Thursday, April 29, 2010

Conversion Tip: Making the Most of the Email Confirmation Thank you Page

Email sign-ups are a very common ways for businesses to capture a potential lead. Visitors who are interested in your product or services will likely take a step towards providing their email address to you.

Your job as a marketer in not complete when a visitor gives you’re your email address. You need to make sure that you provide proper scent (links, messages etc.) for them to engage with your site/content/brand etc.

Almost every contact with a potential customer provides a conversion opportunity i.e. an opportunity to engage them to view more content, products and /or sell. If you do not take advantage of that opportunity then you might miss out on many conversions that you could have had.

Email sign-up confirmation page is one such opportunity that is so often forgotten by the marketers. The main reason for that seems to be the use of 3rd party to manage your email subscription list. Often the small details are missed in a hurry to get the system live. I hope you are not making this mistake.
I am going to share two examples to illustrate my point.

Example 1: Missed Opportunity

This is from a site called Daily Checkout. I loved what they had to offer so I decided to sign up for their daily email.

After providing my email address on their site, here is an email that I got from them. (so far so good, though the “from” email address is the address of 3rd party they are using to manage their email list).

I clicked on the link to confirm my email subscription and I was taken to the page below:

That’s all I got. The title of the page shows me some other company’s name. I am sorry, which site did I sign up for? Where is the rest of the page? I want to look at more products on your site, how do I do that? MISSED OPPORTUNITY.

Example 2: Making the most of the thank you page.

This page provides a nice confirmation thank you page and also provides me a link to explore more content. Well Done.

What do you think? Do you have any examples of the email confirmation pages that totally miss the mark or the pages that do it perfectly? If yes, I would love to see them.

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Landing Page Optimization Analyst, at Red Ventures (Fort Mill, SC)

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