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Making your confirmation pages work harder

Yesterday I talked about how automated thank-you messages are often a wasted opportunity. Worse than this, they can quietly sit there in the background, giving some your most important contacts (customers!) out-of-date and even misleading information. That’s because they’re often set up and just left for years without a second thought.

But assuming that you’ve now been and checked them all, and that they’re not embarrassing you, what can you put on these pages to make them work harder?

The first opportunity is cross-selling. In other words: now you’ve done that, why don’t you also do this?

For example, if somebody completes a form on your website asking for product information, when thanking them, why don’t you ask if they’d like your regular email newsletter?

(Actually, if you’re one of those companies who like to use the promise of a product brochure in the mail to get prospects to fill in their contact details, once you’ve got these, why don’t you give them the product brochure as a PDF straight away, while they wait for the snail mail and the inevitable salesman’s call?)

Another offer you can give them is simply “further reading”. There are some nice case studies and technical background articles on your website. Why not direct your prospects to these after they’ve made their enquiry or request? Or if you’re promoting a social media channel, why not suggest they take a look at that?

Finally, you could ask for feedback. What did they think of your website? How could you improve? Or how did they find out about you? It’s might even be an opportunity to undertake some market research about offline marketing, such as exhibitions or trade magazines. This a rare opportunity you have to get information from important people without interrupting their day. Use it.

Oh, and one more thing. Whatever you do, make sure your confirmation pages are identifiable in your website visitor analytics, so you can thoroughly analyse what are, let’s face it, the ultimate actions on your website. Too many website designers forget to do this, or can’t be bothered, and yet it’s some of the most critical data which the site can provide.

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