The Power of the Thank-You Page
The thank-you page is a page that your subscribers will see after they have opted to your list by providing their contact information, namely their names and email addresses.
Typically, there are two types of affiliate thank-you pages:
Automatic redirect via an affiliate link
Your subscribers are automatically redirected to a product seller's sales page through your affiliate link after opting in. As there is no need for you to create your own web pages, this type of thank-you page is considered the easier one.
Custom thank-you page
Rather than redirect your subscribers to the product seller's sales page, you bring them to a custom thank-you page that you own. This enables you to thank your subscribers for joining the list. Further, you are able to promote and reinvent the benefit of the affiliate products to your subscribers right on that page.
The first type of thank-you page is typically known as an "affiliate review" site. It is technically an opt-in page of the product seller containing full description of the product. As to the latter type of thank-you page, it is the recommended model that goes in pair with the opt-in page you have created and introduced to your subscribers. It is typically very clean and simple with the flexibility of using additional elements, eg graphics, to introduce product images and other branding information.
But what is the key purpose of a thank-you page, especially when it comes to the latter model? First of all, a custom thank-you page is a highly flexible tool. But to better understand how and why it is used, we need to first take a look into our subscriber's mindset.
Buyer's remorse – a condition exists in different degrees of intensity – is the state of mind people experience after they have made a purchase outside their comfort zone. Some common reasons that contribute to this condition are price, practicality, etc. This nervousness and uncertainty after making a purchase may lead a buyer to returning the product, especially when he or she encounters difficulty using it. So, in order to counteract buyer's remorse, we, the seller, have to follow-up with the buyer in some way after the purchase. This is one of the largest reasons why big-ticket items, and even some smaller ones, are usually backed by extended warranty period, customer support hotlines, guarantees, post-sale support, etc.
In the context of your new subscribers, even though they have yet to make any purchase from you, they are still susceptible to such condition. When your subscriber first opts to your list, he or she does not know anything about you. Both of you are strangers to each other. Here, in order to validate the decision made to give you their personal information, your subscribers will want to know that they will receive useful information that you have promised to deliver on the opt-in page. In short, getting visitors onto your list is only first half of the battle. You need to follow-up with them with your thank-you page immediately in order to cement the new relationship and develop instant rapport.
Rapport is a vital element in any business. In the world of email marketing, it is critical to building a responsive and trusting opt-in list, and the process of building this mutual trust needs to start right away.