March 17th, 2013 | 3 MIN READ

11 Ways to Optimize Thank You Pages

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

Post-conversion Thank You pages present a great opportunity for further conversion -- not just for another sale, but also microconversions. Here are ten-plus-one ways to squeeze the most of your confirmation pages and email.

Create an account

Offering guest checkout with option to create an account after successful conversion is a win-win, but don't forget to romance why the customer should bother creating one. Action Envelope makes this a simple 3-field process, but the call-to-action does compete with several other page elements.

Image credit: PitStop Media

Keep shopping

Are you thinking "why would someone who just finished shopping want to start again?"

Sometimes cross-selling and upselling is ignored or worse -- causes abandonment -- during the buying process, so post-purchase merchandising gives you a second chance to get the buyer's attention. And, you now have concrete evidence of purchase intent (and ownership). Product recommendations may be even more relevant to this type of visitor.

Suggest, suggest, suggest

This Amazon example is overwhelming, and I don't necessarily recommend the "shotgun" approach, but it gives you a good cross-section of the ways you can merchandize (recommended based on browse history, new items, etc). Though I'm surprised this example doesn't include social proof "customers who bought X also bought YZA," though it may be that there were multiple items in the order.

Image credit: SearchEngineLand via @SandraNiehaus

Let's make a deal

NFL Shop incentivizes re-purchase with a coupon code (via email).

Image credit: Listrak

Smart cross-sell

This confirmation email from Shutterfly is smart on several levels. It's persuasive, using "gift to say thank you" rather than a simple coupon code. "We'd like to treat you" makes the buyer feel special. It's time-limited to create urgency, and suggests taking up the offer will enhance the use of the purchased product (photos), to take the next step and create a photo book.

Image credit: PracticalEcommerce

Get 'em curious

Bliss features products -- not with thumbnails -- but with creative that really pre-sells the product and generates interest. "Winner after 40,000 votes" and "20-in-1 wonder balm" play on the converted buyer's curiosity.

Image credit: SearchEngineLand

Email opt-in

The above Bliss example also includes a subtle email opt-in. Don't be afraid to combine calls-to-action, just make sure they're priority weighted in your design.

Content, tools and apps

NFL Shop highlights its gift finder tool, but you could certainly link to native apps (including app-catalogs), blogs, content features, event calendars, and the like.

Image credit: Listrak


Survey requests can be incentived or unincentivized.

Image credit: SearchEngineLand

Notice the email opt-in above?

Image credit: Econsultancy via @gcharlton

Gettin' social

Share purchase

Though I doubt this is a highly-used feature, be my guest to use it.

Image credit: South Florida Web Marketing Blog

This will be more successful for certain industries than others (books, music, some apparel, etc)

Pin it!

Customers may be shy to share purchases on Facebook, but may be more likely to Pin them to Pinterest. Sephora enables individual items to be shared.

Aliexpress marketplace offers multiple sharing buttons after a buyer has left seller feedback.

Image credits: GetElastic


Rather than socially share individual purchases, why not ask your customer to recruit for you? This makes sense for membership sites (like socially-conscious Kiva) and vente-privee like HauteLook or Gilt.

Image credit: SearchEngineLand

Sharing can be incentivized with referral points.

Image credit: AllThingsD

At the very least, re-stating your business' value proposition on Thank You pages and in confirmation emails can take the edge of any buyer's remorse and encourage the customer to buy with you again next time.

Bottom line: do something. A generic Thank You page is a wasted opportunity.

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