When someone does something nice for us it's customary to thank them in some way.  The most basic way of doing that is with a simple "thank you".  If the thing done for us is a little more substantial, we might even send them a thank you card or gift.  The same rules of etiquette apply online.  When someone takes the time to fill out a form, make a purchase, or opt-in to a newsletter it's customary (and just plain polite) to redirect the person to a thank you page.

MarketingSherpa President Anne Holland has written an interesting post at the company's blog about those thank you pages and the benefits of using the space to make more offers to your visitors.

Previous research the company had done showed that 40% of visitors were accepting offers made on thank you pages.  But the data was dated.  So when a co-worked asked Holland about the numbers, she looked up the figures for MarketingSherpa's own thank you pages.  Surprisingly, 39% were still accepting those offers 6 six years later.

Holland makes an excellent point in this point.  When customers take the time to open themselves up a little and opt-in, purchase, or sign-up for something at your site, they're in prime response mode.  They're starting the process of communication and starting to make themselves open to your company.  What better time to turn around and continue the communication with other beneficial offers.

Think of a conversation.  This would be strange, wouldn't it: 

Me:  Would you like to sign up for my newsletter?
You:  Sure.
*You fill out the sign-up page*
Me:  Thanks!
*I turn and run*

Not only does that seem strange, but it's a little on the rude side.  You're prompting me for communication and I'm cutting that communication off right at the beginning.  Sure… you'll get my newsletter.  But there's no telling what else I might have had to offer you that you would have been interested in.  And that's what a thank you page without any kind of further communication is like:  a conversation cut short by YOUR company or site.

Keep in mind, though, that there's a difference between value-added offers and cheap, gimmicky marketing.  If you look at the products and services that you offer as benefits, you'll be able to figure out what should or shouldn't be offered on a thank you page.  Ask yourself a few questions:

• Does this offer make sense with the service or product that was just purchased/opted-in to?
• Would this offer be a valuable benefit for the customer that I'm thanking?
• What services do I offer that other customers like this might be interested in?

With a 40% acceptance rate, can you really afford to not at least make the offer?  Image how much you could grow your customer base or how many more people you could help.  If you're not doing this, you probably ought to.  Doncha think?