Some thoughts on conversion optimization, landing pages, and how to make people that give you their email addresses feel like valued humans…
I was listening to Talia Wolf on the Unemployable podcast the other day talk about thank you landing pages—you know when you buy something online or sign up for a service/newsletter and you’re redirected to a ‘Thanks for trusting me with your email address and/or money promise you won’t regret it K BYE!’ page? (OK not entirely sure if I’m using the right terminology here, but that’s what I’m running with…)
Talia was saying we seriously underuse this page. Rather than do the generic little ‘Thanks and check your inbox to confirm’, why don’t we use that real estate? Personalize it! Keep people on your website rather than bouncing them between you and their inbox.
She said it’s a great place to ask questions and get to know your customers. Ask them what their priorities are for their business, or what they want to learn about. And if they don’t answer? No big loss, they’re already customers. It’s not like you’re not creating a barrier in the buying process.
Now obviously you don’t want to be annoying or overwhelming at this stage either. I wouldn’t want to go through the bother of signing up for something only to be presented with a 4-page survey. This isn’t a time to ask for favours. Any content you share here has to clearly be in your customers best interest.
I totally see how a thank you landing page is a great place to A) get to know your customer better and B) make them feel good about the choice they just made.
So how could you do this? Of course depends on your business and brand, but here are some (entirely unoriginal) ideas that come to mind…
– Ask them what they want to learn about. Either leave this open for them to fill out or list 3 options they can select from. Then listen! Track what people say so you get to know what actually matters to your audience. Tailor your content accordingly. You could even put people on segmented email lists based on their selection if you’re super fancy…
– Embed a video. A welcome video so people get to know you, something that makes them feel connected to you and your mission. People want to feel like they’re a part of something. Or if you sell a product maybe you share a “how-to” video. A walk through of your product, how to get started sort of thing.
– Share a popular/useful blog post. Something that’s legitimately helpful and makes them think, “Yep. This was a great decision. No regrets giving this person my email and/or money.”
– Link to an external article of someone talking about your product/service. This might be especially useful if you’re new—or a new type of business—and people don’t completely understand or trust you yet. People want to feel like they’re making the right decision, and they’ll trust an external authority over you. “If it worked for them it’ll work for me.” The whole social proof thing, which Talia also talks about.
It’s the little things like this that can make all the difference, right? Especially if you’re a new company. Maybe you’re lacking features that your competitors have, maybe you can’t compete on certain levels… so how else can you add value?
I’m sure this is all super obvious to anyone with experience in conversion optimization, or whatever category of marketing this falls into. But I thought it was worth sharing because if you’re anything like me, you thought this stuff was all analytics so you’ve been straight up avoiding learning about it.
Turns out don’t have to be some data genius to do this. (At least that’s what I’m telling myself….) Because really, your business comes down to connecting with people. Empathizing with your audience. Asking yourself, “How would this make me feel?” And going from there.
Thanks, Talia, for making conversion optimization not suck.
P.S. In lieu of a somewhat-passably-relevant stock photo… Please enjoy this snap I took in my Dad’s garden last June of some really pretty blooms I don’t know the name of. Because spring is coming (sort of).