Yearly Archives: 2023

I’m willing to bet that you, as a marketer, you have experience with email marketing and SEO. If you’re a beginner, you’ve at least heard of both strategies and maybe done a bit of research into them.

Regardless of your level of experience, you might still be wondering which is a more worthwhile investment for your business. In this post, I’ll discuss all things email marketing vs. SEO, from how marketers currently use both strategies to making them face off in the ring against key marketing goals.

Table of Contents

A Quick Refresher on Email Marketing and SEO
Email Marketing vs. SEO – What are marketers saying?
Email Marketing vs. SEO – A Comparison Against Marketing Goals
Email Marketing vs. SEO – The Verdict

A Quick Refresher on Email Marketing and SEO

Email marketing is sending content to a list of subscribers via email, like weekly update newsletters, promotional emails, or even a Happy Birthday message. It’s a flexible and cost-effective way to share messages with your audience.

The most important email marketing metrics are clickthrough rate (CTR), open rate, and leads/conversions from email.

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Search Engine Optimization (SEO) is how you make your website visible in organic search results. To simplify it, it’s how I quickly find a step-by-step guide to replacing the batteries in my smoke detector when it starts its annoying pinging.

Key building blocks to a successful SEO strategy are keyword research, creating high-quality, helpful content, and ensuring your website is crawlable. The most important metrics web analysts track are sales, leads, and conversions.

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Before pitting them against each other, let’s go over how marketers are using both practices.

Email Marketing Vs. SEO – What are marketers saying?

Our 2024 Marketing Strategy & Trends Report found that email marketing is the most leveraged channel among marketers (33%), followed closely by website/blog/SEO (32%).

Despite email marketing being more popular, SEO offers the highest ROI, and email marketing rounds up second place.

Marketers also show no signs of letting either channel go. When we asked marketers which channels they’ll invest the most in in 2024, website/blog/SEO came in second place, and email marketing followed right behind.

To go a bit deeper, 48% of marketers say they’ll increase their investments in SEO in the upcoming year, and a majority will continue investing the same amount in email marketing come 2024 (49%).

I attribute the increasing investments in SEO to Google’s addition of “experience” to the existing E-A-T framework (expertise, authoritativeness, and trust) and the upcoming Search Generative Experience (SGE). SEOs are likely pivoting and investing in new strategies in the face of these changes to ensure they’re putting their most experienced foot forward to rank in SERPs.

Email Marketing vs. SEO – A Comparison Against Marketing Goals

In the report I mentioned above, we also asked marketers about their goals in 2024.

The top goal is increasing revenue/sales, followed by improving the customer experience and increasing brand awareness/reaching new audiences. Marketers also want to increase engagement and drive traffic to their websites.

What better way to compare email marketing and SEO than to assess how each will help marketers meet their goals? Below, I’ll pit the two against each other and declare a winner for each of the top goals marketers have.

1. SEO wins in increasing revenue/sales.

Return on investment (ROI) directly relates to marketers’ top goal for 2024: increasing revenue/sales. Since marketers say SEO has the highest ROI of any channel they leverage, I’m handing this win to SEO.

2. Email marketing wins for improving the customer experience.

Improving the customer experience is the top-two goal for marketers in 2024. A pillar of any excellent customer experience is personalization, and email offers excellent personalization opportunities, so I’m declaring it the winner for this goal.

Yes, you’ll optimize your website to align with your audience’s needs and interests, but you can’t get as personalized as you can with email marketing. You can create specific segments for personalized targeting or even send individually customized emails on a customer-to-customer basis.

Just think about it — you’ve probably never visited a website on your birthday and seen a “Happy Birthday, [your name here]!” banner just for you, right? If you have, I’m impressed, but you probably get those personalized messages from your favorite brands over email.

Pro Tip: Use HubSpot’s Email Marketing Tool to tailor your emails to individual subscribers based on key characteristics, like lifestyle stage, and capture their attention with the most relevant subject lines, attachments, and CTAs.

3. SEO wins for increasing brand awareness and reaching new audiences.

SEO takes the cake in increasing brand awareness and reaching new audiences. Nearly 1 in 4 websites have an average SEO click-through rate between 10-19%, and direct traffic and organic search are the top traffic drivers to their website.

Your reach with the channel is significantly higher because anyone searching the internet using keywords related to your business or offers has the potential to discover you, which equals reaching new audiences.

Your emails are only sent to people who already know about your business and have chosen to receive your emails. While you certainly can reach new people if you purchase email lists, I can never recommend this practice over prioritizing SEO to reach new audiences.

4. Email marketing wins for increasing engagement.

I have to hand increasing engagement to email marketing. While you will undoubtedly drive traffic with SEO, there is no guarantee that all your visitors are qualified and ready to take their engagement with your business a step further.

Your email recipients are qualified leads who have opted in to receive your emails because they’re genuinely interested in what you offer. This genuine interest leads them to be more interested in your offers, which can inspire them to click through to your website to learn more about what you shared.

Email Marketing vs. SEO – The Verdict

I know you want me to give a final answer of one over the other, and I’m sorry to say that I can’t.

Focusing on one over the other should depend on your marketing objectives. If you want to increase brand awareness, dedicate more effort to SEO. To build personal customer relationships, spend more time on email marketing.

What I can definitively say is that the best marketing strategies have an omnichannel approach.

For example, I would recommend that a local business prioritizes email marketing when it comes to letting locals know about upcoming events, sales, or any business changes. I’d also tell that same business that they can’t forget about local SEO because an optimized Google My Business profile is the best way to get out in front of local searchers who haven’t discovered you yet.

If you’re struggling to decide, consider this: If you don’t want to take a combined approach, weigh your specific goals against the areas where email marketing and SEO shine and choose the one best suited to help you meet your objectives.

If you want to take a combined approach, weigh your specific goals against the areas where email marketing and SEO shine, and choose which one is your primary area of focus and which one will be there to support the other.

Whatever you decide, both channels are tried, tested, and true channels that will help you drive the growth you’re looking for.

If you’re like many people, you’ve likely been tempted to impulsively buy a pull out your credit card for a product or service you saw in an Instagram Reel with an incredibly convenient link to shop. 

Today, most generations see social media as their preferred platform for product discovery, while 87% of social media marketers who sell on their channels say its effective. Nearly 60% even note social media sales have increased year over year. 

But, once you place your products or services on social media stores or pages, how do you ensure they achieve solid sales? To do this, consider leveraging social media selling tools. 

In this blog post, we’ll go over:

What are social selling tools?
Best Social Selling Tools

Best Social Selling Tools

Social Selling Software

HubSpot Social Media Management Software

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HubSpot’s Social Media Management Software is a comprehensive social media tool that can boost your social selling efforts. You can run social media campaigns with an AI-powered post generator, set up keyword monitoring so you don’t miss mentions, and link all your interactions back to your CRM.

For example, let’s say I want to sell some art prints I made. I can use the social media tool to generate captions to promote the products on Instagram and TikTok.

You’re also able to measure the effectiveness of your social selling efforts with the campaigns tool that allows you to tag related marketing assets and content. That way, you can see how social media factors into your marketing and sales strategy.

Pricing: Part of Marketing Hub, which includes Marketing Hub aFree version, Starter at $45/month, Professional at $800/month, and Enterprise at $3,600/month.

HubSpot Sales Hub

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By integrating seamlessly with popular social media platforms, HubSpot Sales Hub enables you to execute social selling. With a comprehensive contact database and prospecting tools, you can easily identify and engage with potential customers who are active on social media.

Sales Hub also provides valuable insights into prospects’ social media activities, allowing you to personalize your outreach and establish meaningful connections. With email tracking and sequencing capabilities, you can track engagement and follow up with prospects at the perfect moment.

Pricing: Part of Sales Hub, which includes Sales Hub Free, Starter at $45/month, Professional at $450/month, and Enterprise at $1,200/month.

Hootsuite Inbox

Hootsuite Inbox consolidates all your private and public messages in one organized place, which can help social sellers who leverage chat-based strategies. 

This tool’s features help eliminate the risk of missing any important conversations and comments. You can also use it to monitor, organize, and respond to messages across multiple social platforms, ensuring every connection receives a prompt response. Filtering options enable you to quickly find specific communication threads, even when handling high message volumes.

The tool also allows you to collaborate with team members by assigning messages as tasks, ensuring each query is addressed by the most suitable person in your company. Additionally, you can also save and reuse replies for quicker responses to common questions or messages.

Pricing: Professional at $99/month, Team at $249/month, and custom pricing for Enterprise.

Social Selling Platforms 

LinkedIn Sales Navigator

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With its search capabilities and filters, LinkedIn Sales Navigator allows you to identify and target customers based on specific criteria such as industry, company size, and job title. It also provides insights into prospects’ profiles, activities, and connections, enabling you to personalize your outreach and build relationships.

Sales Navigator also allows you to stay informed about key updates and changes within your prospects’ organizations, so you can leverage these opportunities with timely messaging or engagement. With features like InMail and TeamLink, you can also reach out directly to prospects and leverage your team’s connections to expand your network and drive sales.

Pricing: Pricing is not readily available on LinkedIn’s website, however sources across the web note that plans start at $99 per month. 

Instagram Shopping

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Chances are, your customers are already on Instagram. Why not meet them where they’re at with Instagram Shopping? This feature allows you to showcase and sell products from your Instagram Shop directly on the Instagram platform. You can tag or link your products in posts and stories, enabling your audience to discover and purchase items with just a few taps.

Instagram Shopping bridges the gap between inspiration and purchase. Your followers can browse product details, explore related items, and even make purchases without ever leaving the app.

Pricing: Instagram Shopping features are available once you’ve created an Instagram Shop and business page for your brand. 

TikTok Shop

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Like Instagram Shopping, TikTok Shop is commerce built into the social platform. By leveraging the attention-grabbing nature of TikTok’s short-form videos, you can create engaging and interactive content showcasing your products to capture the attention of your intended audience. Products can be discovered, shared, and purchased directly within the app.

Through TikTok Shop, you can also work with creators through the Affiliate Marketplace, a marketing channel that connects creators with sellers on the platform.

Pricing: TikTok takes a commission fee which is a percentage of the total amount of an order. 

Facebook Shop

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Through Facebook Shop, you can sell on Facebook or Instagram, or both. The platform enables you to create a shop or catalog. With the shop, you have the ability to add products to sell.

Pricing: Facebook charges a processing fee for sales made using payment methods they make available.

Get Started With Social Selling

Social selling allows you to showcase your creativity with content creation, engage your audience, and ultimately, convert leads into loyal customers. By leveraging the power of social media platforms, such as LinkedIn, Instagram, and TikTok, you can connect with your target audience on a more personal and engaging level.

Get started with social selling tools like HubSpot Social Media Management Software or HubSpot Sales Hub.

Collecting high-quality data is crucial to making strategic observations about your customers. Researchers have to consider the best ways to design their surveys and then how to increase survey completion, because it makes the data more reliable.

I’m going to explain how survey completion plays into the reliability of data. Then, we’ll get into how to calculate your survey completion rate versus the number of questions you ask. Finally, I’ll offer some tips to help you increase survey completion rates.

My goal is to make your data-driven decisions more accurate and effective. And just for fun, I’ll use cats in the examples because mine won’t stop walking across my keyboard.

Why Measure Survey Completion

Let’s set the scene: We’re inside a laboratory with a group of cat researchers. They’re wearing little white coats and goggles — and they desperately want to know what other cats think of various fish.

They’ve written up a 10-question survey and invited 100 cats from all socioeconomic rungs — rough and hungry alley cats all the way up to the ones that thrice daily enjoy their Fancy Feast from a crystal dish.

Now, survey completion rates are measured with two metrics: response rate and completion rate. Combining those metrics determines what percentage, out of all 100 cats, finished the entire survey. If all 100 give their full report on how delicious fish is, you’d achieve 100% survey completion and know that your information is as accurate as possible.

But the truth is, nobody achieves 100% survey completion, not even golden retrievers.

With this in mind, here’s how it plays out:

Let’s say 10 cats never show up for the survey because they were sleeping.
Of the 90 cats that started the survey, only 25 got through a few questions. Then, they wandered off to knock over drinks.
Thus, 90 cats gave some level of response, and 65 completed the survey (90 – 25 = 65).
Unfortunately, those 25 cats who only partially completed the survey had important opinions — they like salmon way more than any other fish.

The cat researchers achieved 72% survey completion (65 divided by 90), but their survey will not reflect the 25% of cats — a full quarter! — that vastly prefer salmon. (The other 65 cats had no statistically significant preference, by the way. They just wanted to eat whatever fish they saw.)

Now, the Kitty Committee reviews the research and decides, well, if they like any old fish they see, then offer the least expensive ones so they get the highest profit margin.

CatCorp, their competitors, ran the same survey; however, they offered all 100 participants their own glass of water to knock over — with a fish inside, even!

Only 10 of their 100 cats started, but did not finish the survey. And the same 10 lazy cats from the other survey didn’t show up to this one, either.

So, there were 90 respondents and 80 completed surveys. CatCorp achieved an 88% completion rate (80 divided by 90), which recorded that most cats don’t care, but some really want salmon. CatCorp made salmon available and enjoyed higher profits than the Kitty Committee.

So you see, the higher your survey completion rates, the more reliable your data is. From there, you can make solid, data-driven decisions that are more accurate and effective. That’s the goal.

We measure the completion rates to be able to say, “Here’s how sure we can feel that this information is accurate.”

And if there’s a Maine Coon tycoon looking to invest, will they be more likely to do business with a cat food company whose decision-making metrics are 72% accurate or 88%? I suppose it could depend on who’s serving salmon.

While math was not my strongest subject in school, I had the great opportunity to take several college-level research and statistics classes, and the software we used did the math for us. That’s why I used 100 cats — to keep the math easy so we could focus on the importance of building reliable data.

Now, we’re going to talk equations and use more realistic numbers. Here’s the formula:

So, we need to take the number of completed surveys and divide that by the number of people who responded to at least one of your survey questions. Even just one question answered qualifies them as a respondent (versus nonrespondent, i.e., the 10 lazy cats who never show up).

Now, you’re running an email survey for, let’s say, Patton Avenue Pet Company. We’ll guess that the email list has 5,000 unique addresses to contact. You send out your survey to all of them.

Your analytics data reports that 3,000 people responded to one or more of your survey questions. Then, 1,200 of those respondents actually completed the entire survey.

3,000/5000 = 0.6 = 60% — that’s your pool of survey respondents who answered at least one question. That sounds pretty good! But some of them didn’t finish the survey. You need to know the percentage of people who completed the entire survey. So here we go:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

Completion rate = (1,200/3,000) = 0.40 = 40%

Voila, 40% of your respondents did the entire survey.

Response Rate vs. Completion Rate

Okay, so we know why the completion rate matters and how we find the right number. But did you also hear the term response rate? They are completely different figures based on separate equations, and I’ll show them side by side to highlight the differences.

Completion Rate = # of Completed Surveys divided by # of Respondents
Response Rate = # of Respondents divided by Total # of surveys sent out

Here are examples using the same numbers from above:

Completion Rate = (1200/3,000) = 0.40 = 40%

Response Rate = (3,000/5000) = 0.60 = 60%

So, they are different figures that describe different things:

Completion rate: The percentage of your respondents that completed the entire survey. As a result, it indicates how sure we are that the information we have is accurate.
Response rate: The percentage of people who responded in any way to our survey questions.

The follow-up question is: How can we make this number as high as possible in order to be closer to a truer and more complete data set from the population we surveyed?

There’s more to learn about response rates and how to bump them up as high as you can, but we’re going to keep trucking with completion rates!

What’s a good survey completion rate?

That is a heavily loaded question. People in our industry have to say, “It depends,” far more than anybody wants to hear it, but it depends. Sorry about that.

There are lots of factors at play, such as what kind of survey you’re doing, what industry you’re doing it in, if it’s an internal or external survey, the population or sample size, the confidence level you’d like to hit, the margin of error you’re willing to accept, etc.

But you can’t really get a high completion rate unless you increase response rates first.

So instead of focusing on what’s a good completion rate, I think it’s more important to understand what makes a good response rate. Aim high enough, and survey completions should follow.

I checked in with the Qualtrics community and found this discussion about survey response rates:

“Just wondering what are the average response rates we see for online B2B CX surveys? […]

Current response rates: 6%–8%… We are looking at boosting the response rates but would first like to understand what is the average.”

The best answer came from a government service provider that works with businesses. The poster notes that their service is free to use, so they get very high response rates.

“I would say around 30–40% response rates to transactional surveys,” they write. “Our annual pulse survey usually sits closer to 12%. I think the type of survey and how long it has been since you rendered services is a huge factor.”

Since this conversation, “Delighted” (the Qualtrics blog) reported some fresher data:

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The takeaway here is that response rates vary widely depending on the channel you use to reach respondents. On the upper end, the Qualtrics blog reports that customers had 85% response rates for employee email NPS surveys and 33% for email NPS surveys.

A good response rate, the blog writes, “ranges between 5% and 30%. An excellent response rate is 50% or higher.”

This echoes reports from Customer Thermometer, which marks a response rate of 50% or higher as excellent. Response rates between 5%-30% are much more typical, the report notes. High response rates are driven by a strong motivation to complete the survey or a personal relationship between the brand and the customer.

If your business does little person-to-person contact, you’re out of luck. Customer Thermometer says you should expect responses on the lower end of the scale. The same goes for surveys distributed from unknown senders, which typically yield the lowest level of responses.

According to SurveyMonkey, surveys where the sender has no prior relationship have response rates of 20% to 30% on the high end.

Whatever numbers you do get, keep making those efforts to bring response rates up. That way, you have a better chance of increasing your survey completion rate. How, you ask?

Tips to Increase Survey Completion

If you want to boost survey completions among your customers, try the following tips.

1. Keep your survey brief.

We shouldn’t cram lots of questions into one survey, even if it’s tempting. Sure, it’d be nice to have more data points, but random people will probably not hunker down for 100 questions when we catch them during their half-hour lunch break.

Keep it short. Pare it down in any way you can.

Survey completion rate versus number of questions is a correlative relationship — the more questions you ask, the fewer people will answer them all. If you have the budget to pay the respondents, it’s a different story — to a degree.

“If you’re paying for survey responses, you’re more likely to get completions of a decently-sized survey. You’ll just want to avoid survey lengths that might tire, confuse, or frustrate the user. You’ll want to aim for quality over quantity,” says Pamela Bump, Head of Content Growth at HubSpot.

2. Give your customers an incentive.

For instance, if they’re cats, you could give them a glass of water with a fish inside.

Offer incentives that make sense for your target audience. If they feel like they are being rewarded for giving their time, they will have more motivation to complete the survey.

This can even accomplish two things at once — if you offer promo codes, discounts on products, or free shipping, it encourages them to shop with you again.

3. Keep it smooth and easy.

Keep your survey easy to read. Simplifying your questions has at least two benefits: People will understand the question better and give you the information you need, and people won’t get confused or frustrated and just leave the survey.

4. Know your customers and how to meet them where they are.

Here’s an anecdote about understanding your customers and learning how best to meet them where they are.

Early on in her role, Pamela Bump, HubSpot’s Head of Content Growth, conducted a survey of HubSpot Blog readers to learn more about their expertise levels, interests, challenges, and opportunities. Once published, she shared the survey with the blog’s email subscribers and a top reader list she had developed, aiming to receive 150+ responses.

“When the 20-question survey was getting a low response rate, I realized that blog readers were on the blog to read — not to give feedback. I removed questions that wouldn’t serve actionable insights. When I reshared a shorter, 10-question survey, it passed 200 responses in one week,” Bump shares.

Tip 5. Gamify your survey.

Make it fun! Brands have started turning surveys into eye candy with entertaining interfaces so they’re enjoyable to interact with.

Your respondents could unlock micro incentives as they answer more questions. You can word your questions in a fun and exciting way so it feels more like a BuzzFeed quiz. Someone saw the opportunity to make surveys into entertainment, and your imagination — well, and your budget — is the limit!

Your Turn to Boost Survey Completion Rates

Now, it’s time to start surveying. Remember to keep your user at the heart of the experience. Value your respondents’ time, and they’re more likely to give you compelling information. Creating short, fun-to-take surveys can also boost your completion rates.

Editor’s note: This post was originally published in December 2010 and has been updated for comprehensiveness.

Post Content

Landing pages may be the equivalent of making a good first impression, but thank you pages are the final memory you leave a website visitor with before they go.

They’re often the final opportunity to engage your site visitors and leave them with a warm, fuzzy feeling about their overall experience on your site.

Like any website page, good thank you pages require careful consideration across design, layout, copy, and calls-to-action (CTAs).

If you’re struggling to make your thank you page work for your visitors and website goals, check out these nine examples to get inspired.

Table of Contents

What is a thank you page?
What is the benefit of a thank you page?
Thank You Page Examples

What is a thank you page?

A thank you page is what your customers and leads are redirected to immediately after completing a form or making a purchase on your web page.

Its primary purpose is to acknowledge the website visitor’s action, whether that’s a purchase, a sign-up, or a request for information.

While thank you pages perform a similar function to a confirmation email, viewers don’t have to choose to open it.

Think of a thank you page as both the last step in your conversion process and the first step for customer retention.

The thank you page presents a prime opportunity to turn a lead into a customer — or a customer into a brand advocate. The best way to do this? Make the next step(s) in the buyer or user journey:

Obvious and clear.
Immediate.
Exciting or desirable.
Value-driven.

This means clear and concise copy, good layout, and taking the opportunity to add value for your website visitors.

What is the benefit of a thank you page?

Think of it this way: You may never have an easier, more natural opportunity to give a customer something that pleasantly surprises them and precisely fits what they want.

How do you know what your customer wants? They just told you exactly what they want by following a CTA on your site.

After someone follows the CTA on a landing page, take them to step two in their journey before they click away. Show customers you’re ready to deliver value time and time again.

For instance, if a customer makes a purchase on your site, use the thank you page as an opportunity to add value through additional resources or content — which will build trust and delight customers.

Alternatively, you might use a form thank you page as an opportunity to provide leads with the next steps. If the lead downloaded a Social Media Calendar ebook, the thank you page can list out alternative social media resources you’d like to provide.

Thank You Page Examples

1. Contact Form Completion

Confirm to your customer that they completed their intended action successfully — and remind them what you will (and won’t) do with their information. Build trust and let them know you’re on their side.

Let consumers know you’re interested in delivering value … and won’t be emailing them just for the sake of it. While you have them engaged, take the opportunity to highlight what they can expect from speaking with you and what else you can offer them.

This is your best chance to convince consumers your brand is different, and it comes long before they run across one of your messages in their inbox.

Best Contact Form Completion Thank You Page

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Rocket Agency does an excellent job of reinforcing its brand, providing other offers, and highlighting its achievements with previous clients on the thank you page for their Contact Us form.

The page flawlessly mixes and matches valuable offers like a digital marketing guide and their ongoing podcast with social proof such as award wins, partners, and customer logos.

Best of all, they provide their direct phone number in case the visitor wants a faster touchpoint.

2. Resource Download Thank You Pages

You likely have an ebook or other lead generation downloadable sent automatically via email. However, it’s still best to offer a download link to the originally-requested item right on your thank you page, as well.

This can keep your customer engaged on your site and increase the likelihood they’ll open and engage with your materials right away. It also gives you the opportunity to continue nurturing them towards a higher-intent conversion action on the site.

Best Resource Download Thank You Page

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One of the best ways to extend the value of a content download is to combine it with your subscription process so you can continue nurturing your leads.

That’s exactly what Smart Passive Income does before leading you to a thank you page where you can access the resource you wanted to download.

The thank you page also welcomes you as a subscriber and fosters a sense of trust and community. Users can customize their content preferences according to their biggest challenges, download other relevant resources, and see upcoming events.

Most importantly, the page contains a CTA to purchase an all-access pass to Smart Passive Income’s extensive training material.

3. Purchase Confirmation Pages

The post-sale confirmation page is an often-missed opportunity to surface similar, related, or complementary products.

To increase effectiveness, you’ll want to customize these recommendations with an aligning offer — such as a coupon or a rewards program.

If customers can create an account on your site but also have the option of checking out as a guest, the confirmation page is a great opportunity to prompt a free account creation.

Best Purchase Thank You Page

Few companies can even begin to approach the level of customer data that Amazon collects, stores, and leverages across their businesses.

This quality of information — and the company’s essentially limitless supply of items and store listings — makes the purchase confirmation page incredibly effective (and, as a consumer, quite difficult to resist).

Amazon frequently uses its thank you page to encourage further purchases of related products or drive users to other offerings like Amazon Prime.

4. Appointments and Reservations

When you’ve got someone newly signed up for an appointment, the thank you page provides a ready-made opportunity to expand or extend the conversation with them.

Encouraging viewers to follow or engage with your organization on social media is a natural next step.

As your follower on social, they’ll get frequent reminders about your brand, including any specials or deals you have on offer. If you’re a business that relies on repeat custom, this is a huge win.

Best Thank You Page for an Appointment or Booking

OpenTable incentivizes users to download the app once they’ve made an appointment so they can track and modify changes from within the app itself.

The thank you page also includes helpful notes about what to know before arriving at the restaurant.

5. Account Creation Thank You Pages

This is a prime opportunity to usher your lead seamlessly into your onboarding or account setup process.

You’ll want to make it so easy they don’t even think about clicking away.

The thank you page for account creation provides an opportunity to move your new users a step or two along in the customer lifecycle and increase retention.

You can offer resources to guide them through your product or platform or provide prompts to fully complete their account set-up.

Best Account Creation Thank You Page

Backlinko goes above and beyond in laying out the next steps for their leads.

They’ve infused their page’s messaging with urgency, but also friendliness and approachability.

6. Donation Thank You Pages

A donor isn’t “buying” a product in the same way most other customers are, but they’re undoubtedly looking for some element of reassurance, affirmation, appreciation.

Or — at the very least — some confirmation that their contribution is making a positive impact and being well spent.

For nonprofits, political campaigns, and other donor-soliciting sites, use the thank you page to provide a window into each donation’s impact, right from the start.

Additionally, it never hurts if you can anticipate and answer questions about your efficacy before they’ve even asked.

Best Donor Thank You Page

Save the Chimps nails the impact of storytelling on their donor thank you page, putting the chimps — the organization’s beneficiaries — front and center.

7. Consultation Booking

Many businesses rely on an initial consultation with their prospective customers to seal the deal, whether the consultation will take place in-person or virtually.

From tattoo and beauty parlors to B2B marketing agencies, free consultations are an ideal lead magnet. The trick is to make sure your thank you page is effective at keeping your new prospect engaged so that they’ll show up for your consultation appointment.

Best Consultation Booking Thank You Page

Cayk uses an embedded form on their site so prospects can book a time and date that’s most convenient for them without waiting to hear back from a salesperson.

Once the appointment is confirmed, a thank you message is displayed along with reminders about what the prospect will gain from the meeting.

Cayk also takes the opportunity to highlight their value propositions and what sets them apart from competitors.

8. Newsletter Subscription Thank You Page

If someone decides to sign up for your newsletter, it’s likely you’ve already impressed them with the content and quality of your website and resources.

So, why leave a bad taste with a poor newsletter subscription experience?

A well-designed thank you page here can make sure your subscribers stay engaged, not just on the site at that moment, but with any subsequent content that lands in their inbox.

Best Newsletter Subscription Thank You Page

Consumer Reports does a fantastic job on the newsletter subscription process and the thank you page. Upon signing up, users can select exactly which topics are relevant to their interests to customize their newsletter experience.

Once that’s done, the site confirms the sign-up process is complete and presents visitors with relevant content to keep them browsing on the site.

9. Event Registration Confirmation

Whether you’re encouraging visitors to sign up for a webinar or an in-person event, your thank you page helps to set the tone of the event.

You can use the thank you page to set expectations, provide important details, and keep users engaged until the event itself rolls around.

Not only does this provide a great user experience, but it also increases the chance of the registrant showing up — a particularly relevant concern if your event is free to attend.

Best Event Registration Thank You Page

MarketingProfs runs a lot of virtual events and webinars as part of their content strategy. When users sign up for an event, they’re taken to a thank you page that confirms all the event details, including the price, start time, and duration.

Registrants can also use social and email buttons to share the event with friends and colleagues to help boost sign-ups even further.

MarketingProfs also takes the opportunity to provide some FAQs about the webinar experience, how to access the session, and what happens if a registrant misses the event.

Saying Thank You

Thank you pages let you express gratitude and show appreciation towards visitors who have taken action on your website.

By acknowledging their interest, you create a positive relationship with potential customers, increasing the chances of building long-term brand loyalty.

So, start expressing your thanks so you can feel the love long term.