Short answer: the thank you page is the page people land on straight after they opt in, and it's one of the most visited pages in your whole business. Instead of a plain "thanks, check your email", use it to sell a low priced offer (around $27) that's the next logical step after your free resource. Tell them how to access their freebie, then "but wait, there's more", then a short, visual page showing the value. Aim for 8 to 10% of the people who opt in to buy.

Think about how many people opt in for your free training, guide or challenge. Every single one of them lands on your thank you page. And on most coaches' websites, that page says "Thanks! Check your inbox." and nothing else.

That's a lot of attention going to waste. In my funnels, the thank you page is where people make their first purchase, often within minutes of discovering me. Here's exactly how to set yours up, with the page copy you can copy and paste.

This is part of my ultimate guide to evergreen funnels, where the thank you page sits right after your opt-in page and before your nurture emails.

Why put an offer on your thank you page?

The person landing on it has just raised their hand. But they're probably new to you and they opted in for something free, so we don't put a $2,000 programme here (I've seen that done, and it doesn't work). We put a low priced offer, around $27, at a price where even if someone doesn't know you, they'll buy it for the value inside. At $27, it's an impulse decision.

• You convert people within minutes of them finding you.
• Buyers are far more likely to buy from you again.
• People who pay actually watch and use what they bought, which nurtures them further.
• The revenue can cover your ad spend, so your ads pay for themselves.

How to set up a thank you page offer, step by step

Step 1: Choose the next logical step

The offer must follow naturally from the freebie. The free resource tells them what to do. The $27 offer helps them do it faster. Two examples from my own business:

• Free: the ultimate course launch checklist. Thank you page offer: the ultimate launch kit, with training and templates to run the launch.
• Free: 50 ways to get clients. Thank you page offer: a mini course on quick ways to get clients in the next 48 hours.

Finish this sentence: "Now that you know this, the fastest way to actually do it is..." Whatever comes next is your offer.

Time: 15 minutes. Done when: you can explain in one line why someone who wanted the freebie would want this next.

Step 2: Create the offer

A mini course, template pack or toolkit usually works well, as long as it solves one specific micro problem and gives a quick win. Pre-recorded is perfect: create it once, sell it again and again.

Time: 1 to 3 days. Done when: the product is built and someone could get a result from it within an hour.

Step 3: Build the page in eight short sections

Short and straight to the point wins. Before they landed here, they had no idea they were about to be offered anything, so they'll decide in seconds.

1. How to get their freebie. "Your training is on its way to your inbox." Confused people don't buy.
2. A progress bar at 50%. It tells them there's more on this page.
3. "But wait, there's more" on a coloured background, to interrupt the urge to go and check their email.
4. A headline and sub headline that speak to what they want.
5. A big mock up and one or two lines on what it is.
6. Who it's for, so they think "that's me".
7. What they get, made visual, with a value next to each item. When they add it up and see it's worth hundreds for $27, it's a no brainer.
8. Price, big button and a recap at the bottom, plus access details and any guarantee.

Time: Half a day. Done when: the page loads fast on a phone and you can see the price within two scrolls.

If you'd rather not build this yourself, the Funnel Builder inside Ascendia OS builds your thank you page, checkout and order bump for you from ready-made templates, so all you do is check it and press go.

Step 4: Send the free training by email, not on the page

We tested both. When the masterclass was embedded on the thank you page, fewer people bought the offer, because they started watching and never scrolled down. When we sent it by email, the offer converted better. Test it yourself, but that's what we found.

Time: 10 minutes. Done when: your delivery email sends automatically and the page only says it's on its way.

Step 5: Add an order bump and an upsell

At checkout, add a tick box order bump for another small offer, usually $11 to $17. That turns $27 into $38. You can then add a one click upsell page at $47 to $97. More in order bumps and upsells for coaches.

Time: 1 hour. Done when: you've bought your own offer with the bump using a test purchase and received every access email.

Step 6: Send buyers to a post purchase page

Tell them exactly what to do next: where to log in, what to watch first, and where to join the community if you have one.

Time: 20 minutes. Done when: a buyer knows their very next action within ten seconds of paying.

Step 7: Mention the offer again in your emails

Whether they buy or not, everyone goes into your nurture emails. Mention the offer again in a PS. Plenty of people buy on the second or third time they see it. Here's the 5 email nurture sequence I use after every opt-in.

Time: 15 minutes. Done when: at least two of your nurture emails have a PS linking to the offer. The Email Marketer in Ascendia OS can write those nurture emails, PS included, so the offer keeps getting seen without you remembering to mention it.

Copy-and-paste: thank you page copy

Worked example: what the thank you page is worth

Example (illustrative numbers): a career coach gets 500 opt-ins a month for a free training.

• Thank you page offer at $27: 8 to 10% buy, so 40 to 50 buyers. $1,080 to $1,350.
• $11 order bump: 70% of buyers add it, 28 to 35 bumps. $308 to $385.
• Total: roughly $1,400 to $1,700 a month from a page that used to say "check your inbox", plus 40 to 50 new buyers who are far more likely to buy her core offer.

Benchmarks

Common mistakes (and the fix)

• A plain "check your inbox" page. Fix: add an offer. Every opt-in sees this page.
• A high ticket offer. Fix: around $27. Cold people buy on impulse, not after a week of thinking.
• An offer that doesn't follow the freebie. Fix: the next logical step, every time.
• Embedding the free training. Fix: send it by email so they scroll to the offer.
• Telling, not showing. Fix: mock ups, visuals and a value next to every item.
• Giving up after the page. Fix: mention it again in your nurture emails.

Your action plan

• Day 1: Choose your offer using the "Now that you know this..." sentence.
• Day 2 to 3: Create the offer with one quick win.
• Day 4: Build the page using the copy template above.
• Day 5: Add an $11 order bump and a post purchase page.
• Day 6: Add a PS to two of your nurture emails.
• Day 7: Test the whole journey yourself, then switch it on.
• Next 30 days: Track conversion weekly. Below 8%? Check the offer fit, the headline and how visual the value is, one change at a time.

The full system, from opt-in page to core offer, is in the ultimate guide to evergreen funnels. And if you want every page, offer and email template I use, it's all inside Content To Clients®.

Frequently asked questions

What is a thank you page offer?

A low priced offer, usually around $27, shown on the page people land on right after opting in for your free resource. It's the next logical step from the freebie and lets you convert new leads within minutes.

What conversion rate should a thank you page offer get?

Aim for around 8 to 10% of the people who opt in. If you're well below that, check the offer is clearly the next step, sharpen the headline and make the value more visual.

Should I put my free training on the thank you page?

You can, but in our testing, sending the free training by email led to more sales of the thank you page offer, because people weren't distracted by watching it. Test both with your audience.

What price should a thank you page offer be?

Around $27 has worked best for me, with an $11 to $17 order bump at checkout. It needs to be low enough that someone who's only just found you will buy without overthinking it.

What if nobody buys my thank you page offer?

Check the offer is clearly the next step from your freebie, sharpen the headline, make the value more visual, and keep mentioning it in your nurture emails. Then test one change at a time.

Laurie Burrows is a UK-based marketing and sales strategist who has built a business that's generated multi-seven figures in sales through social media and digital marketing. Today, Laurie helps business owners use social media, content and digital marketing to get seen, attract more clients and make more sales. She's also the founder of Ascendia OS.