The confirmation page: Creating opportunity out of the happiest place in digital
By: Jude Blankfield, Marketing Specialist (New York)
Every online retailer has a confirmation page – yet most companies treat it as a sign the customer’s journey has come to an end. And that’s just not true. Overlooking the confirmation page means missing out on one of the most valuable opportunities there is to capitalize on the relationship with your consumer, and drive further action.
Our Happiest place in digital research found that people are happiest when shopping online – so the confirmation page is a unique opportunity for your brand to make a positive impression when consumers are in this happy mindset and ready to engage. With 74% of consumers saying shopping online is the happiest place in digital, and a further 50% labeling ‘seeing their purchase is complete and confirmed’ as the happiest of happy, why not leverage this golden opportunity?
Imagine you work for an online travel company and someone books plane tickets to Mexico. They’ve found the flight they want, input their payment details, clicked to complete the purchase and are their in their happiest mindset online. In addition to the essential booking details they need, the confirmation page can leverage this mindset to upsell seat selection or cabin upgrades, driving potential ancillary revenue.
“Overlooking the confirmation page means missing out on one of the most valuable opportunities there is to capitalize on the relationship with your consumer, and drive further action.”
Or – you partner with a hotel brand and monetize your confirmation page by allowing them to start relevant conversations with your consumer, offering a discount code for a hotel booking to complete their dream vacation. Not only does it bring about a new revenue stream for your site, but also improves your consumer’s experience.
Seems like a no-brainer doesn’t it? Apparently not!
Our most recent study, They click buy. Now what?, found that just 2% of e-commerce executives considered the confirmation page the most important part of their consumer journey. In fact, almost half (48%) of executives believe their organization is ineffective at utilizing the confirmation page, with research (46%), product selection (21%), and the login page (17%), all winning out over the confirmation page as priorities.
The confirmation page offers an ideal opportunity to capitalize on your consumer’s shopping high, so why not make the most of it? In our next blog we’ll clear up some of the perceived barriers to optimize your confirmation page, stay tuned!