Success: the feeling you get when someone fills out your opt-in form, completes a purchase, signs up to your email, or whatever the desired end goal is on your website. You created the perfect landing page and got your visitor to sign up. Congrats! But what else did you do? Did you take full advantage of that conversion? Likely not.
Typically, when a visitor completes an action on your site, they’re immediately sent to a thank you page. Most websites, however, have lackluster thank you pages that barely meet the expectation of the visitor.
They also miss the chance to further engage with visitors, move them along to another section of the website, make a sale, make it easy for them to follow the brand on social media, and so on.
All those missed opportunities that could have been taken advantage of with a good thank you page. A simple “thanks, and here’s your ‘whatever’” just doesn’t cut it. A visitor who has already completed an action on your website is much more likely to go a step further but if all you offer is thanks, you leave them hanging.
In this article, I’m going to show you what you need to create the perfect thank you page. From the simple “What is a thank you page?” to ideas on how to optimize your thank you page for engagement and conversions, I’ll cover it all.
Let’s do it:
What is a thank you page?
First up, what is a thank you page?
Simply put, a thank you page is a page that website visitors are sent to directly after they’ve completed a goal on your website.
That could be signing up for your newsletter, opting in to receive your free guide or ebook, completing a purchase, reserving a spot in your webinar, etc.
Whatever the end goal is, your visitor should be directed to a thank you page immediately after completing the required action (likely filling out a form).
Why do you need a thank you page?
So why do you need a thank you page?
The most basic function of a thank you page is to confirm the action the visitor just completed (i.e. “Thanks for signing up to our newsletter!” or “Your order is confirmed”).
But, in reality, it should do much more than that.
Have you ever filled out a form or completed a purchase then were directed to a page that was unclear, unorganized, or unprofessional?
Maybe a simple white page that just says, “Thank You” or “Order Confirmed”.
We all have.
What kind of feeling did that page inspire?
Did it draw a reaction? Did it leave you feeling reassured you made a good decision? Did it make any connection with you?
A page like that fails to connect with people and, ultimately, leaves your visitors left high and dry.
It leaves a huge opportunity on the table and all that effort and energy trying to get that person to convert is wasted.
Not only that, a poor thank you page can leave a bad feeling in your visitor’s stomach. A page like that fails to reassure the visitor that they made a good decision (typically referred to as “buyer’s remorse”).
They may even decide to forgo engaging with the thing they just signed up for (if it’s guide, maybe they end up deleting or never reading it, if it’s a product, maybe they decide to cancel the order).
It’s clear that the visitor is engaged with your offer and your company. They went so far as to complete whatever action you required of them. So why wouldn’t you put more effort into your thank you page?
A thank you page is an opportunity for so much more.
To propose that question again, why do you need a thank you page?
It’s not to just simply confirm a completed action, but also an opportunity to engage with your visitors more and ultimately, a chance to move your visitors along and deeper into your sales funnel.
But not only do you need a thank you page, you need a good one.
So, let’s cover what you need to start:
What your thank you page should include
First, your thank you page should include the obvious, “thank you” in one form or another (thanks, congratulations, order confirmed, etc.).
This confirms the visitor has completed the desired action.
Next, the page should include clear instructions on how to proceed. If they just signed up for a free ebook, let them know that it’s on its way to their inbox and they can expect it shortly. Or, include a clearly-stated, easily visible button that says “Download your guide”. Whatever it is, make sure the visitor knows exactly what to do.
Finally, it should include a strong call-to-action (CTA). Your CTA should be easily visible, well-defined, and move the visitor to the next step. This might be a further resource (like a blog post), checking out your product, or even just sending them back to the homepage.
To reiterate, your thank you page at the very least should include:
- Thank you (to confirm)
- Exact instructions on how to proceed
- A strong call-to-action
But, that’s just the start.
A good thank you page offers more. It offers a way to further connect and add more value. It can be an opportunity to drive traffic to other content, nurture leads, get someone to purchase something, acquire customers, and so on.
So let’s move onto some ideas for doing just that.
Thank you page ideas (to increase engagement & conversions):
Below, is a list of ideas to consider adding to your thank you page. At the very least, you should include the points I mentioned above (and will further detail below).
Beyond that, think about how these ideas will work for your company and how you can implement them into your own page. Don’t go overboard adding every last idea. Think about what you want the visitor to do next after visiting your thank you page and go from there.
Thank or confirm
I want to reiterate to actually include a thank you or confirmation message of some sort.
This should be as clear as possible. This lets the visitor know they’ve completed the required action and they can expect whatever it is they’ve signed up for.
Provide clear instructions
Going along with the first point, you need to make sure you actually provide the value you promised and the visitor knows how to get it.
If it’s a free guide or ebook, include a large button on the thank you page that says, “Download your free guide” so the visitor knows right away how to get it.
Or, if you’re sending it via email, tell them exactly that and when to expect it: “You will receive your free guide in your inbox shortly.” Also, think about including a contact email if they having any trouble downloading it or never receive it.
Restate value of original offer
Next, you want to restate the value of the original offer. If it’s an ebook, state what it is, what is included inside the book, and what the visitor will learn by reading it.
You want to make sure the visitor actually reads the ebook they just signed up for. You, or someone within your company, likely spent a lot of time creating it. Plus, it’s a chance to educate your audience and position yourself as an authority.
Also, if this free offer is part of your sales cycle, you will likely have an easier time reaching out to them if they actually engaged with your content and found it useful.
By restating the value, you can curb any hesitation or “buyer’s remorse” the visitor may have, and make sure they take advantage of the resource they signed up for.
Recommend additional articles or other resources
Your thank you page can be a great way to direct people to further content. They already found your offer enticing enough, they will likely be interested in others you have to offer.
You may consider adding some of your most popular posts to the page or you can get a bit more specific like adding content that relates to the offer they signed up for. For example, if they signed up for a landing page optimization guide, you can direct them to your post on landing page design tips.
Additionally, if the visitor just signed up for your product or service, you may include resources on how to get started, FAQs, or other help related pages.
Finally, you may even want to consider how your thank you pages fit into your overall content strategy. For instance, you may want to create content specifically for these visitors (optees) only. This might be an article (related, helpful tips), a further free offer (like a template), or an exclusive video course. By offering an exclusive piece of content to only those who signed up, you can create a stronger connection and give the visitor a feeling of being valued.
Add social sharing buttons
This is a place where a lot of pages fail, surprisingly, since it’s so simple to set up.
Adding social sharing buttons to your page makes it easy for visitors to share your offer. Even if you included social buttons on your landing page, it’s a good idea to include them on the thank you page as well.
The visitor may not think about sharing until after they sign up or they may want to complete the form to see the next step before sharing with a friend or colleague.
Ideally, you want to set the social sharing buttons to share the original landing page and not the thank you page.
Invite them to follow you on social media
This too is another simple one that I’m surprised more companies don’t implement. The visitor is already engaged with your content and your company. Thus, they are much more likely to follow you on social media.
By simply including a few links to your social media profiles (choose a select few, don’t list every single network out there), you give the visitor a chance to easily follow your brand and get updates on your new content.
Refer a friend bonus
This method was instrumental in helping Dropbox grow to the hugely popular cloud storage platform it is today. The idea, essentially, is to offer the visitor extra value for referring a friend and getting them to sign up too.
In Dropbox’s case, they offered (and still do) additional storage space for free if you referred a friend and that friend signed up for a Dropbox account.
This created a viral campaign that helped Dropbox explode in popularity.
However, it’s a strategy that you could implement into your thank you page. By simply offering added value (like a coupon code, free sample, extended free trial, extra credits, even additional free content) in turn for referring a friend, you encourage the visitor to share your offer, engage with your company more, and get some “free” promotion in the process.
The example below encourages visitors to refer friends and earn free products. They make it easy for them to share by including a copy & paste link as well as Facebook and Twitter sharing buttons.
Include social proof
Remember when I said that a poor thank you page can sometimes leave you regretting your decision (resulting in “buyer’s remorse”)?
One of the best ways to curb that feeling, and let visitors know they’ve made a good decision, is with some social proof.
By adding positive testimonials (from real people, don’t make them up), the visitor can get real feedback and confirm they’ve made the best decision.
If your offer was a free ebook, then include some testimonials from people who read it and found it useful. This lets the visitor know it’s worth reading.
You may also include testimonials about your business (like how great your customer service is) or product as a whole. This can encourage visitors to move further along in your sales funnel and check out your product.
It may not be the first thing that comes to mind, but adding comments to your thank you page can be another way to engage visitors.
Let’s say you’re offering a free ebook, by allowing comments on your thank you page, you can give readers the chance to comment what they thought of the book, share their own ideas, or ask questions.
Just be sure to provide some text encouraging visitors to comment and allow them to come back to the page so they can comment later.
The example below by Social Triggers uses this method. The page allows people to comment with their excitement and what they think of the book. It’s also a chance for further communication between them and Social Triggers.
Ask to sign up to newsletter
If your opt-in process did not automatically add visitors to your email newsletter, then this would be a good time to do so.
They already find your content useful and are engaged with your company, by simply including a signup form for your email newsletter, you can get additional signups and grow your list.
Add to calendar option
If you’re offering a free webinar, or maybe even a free event, adding an “add to calendar” option on your thank you page is a must.
Often, people can sign up for a webinar and never actually attend. They get caught up and forget all about it.
However, adding an “add to calendar” option, for say Google calendar, can ensure the event is put on their schedule and they won’t miss it.
Sign up for a webinar
If you offered a free piece of content like a guide or ebook, you could also include a related webinar you have on your thank you page.
The visitor already found your content useful and enticing enough, they will be much more likely to sign up for your webinar add this point.
Create an account
If your visitors landed on a thank you page because of a purchase they just made, then this can be a good time to get them to sign up for an account for your site.
For instance, if you’re an e-commerce site, you may include a form for visitors to create an account immediately after purchase (if they did not create one during the buying process).
However, make sure to educate them on the value of doing so. You may include something on them having the ability to check the status of their order, see tracking info, or earn rewards. This will make it more likely they’ll sign up.
The example below does just that. After completing a purchase, the visitor is presented with an option to create an account. There’s even a strong indicator (in the form of an arrow and large, orange box) directing the visitor’s attention to the signup. They tell the visitor they can earn loyalty points and receive future discounts to encourage signups.
Include related products or up-sell
Again, if you’re an e-commerce site, you want to take advantage of that precious space on your thank you page, rather than simply confirming the order.
Now is a good time to showcase any related products or products that go hand in hand with the one the visitor just purchased. For instance, if someone just bought a grill, you may show a few grilling accessories like a grill spatula, tongs, an apron, charcoal, etc.
These are all things they may need and including them on the thank you page can lead to another sale.
Also, you can use this opportunity to upsell a product. This can be especially useful for a SaaS company. Say a customer just purchased your lowest plan, you may offer the chance to upgrade while including some information on the benefits of doing so. Maybe you offer a special offer or discount at this point to get them to upgrade.
Or you may offer an a-la-carte option to go on top of their subscription plan. For instance, if you have an email tool that allows users to find email addresses, and the lowest plan includes finding 50 emails a month, you can include an option to buy another 25, 50, or 100 emails.
Include a survey
You can also use your thank you page as a feedback and research tool.
By including a survey, you get can some much-needed insight into your customer’s problems and whether you’re helping to address them.
Visitors are already engaged at this point, so they’re much more likely to provide some feedback or fill out a survey.
The example below from Harry’s includes a simple one question survey at the bottom of the thank you page. However, visitors are more likely to answer the survey at this point and Harry’s gets some customer feedback that can help them decide what type of subscription plans to offer.
Offer a coupon code
Offering a coupon code on your thank you page can be a good way to push the visitor deeper into your sales cycle and get them to make a purchase.
Also, it may be an added value they weren’t expecting when they signed up for your offer. Thus, creating a feeling of excitement.
If visitors aren’t acting on the offer, you may include an expiration date or countdown timer to encourage them to act quicker.
Video can be a great way to further connect with your visitors. Video offers you a chance to represent your company or get across a point that you just can’t do with text.
For instance, if you want to give the visitor a deeper understanding of your brand culture, video is a great way to showcase the personality and characteristics of your team.
Or, you may use this as a chance to educate the visitor about your product.
Video also tends to convert better. In fact, including a video on a landing page can increase conversion up to 80% and 64% of visitors are more likely to buy a product online after watching a video (Source).
Include a low-price offer
Another idea is to include a low-price offer. Customers who purchased from you before are more likely to purchase from you again than a 1st-time buyer. Repeat customers also tend to spend more.
You can facilitate this process by offering a low-price item on your thank you page. It’s an easier decision for the visitor to make and they get a chance to see the value you provide, how you deliver the goods and possibly address any other concerns they might have with purchasing from you.
The example below from Digital Marketer lists a low-price offer on their thank you page. At just $7, you can get their course on social selling. It’s way to get their foot in the door with the visitor and showcase the value they provide. A method that can lead to a future purchase of their more expensive courses.
Another good idea for consultants, agencies, even SaaS companies, is to offer a free consultation or product demo.
By offering a free 30-minute consultation or demo, you get a chance to interact with the visitor more and move them along in your sales funnel.
The visitor is already engaged with your content and likely finds your company reputable. Now is the time to get them to sign up.
Instead of optimizing your thank you page, you may find it’s a better option to redirect the visitor to another page a few seconds after visiting the thank you page.
This would work for additional content that may lend itself to the offer the visitor signed up for.
Thank you page examples (to learn from and copy)
Finally, let’s take a look at some thank you page examples (so you can learn from them and “steal” their ideas). First, I’ll start off with the more mediocre or basic thank you pages. Then, I’ll progressively move on to the best ideas that have taken full advantage of their thank you pages.
Let’s take a look:
This first example by Sage is presented after signing up for a free guide. The page is simple but does meet the basic requirements of a thank you page.
It thanks the visitor and provides them with the downloadable resource they signed up for. However, the overall design is very bland, and while they do have a link that directs the visitor to further resources on the Sage website, the link could be more prominent.
Sage, could instead, create a large, brightly colored button that directs the visitor to the next step (in this case, more helpful content on their site).
Additionally, while the page does include some social sharing buttons in the page footer, these appear to be more of an afterthought and are so tiny, could easily go unnoticed. Making these buttons larger and more prominent in the page body text (perhaps under the thank you message) could entice visitors to share this page (and the guide they just downloaded).
This thank you page is presented directly after signing up for the Zappos email newsletter. They touch the few basic requirements for a thank you page: thanking the visitor for signing up, restating the value the visitor is getting by signing up, and what to expect. They also provide details on how to contact the company if needed.
However, Zappos could still make better use of the page. They may consider adding extra value by offering a special coupon code just for email subscribers.
Also, while their main navigation is still present, there are no recommendations to direct the visitor further along. Zappos could instead include some graphics of different product categories for the visitor to navigate to. Or they might include a “check out our latest sales” link.
Finally, no social sharing or “follow us” buttons are present. The visitor already signed up because they’re interested in following Zappos. Therefore, they’re already engaged with the brand and would likely follow Zappos on Facebook or Twitter. However, they don’t offer an option to easily follow them, so they miss out.
Taking a look at this thank you page, presented by CopyBlogger after creating a new account, we can see they have a simple design yet manage to hit the few basic requirements. They thank the visitor for joining, include detail on what to expect from the membership, and include a clear call-to-action (in the form of a large, red button) to proceed through to the site.
However, CopyBlogger might take this opportunity to showcase a few of their featured posts rather than having the visitor click straight through. Also, it would be a good idea to include some “follow us” buttons for their social media accounts so visitors can quickly and easily follow the brand.
This thank you page is presented after signing up for a free PDF from Infamous Musician. The page thanks the visitor, lets them know how they can get their PDF (by email and downloading it) and restates the value.
Not only that, it also provides a few more blog posts to check out and a chance to comment at the bottom of the page (there is even a link in the PDF back to this page so people can return to comment after reading).
Still, the page is missing social sharing and “follow us” buttons missing the chance for free promotion and getting visitors to follow them on social media.
The above page is presented directly after signing up to Backlinko’s email newsletter. The page is basically part of a two-page process. However, I included the above screenshot because I wanted to showcase the detailed instructions.
After signing up to the newsletter, the visitor is provided with very clear instructions (with accompanying screenshots) on what to do next. There is no confusion on what to do next. The visitor knows they need to confirm their email and this ensures they don’t forget.
This thank you page by the Consulting Success is presented to the visitor after subscribing to their email newsletter. Rather than simply saying thanks, the founder, Michael, greets subscribers with what to expect from signing up.
The video offers a more engaging medium than simple text. In addition, the page also provides a clear call-to-action with a large, blue button that states, “Learn how to attract more clients.”
It’s an enticing offer that directs visitors to the next step, keeps them on the site, and moves them further along in their sales funnel.
The above thank you page by Neil Patel is presented after signing up for one of his webinars. Rather than just thanking visitors for signing up, he also provides additional details on what to expect from the webinar and the value you will get by attending it (in text and video).
He also includes options like “add calendar reminder” and text message notifications to ensure visitors don’t miss the webinar.
Finally, he includes a survey at the bottom of the page to get feedback from visitors to answer their specific questions and provide the best possible experience.
Overall, the page offers good detail and further engages the visitor. However, Neil might also think about including some social proof (in the form of testimonials) possibly from past webinars. This would help reassure the visitors they made a good decision to sign up and encourage them to show up to the webinar.
Also, he might think about including social sharing buttons to encourage visitors to share the webinar with friends, colleagues, or members of their team.
This thank you page by Freshbooks is presented after signing up for their free ebook, “Breaking the Time Barrier”. Rather than thanking the visitor, they congratulate them for signing up for the book.
Not only that, they provide social proof for reading the book. Positive testimonials from those who have read the ebook reassure the visitor that they’ve made a good decision and should proceed with reading the book.
People can sign up for these ebooks but never commit to reading it. The added testimonials give the sense that the visitor needs to read the book and that it’s worth dedicating their time to doing so. Ensuring the ebook (that someone likely spent a ton of time creating) actually gets read and gives the company a chance to connect with readers.
This thank you page is shown to the visitor directly after signing up for a free ebook from Impact. While the overall design of the page could maybe use some work (it’s a bit bland and unappealing) the page does make an effort to move visitors further along.
In addition to providing clear instructions for accessing the ebook and a large, clearly-stated download button, the page provides additional resources the visitors may enjoy.
These resources are additional ebooks the visitor may be interested in reading. The page also has “follow us” buttons so visitors can easily follow the brand.
This thank you page is presented after signing up for a free guide from Optimizely. Instead of simply saying thanks (which they do) they also take the opportunity to present a few additional resources to further engage with visitors.
They provide an additional set of tools to download for free, give the opportunity to register for a contest they are offering and encourage the visitor to explore their community.
Also, they provide clear instructions on how the visitor will receive their new guide (via email) but also give them the option to download it from the page in the form of a clearly-stated, large blue button.
Overall, the page does a good job in trying to further connect with visitors and direct them to additional pages on their website.
However, one more thing they could consider adding are “follow us” buttons. They have some in the page footer but making them a more prominent feature on the page would encourage visitors to follow their brand.
The above thank you page by Uscreen is presented after signing up for a free PDF. The page has a similar layout to the Optimizely page above. It thanks the visitor but also uses the opportunity to offer them a free trial signup.
This is a good place to get the visitor to sign up. They are already engaged at this point and since the book is related to their service, the visitor is likely interested. By giving them an easy option to sign up and listing the benefits of their service, they can increase subscribers.
Here is another great thank you page example. This one is presented directly after signing up for a free guide from WordStream.
The page hits all the basic requirements: it thanks the visitor and tells them how to download the guide by putting “click here” in giant lettering.
However, it also provides additional detail to further engage with visitors. First, they offer a video to learn more about their product and the benefits they provide.
They also include an additional form to receive a “Free Adwords Performance Report” that is clearly visible and drawn to by the large, bright, orange button to the right.
This allows WordStream to further engage with visitors who may be potential customers and put them into a lead nurturing process.
Finally, they have social media icons for visitors to easily click in order to follow them on Facebook and Twitter.
One of the better examples in this guide, the above thank you page by Kissmetrics is presented after signing up for their email newsletter.
The page first confirms that the visitor is subscribed. Next, they use the page to talk more about their product, what it is, the features, and the value you will get by using it. They also include a clear call-to-action to start a free trial for the product.
Finally, social media icons are present on the page (albeit in the footer) to allow visitors to easily follow the brand.
Finally, this last thank you page by Fizzle, is what I believe to be the best example on this list. The page meets basic requirements like thanking the visitor but offers a ton of a value beyond that.
First, they provide a few recommended articles (drawn from their most popular posts) for the visitor to continue onto. Next, they include a video that showcases their brand and who they are as a company.
Finally, there is a note from the CEO at the bottom with a special offer for blog subscribers.
Fizzle does a fantastic job of optimizing their thank you page to further engage with their audience. Their additional content offers extra value to subscribers and lets them get to know more about the company and what to expect.
Stop creating terrible thank you pages.
Now you know just about everything there is to know about thank you pages and what makes a good one.
So stop creating lackluster, boring thank you pages and create one that engages with visitors and moves them to further action.
You’ve got a list of ideas, and examples to copy, so go put them into action.
What has been your most successful thank you page tactic? Share your thoughts in the comments below.
The post How to Create the Perfect Thank You Page: An Epic Guide appeared first on GetResponse Blog - Online Marketing Tips.
When was the last time you bought something because the customer experience was so mind-blowing that you didn’t consider the price or whether there was a competing product out there that might be better? Well, if was quite recently, then you’re not alone, as apparently 89% of customers in the US and UK said they would make decisions based on customer experience ahead of price and product. Six years ago that figure was just 12%. (Source: Deloitte).
It shows just how relevant the experience economy is, as Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & Marksandspencer.com talked about GDS’s most recent omnichannel summit. “At M&S we’ve obsessed with the product and we used to spend 80% of our time talking about the product. It’s about the totality of what we deliver in the new experience economy. And it’s not simple, because we all define experience in a different way. What I know for sure is the fact that the experience has to be connected, it’s the totality of what the brand delivers to the customer that will start making sense.”
Almost twenty years since Joseph Pine and James Gilmore published their thoughts on ‘The Experience Economy’ about customer experience, the advent of technology and data has rendered it stronger and more relevant than ever before.
Because, as Pine says, “it’s about turning a service into an experience.” You need to differentiate between a service and an experience here. An efficient and convenient service is just that, a service. When it becomes memorable, that’s when it becomes an experience. “A customer experience needs to be different, not just nice. It needs to be memorable. If people don’t talk about it or share it, it’s not a memorable experience. Experiences are inherently personal. No two experiences are the same. Experience is not about convenience or efficiency but about engagement.”
And I wonder, how many companies out there get this? I mean really get that with the purchase of goods and services becoming increasingly commoditized, experience is all they’ve got to play with or should that be play for?
One company that “gets” it all the way is US-based IfOnly. It taps into the mindset that it’s not about owning more, it’s about experiencing more. Founder Trevor Traina thinks like this: “Every trend and every research report points to the fact that people want to live experientially….people’s lives are pointing to experiences, not things. This is as true for wealthy people as millennials.” From the sublime to quite possibly the ridiculous, it’s there. Want to take a graffiti workshop? Or arrange for your kids to be part of a film shoot and have their own red carpet premiere? Learn how to make your own miso. Yes, that was miso. Or just book a full body boot camp work out with a certified TRX trainer. With prices from as little as $20 and as much as $20 million, it’s open to all.
For marketers, the importance of the experience opens up a whole raft of opportunities to increase revenue streams. But the challenge is harder than it might seem. It means businesses have to be smart users of data and data analytics. And they have to get the balance right between sending targeted communications and bombarding customers with unwanted or irrelevant offers. Get that wrong and social media could be your enemy. We all know how that can turn out…
Over to you
What have you been doing to create an experience for your customers. Share your story in the comments below.
Looking to increase traffic to your website? The key is knowing the right keywords. Not only do keywords impact your rankings, but they also can – and should – be used as a starting point for creating great content. Which means some keyword research is in order.
Before you begin your content creation, it is essential that you conduct proper keyword research. From identifying your target market to conducting competitor analysis, your keyword research will help you better understand the needs of the customer and what they’re searching for. This will ensure that you are producing optimal content for your target market and getting your message in front of current and potential customers.
So, how can you find out what keywords are ideal for your brand?
Step 1: Identify your target market.
In order to identify optimal keywords, you first need to determine who is searching around your industry. Who are your current customers? Are there new markets that you aren’t reaching yet? What groups could benefit most from your products/services?
Your target audience should range from current customers all the way to niche markets that you’re hoping to enter. These various groups likely have different needs, so it’s important to remember these differences later on when creating your keyword list. This will help you focus your content to attract customers you aren’t yet reaching, as well as to keep clients coming back!
As we go through each step in the keyword research process, imagine you have your own local real estate company, and you’re looking to increase traffic to your website. Your target market may consist of first-time home buyers, experienced landlords, and home sellers. You also want to target house flippers, an industry you have not yet entered.
Step 2: Know what questions customers are asking.
Now that you have identified your target markets, you need to know the questions customers are asking so that you can provide the answers through relevant content. As an expert in your industry, you should already be clued in to what your customers are asking. With new markets, though, you may need some help in determining these questions. A great tool that can help you in this search is Answer the Public.
In continuing with our real estate example, think about what questions first-time home buyers are asking. What fees are associated with buying a house? What is escrow? What are closing costs? Is it cheaper to rent or buy? You can also take a look at the results from Answer the Public to supplement this list of questions.
Step 3: Explore popular content in your industry.
Next, it’s time to explore your competitors’ and industry leaders’ websites and content. Look for things you like. How can you emulate and improve on what they’re doing? Also, look for things you don’t like. What topics should you avoid? How can you make your content stand out?
Continuing with our real estate example, look to industry leaders in the real estate industry such as Zillow, TransUnion SmartMove, and RedFin. Each of them have blogs with tons of content to explore! Read through Zillow’s blog to see what topics they’re covering. Check out TransUnion SmartMove’s latest post to get an example of their post layout. Look over the comments on RedFin’s posts to see how customers are reacting to their content.
Remember, it’s not just about what content you like or don’t like, but rather what resonates with the customer. How can you find the content that’s engaging your target market? Just look at social shares! Any time a user shares a piece of content on social media, it shows the content was relevant and helpful. Ahref’s Content Explorer is an easy way to see what content is resonating with customers for the topic you want to cover.
Step 4: Build a list of keywords.
Now the research phase is over. It’s time to build a list of keywords that you can use to start planning your content. You’ll have to be strategic with the keywords that you choose. For example, “buying a house” will be extremely difficult to rank for since it’s a broad topic with a lot of existing content. Instead, focus on long tail keywords – longer, more specific phrases that will be easier to rank for. A long tail keyword you can add to your list could be “buying your first house in Houston” or “what you should know before buying a house”.
As you’re building your list, remember your different target markets. Make sure to list out specific keywords for each group. There may be some overlap between groups, but it’s important that each market has their own exhaustive list. Don’t worry if your lists are getting long. The more keywords you have, the more content you can cover!
Step 5: Use a keyword planner.
After you’ve created your list, you can get more information about the keywords you’ve chosen by uploading them into a keyword planner. If you have an AdWords account, Google’s keyword planner is a great tool to help you organize your keywords and conduct further research. There are also some free versions, like Moz’s keyword suggestions, that offer similar functionality with a limit on the number of keywords you can search for each day.
The purpose of a keyword planner is to help you organize, edit, and optimize your keyword list. You’ll have access to estimated search volumes associated with a particular keyword, how competitive a keyword is to rank for, and alternatives to the keywords you’ve come up with. Your list is not static – use this information to make changes and list additional keywords as necessary.
You previously listed “how to flip a house” as a keyword for your new target market, but you’ve now found that this competitive keyword will be too difficult to rank for. Remove it! It’s important to update your list, as search volumes and competitiveness will constantly change.
Step 6: Pick a keyword and write content surrounding this keyword.
It’s finally time to start creating content! Focus on one or two keywords to start, and then begin creating content around those keywords. It’s helpful to look at the SERPs (search engine results page) of those keywords, to get a better understanding of what is already ranking and what content might be missing that you could create.
When it comes to writing your post, check to make sure you aren’t “keyword stuffing”. While it’s important to use your keyword and close variants throughout your post, don’t sacrifice readability for the sake of SEO. Write for your readers, not webcrawlers.
Once your content is complete, publish it! Get that content out there, and start watching your own results to see what is working for you and what isn’t. If your post on “5 Mistakes First Home Buyers Make” isn’t ranking, focus on a different keyword for your next piece of content. The more content you create, the more you will learn which keywords will work best for you and your business.
Keyword research can seem time-consuming when you have a million other things going on. However, doing this work upfront can help you focus on creating content that ranks and resonates with consumers. It can also result in higher traffic and higher sales. In other words… it is totally worth it!
What success have you had with keyword research for your business website? Share your thoughts in the comments below.
The post Creative Content Ideas: A Guide to Keyword Research appeared first on GetResponse Blog - Online Marketing Tips.
Working in seasonal industries like travel and hospitality is challenging to say the least. You’ve either got tons of people making reservations on your site or hardly any, forcing you to constantly review your marketing budget spending. The good news is it doesn’t always have to be like this. What I’m about to show you is how you can increase your travel website bookings throughout the whole year, with the use of marketing automation.
Why bother with the technology
Let’s first look at the why, not the how. Why bother about any of the tools like email marketing, marketing automation, social media, and what not? The answer is quite simple.
We’re all people. We’re physically not able to be in the office 24/7. We’ve got hobbies, friends, families, and whether you believe it or not – we even sometimes need to catch up on sleep. It’s also not efficient to hire more people to get them to do everything you’re doing, if it’s something a simple piece of software could do instead. Especially if it’s at a fraction of the cost of employing someone new.
Marketing automation, just like the name implies, is meant to help you become more efficient by automating some of your recurring marketing activities. Which ones exactly? I’ll talk about that in the next section.
Is it worth it though? Marketing automation messages have long been praised for delivering an even higher engagement rates than email. And email marketing has been rated as the most effective online marketing channel in our recent study.
Of course, these channels can’t be separated. You have to sync them, and make them work together. Let’s now dive into the ways travel and hospitality industries can benefit from using email and marketing automation technology to increase website bookings all year round.
10 steps to increasing travel website bookings
Onboard new users and track their behavior.
First of all, I’m going to assume that you’re already building an email list.
If you’re not, here’s a quick ebook that will help you get up to speed with this task: 21 ways to build your email list.
Now if you’re building a list, it’s most probably through an online form where a user has to fill in their contact details, such as email, name, and maybe their city. That’s some data to start with.
When someone signs up to your list, they should receive an automatic welcome email or even a whole onboarding series. Why? First of all, to show your gratitude that someone entrusted you with their personal details. Secondly, to start building a strong relationship and guide them to the most important places on your site, e.g. where they can place a reservation or find the answers to the most frequently asked questions.
In your welcome emails, you can also include some of your best offers from different categories – short-term weekend trips, last-minute deals, vacation rentals, and so on. Make them short, beautiful, and actionable, so your subscribers click through to your site.
The main purpose of all of this is to onboard new customers, i.e. get them to engage with your website and get them used to it. It’s also to start tracking them. To collect the data about their preferences and use it later to present them with offers they’ll find relevant.
Segment them based on the purpose of their stay.
The next thing you should do is to mark down the purpose of your customers’ stay. Why did they decide to choose this location and this particular time? Was it for business or a short out-of-town trip with the family? Or maybe a weekend trip with friends?
Their reasons might be different and to make your claim effective, you have to appeal to what’s really important for them. So make sure you mark these differences down, then target your campaigns accordingly, i.e. adjust the visuals, copy, and timing of your emails and paid ads – you’ll definitely get more bang for your buck!
Segment your customers based on their past choices.
If you want to communicate even more effectively, then you need to pay close attention to what your customers choose when they book with you.
Take, for example, the room type that they chose. Was it a premium penthouse, a budget option, or maybe a room with a view of the pool? Then go beyond that. Did the customer ask for a smoker friendly room or optional breakfast, did they use the spa lounge?
Or think about the hotel itself, what makes it so special? Maybe it’s located next to the highway? Or it’s the opposite – it’s secluded, deep down in the middle of a national park, surrounded by trees and beautiful scenery?
Information like this can help you build a rich customer profile. Just tag your customers in the system according to the choices they’ve made, and target them with the right offer next time they’ll be thinking of traveling out of town.
Target them when the time’s right.
When looking closely at your customers, I’m sure you’ll find some other characteristics that will help you divide them into a number of useful segments. One example I haven’t discussed yet is the preferred time of the year they choose for traveling.
Some like to travel in winter – they love skiing, snowboarding, or just sunbathing while seated comfortably on a sunbed next to the slopes. Others might be into the summer season – lying on a beach, swimming in the ocean, or walking around the ancient town of Rome in the scorching sun.
These preferences should help you personalize the communication better and send it at the right time of the year. Take into consideration not only when people choose to travel, but also when they’re making the initial decision to go on a trip. Perhaps they have to notify their boss ahead of time, before they can plan time off. Or maybe they’re working in an industry that only allows them to leave on vacation in a particular month?
Take this information, tag your customers, and schedule your ad campaigns ahead of time. Present the images that relate to the type of a trip they might be most interested in, send newsletters that go in line with them, and convert customers efficiently.
Retrieve them when they’ve shown interest.
Cart abandonment is a challenge that not only online stores have to face. Your travel website most definitely experiences it too – visitors who search through the offers, look into a few that they like the most, compare them, are about to make a reservation, but in the end decide not to do it. Perhaps they need to talk it over with their partner or call up their friends to see what their plans are. Whatever the reason, you should try to get them back onto your site.
If someone’s already made it through your site, got familiar with it, or maybe even booked with you in the past – you have to give it a try and win them back. To get this done, you should get familiar with remarketing, through email, SMS, or paid ads.
Send automatic messages and follow up with your audience after they’ve left your site without making the reservation. In some cases, you should send more than one cart abandonment email to get the best results, other times one will be enough.
In terms of displaying retargeting ads, you have to test what’s going to work best – you can, for example, show ads to your visitors for 2-3 days, then pause them for two weeks, and show them again for 1 day only, but just for those people whose trip is still some time away. This way you’ll only spend a fraction of the cost you spent acquiring the lead in the first place, and will get a second chance to convert them when they’re likely still interested in the offer.
Keep the location in mind.
Answer this one for me. How often do you actually travel? If you do it for business, chances are that even multiple times every month. If you do it for leisure, then maybe just a few times per year, for a couple of days, and then only once for a longer trip.
Now does that mean that the second group shouldn’t get any communication from you throughout the entire year, and only receive emails before their chosen season starts? Let me answer that for you – of course not.
The fact that your customers won’t be traveling anywhere far away for most of the year, doesn’t mean they won’t be keen on going out of town somewhere nearby. Offering them something that’s just a few hours’ drive or a short plane-trip away from their location, can motivate them to plan a short, spontaneous, and fun trip!
That’s why you should keep the location of your customers in mind. This way you’ll stay relevant and get a chance to help them plan a trip to get out of the office once in a while. Some even say that planning is the best part of the trip, so why not try it out a few times a year?
People like to be treated like they’re VIPs. They want to be appreciated by other people and brands they interact with. That’s why if you want to truly engage with your audience, you need to show that you care about them.
Take a look at how often your returning customers book with you. There are probably some who haven’t made their first booking yet, but there’s a chance that there are also those, who keep coming back. They’re the repeat buyers who are loyal to your brand. But for how long? That depends on you.
Even if you don’t have to keep winning them back, it’s nice to show that you reward loyalty. Offer your loyal customers something special, loyalty points that they can exchange for discounts, free room upgrades, or maybe other great deals nobody else would get. This way your customers will stay happy and keep coming back. And who knows? Maybe they’ll recommend your service to others, because a happy customer is the best type of advertising you can get.
Ask for reviews and remind users of the good memories.
Another way to get people engaged is to ask them to review their recent stay and share their opinion with others who plan to book a place with you. It’s got a number of clear benefits for which you should pursue this method, so read on.
First of all, you’ll get another chance to interact with the customer. If they were happy with their stay, they can share their opinion, which might convince others to book a stay with you. At the same time, while they’ll be re-living the great experience, they might even feel inspired to book another stay!
On the other hand, if they weren’t completely satisfied, then you’ll have a chance to alter their experience and win them back. Offer them something extra, answer their concerns, and make it a success story. Others will see it and it might just make them see you as a trustworthy brand.
To get this done, you can create a simple automated email workflow asking for an opinion. If they leave feedback – great, thank them and maybe even serve them something special in return. If they don’t, try one or two more emails a week or two later. Don’t overwhelm them, but do make sure they know how long it takes to leave the review and what the benefits of doing so are.
Getting reviews has another advantage. You can use your customers’ opinions and remind them of those good memories some time in the future. Let them know six to nine months later it’s time to brush the dust off their suitcases. Maybe you can even say how many people have liked and thanked for their previous review. This way they’ll know that it’s worth leaving their feedback and that they’re part of a great community!
Send automatic trip reminders.
People get anxious before traveling. They’re worried that they’ll forget something or that something might be wrong with their booking, costing them their precious time and energy. If you want to dazzle your customers, you’ll want to take that into consideration and reassure them that everything’s going to be just fine.
To do this, you should get your customers prepared for their upcoming trip. Send them automatic reminders – check-in hours, directions from the airport or the city center, and their booking summary. You can also send something extra, e.g. a handy guide on what to do in the area, or a list of events that are happening at that time. Trust me – they’ll appreciate that!
Also, keep in mind that your customers are traveling. Be it locally or from abroad, they probably won’t have access to their laptop but they’ll be using their mobile phone instead. Make sure that your emails and website are responsive, so they can access all the important information at any time. And if you have an app they can use to check in quickly, make sure that they can download t before they arrive!
Use content marketing.
Hospitality and travel industries are competitive markets. It’s not enough to just have the lowest prices to get people to book with you.
First of all, you need to get found online. That means you need to invest in SEO and paid advertising. If you’re going to focus on search engine optimization, it’s very likely that you’ll also look into content marketing. Reasonably so, too.
Content marketing can help you not only get found – as content ranks well in search engines – but also convert those who actually find you. A blog full of guides and articles around traveling, talking about interesting places to see, and inspiring them with beautiful photos is something that can be much more powerful than a simple discounted offer.
Other than having a blog, you should consider making videos or recording a podcast – either as a guest or on your own, if you can afford spending the additional time on such a project. If not, maybe consider sponsoring one that’s already attracted an audience full of avid travelers – this way you’ll put your brand right in front of your target audience.
If you do those, don’t forget about all the other marketing learnings you’ve gained so far. If you’re running a blog or a podcast, then collect a list of email addresses. Send them automatic RSS email reminders about new episodes, and invite them to join the conversation and share their photos with others. If you manage to build a community, you’ll see that they’ll be booking with you not just for the price, but for the entire experience.
Share your thoughts with us!
Now that you’ve gone through these 10 steps to getting more reservations on your travel website throughout the whole year, it’s time to reflect. See what you’ve done in the past and whether you can implement these activities into your own strategy.
If you’ve had success with any of them already, then let me and other readers know by leaving a comment below. If you haven’t, but wish to know more about a particular step, then simply ask – we’re all here to learn and share our experiences.
Have a safe trip!
The post How to Increase Travel Website Bookings, Automatically appeared first on GetResponse Blog - Online Marketing Tips.
More of us are living our lives online – and on the go. So it’s no surprise that 60% of all web traffic now comes from mobile devices.
And by 2020, 45% of all ecommerce purchases in the US will come from mobile devices. That means nearly half your customers will buy using their mobile or tablet.
So now’s the time to design your landing pages for desktop and mobile. And you can do it quickly and easily with our new mobile workspace tool.
What is mobile workspace?
Mobile workspace is more than just a mobile preview feature. It’s an all-in-one design tool that lets you tweak and optimize the mobile version of your landing pages.
You get more control over your landing page designs, and can enhance them for the best mobile experience.
How to get started
Once you’re happy with your landing page desktop design, simply switch to the mobile workspace. Then you can start editing your design for all screen sizes.
What you can do:
- Simply toggle between the desktop and mobile view workspace.
- Scale, hide, or tweak elements, so they look great on any screen.
- Edit or replace background images to enhance the landing page design.
Plus, you can view all versions of your landing page in advanced preview mode. So you can check that it looks and works perfectly.
Mobile workspace exclusive webinar
Next Thursday, April 27, at 12:00 PM EDT, Abby and I will showcase the mobile workspace in an exclusive webinar for you. During this webinar, you’ll have a chance to take a deeper look at the tool and also learn:
- Landing page improvements
- Recent statistics on mobile web usage
- What you can achieve with the mobile workspace
- Actionable tips to adjust your mobile design
Make sure you save your seat by clicking here.
Stay tuned for an email with more updates and news about the landing pages. In the meantime, have a go at creating your landing pages – and let us know what you think in the comments!
The post Announcing the new mobile workspace for landing pages appeared first on GetResponse Blog - Online Marketing Tips.
Want to generate online leads? Then your business needs lead magnets.
The average customer is constantly overwhelmed with marketing and engagement attempts from brands across the globe. How many times have you visited a website that begs you to subscribe with a pop-up or landing page form- and how many times have you ignored those forms completely?
Nine times out of 10, we disregard opportunities to subscribe to newsletters and emails because there’s really nothing in it for us. We don’t want another website sending constant spam to our inbox and cluttering up an already chaotic space. The one time that we will take the risk, however, is when the company asking us to hand over our information makes the transaction worth our while.
In other words, people aren’t going to simply give you their information so that you can add them to your growing email list. They need an incentive. As a marketer it’s up to you to compel your readers into thinking you’re worth their time. That’s where lead magnets come in.
What are lead magnets?
Lead magnets are the cheese in your mousetrap.
Or, to put it a nicer way, lead magnets are something that you give away to your customers to capture their attention and convince them to hand over their contact information. Since contact information is what converts a prospect into a lead, this can also be called using an “opt-in bribe”.
Less than 5% of your visitors will convert into a customer on their first visit. If you don’t grab the attention of the other 95% immediately, and find a way to keep in touch with them, then you could lose their business forever.
It’s not about tricking your audience into giving you a way to hound them for sales. Lead magnets are about making sure that you’re not asking for something in exchange for nothing. Remember, your customers are so inundated with newsletters, emails, and advertisements, that you’ve got to have something very impressive if you’re asking them to add yet another email to their inbox.
Simply inviting someone to sign up for a newsletter no longer generates the same results. Instead, you’ve got to give something of value to get something of value. Makes sense, right?
Today, almost every business or website with an email list will use lead magnets to attract new customers to their company, or service. However, while creating lead magnets is easy enough, creating lead magnets that generate targeted, valuable leads is much harder.
But why should I bother with lead magnets?
If the statistic above about 95% of your visitors failing to buy during their first interaction with your business wasn’t enough to grab your attention, let’s consider the following facts.
- Lead magnets are engaging: The right lead magnet can super-charge your conversion strategy. For instance, check out this option from Digitalmarketer.com that lead to 35,000 emails in 60 days.
- Magnets generate high-quality leads: Leads are great, but the most beneficial ones will always be those that are most likely to convert into sales. When a customer chooses to give you their email information, they’re what we call a “warm lead”. In other words, they’re already interested in your brand, and keen to see what else you have to offer.
- Magnets improve user experience: If the bait you leave out for your customers is tasty enough, then it can help to give your target market an insight into the value of your brand. If customers feel as though they’re getting something great from you in exchange for their time, then they’re much more likely to feel gratified by the process of handing over information.
So, lead magnets are effective – that’s clear enough. What isn’t clear is how you can use them effectively to engage and maintain your audience.
The first step, fortunately enough, is a common step that you should associate with all parts of a digital marketing campaign: getting to know your customer. If you can learn who your ideal customer is, what their needs, goals, and wants might be, and what you can do to alleviate concerns, fulfill their desires, and offer them value, then you’re instantly going to be on track to a great lead magnet.
After all, the last thing you want is to design an offer that focuses on something your customers have no interest in. For instance, a subscriber to a cupcake company is likely to be more excited by a free coupon, or a discount, than a resource list of articles about cupcakes.
Besides the requirements of quality and relevancy, there’s one other factor that you’ll need to address with your lead magnet choices, and that’s all about being specific. One offer from you is unlikely to make all your customer’s hopes and dreams come true, but it can address a very specific issue instead. For instance, you can’t give every customer who subscribes to your cupcake newsletter free reign to take what they want from your store, but you could treat them to a free sample of your newest flavor.
With that in mind, let’s look at some of the different shapes a lead magnet might take…
1. A toolkit or resource list
Resource lists and toolkits represent a fantastic lead magnet solution for the right buyer persona. For instance, executives in a business might want a toolkit that helps them to discover how they can become more productive in their job, or where they can go to delegate certain tasks. Alternatively, a resource list on industry blogging tips could be the perfect gift for a content marketer.
The important thing to remember with resource guides or toolkits is that you shouldn’t go too far over the top. You might include a list of five to ten apps that you recommend to make a strategy more effective, but you shouldn’t provide an overview of every app available on the market.
2. An eBook
The chances are that you’ve seen a “free eBook” advertised as a lead magnet before. Plenty of companies make use of their extra content to develop books and guides that can offer extra and exclusive information to their target customers. Your eBook may even be simply a collection of your most actionable tips from other content that you’ve posted on your website.
One very important thing to remember with eBooks is that they should look great and read perfectly. In other words, make sure that the graphics you use are high quality, and double-check to ensure that the content of the book is formatted for easy reading. Preferably, your eBook design should allow customers to access it on their smartphone, as well as their desktop computer.
3. Cheat sheets and handouts
A cheat sheet or free handout can be a great way to save your ideal customer time when it comes to getting valuable information. Usually, cheat sheets are only a couple of pages long, and delivered to prospects in a PDF format. You’ll often see them in the form of mind-maps, blueprints, and checklists designed to offer value with actionable ideas and inspiration.
Cheat sheets can be popular lead magnets because they offer a specific solution to something that your ideal audience member is having trouble with. Unlike eBooks and other lead magnet options, your customer can use your cheat sheet to start making changes to their problem immediately, encouraging quick results.
Webinars and video training
Video is an incredibly engaging format. If you don’t mind spending some time in front of the camera, or you know someone who can create videos on your behalf, then this could be one of your most engaging lead magnet offers.
People are constantly looking to improve themselves and learn new skills, so if you can offer a training video that offers instant value to your customer, or a webinar that allows them to access advice from industry experts, they’re sure to take notice. Additionally, unlike document-based lead magnets that could sit unused in an email folder, webinars demand that your customers act and engage with your brand.
If you can’t manage a live webinar, you could always send your leads to a private page with a recorded video, or send them a recording of a webinar from the past.
5. Product Giveaway/ Free Sample
Who doesn’t love free stuff?
Since marketing began, companies have been giving away things for free to generate interest from their customers. After all, what better way is there to show your audience that you have a valuable product that works than allowing them to play with that product themselves?
A software company might give away a limited version of their program that only allows customers to try out a few basic features, whereas a grocery store might offer some free samples of a new food or drink. The idea is that you’ll be so captivated by your first taste of a product that you won’t be able to help coming back for more.
For instance, you probably signed up to Netflix to take advantage of that free trial, and now you’re happily paying the cost of streaming every month because you couldn’t live without your nightly fix.
You can even limit giving stuff away to a discount or free shipping, but it’s worth noting that most customers will be far more excited by the prospect of getting something for free, rather than getting a small discount – particularly on an already inexpensive product.
Lead magnets are a great way to entice your prospective customers to join your email list, thus entering your contacts database, and eventually into your sales funnel. But, knowing which kind of lead magnet will being your prospects the most value is tough. Success will come from knowing your customers best, and their needs through different stages of the customer journey.
Which of these lead magnets have you implemented in your business? How have they brought you success? Share your thoughts in the comments below.