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I've reviewed plenty of e-commerce sites for this blog, but one aspect I haven't looked at so much is the thank-you page, the last page shoppers see after placing an order.
Here's a selection of tips from the report...
What should a good thank-you page do?
A thank-you page should do a number of things, including:
- Provide confirmation of the order.
- Give customers a chance to review and spot any errors before delivery.
- Invite customers to sign up for newslettters, Facebook groups etc.
- Provide an order reference number.
- Show a customer service number or email contact option in case of problems.
- Link to the order tracking page.
According to Snow Valley's Sarah Clelland, Diesel provides a good example of how it should be done:
My personal favourite was the Diesel site - on a very simple 'thank you' page they have a box for customer feedback. If the customer has had a nightmare on the site or if it's been a really easy process, then literally all they have to do is type in a comment and submit it. I think it's a really good way of getting customer feedback.
Here's the Diesel thank-you page (click image for larger version):
What are the mistakes to avoid?
The report contains 15 mistakes for retailers to avoid on their error pages. Here's a selection...
- Avoid red fonts. Some etailers used red to make information stand out, but this could also make the customer think that they have made an error.
- Avoid ambiguous language, such as 'acknowledgement' or 'delivery summary'. Make it clear that the purchase has been completed.
- Don't link to third party services. Snow Valley came across a number of links to services such as MyThings which cluttered up the page.
- Prominent security logos. The report found that some security logos were too prominent on the thank you page. Besides, if a customer has already placed the order, they seem unnecessary at this point.
- Lack of personalisation. The report found that many pages were too systematic, and many didn't even say 'thank-you'.
- Too much information. Retailers should stick to the important information, since shoppers are unlikely to want to read huge swathes of text at this stage, and it can have the effect of making the key information harder to pick out.