— by Jakob J, a 2 min read
Low Hanging Fruit: digital wins that are there for the picking.
Jakob is Marlin’s growth executive and he’s always on the lookout for small changes you can make to your website that can potentially make a big difference to your online presence. In this new series he shares simple tactics for maximising your results.
Thank you pages
The most commonly underutilised pages on a website are the Thank You pages. I’m not just talking about the Thank You supporters receive for a donation. There’s also Thank You messages for newsletter sign-ups, for signing up to become a volunteer, or sharing your contact details. In short, every function that has user input has a potential for a Thank You page.
These pages provide a perfect opportunity to collect data or funnel warm users through to other parts of the website. For example, people signing up to your newsletter are already indicating they’re interested in your organisation’s stories, which means they’re likely to be receptive to other areas within the organisation. You could use the Thank You page to include links directing supporters to your top three most visited stories, which all have donation asks at the end.
Users who are leaving information about volunteering are already invested in your cause to the extent that they are interested in donating their free time to the organisation. Could they also be persuaded to leave a monetary donation or campaign via P2P? Don’t say goodbye at the Thank You page. Use it as a driver to funnel them further into the site.
The key is to use the Thank You page to further qualify the user on their journey and connection to your organisation.
You could ask follow up questions such as “what other information would you like to receive from us?” or “we would love to know more about you, would you be interested in X, Y or Z?”. There are endless options and with a CRM they could be A/B split tested to see how users respond best.
As a golden rule, the less data on first input you can collect, the better, with the yardstick motto “get them in first, ask later.”