25 February 2010
A few weeks ago, I wrote up a case study around the perplexing case of designing user experiences for lead generation pages. I’m going to cover the results of our test shortly, but in the meantime I wanted to share part of the conversion funnel that has forever changed the way I’m going to design for sign-ups.
Designers do a lot of work engineering the experience of creating compelling sign-up forms for a variety of reasons (joining communities, requesting more information, age-gating verification, etc.). I’d like to take a closer look at how the Thank You page of the conversion flow can be leveraged more effectively for experiences that aren’t necessarily tied to joining a social network.
That said, social networking sites are full of awesome examples where the Thank You jumpstarts the user’s uptake, so if you’re:
- Tumblr, you have your user create her first blog post
- Twitter, you have your user find cool people to follow
- LinkedIn, you connect with your email address book
- Meetup, you have your user join a group
But, let’s say you’re a more traditional (perception = less fun) business like a university, can you do more than guide your user towards more descriptive content about the program or services offered (where bounce rate will be high)? How can you make the most of that transaction? How can you parlay the validation “Thank You” into action that can be both inspiring and measurable?
Thank You messaging is not supposed to feel like the awkward end of a first date “Do I kiss him?” moment.
The user has shared her information with you, triggering a response and follow up campaign. She’s staring at the Thank You page, confirming she submitted her information correctly. This is a powerful moment to turn your Thank You into more than:
- a data verification step
- a reiteration of your brand’s identity and tagline
- a jumping off into content (where the bound rate will be high and not super effective in terms of engagement, relationship development, etc.)
Social marketing channels have helped turn Thank You pages into opportunities for secondary levels of conversion where you can experiment with Facebook Fan Page and/or Twitter acquisition.
This brings me back to the use case at hand, while our lead gen page had a number of design constraints, we found that we had a lot of artistic leeway in creating a Thank You page, so we decided to make the number one goal of the page to excite the user to join our Facebook Fan page.
First, let’s look at the original Thank You page, which did include Facebook & Twitter opportunities:
(Note: I apologize for striking through the brand name, my client is a major university and getting approval to share the brand is a bit of a juggernaut.)
Now, let’s look at the redesign of the Thank You page, which puts primary focus on Facebook Fan acquisition v. promoting both Twitter and Facebook equally:
The design:
- Inspired by the idea of the excitement around an “acceptance letter”
- Focused on the fun of university life and community
- Featured access to current students, faculty, and admissions through Facebook
The results:
- Increased Fan Page uptake from 28 fans per week (a consistent rate for one year) to 300+ fans per week (2+ weeks of ongoing data)
- Increased the quality of interactions on the Fan Page, where we were encouraged to see prospects asking questions that were fielded by students, admissions, and faculty
- Increased interaction with blog content, driving traffic to the parent site and making better use of all editorial collateral
As You Design Conversion Experiences Thank You Messaging is:
- Integral—A necessary part of the conversion experience, it’s no longer just a simple hello/goodbye world
- Instantly Gratifying—If you’re testing a conversion experience the results are ongoing and take time. Adding a secondary conversion exercise like Facebook Fan acquisition is an immediate way to leverage (in real time) effects of your messaging
- Social—Leverages warm fuzzies in innovative ways and gets users connecting with one another
- Sticky—The last thing the user will remember about your brand, and can have the added possibility of taking the conversation even deeper into her personal network
Perhaps, the biggest takeaway from designing a great Thank You experience is that the more you can leverage the Thank You, they more you can get your users to connect with your app and with each other the less money you’ll need to spend on post conversion campaigns, marketing, and more. I’d love to hear your experiences around the “Thank You” in your designs, examples, etc.
Thank you!
*Design by my brilliant partners at jjomedia.com
