Last updated - Jan 12, 2022 11:51 PM
Your clients won't always understand the value of travel insurance. It's like the old saying, "you can lead a horse to water..."
You can't make clients buy travel insurance, but you can make them see how valuable it is by including these products at different touch-points in the booking process.
The most important time to introduce travel insurance is upfront when you provide the first proposal, but you want to reiterate its importance several more times. One way of doing that? By utilizing your thank-you pages.
When we think of thank-you pages, we often think of booking confirmations, signaling the end of a transaction. But they're exactly the opposite. Thank-you pages are stepping stones between branded items and are a way to further engage your clients, develop a deeper level of trust, and increase order value.
When it comes to digital sales, saying thank-you to your clients should be at the center of your post-conversion and retension strategies. That's because there's no better time to ask for something else than after a transaction, a time where the foundation of trust has been laid. And nothing speaks to increasing order values, building trust, and creating more sales than travel insurance. After all, it's a product designed to protect the customer from travel disasters and financial strife.
So, let's talk about a few ways you can approach adding travel insurance to you thank-you pages. Along the way, we'll provide clear examples using effective strategies proven to help your clients understand the value of the products and services you're offering alongside your travel packages.
3 Examples of Thank-You Pages Featuring Travel Insurance
Table of Contents
- Help them feel great about their purchase
- Remind them that bad things can happen
- Let them know they're not quite finished
If you think about the following examples in terms of design, you'll want your thank-you message to be at the top of the page. It's most valuable for your customers to see that you're grateful for their business. You can see how we've laid it all out below.
Following up with a recommendation on how to protect their trip investment and themselves is the next valuable piece of content. They've invested ALL of this money into travel. Wouldn't they want to make sure it's protected? Don't they want control over their trip?
1. Help them feel great about their purchase
This isn't a new trick, though it might look a lot like one at first glance. Helping your clients feel a sense of accomplishment after booking their trip is a form of emotional marketing. It's a way to affirm their purchase. It's also a time to show them how to keep the good vibes going. After all, nothing screams "ruining a good time" more than losing all your money. Remind them of CFAR and how it's the best way to keep riding the good wave of travel.
2. Remind them that bad things can happen
We're all pretty familiar with the idea of Murphy's Law, but we don't like implying that there is always impending doom on the other side of travel. For that reason, we tweaked it just a bit to remind travelers that it's not a guarantee. But it's best to be prepared in the event something goes wrong. Including this tagline on a thank-you page will remind your travelers that travel insurance gives them the power to handle any curve ball thrown their way. Words like flexibility and control help remind travelers that CFAR puts the first serve in their court, always.
3. Let them know they're not quite finished
This is my favorite of the three. Travel advisors can remind their clients that they're not finished just yet. They have one more step to take. By using words like "Next Step" travelers are reminded that things aren't complete without travel insurance. This should be especially easy if you'e been recommending travel insurance all along, which is easy to do during the initial quote. But it's even more powerful if you follow up with any clients who did not purchase insurance by asking them to sign a waiver.
Thanks for reading (about thank-you pages)
I'd like to end with a visualization. Imagine if brick-and-mortar travel agencies were to walk clients to the exit and lock the door after they've completed a purchase.
Wouldn't that be insane?
So why do it on your thank-you pages?
Unfortunately, many travel advisors don't include travel insurance in their digital marketing strategies. Maybe it's because they don't find travel insurance easy to market.
But we aim to make that easy at WayPoint by helping create the language your agency needs to keep these critical products at the forefront.
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