of the content contained on confirmation pages and the promotion of a secondary call to action.
The success page can be any page immediately following a conversion. It could be an order confirmation, a resource download or a signup thank you page.
These pages are often overlooked, including nothing more than a simple thank you, order confirmation number or link to your download. What a waste of real estate.
You’ve paid good money to attract traffic and encourage visitors to convert, so why stop there? By converting, visitors have indicated they’re interested in your offering. They’ve taken a huge step and placed trust in your organization. In turn, build on that trust by giving them something welcomed and unexpected.
What to include on your success page:
- Social profile links, including a “share this page”
- Additional resources (white papers, case studies, etc.)
- Company content (blog, forums, etc)
- Related products or services
- Email newsletter signup
- Coupon code for future purchase
Any of these items would make great secondary calls to action but don’t go overboard and include everything. Just like the landing page, too many options create anxiety, decrease visibility of individual items and result in less completed actions. Pick your most important action(s) and promote those items effectively.
The key to success page marketing is offering something valuable to the visitor. This won’t be the same for all visitors or across all campaigns. Do your homework; find out what resonates with your customers, change offers and test everything.
How about you? What have you promoted on your success pages?