Thank you pages are the most underutilized real estate on the internet
…was one of the many statements made by my CEO during my on-boarding. This one, however, stuck out to me. And it sent me down a track to discovering a few ways we could continue the conversation with our audience.
Picture this scenario:
Someone goes to your website, fills out a form, and downloads an eBook. They’ve just engaged with your brand for the first time. They are then automatically sent to one of your thank you pages to complete their download and get the eBook.
The following three seconds is the most important time in your digital relationship.
This is when the prospect is most engaged with you. They just decided to hand over their personal information in exchange for some knowledge they think you can provide.
Marketers have only seconds to capitalize on this moment. To get you started, here are a few strategies you can use to continue the conversation:
Optimizing Your Thank You Pages
- Embed a video: By 2019, video will account for 80% of global internet traffic, and 85% in the US, according to Cisco. And the shorter the video, the more likely people are to watch the whole thing. Showing a video is a great way to keep your audience engaged. Not to mention (with the right tracking in place), you can gain some valuable behavioral intelligence that your team can use to direct future conversations and potentially help your sales team close more deals.
- Invite visitors to sign up for your blog or newsletter: They have already engaged with your brand, so odds are they’re interested in hearing more from you. Prompting a blog or newsletter sign up is a great way to further educate your visitor and continue to learn more about where they are in the buying process.
- Send them to a 2-minute survey: As a marketer, I love surveys. They let you learn so much about your audience and also give you stats and insights you can use in your marketing materials. By continuing the digital conversation with your prospect and gathering actionable intelligence about your target audience, this option kills two birds with one stone.
- Offer personalized content: Each interaction with your prospects should be well thought-out and intentional. In fact, 78% of CMOs believe custom content is the future of marketing in general. It’s easy to serve up another random piece of content and call it a day, but your prospect is much more likely to download something that speaks directly to their situation. Use what you know about individuals in your audience to deliver a unique customer experience.
- Spotlight customer success stories: This one depends which asset is downloaded and how far along your prospect is in their buyer’s journey. Case studies are typically best used as a bottom-of-the-funnel asset, when the person is in the evaluation stage of their journey. Think about serving up a story that relates to the asset they just downloaded or the business they’re in. Personalized recommendations can increase conversion rates by up to 5.5 times.
- Add a button that promotes an upcoming webinar: This is a great way to further qualify your leads. Someone who watches an entire webinar is probably more interested than someone who only downloaded an eBook. Some contacts may even prefer to watch an hour-long webinar than to read an eight page eBook. This way, you give them a choice.
Use Multiple Engagement Strategies
We should always be trying to continue the conversation with our prospects and contacts, and a great way to do this is by using thank you pages. If we don’t, we risk relationships growing stale and losing future deals.
It’s important to note that the examples given above are not mutually exclusive. You can, and are encouraged to use more than one at a time. And just because one tech company offers up case studies and closes a few deals doesn’t mean it will work that way for the entire industry. Mix and match, test them out, and find the best combinations for your business.
To learn how one customer increased their community engagement with Mautic, click here.