Prelanding and Landing: Basic сoncepts and their role in the marketing funnel
A prelanding is an additional web page placed between an advertisement and a landing page. The main purpose of this page is to provide users with additional information about the product or service offered. Prelanding plays an important role in the marketing funnel, as it helps to attract and retain the attention of the audience, preparing them to go to the landing page to make a purchase.
Previously, arbitrators actively used pre–landing pages for their intended purpose - as an intermediate page. They highlighted several key advantages of using prelanding:
Warming up the audience: Prelanding provides an opportunity to describe the offer and its advantages in more detail. The content on this page may contain reviews, reviews, and additional details about the product or service, which helps the user better understand the offer and prepare for making a purchase decision.
Filtering out non-targeted traffic: It is believed that prelanding can help weed out bots and non-targeted traffic. This, in turn, allows you to get more accurate statistics on visits and conversions on the landing page. However, this statement remains controversial and requires additional research to confirm.
Thus, prelanding performs an important function in the process of promoting offers, increasing the effectiveness of advertising campaigns by preparing and segmenting the audience, as well as improving the quality of traffic.
Types of prelanding
In traffic arbitration, all variables are divided into different types, approaches, and setups. Prelanding is no exception and is also classified by species. The main types include:
- Newscaster
This type of prelanding is designed as a news site page adapted to the geographical location of the target audience. The essence is to create an article stylized as a news story that tells about some incredibly effective drug or product that is your offer. The prelanding looks like a typical news article with attractive headlines and subheadings. The reader can see links to other "news" and a typical news format, which makes the landing page look like a real news site.
- Medical
Medical pre-landings are designed with an emphasis on medical topics. They may include stories about how a particular doctor or clinic has successfully used your drug or product to treat patients. Such articles often contain scientific data, medical terms, photographs of doctors and clinics, as well as recommendations from specialists. This gives the material credibility and inspires confidence.
- Personal blog
This type of prelanding is designed as a personal blog, where an ordinary person or a doctor tells his success story related to the use of your product. Such articles are usually more personal in nature, containing emotional details and photos "before" and "after". A blog can contain diary entries, tips and recommendations, which creates a sense of authenticity and inspires trust.
In simple words, prelanding is a page with a "story" about the incredible success of your offer. It prepares the audience for the main landing page, attracting their attention and arousing interest. The choice of type depends on the target audience and the specifics of the offer in order to interest and prepare users for further action as effectively as possible.
The problems of using ready-made prelanding from partner programs
One of the main disadvantages of using ready-made prelanding from partner programs is that they are already widely used by arbitrators. Usually, such pre-landings go through several stages: first, they are tested by the internal marketing department of the affiliate program, then they are used by experienced webmasters in private tests, and only after that they become available to everyone. As a result, there are several cycles of use per prelanding, which can negatively affect its effectiveness.
Tips for choosing a prelanding
- The importance of interacting with affiliate managers
Interaction with affiliate managers is a key moment for success in arbitration. They are interested in your prosperity, as your success directly affects their income. Do not hesitate to contact them for advice and information about the current effectiveness of prelanding and landing pages. Find out their conversion rating for the last week - the higher it is, the better for you.
- Using Spy Services
Using Spy services is an important tool for arbitrageurs. They not only help to find creatives, but also prelanding. You can search for creatives for a specific geographical region and try to find the prelanding used. This will give you the opportunity to adapt them to your needs and make them more unique for your target audience.
Creating unique pre-landings
- Self-written prelanding
If ready-made prelanding does not meet your requirements, and you do not find suitable options in Spy services, it is worth considering the possibility of creating a prelanding yourself. At the initial stage, this can be done using online services for creating websites. It's fast, affordable, and inexpensive, allowing you to create unique pre-landings that meet your needs.
- Using online website creation services
There are many different online website creation services. When choosing, it is worth paying attention to the many possibilities available. Many of them offer extensive collections of templates, as well as intuitive designers and editors, which makes the process of creating a website quick and easy. When choosing a service, make sure that there are a variety of functions and options that meet your needs. It is also worth considering user reviews and the reputation of the service to be sure of its reliability. Ultimately, using online services to create websites allows you to implement your ideas without the need for in-depth knowledge of web development.
Strategies for improving prelanding
Using ChatGPT: You can use ChatGPT to generate unique stories. You can find a suitable template and ask for help from technical specialists from the partner program to refine and adapt.
Customizing for yourself: Prelanders taken from Spy services or created independently can be adapted to your needs, which will make them unique and increase their effectiveness.
For beginners, it is recommended to start with ready-made prelanding from affiliate programs in order to gain experience and understand how everything works. Over time, having gained experience and experience, you will be able to create your own self-written prelanding, which will allow you to be more flexible and effective in traffic arbitration.
Landing page
As we discussed earlier, prelanding is a tool that links an advertisement to a landing page. Its main task is to prepare the audience and motivate them to make a purchase. All key information about the proposed product or service is contained on the landing page, which is the endpoint of the marketing funnel.
Landing pages, as a rule, do not have strict differences from each other and mostly look similar. However, they are carefully designed with a specific marketing strategy in mind. It is important to note that on all landing pages, unlike prelanding (although there are exceptions), there is a form of lead capture (lead form). Through it, the user leaves his name and phone number.
Which strategy to choose
In traffic arbitration, there are different approaches to the use of prelanding and landing pages. Let's look at the main ones:
- Prelanding + Landing Page
Using the prelanding + landing link is a classic and time—tested method. In this scenario, prelanding provides links leading to a landing page where the user can place an order.
Advantages: Prelanding allows you to warm up the audience by providing additional information and context before they go to the landing page.
Disadvantages: When switching from prelanding to landing, a certain percentage of traffic is lost, which can reduce the overall conversion rate.
- Prelanding with a lead form
Many arbitrageurs prefer to install the lead form directly on the landing page. This often helps to increase the percentage of sales, as users can immediately fill out an order form on the landing page, bypassing the landing page.
Advantages: The number of steps that the user has to go through is reduced, which can increase the conversion rate.
Disadvantages: For some offers and target audiences, this approach may be less effective.
- Landing page only
This option is used less often and is more often used when working with a product, where you can clearly show the advantages of the product in the creative. For example, in a video creative, you can focus on the benefits of the product.
Advantages: Simplicity and straightforwardness — the user immediately after viewing the creative gets to the landing page with a lead form, which minimizes traffic losses.
Disadvantages: It is not suitable for all types of offers, especially for those where additional explanation and warming up of the audience is required.
Keep in mind that these are not strict recommendations, but only possible approaches. You can choose the settings that are most convenient for you, creative approaches and combinations of prelanding + land or prelanding with a form. At the initial stage, it is important to gain experience, and this is impossible without practice. Experiment, analyze the results and find the best strategies for your campaigns.
