Wasted Real Estate and Other Web Site Challenges

Wasted Real Estate and Other Web Site Challenges

Wasted Real Estate and Other Web Site Challenges

By John Jantsch

I wrote a few weeks ago about the effective use of those pesky 404 error pages because, while broken links aren’t any fun, they happen and there’s a better way to handle them when they do.

Today I want to talk about another often forgotten, and therefor underutilized, set of pages – the successful action page. A successful action page is one that a visitor is directed to after they’ve done something like subscribe to a newsletter, sign-up to get a free report or fill out a contact form.

In many cases this page offers a moment when a visitor is highly engaged and yet most settle for a “Thanks for filling out our contact us form” kind of default. I think this is a waste of some prime real estate. You don’t have to overdo it, but you should use these pages to offer something more.

Thanks for Subscribing Page

For example:

  • After someone fills out my contact form they are redirected to a page that offers my newsletter and a list of other places, like Facebook or YouTube, where they might want to connect or follow. (28% subscribe or follow)
  • After someone requests my newsletter, I redirect them to a page that offers them bonus content if they purchase one of my books. (4% make a purchase)
  • I use a form tool called Wufoo that also offers branching rules based on responses – so I could redirect a subscriber to a page that asks them to identify specific information they would like to know more about and based on their response could redirect them to a page filled with that information.

I believe that while this may seem like a trivial thing, it’s this kind of attention to detail and personalized experience that allows you to build trust much quicker from what may have been a one time visit.


Why You Should Focus on Designing an SEO-Friendly Website (And How to Do It)
Your website is the heart of your online marketing efforts. So it stands to reason that it should be built with marketing, rather than aesthetics, in mind. Yes, there is something to be said for having an appealing website, and you should certainly aim to design one that has both form and function. But the […]
The Mildly Inauthentic Nature of Social Media
I wrote a bit of an off the cuff post on Facebook yesterday that drew far more interaction and conversation than I expected. I think in part because it came dangerously close to defining an uneasy feeling that many people have about sharing in networks like Facebook. They can’t quite put their finger on it, […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x