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Do You Know When To Use A Landing Page?

Posted on September 6th, 2012 By Under Landing Pages

Who’s to say direct linking isn’t working. I still use it, and use it on almost every single new offer I test. But there are certain situations when using a landing page becomes a necessity. If you want to make more than $3 a day, knowing these situations is essential to saving you money and it will increase the likely hood that you’ll run a profitable campaign.

Are You Selling Something?

One of the biggest situations you’ll almost always need a landing page for is when a cash transaction is needed for a conversion. Before anyone will simply hand over their credit card information, you need to establish 1 thing – trust. As humans, we naturally establish trust with the people close to us. Can you do this with a simple banner or 100 character ad in the side of Facebook? If you said yes – congratulations! You’ve probably made millions with your ads already. But if you’re like the masses, including myself – building trust takes a little longer than a glance at the sidebar, and unfortunately, most offer landing pages do little in the way of building trust other than a “Guaranteed Satisfaction” certificate. I will get more into building trust in a future post, but just think about that for a second.

Are You Targeting a Creative Demographic or Unique Angle?

Most affiliate marketing offers out there are a straight shot. They’re meant for a wide range of people from a wide range of traffic sources. This is great if you can find a broad target and lower ROIs, but its been said over and over again that smaller, more unique targeting and angles convert at higher ROIs. If you can’t find an offer that is a straight shot – say a dating offer for users to find interracial couples or a health product targeted directly to short, red head Irishmen, then a landing page might be what the doctor has called for. Integrating your targeting into a landing page will boost CTRs and CVRs on a very consistent basis.

Is There Enough Pre-Sell Information from the Ad to the Offer Page?

Another issue similar to those previously reviewed is that most ads and offer pages don’t dedicate enough time to informing the user of the benefits to signing up, downloading or buying into whatever affiliate offer you are pushing. A lot of the space on offer pages is used to get them to fill in a form or click a button, but they lack what would persuade a person to do so. An arrow and a bland call to action isn’t enough. This is where a landing page, again, is needed to push benefits and grow trust.

Is the Offer Page a Different Size from the Browser Resolution?

This is the biggest issue with PPV and contextual traffic. Having a landing page that is dynamic or statically small in size can solve the problem that many pop-ups and pop-under traffic sources come up with. Also, because we have no ads before the landing page, a landing page can be considered a basic banner in this case. Many of my current PPV campaigns are actually a series of landing pages – from my first small “ad landing page” to a larger, standard size landing page with more presell information, then kicking the user off to the landing page. While you might think I’ll lose a lot of clicks this way, in many cases, it is the only way to pick up a conversion from a simple interuptive ad.

Finally, Has Direct Linking Proved Fruitless?

Even when an offer seems like it would go well with direct linking, that isn’t always the case. If I strongly believe an offer or demographic I’m targeting should convert but fails to do so when direct linking, step it up a notch with a landing page. Take all the things covered earlier such as trust, benefits, source and browser into the picture and put together a strong landing page that caters to exactly who you are targeting for the strongest results.

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Comments

  1. We run a handful of real estate websites that generate leads for our brokerages and all the things you talked about reign true on our landing pages.

    Depending on the traffic, we might need a landing page to squeeze someone of their information. But some traffic doesn't need a landing page.

    We also use different angles in our copy. Some might talk about 100% financing, others about discounts for New Home Buyers. Depending out where we advertise, but we still sent them to the same offer. Fun stuff :)

  2. Fred says:

    Thanks for these tips, helped me a ton. Definitely pre-selling is a big concern for me, more than building the actual landing page. I hate how the seller leaves info out that I have to fill! Anyways, I build my tools with Instabuilder

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