5 Ways to Optimize Your Thank You Page

Although it is perceived as an endpoint to customer journey, the Thank You page definitely deserves more attention than it actually gets. Optimize your Thank You page and you’ll be able to create a purchase loop. This means that more first-time buyers will become returning customers. 

While it might seem unimportant, this page represents in fact a critical step in the customer journey. This is the point where, if you play your cards well, you can build trust with your customers and further engage them with your product/service in order to have them come back over and over again. 

Here’s what you can do to improve your Thank You page, keep customers in the buying loop and ensure a constant revenue. 

1. Offer a discount for the next order

This is one of the most popular ways to optimize your Thank You page and I’m sure you’re familiar with it. But have you ever considered the frequency? You’d be surprised, but frequency matters.

Offer discounts too often – your customers will come to expect it every time they buy something. Apply this strategy randomly – you’ll lose customers to your competitors. 

It seems like you need a balance. Use this strategy for new customers in order to make them return to your site and order some more. Or use it as a sign of appreciation for customers with high AOV that buy often. This way you’ll make sure they remain loyal to you.

2. Include a survey

This is one of the easiest and fastest ways of getting feedback from your customers with regard to their shopping experience. A lot of useful insights can come out of these survey responses you can then use to improve the customer journey. 

Your goal is to find out whether users have encountered any technical or navigational issues as they went through all the steps of the conversion funnel.

You can also ask them what they liked about their shopping experience. Moreover, it’s important to let customers speaks their mind. Give them a chance to share improvement suggestions or any other recommendations that could help you optimize your site. 

3. Ask for social shares

This strategy works well especially if applied to younger audiences, who are more likely to be active on social media. They have their own motivations and reasons to share content on social media channels, so this is definitely something worth implementing.

On Facebook, Instagram and Twitter the word gets out quickly. This is a chance for you to get an advertising boost – and for free!

So, if your customers are excited about the items they’ve just bought on your site, offer them a chance to ‘brag’ about it on social media and you’ll see a boost in traffic and potentially more customers coming from these channels. 

This strategy can be even more effective if you give them a specific reason to share. You could, for instance, create a contest and offer them a chance to participate: ‘Share and win a [valuable item]!’. 

4. Include calls-to-action

Offer customers a variety of ways in which they can further connect with your company: ‘Follow us on Twitter’, ‘Become a fan on Facebook’, ‘Subscribe to our Blog’ and so on. 

This way your customers will be able to keep up-to-date with your latest news, product releases and promotions. It’s also a great way of making sure that your audience is constantly engaged with your brand.

5. Cross-sell items

At the beginning of this article I said that you shouldn’t treat this page as an endpoint, but as a way of creating a buying loop, remember?

A great way of doing this is to encourage users to continue shopping. Feature a list of desired items – these can be products that the user has recently viewed/expressed an interest in or even items from their wishlist. 

There is a higher chance for this strategy to work if you also give customers an incentive and create urgency. Why should they go back to shopping when they’ve just finished placing an order? Well, maybe these items happen to be on sale and if users aren’t fast enough, they’ll miss out on the deals.


Did this article make you feel like you’ve been neglecting your Thank You page? If yes, then it’s time to do something about it.

Need any help with it? We’re one email away!

By Cristina Neagu

I am a CRO specialist with a focus on consumer psychology & behaviour.

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