Post-purchase pages often called the “thank-you page” or “invoice page” are the most underutilized website real estate for most eCommerce brands. This is the page that the customer sees right after making a purchase, and most of the time it contains only order confirmation details. It makes sense: the user journey ends successfully with the transaction, the main goal is reached and there is no need to bombard customers with excessive info.
Let’s rewind the tapes! We just had a shopper successfully complete a buying cycle. If we abandon our shoppers now, we forgo the opportunity to further create a meaningful connection while they experience the satisfaction of completing their purchase.
Even though customers usually spend a short amount of time on this page, this post-purchase page could be a perfect opportunity for the brand to engage users, increase future sales, and even attract new customers. Why?
- Users who just bought from you are already engaged and satisfied, making it more likely for them to refer a friend
- The customer’s attention is still highly focused on the purchase process
- Customers expect instant gratification from their transaction
The post-purchase page is also the most suitable placement for turning first-time buyers into lifelong customers and brand advocates. The secret to an effective “thank-you page” strategy lies in a subtle integration of additional elements in the page design.
In this post, we’ll talk about what elements to include on the thank you page to increase overall customer LTV and boost brand affinity. We have also compiled our favorite campaign examples for you, too!
What elements to include on the post-purchase page (and which to avoid)
Before diving into the list of what to include, it’s important to remember not to overwhelm customers with too much information. Keep in mind the primary post-purchase page mission is to show purchase confirmation details and guide the shopper to the best next steps.
The rule of thumb is to keep the page clean and simple. Now, let’s go through specific elements - starting with the absolute must-haves:
- Purchase details presented in a clear and simple way
- Delivery and order status updates
- A “Thank You” message
- Brand’s social page links - so that customers can follow the brand on their favorite platform
- Offer to join the referral program and invite friends and family to the brand
- Offer to join the loyalty program and receive discounts and perks
- Engaging additional information on the product, e.g. how-to videos.
- Show product recommendations - to spark interest in repeat or upsell purchases
- Information about the brand history and values
Needless to say, some of these elements are not relevant for some brands. A brand should ask itself, what are the top priorities and desired user behavior on this page?
A thank you page on the ColourPop website: keeping it clean, with a focus on delivery details
Be careful with including return instructions, as it might drive excessive attention to the product’s return process. Also, don’t show sales or additional discounts for the products that the customer has just bought - as it can stimulate them to cancel the order and resubmit with a discount instead. Generally, it might cause confusion and lots of unpleasant emotions for customers.
Post-purchase referral programs' best practices and examples
A post-purchase referral campaign pop-up on the Coach website
On average, a post-purchase referral campaign generates 30% of all referral revenue for the website. This is one of the most suitable and efficient placements for the referral program, as it meets the customer at the moment when they are content with the purchase and are willing to show off their choice to friends and family.
Here is how referral offers can be integrated into the post-purchase flow.
- A post-purchase pop-up that the customer sees right after a successful purchase. It makes it easier for customers to send invites to friends if you provide them with a ready-to-use personalized share link in the pop-up.
- A post-purchase widget could work as a delicate reminder of the referral offer, and take up minimal space on the post-purchase page.
- Inline post-purchase is an option to integrate a referral campaign directly into the page design, where it can take up as much space as the brand team sees fit.
For brands who are looking for ways to elevate their post-purchase referral program flow, we recommend segmenting and A/B testing their campaigns. Here are some proven strategies from the Talkable Customer Success Team:
- Show appreciation to repeat customers. Give customers a treat after their 3rd purchase or when they purchase above a certain amount.
2. One more way to customize referral offers is to use behavioral segmentation. For example, segment offer based on Advocate's or Friend's subtotal: if the customers spend $80, they see give/get 30% offer, when they spend more than $100, they see give/get 40%.
3. Offer incentives or gifts based on the product categories customers bought, to make it more relevant. For example, offer a free hand cream to customers who bought a body lotion and a free face mask to customers who bought eye patches.
4. A/B testing pop-up titles, form fields, and even close button prominence can result in more shares and more revenue. For example, adding a “No, thanks” link at the bottom instead of a regular closing button in the upper right corner, increased the advocacy rate of the referral program by more than 14%.
Interested in more tactics and tips for a post-purchase page? Talk to our referral marketing specialists and get proven ideas for your brand.