Why You Need Dedicated Thank-You Pages for your PPC Campaigns
When companies invest in pay-per-click marketing, they have to consider a number of factors. These include keyword research, optimizing customer location and figuring out just what you’ll offer your customers in return for clicking on your link. However, one element often gets overlooked—the thank- you page.
Every pay-per-click marketing campaign needs a dedicated thank-you page. It’s not an option anymore. A dedicated thank-you page will put your return on investment (ROI) through the stratosphere, and here’s why:
Thank-you pages are expected
If you’ve ever taken a writing class, you might have heard of Chekov’s gun. Put simply, it’s a writing guideline that says if a gun is introduced in Act One of a play, it has to be fired in Act Three.
The same concept applies to pay-per-click marketing. If a prospect clicks on a link, they expect to be taken to a page that confirms they did what they wanted to do. If they get taken to the company homepage or another webpage that doesn’t acknowledge the action they’ve taken, a prospect can get confused. They may try to re-apply. Worse yet, they might just lose interest.
It’s common courtesy
Don’t forget, when you ask a prospect to click on a link, you’re asking them to do something for you. You may be giving them an incentive to click on your link, but you are asking them to do something for you.
Because of this, you need to thank the prospect for doing what you asked. Customers are more market-savvy than they have ever been, and they’re only getting savvier. If you forget to thank them, they’ll know. They’ll probably also be slightly insulted, and customers rarely buy from a business that has offended them.
You can guide your customers
A thank-you page doesn’t just acknowledge a prospect’s effort. It also provides some clear next steps to take. Invite the prospect to view other services or products. Direct them to your corporate blog or social media page. Whatever it is, make sure it’s relevant to link your prospect followed.
Canny marketers will also seize the chance to upsell. If your prospect was interested enough to follow the link, give them a chance to indulge their interest a bit more. While you can take this chance to make more sales, an even better option might be to strengthen your relationship with the prospect. Get them interested and let them recognize your company as an industry expert.
The most important reason
Ultimately, a dedicated thank-you page is for conversion tracking. You need to know how many people clicked on your pay-per-click link if you’re going to accurately judge your campaign’s ROI. Make sure to keep track of the cost per conversion, the conversion rate, and the effectiveness of your links. When you can see the performance of each link, you can figure out how to make them more effective.
How do you use thank-you pages? Do you have any best practices you feel other marketers need to follow? Let us know in the comments!