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Jan 29, 2007
Blog Post

39% of Viewers Accept Offers on 'Thank You' Pages

SUMMARY: No summary available.
By Anne Holland, President

Last Thursday I met with our new Senior Reporter, Sean Donahue, who covers the B-to-B marketing beat for us. He wanted to know best practices on how to get more people to sign up for webinars.

I said, "And don't forget the thank-you page. When a prospect signs up for a webinar -- or a white paper or newsletter for that matter -- be sure to include more hotlinks or offers on the 'Thank you' page they see right after submitting their registration. Prospects are in the perfect mood right then to learn more about you, so they may click on links for white papers or other offers. Why not deepen the relationship right then?"

He said, bless his newly Sherpa-ized heart, "Got any data on what percent will click for another offer?"

Naturally, I did. The number was 40% ... but it was from 2001. It was time to get some new benchmarks. To get a quick read, I looked into our own in-house numbers.

When folks sign up for an email newsletter on MarketingSherpa's Web site, the thank-you page features opt-in offers for additional newsletter titles.

When I checked the data last week, 39% of all visitors to that thank-you page took advantage of another offer. I was surprised to see how little has changed since 2001 (you can't say that about most things on the Internet.)

Another interesting fact: the most popular offer on that page gets a 29% acceptance rate, which is fabulous, but not the whole 39%. That means giving folks a choice on that page has helped our overall offer conversions increase by 10 percentage points.

(This is *not* true of all promotions on the Net or in postal DM. Most often, single focus gives better results.)

My final takeaway -- if you have any thank-you pages out there for anything that only say, "Thank you," you are wasting very valuable real estate.

Why slam a blank wall in people's faces just when they've begun to respond to you? Keep that response curve coming.

And let me know if you have any data of your own on this front. I'm definitely interested.
See Also:

Comments about this Blog Entry

Jan 29, 2007 - Barbara Rozgonyi of says:
Anne, thanks for settling the debate on whether or not to up the offer or just say thanks. Good to know that buyers appreciate having the opportunity to keep the connection growing - and that they like options. Barbara Rozgonyi

Oct 13, 2007 - Frank Bruno of says:
I completely agree with you and this is based on my own experiences except by using video personal messages or "One Time Offers" on my thank you pages.

Oct 27, 2008 - Kathi Skow of anderson|skow says:
Thanks Anne, We have been using this practice for a few years for our marketing clients and find it is highly successful across business types. It's nice to see a more formal metric on it.

Jul 08, 2010 - Steve of Self says:
Does this actually mean options improve conversions? Who knows maybe the rate would improve above 39% if there was only once choice. I'm not sure, but I think that data presented doesn't show the conclusion you drew in that regard.

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