Use Thank You Pages to Convert More Visitors

Conversion rate optimization is at the core of any website. You want your web visitors to convert, to complete a business goal, whether that’s to make a purchase, complete a web-form or find a contact number. There is a science behind it,which ranges from customer feedback, AB testing and analyzing webpage behavior. But not all improvements are based on scientific research – Some improvements are just about being that little bit smarter.

Whether you are business-to-business, eCommerce or non-profit, you will have a thank you page on your website. Thank you pages are prime real estate for up-selling and cross-selling and keeping your web visitor in the frame of mind of taking action and completing your business goals.

Improvements made to the thank you page

Up until recently, SuperOffice had simple thank you pages asking the visitor to wait until they were contacted. A simple thank you page is better than no page at all, as it serves its purpose of informing the reader of what happens next, but it’s a great opportunity to ask for more.

Converting thank you page 1

SuperOffice had more than 5 thank you pages that were available to be updated. The simple solution was to include links to CRM guides and white papers and suggest further reading.

Converting thank you page 2

An immediate impact on goals completed and conversions

The timing of this change could not have been worse as July is a slow traffic/ conversion month. Based on yearly trends dating back since 2010, traffic starts declining in March all the way through to the end of July. Since 2010, July has been the lowest traffic month of the year.

However, even due to seasonal trends, the results have been immediate. We can see that the number of goals completed have increased by 105% and conversion rate has increased by 90%.

Use thank you pages to convert visitors

By diving deeper into the data, we can see that we have almost half as many goals completed in the first 10 days of July compared to the entire month of June. And if we compare the first 10 days in June to the first 10 days in July, traffic in July is down only 1.4% but goal completions have increased by 17% (and conversion rate has increased by 19%).

The new thank you pages have been live on www.superoffice.com for 2 weeks and will now be rolled out globally. The next steps are to improve the conformation emails, auto-responder emails and ‘thank you’ pages for when a visitor has downloaded a white paper or product sheet.

How do you use for thank you page? Do you use it to cross-sell? Let me know below.

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Getting started with email remarketing campaigns

7 out of every 10 customers abandon their online purchases, resulting in over 300 billion dollars of lost E-Commerce sales each year. The top 5 reasons for abandoning are split between price and timing. If a visitor leaves the shopping cart and does not return within the first hour, the probability of them returning to complete the sale is reduced by 90%.

Tribes - Abandoned cart reasons

With 90% unlikely to purchase from your site within the first 60 minutes of leaving, this means you have a very small window of opportunity to make an impact. Executing an effective remarketing campaign is difficult and why only 26% of e-commerce sites remarket.

Tribes - Only 26 percent brands remarket

Remarketing to web visitors that abandon your shopping cart is at the top of US marketers activity list, according to E-Consultancy, One of the main reasons for this is a recent report from Forrester Research that found that remarketing emails can generate nearly 4 times more revenue and 18 times greater net profits compared with marketing using simply non-ntargeted mailings.

Shoppers that abandon your website are visitors that almost purchased from you. It’s no surprise that real time, personalized emails within the first hour at highly effective. The more personal and relevant the email campaign is, the more likely the shopper will convert.

Many shopping cart recovery emails under perform because they look either like generic promotional emails or automated messages. Based on research from SeeWhy and E-Consultancy, there is a formula to getting the best out of your remarketing campaigns. Here are five tips for effective email remarketing:

1. Send your email remarketing campaigns within the first hour of abandonment in order to keep your brand at the forefront of the customers mind. Remember, they almost bought from you.

2. Personalize and tailor each remarketing campaign to the abandoned shopperr. Address them by name and offer your support in helping the visitor purchase your product or service. They may have left due to a technical error and are in need of assistance.

3. Tell your customer when his/ her shopping cart will expire. Make it clear that you will save the product/ service and you are happy to keep it until X(eg. 30) days before you put it back on sale on the site.

4. Show which item is in the shopping cart to remind the abandoned shopper what they almost purchased. Provide a clear image of the product and support it with guest reviews within the email.

5. Make your call to action prominent and link directly to the saved shopping cart. You want your abandoned shopper to see where to click within the email and that they arrive at the shopping cart checkout page. Do not send your shopper to your home page. Make it as easy as possible.

As online marketers look to find new ways to generate traffic and sales, get ahead of your competition and implement remarketing. For best in class campaigns, each email sent will probably be your most profitable campaign, generating up to 100 times the return that you would expect from a regular email campaign.

How you seen a significant increase in conversion rate since implementing email remarketing? Please share your comments below.

CrazyEgg Case Study: Heatmap Reports Increases Conversion Rate by 51%

Softmedia, founded in 2003, is the world’s leading provider in penny auction software. On October 11th, they implemented CrazyEgg Analytics on the top five most visited web pages on their site. The goal was to identify areas for improvement on the website and increase lead generation.

CrazyEgg’s pricing is as low as $9 per month with a promise to “Increase your website’s conversion rate or revenues within the next 30 days… or your money back.”. With a low cost pricing model, Softmedia were happy to test the tool to see if conversion rate or revenue increased.

This CrazyEgg case study explains exactly how to use the heatmap report.

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The A-Z Guide to Conversion Rate Optimization

Conversion Rate Optimization (CRO) is one of the most important aspects of building a successful e-commerce site. If your website exists but users do not convert, you are losing business to the competition. This A to Z guide will help improve the user experience, your conversion rate and online sales.

A/B TESTING will help identify improvement areas to your website and increase conversion. Don’t make tests based on gut instinct – Use your web analytics data. Blivakker saw an 11% increase in sign ups when they ran an A/B test earlier this month.

Use BADGING on your best selling products to capture the reader’s attention and influence. Badge copy includes “Top rated product” or “Best seller!”

CAPTURE EMAIL address early and remarket to your subscribers. Make sure your email signup field is on the home page and above the fold.

DON’T ASK for what you don’t need! This includes contact forms, white paper download and your checkout process. Softmedia conversion rate increased by 170% by keeping the contact form simple.

EMPHASIZE the benefits of why customers should shop with you. Take 10 minutes and bullet point 5 reasons and paste these benefits all over your website. Hurtigruten increased online sales by $100,000 by making the benefits of booking online clear.

Shipping costs are still a major factor as to why users abandon the shopping cart. Think about FREE SHIPPING in order to increase online sales and reduce exit rates.

GO GLOBAL and localize your websites into high volume traffic countries using your web analytics data. Localize content, currency and online marketing efforts.

Prioritize your HOME PAGE CONTENT to increase cross-sell opportunities. Take your top 3 most popular products and place them prominently on your home page.

Take action and start IMPLEMENTING LIKE HELL. You don’t need to wait until everything is perfect – 80% is good enough to launch.

Remove your JUMP PAGE (or splash page). More often than not, these pages are not optimized and have a high bounce rate. You can use alternative methods such as IP detect if you want show the visitor that the website is available in another language.

Make sure KEY FUNCTIONALITY can be found on your home page. Key functionality includes newsletter sign up, step 1 of the order process or a contact form. Hurtigruten saw online sales increase by more than $20 million when launching key functionality.

Think LONG TERM and customer LIFE TIME VALUE. Don’t short change customers for the sake of a quick sale – Be generous to existing customers.

MAKE IT EASY to browse your offline material online. If you have a catalog, allow your users to browse your site by catalog ID. Use short URLs to promote your website offline.

Prevent “NO RESULTS FOUND” in your internal site search. Internal site search data is valuable. Make your search page list relevant results to boost conversion.

OPTIMIZE YOUR WEBSITE for tablets and smartphones. As much as 25% of total traffic is from mobile according to recent reports and this number will continue to increase. Make your site and shopping cart mobile-friendly.

Offer multiple PAYMENT OPTIONS in your shopping cart. Not all customers will use a credit card and approx. 30% of customers will abandon your cart if their preferred payment method is not offered. Multiple payment options can increase conversion by as much as 14%.

Ask for feedback from web visitors and use QUESTIONNAIRES and surveys. Web visitors are happy to provide feedback and this data will help improve the user experience.

90% of purchases are based on recommendations – Include product REVIEWS by real customers on as many products as you can. Localize the recommendations for positive SEO advantages.

SHARE SUCCESS STORIES – When something good happens, share it and make sure you celebrate your victory!

Be TRUSTWORTHY and make sure sensitive information requested is secure (SSL). Be true to your word and if you do happen to fall short, keep your customers informed at all times.

Run monthly USER TESTS using www.UserTesting.com. Identify usability issues and fix them quickly.

Implement inline VALIDATION on your web forms using both positive and negative validation. It will increase conversion rates by as  much as 22%.

“Add to WISH List” is one of the best buttons you can have on your website. Implement it now, and remarket to those add products to wish lists.

Monitor your EXIT RATE and identify why users leave your shopping cart. Use the conversion funnel in your web analytics to fix pages with the highest dropout.

YOU or YOUR; write in second person to allow the reader to connect with the content. Try to avoid using “we” or “us”.  Make the reader believe you are talking directly to them.

ZERO in on your target audience and understand their intent. Create landing pages that answer your visitor’s questions and needs.

Conversion rate optimization is an ever evolving process and you should always be testing, optimizing and improving your website.

What important techniques have I missed in this A to Z guide? Comments are welcome below.

Sources

Case study: Remove 3 form fields – increase customer registrations by 11%

Blivakker.no is Norway´s leading online beauty shop with approx. 20 000 visits per day. In September 2012, they performed  an A/B-test of the site registration form using Visualwebsiteoptimizer.com. They were aware that the site had an overly complicated registration process, but wanted to collect actual data to support the suspicion.

The goal

Their goal was to prove that a small change in a web form would lead to an increase in the form registration conversion rate. The hypothesis (supported by experts…) was that by reducing the number of form fields, the conversion rate would increase. If they could show a significant increase in conversion rate by making small changes to a form, they would revise the entire purchasing process.

The A/B-test

The original form had 17 form fields. They reviewed the form fields and chose to remove 3 fields immediately; account number, phone number and phone number evening. The goal was to remove even more fields, but this was difficult due to technical limitations.

They set up 3 different versions of the registration form step in the process;

  1. Control – the original form
  2. Skjema-light – the original form minus 3 form fields(account number, phone number, evening phone number)
  3. Skjema-uberlight – a completely stripped down form with fewer fields and less navigational elements

Here are the results from the A/B-test:

Visual website optimizer

The red marker shows which fields were removed:

The Conclusion

The tests showed that when you reduce the number of unecessary fields in a form, you increase the number of registration. The test also shows that it´s not optimal to remove too much information from a form. The most important consequense of this small test is that the company now understands the importance of fast registration processes. Within a few months, more key processes will be analyzed and simplified to increase online sales.