What it is: The page you might direct a user to, upon making a purchase, completing a form or converting.

Why it matters: This page is your last chance to leave visitors with a positive impression of your company, service or product before they leave your site—and an important place to A/B test. Because users who convert once are more likely to convert again, it's important that your confirmation page improves each experience a user has, and nurtures future conversions.

The bonus: In addition to improving a user's experience (and the likelihood they'll convert again), visitors on your confirmation page may be persuaded to take additional action before exiting, such as subscribing to your newsletter, buying a related item or sharing information with friends.