I have an offer converting on positive ROI using direct link. After optimizing all the placements and banners I thought of adding a landing page in the mix for even more profit. The traffic is mobile.
The result on traffic source 1: a very little increase in conversions (with only 0.06% but it might even out in time since it only generated a few hundred leads vs a few thousands with direct)
Traffic source 2 (decisive...everyone uses it anyway, so no big disclosure): the conversion is 5 times worse than using the direct link
The landing page "format" is mobile optimized and tested with Facebook traffic and it did convert better than the direct link.
The offer itself has a landing page where user has to answer a few questions before entering their email and it is mobile responsive. I'm thinking that the advertiser already did the job for me and my landing page is just one more useless extra step or it doesn't really matter. But there are so different results depending on the traffic source.
What's your opinion/experience about using and not using landing pages, especially when the offer already has some interactive funnel in it?
It's just something to test.
If the LP works better on Facebook but worse on Decisive, so be it.
The traffic is different, as are your ads and the mindset/intent of the users.
If you assume that the lander is displaying correctly, the device distribution is the same, the connectivity is the same and so on, you would still just respond to the data independently - ignoring what happened on a different traffic source.
Well, don't ignore it entirely, just don't get held up on it.
You're right zeno, data is data, that's why we split test after all. When I was exclusively doing viral stuff I always promoted offers directly not caring for little conversion optimizations but for free volume mechanisms.
My surprise was mostly because everywhere on the forum I read that a landing page will most definitely improve your conversions and everyone suggested the landing page as a step for improving the earnings. I'm thinking maybe their offers don't have a funnel implemented in the offer's own landing page already, they are way creative than me or maybe this offer is just an exception.
The advertisers funnel is important for conversion rate if it's DOI, pay per sale, rev share, etc.
If it's an SOI where they just have to click install or enter an email, there isn't much of a funnel so the landing page design itself matters most.
There will always be a funnel on the back end which will influence lead quality.
Anyway, landers don't always increase front end conversion rate. But most of the time they will since it gives us - the marketer - a better platform to sell the offer.