Do we always need Landers? (11)
Hi all,
Obviously im a noob 
Something i dont get is why we do need landers when we can send traffic to the offer page directly.
Are there any limitations / restrictions ?
For example. If i go with mobile traffic and app install offers. Can't just create my banners and link to apple store or google play ? Do i need a lander ?
Please make this clear to me.
Thank you in advance.
G
Landers can be very important. Keep in mind though, it is always something that is worth testing depending on the offer.
One reason why landers can be very important/useful is if you are using a specific angle to your offer. (which you probably are going to be doing).
When you have an offer, and are using a unique angle for your campaign, your offer may not completely line up with your angle. This is where you would use a lander to reassure your traffic that the offer is right for them, or warm them up to be ready to convert.
For example, say you were running a dating offer -
Your Angle: Gamers can meet other gamers.
your offer probably isn't specifically for gamers to meet other gamers, it is probably just for people to meet other people.
If your traffic clicked on your link under the assumption that they are a gamer who wants to meet another gamer, they may leave the offer when they see that it is just for people to meet other people.
Your lander is in place to reassure the traffic that, with your offer, they will have the ability to specify that they are a gamer looking for other gamers. This way, when they get to the offer, they know that despite the "general" look of the offer, they will still have the ability to specifically meet gamers once they subscribe.
hope this was clear. Let me know!
yazici, thank you so much for the info.
It it getting clearer to me. But here is a question.
When i buy traffic I have creatives (banners) for users to click. Can't i just push my angle on that creatives?
Isnt a Lander an extra step i add between the user and the conversion ?
Originally Posted by globy14
At that size you can't fit all the LPs' elements (social proof, urgency, etc etc)
Dario is right.
Similarly, pushing an angle with your creatives is what I am saying. You are targeting people who will click on your banner/creative because they can relate to your angle, right?
however, sending them straight to an offer that doesn't clearly state your angle can make many of those people say "wait, this isn't what I wanted!" (or something similar).
That is why you have a lander in between --
They see the banner with your angle: "Meet Other Gamers Today!" ----> They relate and click: "I am a gamer, and I am interested in meeting other gamers!" ----> They are sent to your lander where you reaffirm the fact that they will be able to meet other gamers ----> they click through to the offer knowing that they will be able to meet other gamers for sure, and are more likely to sign up!.
The lander assures them that they will get whatever you suggested out of the offer. In this example, it assures them that they will be able to meet other games on the dating site you are sending them to.
Landing pages are your full-screen dojo where you can sell the product or service.
Selling is what marketers do.
You should be better at it than the advertiser - at least your landing page should do a better job within the context of your angle, as set out by your primary ads (banners).
Not using a landing page is like referring people from the sidewalk into a business and not having any sales people inside, then just expecting to earn referral commissions. If marketing was this easy - either online or offline - everyone would be making $$$. They're not. Possibly because they suck with landing pages.
One great analogy I've once read somewhere was comparing your campaign to a car dealership. Your banner would be what gets people to the dealership with something like "Mega sale, check out our awesome cars at dealership xyz!".
Now, once they end up at the dealership, very few people will just walk up to the cash register and be like "I want that car over there, here is my credit card!". Most likely, a sales guy has to do some magic first and tell them about the awesome benefits of car xyz, offer them a test ride etc.
Your landing page is basically that sales guy and "warms up" potential customers so they will be more likely to convert.
Good answers guys!
Thank you. It's all clear now
I will be surely using Landers
Landers are not always needed, sometimes they will actually decrease your conversion rate. I will take the example you mentioned - linking to google play store. Now lets assume you are doing legit style promotion, not some cloacking or virus type angle where you need to scare the user to death and stop his brain from operating which results to installing whatever you offer So, lets say you are promoting a legit app with a legit angle, for example some notorious battery saving app. In this case you dont really need to use an LP, because you grab the users interest on the banner already and the app description on google play store will do the rest. Now the crucial part in this case is the fact that the user lands on google play store, which is something he is already familiar with and most likely had used in the past and the trust has already been built. In this particular case, the google play store actually fills the role of a Landing page - there are reviews, there is a long description, star ranking etc and as a bonus, the users is used to trust this information.
This is similar to the example andyvon gave with the car dealership, but instead of car dealership, think a grocery store and a banner like "cheap strawberry candy at your corner store" - since you are used to shop in that store daily already, you dont need any sales guy to walk you through the shop and sell you some more, you simply walk in and take the discounted candy the same way you usually buy your stuff there.
On the other hand - and thats what guys above me all adressed - in case of a dull, general, boring and unclear offers entry page, you really need to presell a user with a well done landing page. This is extremely common in dating, there is usually some hot chick or a couple on the entrance page along with a registration form and thats it. No niche, no interests used, no nothing... so you gotta light the fire somehow on your own and thats what the LP is meant to do.
So to sum it up, in case the offer entrance page is doing a good job in pre-selling itself or you are sending the visitor to a place he is familiar with and has used before (like google play), you dont necessarily need a LP - unfortunatelly this is rarely the case. In the rest of cases, the LP can give you the edge over your competition, gives you a chance to create some marketing magic and lets admit it - you can lie to the visitors a bit to light the interrest
@matuloo thank you for your reply.
I was thinking exactly that when i firstly fired the question.
That a LP between a banner and an app install, may be a bad disruption.
Thank you all for your time! I think i know when to use a LP now
Originally Posted by globy14
I was thinking exactly that when i firstly fired the question.
That a LP between a banner and an app install, may be a bad disruption.
Thank you all for your time! I think i know when to use a LP now
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