Don’t Catch and Release

Mary Bowling | 14 February 2006 |

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Your website has "converted". A visitor has purchased, downloaded or signed up for something online and become a customer. Your site has done its job and its work is done - or is it?

You have a live one on the line. Why let them go, now? Instead, use your "Confirmation" or "Thank You" page to your best advantage and try to achieve another conversion. For example, if you’ve just sold a room, can you entice the booker to stay a second night by offering them a discount on night number two or a room upgrade?

Can you lure them into an add-on of some kind? Say, a spa visit, a bottle of wine waiting in the room, or dinner in your restaurant? If someone has just purchased a Shopping Weekend, an in-room massage after a day of walking may be an ideal addition to their trip.

Place offers such as these on your "Thank You" page. With some systems, you may be able to tailor your offer to the purchaser. For example, if a customer is booking a room with children, in-room baby-sitting may be just the offer they’ll jump at. Test different services or products to see which are most appealing to your customers and most profitable for you.

If you have business a relationship you would like to bolster, this page may be able to help you out, as well. Will your guests need additional services such parking, transportation from the airport or a rental car? Might your business travelers be interested in an evening round of golf? Is there a special charitable event going on in town that you’d like to direct people towards? You can place links to those websites on your Confirmation page or provide coupons they can print out and take with them for discounts. In return, these companies may place a coupon or link on their website that will benefit your business.

Put this page to work for you and use it to say more than "thank you" to your guests. Let your imagination and experience guide you. The effort will result in additional sales that you would not likely get without it.

Mary Bowling - Blizzard Internet Marketing, Inc.