13 Easy Ideas to Boost Thank You Page Conversions (+ Examples & Template)

eCommerce thank you pages mean more than just confirming orders, if you get them right. 

They present an opportunity to establish brand credibility, feature recommendations and offer a discount for the next purchase - all of which can potentially come together to improve customer lifetime value. 

In this piece, we’ll explore thank you page elements that we’ve actually used to drive client conversions across industries.  

Anatomy of a High-Converting Thank You Page in 2024

Additional elements that help a Thank You Page clock conversions:

🔥 Dynamic video content based on customer journey (whereas a first-time customer would respond to a short brand video well, a more mature customer may respond better to a brand collab video or even a snippet from a podcast video)

🔥 Referral nudges that are also time-sensitive (“Share within 24 hours & you’ll both get $20 off on the next order!” kind of messages work with a form field to enter the email address)

🔥 Emotional hooks that enhance brand recall (it could be the image you use or the way you craft the Thank You headline—exactly what J. Crew did one time in their Thank You message:)

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13 Brilliant Ways to Optimize eCommerce Thank You Pages

1. Offer an upgrade opportunity 

While you’ll hear many CRO agencies speaking of upselling and cross-selling on the thank you page, the trick is in figuring out how. 

With our work across 500+ clients across the world, it’s now clear that just stating a list of complementary products isn’t enough for shoppers to take the re-purchase bait. 

Here are a few suggestions that have worked across our customers:

✓ Feature a subscription upgrade (even if you’ve mentioned this earlier in the checkout flow, you can optimize this further at this step by displaying a limited time discount on the upgrade)

✓ Use a one-click CTA button for highly complementary products (“Special add-on discount only for today” can further improve the impact)

✓ Enable them to extend the warranty (this is a big one if you sell gadgets, watches or even jewelry and can especially be effective with a time-sensitive discount)

Further Reading: How to Cross-sell on Product Pages—Without Being Pushy (+ Examples)

2. Display recommendations with social proof

Most shoppers won’t take a second look at recommendations on the thank you page. 

Not unless you feature super relevant social proof to go along with them—here are a few ideas that are also super easy to implement:

✓ Show catch phrases from actual reviews (highlight the most important benefit or words that speak loud appreciation)

✓ Feature “reviewed positively by X number of people” (naturally, the higher the number, the greater the conviction)

✓ Show a popularity meter for each product (something like an NPS but fashioned like a progress bar can be visually appealing—but in this case, don’t recommend more than 3 products as it can lead to cognitive load)

3. Feature a section on attractive deals

A/B test your thank you pages often enough and it’s easy to figure out that the 10% off on the next purchase hook won’t please every customer. 

And that means a better way to optimize your thank you page design is to show a full section of deals. 

Here’s how to put it into action:

✓ Gamify it to be a “mystery” (with this one, you’ll have more people scratching every displayed card to just see what they’ve won - great for micro-conversions even if they don’t buy immediately)

✓ Use their purchase behavior to show discounts on similar products / categories only (from our experiments, we’ve learned that generic deals are often not as attractive as personalized ones)

4. Highlight the *most prominent* loyalty benefits

Pricing is often the #1 reason that makes customers loyal to their favorite brand. 

And that means, a mix of pricing + loyalty can be yet another optimization that you can look at for your eCommerce thank you page. 

If you want to experiment with saying “thank you for shopping with us” by highlighting loyalty, consider highlighting:

✓ Exclusive deals that are accessible only to members (this is a subtle way to also get non-members on board without getting pushy)

✓ Early access advantage (use words like “exclusive”, “only for members” to achieve the desired effect)

✓ Free expert consultations (mention the number clearly so that the expectation is set)

In the eCommerce context, Sephora hypes their free 2-day shipping around the year for loyalty members:

While Marks & Spencer prefers to list out their top benefits so that different segments with different buying intent see value:

5. Sharpen the order summary by a few extra steps

It’s almost 2025 and not enough that you expect wonders from a thank you page that contains just the basic details of the order summary: price, shipping cost (or if it’s free), taxes (if any at all) and estimated shipping window. 

To engage shoppers further beyond the current order, include:

✓ The points that’ll reflect as a result of the purchase

✓ The rewards the purchase has unlocked (for example, are you sending them an exclusive code for a limited product drop?)

✓ The link to track the order in real time (this can be the order number as a hyperlink or more directive hyperlinked microcopy like “Track your order”)

✓ The link to your “Contact” page right where the summary ends

6. Offer reassurances & remove buyer’s remorse

Viewing the order confirmation only to doubt the just-made purchase, is a common feature in eCommerce. 

So much so that, this can be an important reason behind shoppers sending back items or asking for a refund. 

But the good news is your eCommerce thank you page can resolve this impulse to return—here are the smartest ways to ensure satisfaction:

✓ Include the product’s best benefit in your thank you message

✓ Talk about how quickly you’re going to pack the order 

✓ Feature your brand’s money-back guarantee (along with a link to the returns policy page)

Further Reading: 10 scientific hacks to overcome customer objections in eCommerce

7. Make account creation *really* attractive

Whether it’s fashion, health, tech or personal care, we’ve repeatedly seen clients face challenges in convincing their customers to create an account. 

While earlier in the checkout flow, shoppers tend to find it irritating, once the purchase is made, they may not see a point of it. 

And that makes it necessary for you to highlight why it’ll be worth it to create an account:

✓ Faster checkout next time on (something many shoppers won’t immediately think about when they’ve finished buying)

✓ Automatic entry into your membership program (add that this also means they’ll win more rewards per purchase)

✓ A limited-time additional discount even on categories on sale (feature a countdown timer to enhance the sense of urgency & consequent action)

In the following example, Crate & Barrel asks shoppers to “save your information for next time”, but the efficacy would improve if they renamed the CTA to “checkout faster”:

8. Drive value through additional actions 

There’s a whole lot you can do on the thank you page—but the key is to create a post-purchase experience that’ll be sticky, helping the shopper transition into a regular buyer. 

Thinking of mentioning some additional actions as part of your thank you page best practices?

Consider:

✓ Asking them to download your app (highlight better deals and personalization)

✓ Telling them their order updates will be sent via email (this will make them more prompt about checking emails from your brand)

✓ Featuring an email opt-in to lead them to your newsletter (talk early access, email-only discounts etc.)

Fitness brand Gymshark creates ease on their thank you page by getting buy-ins on shipping updates over text:

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9. Attach impact to social sharing 

Most businesses include social sharing buttons on their thank you pages, but don’t ask, “Why would anybody use these from here?”

If you can solve this question, social shares will improve drastically—here are a few suggestions we’ve helped clients with:

✓ Show a live counter of the total number of shares (this works even better if you have a cause marketing initiative like planting trees, where messages like “10, 000 people shared, 20, 000 trees planted” can be effective)

✓ Drive the messaging with a sense of community (“Join our community of folks who love…” or “Inspire others to shop sustainably as well!”)

✓ Promise a better experience when they share (“Get exclusive content when you share on…” or “Share and enter our <name> giveaway”

Amazon makes it super easy by offering a prompt that stays the same while the shopper can switch tabs to change the channel they want to share on:

Further Reading: 15 stories: Brands that managed channel conflict like champs

10. Build a brand connection 

Since most shoppers won’t ever get around to visiting your about us page, the thank you page is the next best option to get their attention to your brand. 

The idea is to be able to leave them with just enough to look back at their purchase fondly and think about your brand more positively:

Here are some ideas:

✓Talk about your vision / mission in a short description (integrate it with a personalized message to sound less pushy!)

✓ Feature a BTS brand video that tells your supply chain story (ensure it’s no more than 45 seconds!)

✓ Offer a welcoming message from your CEO / Founder (and don’t forget to place it alongside an image)

11. Retain the search function for greater visibility

We’ve found a lot of eCommerce businesses feature a “Continue Shopping” link on their thank you page template design. 

From a UX perspective, this doesn’t work all that well because the thank you page means almost the end of one shopping journey with the price being paid. 

However, we’ve seen that incorporating the search bar can improve engagement even at this stage—because it allows shoppers to key in a product that they may have forgotten to add to cart previously!

However, for this to be successful, here are a few elements that you’ll need to optimize:

✓ Mention “You also viewed” products right at the top (this will speed up product discovery if the buyer is looking to make another purchase immediately)

✓ State trending searches with prominent labels (callouts like “selling fast” and “limited quantities” help big time)

Check out how H&M bring the search bar into their thank you page design:

12. Display a ‘searchable’ FAQ section

Like wanting to know about the brand, shoppers (especially new ones) may experience curiosity around a range of topics right after they’ve made a purchase. 

This is your cue to create a searchable FAQ section on your thank you page template—here are a few things you’ll need to consider:

✓ Prioritize showing the most searched for topics first (like shipping, returns, loyalty etc.)

✓ Feature keywords as radio buttons (this can lead to quicker action as the clicks will result in related Q&As showing up)

✓ Feature a direct link to your FAQ page (old schoolers would love this instead of typing, searching and clicking)

13. Collect targeted feedback 

The more you fashion your thank you page feedback process like an email preference center, the better. 

Offer 5 to 6 answers that are most likely to match with buyer intent (and challenges) and you’re set. 

Caveat: It’s ideal not to show a form where buyers have to sit and type their feedback—at the thank you stage, this is cumbersome for most shoppers who’re likely looking forward to just closing the page!

Check out how Harry’s does this—a strategy that helps them craft a strong email marketing strategy too:

Post-Thank You Page: A Thank You Email That Hits Home

Alongside, a thank you for your order page, a thank you email with the same brand tone but slightly differentiated messaging can be a sticky recall factor. 

Here’s how to get it right:

👉 Feature prominent “contact us” info (so that even if your thank you page talks about a next purchase discount prominently, your email has a different hook to ease the post purchase experience)

👉 Send care instructions / styling tips / expert advice (non-transactional & supportive content right after a transaction is a sure shot way to win repeat customers)

👉 Invite them to the latest early access event (is there a flash sale coming up? Tell them about it in that thank you email!)

For more tactical advice, read: Top 20 eCommerce Thank You Email Examples That Convert

eCommerce Thank You Page 101

1. What do customers look for on a Thank You page?

Your thank you page UI design needs to include at least the following:

✓ An overview of their orders

The thank you page summarizes the details of the order made by a customer. So the customer can see if all the details are correct before they leave your site. They can confirm the item they have purchased, the price, quantity, and other details.

Here’s an example of a great thank you page template that offers a neat order overview:

✓ Tracking & delivery information

Customers like to know their order status and follow it along the journey to their doorstep. It's also a great way to steer their excitement when they see that something is in the mail!

That’s why Avert Watches offer tracking information on their eCommerce thank you cover page. 

✓ Confirming shipping & billing info

A key step is to confirm if the customer’s billing and shipping address are the same. 

Similarly, you can also offer a “save this information for next time for a quicker checkout” to land it more as a positive experience. 

✓ Leave space for referrals

Warby Parker, for example, uses prime real estate on their thank you page template to encourage customers to share their story with friends and family:

✓ Feature the most important social media buttons

Shoppers tend to spend 20% - 40% more money on brands that they interact with on social media. 

2. How is a Thank You page different from a Confirmation page?

The three main differences between a thank you page and an order confirmation page are:

- The Thank You page can follow any important action on your eCommerce website by a shopper, including finishing a purchase but also smaller steps like signing up for a newsletter or making a contribution towards a cause you support. An order confirmation page, on the other hand, ALWAYS follows the successful closure of a purchase. 

- The Thank You page can feature more ways to engage for a shopper and next steps that guide them towards additional actions like exploring a category or considering a sitewide sale, an order confirmation page ALWAYS features details on shipping, payment confirmation etc. 

- The Thank You page is almost always a marketing tool to build trust and engage shoppers, while an order confirmation page ALWAYS serves a more legal purpose as proof of purchase, which also comes in handy for returns & exchanges. 

3. How do you write a Thank You page template more effectively?

To create more impact with your thank you pages:

✓ Give clear instructions 

Specify when and how the product will be delivered to the customer. 

Customer support contact details must be provided in case of any issues. 

You can also provide a link to chat support. 

Pro Tip: You might benefit from including links to Helpful sections such as returns, refunds, and FAQs.

✓ Provide incentives 

Incentives such as a coupon code on the next purchase, access to a community, or cashback on referrals can help in retaining customers. 

Pro Tip: A gift card can be just as effective as cashback. Try it!

✓ Show what other customers have to say

By including customer testimonials, you’re stating the credibility of your brand. This social proof is effective in winning repeat customers.  

Pro Tip: Including video testimonials can result in more conversions.

4. Do you need a Thank You page? 

You need a Thank You page to nurture the bond between you and your customers. Floliving conveys a simple yet powerful message on its thank you page.

Among other things, you can increase the interaction by directing them to your blog, educational content, and community. 

Asking for feedback demonstrates that you value the opinions of your customers. This might just compel them to make recurring purchases. 

5.  What should a Thank You page include?

An eCommerce Thank You page must include:

✓ Website Navigation Menu

✓ Thank You Message

✓ Order Confirmation message (if a purchase was made)

✓ Quick survey

✓ Relevant product recommendations (either upsells or cross-sells)

✓ Social media buttons

✓ Social cause (if any)

 6. How do I make a Shopify Thank You Page? 

Creating a Thank You page requires a Java script or CSS code. Once you have the code, follow these steps:

• Go to ‘Settings’ and click ‘Checkout’
• Next, head to ‘order processing’ and click ‘Additional scripts’

There you go, you’ve created your Shopify Thank You Page. 

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