The thank you page of the online store can be a successful conversion tool.
The most common form of a thank you page is a subpage of the website where visitors submit an order or request for a specific product they are interested in. On this subpage, visitors fill out a contact form and receive a thank you message for their inquiry or purchase. The components of a thank you page can vary depending on the market you operate in, including end consumers (B2C) and business partners (B2B).
Many online shopping sites make a mistake by providing only a dry thank you message on the thank you page, but customers may expect much more information, perhaps even an offer for a related item or additional information about the desired product.
Key tips for designing an effective thank you page:
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The thank you page should be designed the same as other subpages, as visitors may otherwise think they made a mistake and leave it too quickly. It's important that the thank you page is equipped with all possible elements of a sales-oriented page.
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On the thank you page, optimize or use various conversion tools. Increase the number of conversions in the consumer market with your existing customers. As a sign of gratitude for their purchase, offer them a benefit on their next purchase. As a rule, customers who have already shopped with you or are currently shopping are more reliable for their next or additional purchase than completely new customers.
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Offer visitors to your website the option to subscribe to newsletters so they can stay up to date with benefits. In this way, you ensure continuous communication and potentially higher sales to known customers.
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You can set up a set of answers to questions related to submitted orders, payment methods, delivery times, and other matters for visitors. Your customers will surely appreciate this, and their shopping experience will be positively enhanced. The thank you page should also contain a link to track the order, the expected delivery time, the support contact and an offer for the customer to create a user account with one click (without re-entering their details).
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Invite visitors to read other content on your website (blog posts, catalogs and brochures, or other documents) through embedded links. You will receive feedback on what visitors did on this page, so adjust the thank you page and offer them links to topics that interest them the most.
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After completing a purchase, when thanking the customer, offer additional similar items or promotional items that the customer may need but is not yet aware of. You can directly increase sales on the thank you page. Example: A visitor has purchased a phone, and you offer them a phone case, speakers, or additional insurance.
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Invite visitors to your social media - Your thank you page should have the option to follow popular social networks such as Instagram, TikTok, YouTube and LinkedIn, where visitors can follow real-time updates, promotions, and other content. Following visitors also allows for business conversion.
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Ask visitors for help - invite them to share your content on social networks and via email with their friends. If you've made an effort to make your visitors really happy, they'll be happy to help you.
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Ask one question - take advantage of the moment and ask the customer where they heard about you ("How did you find us?"). The answer is valuable data that analytics cannot see, and it requires no personal data. Any further questions should be optional.
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Make sure measurement is correct. The "purchase" event must be recorded once (not on every page refresh), with its value and with valid tracking consent.
I hope you realize that a thank you page is of great importance to your website or online store in the field of business with companies, as well as with end users. A thank you page in a way serves as a salesperson in a physical store who asks if you want to buy anything else before completing the purchase.
Frequently asked questions
The success page appears after a successfully completed purchase. It confirms the order, gives the buyer a sense of security, and is an ideal opportunity for additional communication - newsletter signup, social sharing, or a cross-sell offer.
Order confirmation with an order number, thank you to the buyer, delivery information, estimated delivery time, and next steps (e.g. order tracking). Optionally: recommended related products or a code for the next purchase.
With upsell or cross-sell offers (products frequently bought together), an invitation to the loyalty program, or a discount code for the next purchase. The buyer is in a purchasing mindset at this point - use that opportunity.
The success page should not be indexed - since it is accessible to anyone with the URL, Google would detect duplicate or useless content. Add meta noindex or protect it with access only after completed purchase.
By setting up a purchase event in GA4 (recorded once, with the order value and with valid tracking consent). This enables tracking conversions from all channels - organic, paid, email.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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