The 'Thank You' page is one of the most underutilized pages in your marketing arsenal and companies that get the 'Thank You' page right will see a major boost in customer value. If you aren’t using your 'Thank You' page to boost e-commerce sales, you are leaving money on the table.
Why Sell In The Cart
There is debate around using cross-sells and up-sells in the cart. Proponents of this method believe it helps increase revenue per visitor (RPV), while opponents believe it becomes a distraction leading to cart abandonment.
On the one hand - e-commerce giant Amazon has no problem cross-selling in the cart. Take a look at all the other products they try to push on you before you proceed to checkout. Obviously, this method works, but this is something you have to test before implementing.
Generally, cross-sells that are distracting are due to poor selling tactics. There is a lot of powerselling in the cart when done well. I’d recommend testing your layout to ensure that other offers aren’t competing with the checkout call to action. Additionally, you should avoid using static offers; use personalization to cater the product to the customer.
Of course you must test to find out what offers work best for you. Try testing between cross-sells, up-sells, and down-sells. Your customer might not like the idea of a premium product suggestion, but they might love an accessory with their order!
Why Sell Before The Cart
On the other hand - Dell, a testing and optimization giant, avoids selling in the cart completely. In fact, they try to sell you other products on each step prior to the cart, but keep the cart page hyper focused on the sale.
Step 1: Click Add To Cart
Step 2: Two Cross-Sells In An Overlay
Step 3: A Cross-Sell Page Before Entering The Cart
Step 4: Checkout In A Cross-Sell Free Cart
This process is asking too much too soon, so why show this to you? Clearly, Dell is trying to avoid selling in the cart because they want their visitor solely focused on checking out when they reach the cart page. These extra hurdles can lead to cart abandonment, which is why I am a proponent of selling additional items after the purchase to avoid hurdles before the purchase.
The Case For The 'Thank You' Page
After a customer has purchased a product, there is a fundamental shift. At this moment, the relationship has changed from visitor to customer - and you can capitalize on this relationship shift.
Think about it, a customer who has just purchased has jumped through all of your hoops, made it through the most anxious step of online shopping, and is genuinely excited about their purchase. There is opportunity to turn this customer from a single time buyer to a multi-purchase buyer on the 'Thank You' page. When this is done right, you can expect to see a higher take rate and higher RPV.
If you have a basic message like “Thank You – an email with your order details is on its way”, you’ve just missed out on a serious opportunity. Here are a few things you can do instead:
1. Related Products Cross-Sell
Is your product a part of a set or are there any product accessories? If so – you should show some of these products on your 'Thank You' page. Need inspiration? Go to any travel site and look at how they sell you on their 'Thank You' page.
2. Premium Product Up-Sell
Be conscious with premium product up-sells. You don’t want the customer thinking what they just bought is a ‘lesser than’ product; you have to play into their hype.
3. Continuity Product Offer
For e-commerce sites this may come down to extended warranties or product protection, but the 'Thank You' page is a great place to push for this sale. The customer wants to make certain their product is protected, making this the perfect time to push for extended coverage or other maintenance services.
4. Special Offers For Return Purchase
If you don’t think the customer will purchase anything else in this session, you might want to try to get them back to purchase again. Providing a special offer for their next purchase might just be the leverage you need to turn this one-time buyer into a multi-purchase customer.
5. Create A Customer Account
While this won’t increase initial RPV, it will allow you to use a guest checkout process while still having customer accounts.
Good luck - if you’ve tested your 'Thank You' page and want to share some of your findings, tell us about them in the comments!