While working on a landing page for a client, I saw that the main call-to-action – a form, did not show a “thank you” response page when the form was submitted. It simply displayed a message that I almost missed at the bottom of the form that read, “Thanks, we will get back to you soon”. What I had in mind was something different.
Here, in my opinion, are five reasons why “thank you” response pages make horse sense on your website:
1. Mapping Responses: A “thank you” page helps in response mapping in your own databases. It’s also helpful to quickly see in Google Analytics and other website tracking software, if it’s the “next” page in navigation, to pinpoint how much action is being taken by visitors on your landing page.
2. Setting Goals: You can easily set goals in Google Analytics and other web tracking software with a “thank you” response page.
3. SEO: If there’s no “thank you” page after a form, then action taken by visitors will not show as a “next page” response in Google Analytics and will show an “exit” instead if visitors leave the web site after submitting the form. That’s important for SEO as “Next page” responses show visitor engagement and increase time spent on site, and that’s reason enough to believe that these are factored-in in Google ranking algorithms.
4. Mapping Conversions: A thank you page is required to see conversions when you are running a Google Adwords campaign. You need to place the Adwords conversion script on the page that comes next, after visitors take expected action. Google Adwords can only map a conversion when a user clicks on an ad, lands on the landing page, takes action and lands on the “thank you” response page. When the conversion script is activated on the response page, the loop is completed and it registers as a conversion in Adwords.
This is very important to optimize and increase your Google Adwords’ campaign quality score especially when you are running your campaign on CPA (cost per acquisition) bids. The more the conversions from the clicks in your campaign, the higher goes the quality score and lower go your costs per conversion. It’s a win situation all around – your campaign, your leads, your money.
5. Engagement: “Thank you” pages are an element of expected usability that help visitors understand that their action has been registered. Most importantly, from a conversion perspective, they can be used to take visitors to logical next steps and can also help in cross-selling and up-selling. This helps in furthering engagement on the website that in turn triggers the 3rd point above – SEO, and helps your website get stronger in SERPs.
Cons? More pros? I invite you to discuss in comments.