The Success Page, Thank You Page — it’s the page users land on after completing a key action: placing an order, registering, submitting a form, making a payment, etc. It’s meant to confirm that the action was successful and to let the user know they’ve done everything right and their submission has been accepted.
This page usually includes a thank-you message and confirmation of success. But beyond that, it’s a great opportunity for additional marketing purposes. Even though this page appears after the user has already taken the desired action, it doesn’t mean we’ve gotten everything we could from them. The Success Page can be used to extract even more value.
What should be on a Success Page
There are a few essential elements. Of course, depending on the specifics of your project, they might differ. But the classic layout typically includes:
Some general design tips too. First — personalization. Don’t just say “Thank you for your submission.” Be specific: what are you thanking them for and how will you help them moving forward? A dry, formal tone makes it seem like you’ve taken what you needed and are now ghosting them. If you want good reviews, loyal customers, and strong brand relationships — stay friendly, even after the deal is done.
If your brand has a face or a real manager — show their name and photo. Let the message come from a real person, not a faceless company.
Extra benefits for your company
The Success Page is a chance to gain something more. Add links you want to promote. Most common options: links to social media or your promo page.
Remember — the person on the Success Page is already a client. They’ve just taken a key action. They’re not a random visitor — they’re a confirmed lead. Don’t let them go. Use charm and customer-focus to keep them engaged. Do things right, and they’ll come back again and again.
Classic move — upselling. Usually done at the cart stage, but you can also add it post-purchase. Show related items with discounts — the user is now a customer, and loyal customers deserve perks. Don’t push for an immediate order — offer to “Add to favorites,” give them time to think and return later. You can upsell services too. For example, if they bought a water filter — remind them you also offer installation.
Don’t overload the page. Stick to layout and composition rules — keep it clean and concise.
What else can you include?
Beyond the standard thank-you message and confirmation, you can add something original. Ideally, this page should reflect your brand’s tone and values.
Some creative additions for your Success Page:
1. Feedback form — A good idea if it fits your industry. It lets you: (1) show you care, (2) collect insights, (3) improve service.
2. Email newsletter signup — A bit overused, but can still work. Offer value: say it’s just one email per month or alerts for deals only. Or trade the signup for a promo code, a free guide, or a curated list related to their order.
3. Useful content — Give them something helpful right away. If they ordered sneakers — show 5 ways to lace them creatively. A slow cooker? Give a sponge cake recipe. A skateboard? Share a map of skate parks. Add installation guides, tutorials, cheat sheets, PDF downloads — anything that adds value.
4. Coupons for actions — Give a coupon for the next purchase. Either just for completing the action or for doing something extra — like inviting a friend, reposting on social media, or writing a photo review.
5. Team video — For a stylish and personal touch, skip the text and embed a video. Let your team or founder say thank you on camera. You can make it fun and themed — let the team dance for joy after each order. Update videos based on seasons, holidays, or global events.
A boring thank-you page is still better than none. But try to make it creative — something that leaves users feeling excited, not like they’re just clicking through another “Next” button. A bad thank-you page can ruin the vibe, so take it seriously. If your site has several different actions, create separate Success Pages rather than one-size-fits-all.
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