Pre Lander CTR (9)
Hey guys
I wanted to ask what would be considered bad, good and excellent CTR on the pre-lander?
I mean clicks from pre-lander to the offer.
I'm running crypto offers and I got 5%-7% (pre-lander is optimized and loading in 500ms).
Alex
There's so many factors that can affect LP CTR that it's hard to give a meaningful answer without knowing more.
At the end of the day profit is really the only thing that matters. Focusing on landing page CTR can be misleading at times, with some targeting options yielding much higher or lower CTRs depending on how broad the targeting and ads are.
That all being said that does sound low for facebook in general, even for a long-form LP. I come from native mainly where good CTR for an advertorial on US mobile is in the 15-20% range and the more premium sources tend to have closer to 30-40%. Hopefully someone more experienced with facebook and/or crypto in particular can chime in on what they've seen.
I must add that traffic is German, not USA.
Depends on the kind of prelander ofcourse. A viral/fake news/clickbait-ish prelander should reach way higher, like 20% for example. Unique landers which are well written should be able to reach even more. But maybe you are explaining clearly people have to deposit 200 dollar to start, then 5-7% isn't that bad. Also if you target a cold/broad audience CTR is much lower compared to a more precize targeting (on interest, or even a look a like audience).
I would say it's too low. Perhaps the prelander is exhausted on the audience already, or you ripped it and some scripts are redirecting traffic to the original maker of the prelander. In general I know Germans aren't that responsive to ads compared to other countries like FR and UK.
Thanks for the reply,
Yes, it's written that they need to deposit 250 EUR.
It has an advantage of course - filtering the ones that don't have or won't do it and losing CTR but on the other hand the lead quality is much better.
I was trying to target a look a like audience built from list of customers but the result was that the clicks were very expensive.
The highest CTR pages (eg 40-50+%) I've seen are generally those that have a short headline, image, paragraph or two, and CTA button.
You could experiment with using one of those before your lander so it would look like: pre-lander > lander > offer. If you're not getting high CTR with that then there's definitely something off in your targeting or ads.
My experience so far has been the same amount of people convert on the offer, but less click through to it overall (about 50%) which is useful in making optimizations.
Hard to say really, even within one niche/vertical, the LP ctr can vary a lot.
My main vertical is dating for example, and I see LP ctrs anywhere from 5% up to 50% ... depending on the traffic source, traffic type, the LP type ... there really isnt anything like a "good" ctr that would fit the whole vertical.
Yeah all my experience thus far is on natives but I've driven quite a bit of traffic already to a variety of offers and my lp ctr's have ranged from about 10% on the low side to 55% on the high side (when utilizing good traffic, obviously- if its awful traffic from bad widgets it could be closer to 0%).
If the traffic is legit then it seems to really depend on how clickbaity/ambiguous the headline and image are on the lp. If they really produce curiosity and don't define who the potential audience is/don't narrow things down, the lp ctr can be really high. This seems to work better on VSL products where the offer will do a ton of selling before the cart pops up.
On the other hand if you do a lot of educating on the LP, or if its really long like some solar or refi ones, the lp ctr seems lower generally.
I would think this would be necessary on certain nutra offers where the lead is greeted by the shopping cart as soon as the offer page opens and there's no vsl to sell to them, but I don't know.
One mistake I made early on was optimizing too much for LP ctr and not enough for lp EPC. Partly this was because I was having trouble getting my conversions to show up in my tracker so I was forced to, but I also wrongly assumed there would be a near-total correlation between the two. Once I got my tracker working better though I found out that some of my LP's might only have a ctr of 30% but would have significantly higher EPC's than other lp's with ctr's that were 40%.
Fascinating stuff! 
-Jack
Like all the great minds above have suggested CTR varies dramatically from so many variants, from traffic source to even running the exact same lander translated to different geos. Thats why its so important to always keep testing, even when running unique campaigns.
Is your lander unique or one that you just ripped, crypto offers have been smashed quite hard in DE so maybe the audience is getting blindness to your angle... but also speaking on that with a low CTR often can come extremely high conversion rates and as far as I know crypto offers have very high epcs. Are you getting any conversions?
Another thing to note, well not so much for you as crypto offers is probably more FTD related so quality not so much an issue, but for CPL campaigns high CTR for us has been very mixed results in terms of quality for advertisers so properly explaining the process behind what makes the advertiser money on the lander in some angled marketing has kept us very consistent.
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