Let’s be honest, you’d find it very disconcerting if, in a shop, the cashier simply bagged your order, took your payment and then proceeded to stare you dead in the eye until you left their store.
Customers crave a bit of humanity with their transactions, and none of that desire is lost in ecommerce. Having a great Shopify thank you page can make all the difference to a customer’s shopping experience, and therefore, their chances of returning to your store.
We’re here to take you through the anatomy of the perfect Shopify thank you page. Below you’ll find great advice, actionable tips and real examples from some of the best thank you pages on Shopify.
- What is a Shopify Thank You Page?
- Why Is the Right Shopify Thank You Page Important?
- 08 Key Elements of A Good Shopify Thank You Page
- How to Build A Fantastic Shopify Thank You Page
I. What is a Shopify Thank You Page?
Shopify thank you pages are a vital part of any successful store. Image credit
Simply put, a Shopify thank you page is the page you are taken to after completing a final action on a store. Naturally, the page will give you a brief thank you message that denotes the owner’s appreciation for completing that action - just like any customer would expect.
The most common form of a Shopify thank you page is a transactional one, whereby a customer will be thanked for completing a purchase.
However, an increasingly popular type of thank you page is one that thanks a user for becoming a lead, either by signing up to email newsletters, downloading an e-book or registering for a free trial of a service.
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II. Why Is the Right Shopify Thank You Page Important?
Harness the power of repeat purchasing with your thank you pages. Image credit
There’s a widely held misconception that a Shopify thank you page is the end of the line - a full stop at the conclusion of a successful conversion. However, as you’ll find out below, the best pages are the open-ended ones, the ones that grease the sales funnel and encourage further action.
It all boils down to two magical words: repeat purchasing.
On a psychological level, a Shopify thank you page goes some way to making your customer feel valued. Showing them their value as a person gives them a subconscious reason to return to your store in the future or continue using your service.
And what an amazing phenomenon repeat purchasing is. Here are just a few numbers that you can expect to make the most of through a well-constructed thank you page:
- Exponential return rates - According to the guys at Smile.io, after one purchase, a customer is 24% more likely to return to your store. After two purchases, it’s 45% and after three, it’s 54%. Considering that an average conversion rate for a new customer is 1-3%, having customers with a rate of 54% is so invaluable to your store.
- Increased AOV - Average order value (AOV) is how much your customers spend per visit. Not only are they exponentially more likely to return after purchasing, but the chances are that those returning customers will spend more on your store. Your top 10% of customers will spend 3x more than the 90%, while your top 1% will spend 5x more than the other 99%.
- More and better referrals - How much more likely are you to check out a site because a friend who had a great experience has recommended it? According to Zappos CEO, Tony Hsieh - fostering repeat customers and word-of-mouth has been the number 1 growth driver for his online shoe store.
Retaining a customer is famously about 5 times cheaper than acquiring a new one. Creating a great Shopify thank you page is the first step in encouraging return visits, and eventually, to saving and making some all-too-often overlooked profits.
Let’s take a look at how to do that…
III. 08 Key Elements of A Shopify Thank You Page
Add the right elements for your audience and your store.
You may think that something so effective in building customer loyalty must be pretty hard to construct. Not at all. Making a thank you page on Shopify can be a very simple task if you know what elements to incorporate.
Let’s break down some of the key features of a Shopify thank you page so you can see which ones will work for your store:
01. The Personal Touch
Rule #101 in making your customer feel valued: address them personally. This is pretty simple to do if they’ve just entered personal information for a download or to confirm a purchase.
The mere act of using a customer’s name on your thank you page endears them to your store as it makes them feel that little bit more important.
You can also integrate a map onto your thank you page that shows the user’s shipping address, again, to seem a little bit more personal.
Example - Kissmwah.
Kissmwah thanks visitors straight off the bat with their name and address. You may find addressing your customers by name and geography like this to be surprisingly effective.
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02. An Incentive to Return
Customers aren’t just going to return for their name alone. Aside from the quality of the product, they need a concrete, financial reason to make another visit to your store in the future.
There are two really effective ways you can do this:
- A discount - something like 20% or 30% off your next offer.
- A loyalty program - whereby your customers can build points for repeat purchases and eventually claim rewards.
We won’t go too deeply into these here, as there are already great articles out there about the power of discounts and the efficacy of loyalty discounts. Essentially, you just need to know that a great Shopify thank you page will leverage both of these to foster both near-term and long-term repeat purchasing.
Example - Stilly.
Be vocal about your next-time purchase discount. Stilly have placed theirs bang in the centre of their page, as well as in another smaller element in their right area. It’s a clear, great incentive to get customers to come back.
Did you know that this Shopify thank you page was made with the ReConvert app?
You can make one just like this by checking out our video below.
03. ‘Share to Social’ Buttons
We’ve already noted the immense pull of word-of-mouth, so it only makes sense that getting your content shared across social media will have a similar effect, right?
Well it will, but you have to make it happen. This great article by effelle Creative claims that merely assuming that customers will share a successful purchase is not enough; you have to actively encourage them to paint your brand on their Facebook wall.
You need the right elements on your Shopify thank you page for this to work:
- Firstly, you need an aspirational product - that’s one that has the potential to change lives that a customer might actually want to boast about having just bought.
- Secondly, you need to allow for personalisation of the sharing message - no one wants to share and no one wants to read a generic message about how great your product is. Let the customer have their say!
The truth is that having these sharing buttons on your product page is a dud. Who wants to promote something they haven’t even bought yet? Make them personal and aspirational, and importantly, save them for your Shopify thank you page.
Example - Get Found with Fuse.
Get Found with Fuse know they have an aspirational product (an e-course offering the potential to scale your conversions) and so have included two gigantic links to share the message. They’ve focused on just two links to their two most often used social channels among their customers, which helps to centralise the attention where they want it.
04. An Incentive to Refer
Maybe your customers need an extra push to refer their friends and relatives to your brand. If your ‘share to social’ buttons just aren’t cutting it, don’t stress, there’s another way.
Referral programs are financial incentives for your brand’s best advocates, your customers, to share the message of your company with their friends.
Sticking the visual steps of a referral program onto your Shopify thank you page is a really great way of getting brand new customers involved in your incentive. Doing this taps into the psychological high that customers feel directly after buying a product, giving them the drive to aim for that top tier of referrals.
If you manage anything like Okabashi, you’ll experience not only an increase in sales, but also an increase in your average order value amongst referred customers (in their case, by 13.2%).
Example - Monk Manual.
Half of Monk Manual’s thank you page is devoted to their referral program. It clearly sets out the milestones that customers can reach and an end goal of 15 referrals, with all of the benefits that referrers can earn along the way. Laying out the full progression of the program in such a visual way is a great way to get customers on board.
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05. Link to a Survey
There’s another way that you can make the most out of brand new customers. Your Shopify thank you page is the best place to link to an onsite survey, where customers get a chance to review the process that they’ve just gone through.
Completed surveys are absolute gold dust for the future of your store. Finding out exactly what you’re doing right and what you’re doing wrong from the people who are actually buying your products.
There are some general rules for establishing a survey that actually attracts customers:
- Keep it short
- Keep it relevant
- Keep it onsite
You can also offer a small completion reward, but that’s only if you find that no one is willingly taking the survey.
Example - Luxury Inner Beauty.
Luxury Inner Beauty have a great, non-invasive call to action when advertising their survey. They mention that it’s just 3 questions and that you can get 10% off your next order by completing it. It’s pretty much an unmissable draw for someone who’s just spent $225 on their last order, and it’s incredibly valuable information that they can use to improve their user experience.
06. Tracking Info
We all know that buying things online is a huge exercise in trust. One of the biggest fears of ecommerce customers is that they won’t be able to track their product once they’ve bought it, and will be relying on their innate faith in humanity to see that their purchase actually reaches them.
Understandably in these times, not everyone has this innate faith in humanity. That’s why providing tracking information can help to overcome issues of trust and foster long-term relationships between your consumer and you.
Luckily, there are plenty of Shopify apps that help customers track orders from your store.
Example - Juvexil.
As Juvexil have done, you can add tracking info to your Shopify thank you page easily enough (check out our video below to see how). Here, the company provides a tracking number, a button that links to the product’s whereabouts (usually via 17track.net), order details through email and the opportunity to see the order status any time through the My Account page. Now that is trust building!
07. Trust Badges
As trust is such a big-part player in the sport of repeat purchasing, you naturally want to stick it up on a podium, drape medals around its neck and drench it in Gatorade.
Trust badges are the medals in this rather contrived analogy. They’re visual symbols that portray important guarantees about the product your customer has just bought, encompassing free shipping, money-back guarantees and endorsements from third-party services.
Usually, trust badges are reserved for product pages and checkout pages to encourage a conversion. Still, including them on a Shopify thank you page after the conversion is done is an extra kick of assurance that cultivates long-term confidence in your service.
Example - Webgility.
If you need any more affirmation that you’ve made the right buying decision at Webgility, their seven 4 and 5-star trust badges really help. These are endorsements of their product by third-party services, which takes time to build, but new stores can also add trust-driving guarantees of service very easily.
08. Internal and External Linking
It’s best not to treat your Shopify thank you page like the finishing flourish on a flawless shopping experience. If your customer did indeed head from product search to product purchase with little friction, there’s no reason that you should end it there.
Always remember to loop your page back to another part of your store, either to…
- the collection page that the purchased product belongs to.
- an article in your blog that relates to the product.
Linking internally like this helps to form a loop, whereby your customer may just find themselves searching through more of your content and picking out more items to add to their next order.
Along with this, you can link your thank you page to the pages outside of your store, primarily…
- your social media pages on Facebook, Instagram, Pinterest, etc.
- a YouTube URL containing a how-to-use video or an influencer’s review of your product.
Doing this is another way to induce trust, this time not through trust badges, but via social proof. Revealing how many loyal customers you have behind your brand is a stellar way to earn more.
Example - Target.
Target keeps the ball rolling by providing numerous links from their thank you page both onsite and offsite. On top there’s a link that takes visitors back to its shopping pages, while at the bottom there are numerous links to the store’s offsite social channels, as well as other onsite sections of the store that are relevant to someone who has just signed up for online offers.
IV. Video Tutorial: How to Build a Fantastic Shopify Thank You Page
Check out this video of how to build the perfect Shopify thank you page. Here, we talk about how to set up testing and how to use the hugely effective ReConvert app to drive those repeat purchases.
- Install ReConvert app
- Add Shopify order status and order tracker
- Add Upsell and Cross-sell element.
You can use the tips discussed in this video to create a great thank you page regardless of whether you’re selling your products in a B2B, B2C or dropshipping capacity, or even whether you’re selling them in a one-product store.
But, to get the absolute most of your thank you page, or any other page for that matter, you’re going to need an adaptable platform that fits your individual needs.
V. 06 Examples of Great Thank You Pages for Inspiration
01. James Clear
Starting from a blank WordPress blog, James has become a best-selling author of the book “Atomic Habits” and now has over 700,000 monthly readers and 350,000 email subscribers.
His Thank you page after a reader signs up for his newsletter used to have a referral option. Customers can send an email to a friend.
He made sure to make the referral process extra simple by pre-writing an email and all the reader has to do is click send.
Now that his main focus has shifted to his best-seller Atomic Habits, the Thank you page has changed to something like this:
And the page ends with a promotion for his free email course that you can enroll in. Everything on this page is designed to reel the reader deeper and deeper into his content. This is a really sound strategy if you offer multiple relevant services or products and you want your customer to engross deeper into the ecosystem.
FITmeals provides clean, healthy meals tailored to your appetite to promote a better lifestyle. Customers can opt for a one-time meal or subscribe to a long-term plan that fits their goals, and FITmeals will deliver it straight to their doorsteps.
What’s great about FITmeals’s Thank you page is that it is solely focused on branching out. It harnesses the power of word-of-mouth marketing to reach new audiences.
The brand not only gives customers a referral link that they can share on social media or through emails, it also gives them an incentive to do so. With every click on the link, the customer earns points for attractive prizes. It is straightforward and tackles just the right spot. Who doesn’t love free gifts?
This is a typical example of bombarding customers with more content to make them feel like they only touched the tip of the iceberg. HubSpot, being the expert in social marketing, perfects the strategy. Not only do they offer free guides and advice for buyers, but they also do so in a way that they can gather more leads.
Their free PDF guide can be shared via social media or “emailed to a colleague”. That’s word-of-mouth right there. Moreover, they include a short form where buyers can fill in their information and get a free assessment of their marketing strategy.
They already have authority as one of the household names in content marketing, so who wouldn’t take up on their offer? If your store is somewhat well-known in the niche market, you should do the same thing - provide your buyers with free samples, guides, and advice.
H&M is a big name in the fashion business, a big franchise that everybody knows about. So instead of expanding its reach by including social sharing options on the Thank you page, it has gone for a way to keep the customers in.
The page is simple and straightforward. “Sign up and get 20% off your next purchase! Also you will get exclusive offers and styling tips!”. As a fashion retail brand, their styling tips are certainly worth getting.
And all the customer has to do is give them their email and click on a box to authorize them to send their newsletter. It is as simple as that.
In a way, H&M’s strategy isn’t so far off from HubSpot”s. They are both well-known brands and they focus on providing customers with exclusive content instead of making them ambassadors. The keyword here is “exclusivity” - if you have exclusive contents and offers, use them to your advantage.
Why spend a lot of money conducting buyer research when you can just get a survey out of your very own customers?
Being a brand that sells body care products for men, mainly shaving utilities, the survey Harry’s presents to their customers is as simple as can be. 4 options and only 1 checkbox to click on. The survey can totally be tailored to fit the product that the customer buys - for instance, if he buys deodorant, make the survey about how often he uses deodorant or what he looks for in one.
Depending on your specific products, you can customize the survey to cater to your needs better. You can deploy a longer survey if you need more information, but keep in mind that no one likes filling out a tedious survey. Keep it short and to the point.
VI. Frequently Asked Questions
01. What Is an Order Status Page? How Is It Different From a Thank You Page?
An order status page is the final page that your customers will see when they check out their purchases. A functional status page lets your customers:
- Check the status of their shipment without contacting you directly
- Re-order the products or buy other similar, recommended ones
- See real-time updates on where their shipment is
To put it simply, a Thank you page is a customized order status page, or in other words, an orders status page with a Thank you note.
Some stores choose to do away with the status update completely and just let customers see a big Thank you page with an order confirmation and a re-order button. Most of the time, these stores sell virtual products like courses and e-books. Some stores dealing with physical products also opt for this method as it simplifies their last page and doesn’t overwhelm the customers, or just purely for aesthetics.
If you want to be meticulous and make your Thank you page as detailed as possible, then you can certainly combine the best of both worlds. But you will need to be careful with the design or it will look like a Chimera nightmare.
Should you take the second path, consider carefully the type of a Thank you page you want to present to your customers. We recommend something simple as social sharing links or newsletter subscriptions. Pick one only, otherwise, the page will look clustered.
02. Can I Customize The Thank You Page URL?
Many shop owners have come across the problem of Shopify not redirecting the customers to their designated Thank you pages. However, as far as we know, Shopify hasn’t presented a clear guide or solution for that matter.
So, in short, the answer is no. You cannot customize the Thank you page URL. Each Thank you page has a unique URL due to the fact that each product has a different serial number. Each order will create its own Thank you page. The customers can certainly revisit this page, but you will need to deal with the nitty-gritty to make it easier for them without Shopify.
03. How Can I Track Conversion With The Thank You Page?
Shopify offers a conversion tracking summary for you to easily grasp an overview of a customer’s previous visits and behavior leading up to a purchase.
The conversion summary appears on the order details page, and from this, you can see:
- The customer’s total number of orders from your store
- The customer’s total visits to your store in the last month
- The origin of the customer’s first visit
The “View conversion details” option also gives you additional information regarding that customer:
- The number of days between the first and most recent visit to your store
- An overview of the customer’s activity, including all visits
So how can you track an order’s conversion from the Thank you page?
- From your Shopify admin page, go to Orders
- Click on an order number to view its information, you will see a section called Conversions summary from the order page
- Click View conversion details and you are done!