13 min read
You don't get a second chance to make a first impression.
Meeting someone for the first time. Unwrapping a gift on your birthday. Subscribing to a newsletter. Signing up for a webinar. As humans, we're always making judgments and forming impressions—some of which can have long-lasting impacts.
Of course, the same advice applies when you're launching an online business. But, when it comes to growing your audience, there's one glaring opportunity to make a great first impression that people overlook. One tiny page that can have a colossal impact on your relationship with new subscribers—and your business revenue.
It's your thank you page.
Your thank you page is incredibly versatile. Whether you're selling physical products, making a living with digital products, or generating leads for your services, your thank you page is an excellent opportunity to introduce your brand, give your audience a little something extra, or even gather market research. And with the right strategy, it can also bring a healthy boost to your business revenue.
The problem? Many business owners aren't taking full advantage of their thank you page.
They're missing out on opportunities to increase revenue and build trust with new subscribers.
Worse, most aren't even aware of the opportunities they're losing out on.
So let's make a great first impression together. Here's why you should be using your thank you page to make your subscribers' day and grow your online business. We'll also look at a handful of the best thank you page examples (built using both ConvertKit and other tools), and some best practices you can use when creating your own thank you pages.
Your thank you page—sometimes called a confirmation page—is the page that shows up right after your visitors opt into your offer. That offer might be opting into a form, subscribing to your newsletter, downloading a lead magnet, or buying a product. Visitors are typically redirected automatically to your thank you page after signing up.
To show you what I mean, here's an example of a thank you page from Happy Even After:
And here's another thank you page example from freelance copywriter Marijana Kay:
Thank you pages allow you to welcome subscribers and express your appreciation for them joining your list.
But sadly, that's where most online creators leave it.
Thank you pages are a great way of welcoming new visitors—but they certainly aren't required. After all, you can always show new subscribers a signup confirmation dialog on your landing page or send them to a default confirmation page.
Just to illustrate my point, here's the default confirmation page new subscribers see after joining your list on ConvertKit:
Sure, a simple confirmation like this one might be easy to implement. In fact, we do it for you by default. But sending new subscribers to a default confirmation like this one has a few drawbacks:
By sending visitors to a thank you page that you control, you can show off your personal brand, guide visitors toward what they should do next, and increase the value of new subscribers. That's a pretty good return from one little page.
A great example of a thank you page built using ConvertKit. Image via Awesome Little Sleepers
I don't know about you, but if I was joining Jessica's list, I'd much rather see a page like this than the default confirmation page from above.
So, while thank you pages might technically be optional, they're undoubtedly valuable.
Let's look at what should go on your thank you page, and walk through Jessica's thank you page as an example.
Every thank you page is different, but the most successful thank you pages all include a few common elements:
Let's take a look at Jessica's landing page to see how she's doing.
Like every landing page, your headline is the most crucial part of your thank you page. It's what grabs your visitors' attention and draws them into the rest of the page. Your headline helps visitors feel like they've accomplished something awesome—even if that's just handing over their email address.
Jessica's headline (“Yippee! It's on the way!”) immediately gets new subscribers excited for the offer they just got their hands on.
Her headline is friendly, it reflects her unique personality and voice, and it grabs their attention and gets them excited—everything you could want from a headline. She also gets bonus points for including her headshot on the page—it helps new subscribers put a face to her name and feels more authentic.
Of course, every thank you page needs to serve its primary purpose of confirming your visitors' activity. It's essential to spell out exactly what just happened, so new subscribers know they're in the right place. Make sure they know what they signed up for and what they'll get by signing up.
“You're going to LOVE this 4-Step Plan,” Jessica explains on her thank you page. “I'm sending it to your inbox right now.”
With two quick sentences, she confirms with subscribers that they signed up for the right offer and reassures them that their lead magnet is on the way.
Don't make new subscribers sit around wondering what to do next. Just like your landing pages should include only one call-to-action, your thank you pages should also contain only one crystal-clear CTA.
Some common CTAs you can include on your thank you pages:
Jessica keeps things simple, encouraging visitors to click through to her website using the bright purple button at the bottom of the page. There's no chance visitors will be left hanging.
OK, now you know the essential elements that should go on your thank you page, let's look at a few different thank you page examples, along with some best practices you should follow with your own thank you page designs.
Ready to make your thank you page start working for you? Putting in just a little extra effort can give new subscribers a better experience—but it'll also help you reach your online business goals. Here are just a few ways you can put your thank you pages to work for your business.
People are always looking not just to engage with your brand, but to be part of a community of like-minded people. They want to feel like they're part of the bigger picture, they want to feel heard, and they want to know who's behind your list.
With that in mind, you should always be looking for ways to show off your brand and personality on your thank you page. Great thank you pages are personal, using first-person voice and a friendly tone to help build a trusting relationship with your new subscribers. Be funny, be sarcastic, make a joke, post a GIF—be yourself.
Freelance content strategist Brittany Berger lets her unicorn personality shine on her thank you page, with an animated GIF and welcoming copy to introduce new subscribers to her brand.
Keep your thank you page on brand. Image via Brittany Berger
Don't be afraid to humanize your landing pages—after all, your new subscriber signed up to hear from you.
Remember, our brains process images far more quickly than text, so the images and graphics you use will be the first thing visitors notice. Recording a real photo of yourself or even a brief welcome video is another great option worth testing. Seeing your face helps build trust with new subscribers and welcomes them into your community.
Video marketing software Wistia includes a fun welcome video on their thank you page to introduce the team and welcome new leads:
Of course, the video does double-duty by also showing off Wistia's video marketing product. It's a great example of how to welcome new leads on your thank you page.
Asking new subscribers to share your offer with their own friends and colleagues is one of the fastest ways to grow your audience. Your audience is most engaged right after signing up for your offer—the average open rate for welcome emails is a whopping 50%. That means your thank you page is the best place to ask them to share or to follow you on social media.
SEO blogger Brian Dean of Backlinko uses his thank you page to ask new subscribers to also follow him on Twitter:
Your thank you page is a great place to ask subscribers to follow you on social media. Image via Backlinko
A tripwire product is a low-cost product (like an ebook or a short guide) that's designed specifically to convert subscribers into paying customers. Offering a tripwire product on your thank you page can entice your customers to buy, giving your revenue a boost and increasing the likelihood of upselling them to higher-value products or services later on.
Freelance graphic designer Hollie Arnett offers a hefty discount on her Instagram branding course for new subscribers who purchase immediately:
Designer Hollie Arnett offers a tripwire product on her thank you page. Image via Black & White Studios
Segmenting your audience—putting email subscribers into different buckets based on common struggles or needs—can be the difference between email marketing that converts and a list that fizzles. Knowing your subscriber's backstory and how they interact with your content lets you meet them where they're at in the customer journey. That way, you can send targeted emails that speak specifically to their needs and goals right now.
To do that, you'll need to do some recon on your subscribers—and your thank you page is a great place to start. You can ask new subscribers:
The choices are endless!
Just like you can use anchor links in your welcome email to learn more about your audience, you can use segmentation tools like RightMessage to survey your audience right on your thank you page and segment them into buckets using tags or custom fields. Check out how email automation consultant (and resident ConvertKit expert) Jason Resnick segments his audience on his thank you page:
Use your thank you page to segment your audience. Image via Jason Resnick
The results of his survey are automatically synced to the subscriber's profile in ConvertKit, letting Jason deliver more targeted emails and automation sequences. Even if you don't use a survey tool like RightMessage, you can link to a survey in a tool like Typeform or simply ask subscribers to email you.
Even though a visitor might have filled out your opt-in form, that doesn't mean your work is done. Far from it. It's just the first step in the bigger picture of building your audience and growing your online business.
Nailing your thank you page can be the difference between an audience relationship that's sustainable and one that fizzles out. It's your opportunity to set a great first impression—to highlight your brand, build a trusting relationship, and bring a healthy boost to your online revenue.
Luckily, dazzling your subscribers with a thank you page isn't difficult—or even expensive. Sign up for your free ConvertKit account today, and go check out this post where we list detailed instructions on how to set up your first thank you page.
I can't wait to see what you create!