You Need a Redirect Page for Completed Forms, Here’s Why...
First, congratulations! You have a form on your Montessori school’s website.
Whether it is for prospective parents to schedule a tour, download a brochure, or just learn more information — your school is now accessible to a wider audience.
In other words, you’re bound to bring in more prospective families than you could’ve before.
But you’re not done there.
You Must Have a “Thank You” Redirect Page…
After your prospective parent completes the form and hits that “submit” button, you need to redirect him or her to a new page that says a quick “thank you” for completing the form.
Perhaps you’re thinking, But I send a confirmation email; why do I need a redirect page too?
And while it’s great that you send out an automated confirmation email — it’s not enough.
… Here’s Why
We’re going to make a bold claim here:
“Thank You” redirect pages have the power to earn the trust of prospective parents, while improving your school’s overall marketing success.
More Accurate Conversion Tracking
As digital marketers, we can’t look over the shoulders of website visitors to see how interested they are in your school.
We can, however, decide what actions they take — like clicking on a button or filling out a form — count as “conversions.”
A conversion is, essentially, some level of engagement that proves a visitor’s interest; something that can qualify them as a “lead.”
If a prospective parent lands on your form fill page, types in their information — but abandons the page mid-fill, it doesn’t seem entirely accurate to consider that a true conversion, right?
But without a redirect page, those abandoned actions are tracked as a conversion.
Here at Nido Marketing, we use Google Tag Manager to track conversions. Google Tag Manager, after all, allows for extra-specific (therefore extra-accurate) conversion tracking.
See, Google Tag Manager allows us to avoid tracking a form-fill a conversion (because, let’s be honest, not everyone completes the form); instead, it gives us the opportunity to categorize the “Thank You” redirect page as the real conversion.
Here’s what we mean:
We know the redirect page isn’t accessible from the menu or any direct links on the site; therefore, we can be 100% certain that any user who lands on that redirect page completed the form, and can be accurately counted as a lead inside Google Ads.
Trust and Communication
Aside from accurate tracking, a redirect page is largely a benefit (and courtesy) to your inquiring families.
Imagine you were interested in learning more about a prospective school for your child.
You click a button for more information and are taken to a landing page that asks for your personal information.
After voluntarily handing over your name, email address, and phone number to someone you don’t know (talk about a leap of faith), you click the “submit” button.
Then *poof* the box disappears and you’re back where you started.
How do you feel?
Perhaps you feel confused — Did my submission go through?
Perhaps you feel stranded — What do I do now?
Perhaps you feel wary — Should I have given my information over? Can I trust them?
Remember, this parent is putting some level of trust in your school already by giving you their personal contact information.
Show them their trust is appreciated and not misguided with a “Thank You” redirect page. Assure them that you truly care about them and their child.
An Opportunity for Further Engagement
As we said above, parents and guardians who freely handed over their contact information are telling you they’re interested in your school — and they trust you.
In other words, you piqued their interest.
They are what we’d consider a very warm (maybe even hot) lead. And now is the time to lead them on to the next step of their journey and keep them engaged, which is something you can achieve with a redirect page.
Don’t worry about being pushy; these parents communicated interest and you are doing a favor by guiding them in their research.
So, on your redirect page, offer an article that might be relevant to their Montessori research, suggest they take a virtual tour of your school or read through your FAQ page.
Give them some sort of next step to keep their interest — and trust. Give them what they’re looking for before they even have to ask.
How Should a Redirect Page Look, Anyway?
So, it’s time to build that redirect page; and luckily, it doesn’t need to be complicated.
However, it should accomplish these goals:
- Assure the parent that their information was successfully received
- Make the reader feel good about submitting their form
- Give them a “what’s next”
When your visitor first glances at this new page, he or she should immediately know they are still on your school’s website. Assure them they are in the right place.
Confirm that their form was sent successfully with a big header at the top of the page. “Success!,” “You’re All Set,” and “Form Received!” are all acceptable examples of a quick message that lets the visitor know their form went through.
Go ahead and congratulate your prospective parent on taking a leap — make them feel good about reaching out and trusting you! How will this form submission benefit them soon? Let them know they made the right choice. No long-winded message necessary.
Now, tell your reader what to do next. Whether it’s to follow you on Facebook or check out a super-relevant article on your blog page, keep your prospective parent engaged.
Easier Said Than Done? We Can Help.
At Nido Marketing, we are a blend of life-long Montessorians and expert digital marketers whose only goal is to help our fellow Montessorians thrive with accessible digital marketing that works.
You can sign up for a free Nido Marketing membership and join our community forum for ideas, guidance, and support. See how other Montessori schools designed their redirect pages and draw inspiration from their experience.
Ask questions and get actionable insights from real Montessorians around the world.