Ruth Even Haim
How to model your store's thank you page like Amazon
We've detailed the 10 strategies to use on your thank you page to turn it into a conversion machine, but the best route to a successful strategy is looking at someone who's done it and learning from their strategies, right?
So what do the big, successful e-commerce companies actually have in their thank you pages?
In the upcoming series of posts, we've got 4 big e-commerce companies, and we're going to take a look at how they are utilizing their thank you pages, and what we can learn from them. For starters, we will review the most popular online store for the US in 2018:
1. Order summary
Each of the e-commerce sites we'll review will contain this section, and that makes sense- once the customer completed an order we want to give him a summary of the order and some details about what to expect in regards to shipping.
How you display your Amazon order management summary and shipping details is really up to you, but it is important to make sure that it's not the only thing in your thank you page, otherwise its wasted digital real estate.
The search bar is another element you will find on each of the thank you pages we've reviewed, and again, it's not surprising.
Search is the way we all like to find information nowadays- we don't want to scroll through different categories and manually search for our desired product.
So if the main way your customers are finding the products they want on your store is through search, wouldn't you agree that it should be accessible to them at all times, just in case they need it?
Not to mention that a search bar tends to be relatively thin and not take too much space on the page, so adding it is a real no-brainer.
3. Navigation bar
Similarly to the search bar, a navigation bar allows your customers to navigate back to the store if they are interested. It also gives the thank you page a cohesive look with the rest of the store, which makes it feel less like an exit page.
The navigation bar Amazon offers is simple but filled with options, and clearly divided into sections:
Departments- allows you to browse Amazon's different departments.
Useful- help, deals, gift cards, and your Amazon. It's placed in the middle for a reason- some easy, useful links you are most likely to use.
Personal account- access your account, orders and wish lists.
4. Social links/sharing
Social sharing links, displaying simply and clearly the content that will be shared and allows you to edit the settings.
This section is located strategically right at the top, next to the order summary- it's small and not very noticeable, but placing it near the section the customer is likely to be searching for makes it more likely to be noticed and used.
The location, and the fact that only this section contains the product image, also makes it look like a cohesive part of the order summary, and the shopping process, which makes the customers all the more likely to take action.
5. Related products recommendations
The largest part of Amazon's thank you page goes without a doubt to the product recommendations section, which gives the customers the feeling that their shopping experience is not quite over, and tempts them back to the store and maybe purchase some more.
You can see that Amazon designed their products recommendations section in the thank you page very similarly to the look & feel of browsing products on the site, for a cohesive experience.
This section allows the customers to browse products and move through recommendations pages on the thank you page, or to move back to the Amazon site to see more recommendations more comfortably.
6. Website promotion
Amazon offers on-site promotions in 2 different places on their thank you page- as a big banner next to the product recommendations, and to the left of the search bar with a seasonal promotion.
These promotions are just another way to get the customer back into your store, with an offer that feels exclusive and special to him as a customer that just completed a purchase.
The promotion might be bold and stand out from the page (like the one at the bottom of the page), or it might be smaller and look like just another part of the page, almost making it seem like another stage in the shopping process (like the one next to the search bar).
The important part is that the offer be something interesting that will tempt the customer to click, at least out of curiosity to see what it is.
Amazon is unarguably the most successful e-commerce store in the world, with next day delivery, drones, Amazon go and so many more innovations.
While most smaller retailers can't implement a lot of these game-changing innovations at this point in time, Amazon has definitely proven itself as a company that knows what it is doing. So why not use some of the principals that they are demonstrating that are easier to implement, such as their use of the thank you page?