13 thank-you page examples to build loyalty and increase conversions

A customer looking at a laptop screen with a thank-you page designed to build loyalty and increase conversions.

A customer has done their research, compared products, analyzed prices, and after all their work, decided to try out your product. Every time a customer puts their trust in your brand, ecommerce store, or product, it’s a huge win. What you do after conversion, though, has a major impact on the customer’s perception of your brand and the success of your business.

The logical next step is to thank the customer for investing their time and money into your company. But this is precisely where many brands fall short — they fail to optimize their thank-you page for maximum success, leaving customers feeling undervalued. This is a huge miss.

While focusing on conversion is understandable, your relationship with a customer doesn’t end when they complete the desired call to action — whether that be a purchase, a download, or a subscription. A great thank-you page not only celebrates the customer but also provides further direction to continue engagement, which benefits your brand in the long run.

By the end of this article, you’ll understand how important a thank-you page can be, know what to include on yours, and see 13 great examples of thank-you pages done right. Specifically, you’ll learn:

What is a thank-you page?

A thank-you page is exactly what it sounds like — a web page that displays gratitude after your customer has taken a positive action.

Making a purchase through your ecommerce store is an obvious example, but you should also thank your audience for taking other kinds of actions. For instance, you should display a thank-you page after someone subscribes to a newsletter, submits a form, requests a demo, or downloads a white paper.

As you’ll see in the examples section, great thank-you pages do much more than simply say, “Hey, thanks!” They offer something of substance and personal value, furthering the relationship and inviting the person to take another action.

What should a thank-you page include?

While this may go without saying, a thank-you page should include your sincere thanks to the person for taking the action they took. Thank them for their purchase, their subscription, their download, or whatever it may be. You want to celebrate their decision. Let them know they made the right choice and that you appreciate them.

But there are a few other elements you should include on your thank-you page depending on the action the customer just took and where you’d like them to go next.

1. Provide the next steps.

Thank-you pages should tell people what happens next. If the reader requests access to a white paper, for instance, inform them that it will be arriving in their email shortly. For customers who make a purchase, let them know what to expect in terms of shipping and delivery times. Provide a tracking number and outline your typical fulfillment times — for example, “Your product will be shipped within 24–48 hours.”

A great thank-you page celebrates your customer while providing them with the opportunity for further engagement by suggesting related products, content, or channels to continue their journey.

2. Link to relevant content.

When linking to relevant content on thank-you pages, don’t be too bold with your call to action. Instead, make a thoughtful suggestion that aligns with the type of action the consumer just took. The goal is to magnify the excitement they’re already feeling and keep them on your site longer. For instance, if a reader downloaded an eBook, encourage them to explore a related blog or guide.

3. Connect to social.

When thinking about ecommerce conversion, testimonials and social proof go a long way in gaining new customers. If a visitor on your site has just downloaded content, subscribed, or made a purchase, they likely have a positive perception of your brand. Make it easy for them to share news of their download or purchase on social media. Not only is this good marketing for your brand, but it also streamlines the process of buyers becoming advocates.

4. Offer a discount.

Offering a discount is a great way to transform leads into conversions. If a customer just subscribed to your newsletter, they’re interested in your brand. A thank-you page that offers 10% off their next order will encourage them to go make a purchase now. If a customer downloaded a demo of your product, thank them for trying it out and offer a discount if they decide to purchase. This approach works best when a customer hasn’t made a purchase yet but has demonstrated interest in doing so.

5. Give them somewhere else to go.

Even the best thank-you pages will only keep readers engaged for so long. When they’re finished digesting the content, they’ll bounce from your site unless you give them somewhere else to go. Display your navigation menu prominently, highlight different product categories, or suggest blog posts. Whatever it is, give the reader an option to continue exploring your site and getting to know your brand rather than closing the window.

13 thank-you page examples

Now you know what could be included on a thank-you page, let’s take a look at some examples that really got it right.

1. Completed form

A thank-you message appearing after the audience has completed a form is a great way to build loyalty.

Your audience has subscribed to your newsletter, requested a white paper, or filled out some other form. Thank them and reinforce the value of your brand. Many companies use this approach when creating thank-you pages. But don’t stop there — inform the reader what you intend to do with their information, as well as what you won’t do (sell it). This can build trust with readers and help you set the stage for future interactions.

When prospective or current clients download a white paper or make a purchase, they may be open to viewing additional content. Capitalize on this by directing them to another page to continue their journey. Ensure that the additional content is free, educational, and relevant to the action they just took.

3. Offer a download

Offering free downloads is a great way to boost brand awareness, increase reader engagement, and nurture leads. To maximize the efficacy of this tactic, you should provide download links directly on your thank-you page instead of redirecting readers to another page. This will reduce friction and allow readers to immediately access the free content you have promised to provide.

4. Validate through social

Sharing positive comments other customers have made on social media serves multiple purposes. It validates your newest customer’s purchase and reinforces the positive feelings they have about their decision while also making them feel like they’re part of your brand’s loyal community. You can encourage this behavior by providing easy links or buttons for consumers to share the news of their purchase.

This example is directed at customers who have just made a purchase. When deciding which products to link to, make sure they complement the item that the customer bought. For instance, if they just purchased a kayak, show them paddles or life jackets. You can even sweeten the offer by throwing in a 10% discount code on those accessories.

6. Ask for referrals

When an individual downloads content, signs up for a course, or makes a purchase, you can use your thank-you page to transform them into a brand advocate. To do this, ask them to refer a friend. Provide a link for them to pass along and perhaps offer a discount for doing so, making the process quick and easy.

7. Anticipate (and reduce) friction

A bright blue and pink thank-you email provides information about an order to reduce friction and build customer loyalty.

Many brands use thank-you pages to proactively reduce the friction of the buyer’s journey. There are several ways you can do this. For instance, you could encourage new email subscribers to add your business to their list of safe senders. Alternatively, you could provide insights into your shipping or customer support processes so readers know how to get help if they experience issues with their order.

8. Request feedback

Reviews are another powerful form of social proof that can make your site more visible on search engines and encourage prospective buyers to check out your products. One way to accumulate social proof is to proactively request feedback on your thank-you page. Ask customers to leave you a review or offer feedback on their experience. Make sure to follow up on any negative feedback and display positive reviews in a prominent location on your site.

9. Prompt readers to get started now

Depending on the type of action a reader takes, you may want to use your thank-you page to encourage them to “get started now.” This tactic should only be used with readers that have demonstrated a high level of interest in your offer or products. Those that have merely signed up for an email newsletter may not be the best candidates.

10. Provide a discount

Offering a discount to new subscribers or site visitors can push them from being a prospect to a conversion. Discounts do not have to be significant. Even a 5% to 10% discount will suffice, especially when readers are already intrigued by your product.

11. Offer free shipping

High shipping costs can sometimes cause sticker shock when potential customers reach the checkout screen on your website. Offering free shipping eliminates this potential friction, boosts sales, and helps decrease shopping cart abandonment rates. To make the most of this strategy, attach a spending threshold to the deal. For example, you could offer customers free shipping if they spend $150 or more.

12. Route users to your store

This thank-you page example works best when directed at readers who have just signed up for a newsletter or provided you with their contact information. Include a link to your ecommerce store, along with a discount code, and encourage them to browse your products.

13. Use some or all of the above

Combining two or more of the above thank-you page examples can make a huge impact on your target audience. When combining different strategies, consider the mindset of the readers you’re targeting. Specifically, think about the level of commitment they demonstrated with the action they just took — and structure your thank-you page accordingly.

Improve your thank-you page today

When it comes to optimizing thank-you pages, you have lots of options. Using any of these thank-you page examples can improve your interaction with clients and encourage them to do business with your company in the future. Strategically combining multiple thank-you page tactics will produce an even larger impact.

When you’re ready to improve your thank-you pages, Adobe Commerce can help. Adobe Commerce is the world’s leading digital commerce solution for merchants and brands, helping you build engaging shopping experiences for every type of customer. Businesses of all sizes can use it to reach customers wherever they are, across devices and marketplaces, including through effective thank-you pages.

To learn more about Adobe Commerce, take a product tour or watch the overview video.