U-C WEBS' founder Nardo KuitertBy Nardo Kuitert, U-C WEBS
[Published in The Wellington Advertiser, August 2009 for the Centre Wellington Chamber of Commerce]

One of the ways to increase the conversion rate of your website is to improve your Thank You page.

Did too many questions pop up while reading that sentence? Allow me to explain.

First: “increase your conversion rate”. Your website has an ultimate goal, right? You want people to go to a certain place – like your contact page (so they can contact you) or your order page (so they can buy from you). To “increase your conversion rate” means to improve the percentage of people that actually goes to this ultimate goal page, and completes the task (contacts you, orders your product or service).

Then: “improve your Thank You page”. If you are asking “What is a Thank You page?” then you should talk to your web designer. Or start looking for a new one. A “Thank You” page is the page people (hopefully) land on after completing an order, or clicking “Submit” in a web form (to contact you). This page can be an important tool to:

  • Thank the visitor for their order, or quote request or contact inquiry.
  • Keep moving your website visitors forward; people are much more likely to stick around on a website if you constantly offer them links to other interesting content. If you expect people to explore your navigation menu for more links, you are mistaken – this often requires far too much thinking (“Don’t make me think!”).
  • People have acted once; can you get them to act twice? Offer them a link to your newsletter subscription, ask them to Refer-A-Friend or to complete a short poll. You even can think big and go wild by trying to sell them something else? Upselling, as it is often called, is being used a lot in the Internet Marketing world – especially using one-time offers, which urge people to act NOW (or the deal may not be there anymore). After all, it is much easier to sell to existing customers then it is to find new prospects. Your offers will have to be relevant in order to work, though.

Utilizing (or even getting!) a Thank You page can help you reap more benefits from your website. Do it well, and your visitors will think you are a very customer-oriented company – always ready to help.

Nardo Kuitert is an Internet Consultant with Fergus Website Development and Optimization firm U-C WEBS (www.u-cwebs.com). U-C WEBS also offers Internet advertising opportunities on www.ferguspages.com. (link opens in a new window)

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