Why Every Landing Page Needs a Confirmation Page
Congratulations! Your landing page earned a conversion.
Don’t get too comfortable, though. You need to push marketing ROI even higher, and you can do that with landing page optimization for your confirmation page.
Why does your landing page need a confirmation page? Many websites have a useless confirmation page.
Visitors fill out forms, buy a product, or download the content, and all the page says is, “thanks!” What it if all it says, “if you liked that, you’re going to love this!”, would it make a difference?
Let us look at a list of test ideas for why landing pages need a confirmation page. But before we get to that, let’s set some ground rules for how your offer should look like:
Make it Valuable
Whatever you offer, it must be valuable. You have the visitor’s attention, but let’s assume that the visitor is tired at this point.
You need to offer something really good to get the visitor excited again. Incentives and freebies will help and you’ll get to know eventually why you need a confirmation page for your landing page.
Make it Easy
There should be one call-to-action on a confirmation page and it should not ask for much. The visitor has already filled out a form or gone through the checkout.
You have all the information, so the visitor should be able to sign up for your emails or loyalty program with a click or two.
Make it Relevant
Whatever you offer, it must be relevant to the completed conversion. The person came to your website in a certain mood and took a specific action. The next call-to-action needs to stay in that context.
One must realize that one generic confirmation page will not suit the website. A site has more than one conversion goal, and one page cannot be relevant and valuable to them all.
This gives one more reason for every landing page to add a confirmation page.
One will have to test different tactics. Keep in mind that you will likely have more success by pushing for engagement instead of a second purchase (that can come later).
What are the tactics?
Confirmation Page #1: Coupons and Discounts
E-commerce sites usually give customers 10% off for a second purchase made within 30 days. One can make things really interesting by offering 20% off for the next 30 minutes.
Confirmation Page#2: Email Marketing
whatever people download or purchase, one can offer to send a weekly 5-part series with more information.
This will forge relationships that lead to repeat customers. Of course, you can also offer a relevant email newsletter or alert program (example: “click here to receive an email when we publish more on this topic”).
Confirmation Page #3: Share and Follow
Too many confirmation pages ask people to follow a company on Facebook or Twitter without offering a reason why. Give people an incentive.
Give them 10% off for following you on Facebook. Give them some credit for each person they bring to your site through Twitter who converts into a lead.
Confirmation Page #4: Loyalty Programs
If you have a loyalty club or points system, this is a great time to ask visitors to sign up. They should only have to click once. They can confirm via email and setup a password later.
Confirmation Page #5: Related content
The people who convert into leads definitely enjoy your company. They came, they saw & they converted. It’s only reasonable to assume that they would like to continue the relationship.
Give them easy, valuable ways to engage and you will cut the amount of time it takes for them to return and convert again.