Why use landing pages? (14)
Hey guys,
I'm curious... from a vendor's perspective (I sell my own stuff).... the reason affiliates use landing pages vs directly sending to the offer.
Without running numbers, it would seem more eyeballs to the offer = more conversions. but obviously that may or may not be the case.
some offers require some preselling..escpecially higher paying ones. you have to convience the user first that the product you are promoting is exactly what he needs. you have to create some desire/need first before you can sell.
getting the user interested and buidling desire can be done with a LP.
Also if you want to use your own "angle" to generate leads/sales you need a LP to do it. If you direct link you are really limited in the way you can market it.
Simply put:
You're pre-selling. Getting them interested in the product before displaying it under their noses.
You'll notice much higher conversion rates when using a solid landing page, rather than direct linking. You have to consider that a heavy majority of users will just bounce off of the offer LP when you're direct linking. Yes you will get more exposure so to speak, but the people that do click through your landing page to the offer page are already interested in the offer, and will be more inclined to submit a form or whatever the desired action is.
LPs are essential these days to "seal the deal" for the person behind the computer. Especially if you take niche angles, you need to have the offer make sense for the user.
interesting.... thanks guys... its interesting to hear it from affiliates. This will help me make my stuff more affiliate friendly.
when you guys are saying pre selling... you're mostly using 'sandwich' pages as opposed to squeeze pages right?
curious why you don't see vendors doing this when they promo their own stuff.
I don't know about everyone else but my ROI on dating campaigns went from ~50% DL'ed to 100-150% after adding in a solid LP. I initially started with just a few lines of copy / benefits and images, but recently through split testing I've added several mid length copy pages (1-2 pages worth of copy long) and not only has my overall conversion rate increased, but the effects on the overall quality of the lead for the advertiser's back end has increased as well resulting in pay bumps, so depending what you're promoting (I was doing dating), I think an LP can do amazing things. I think it's kinda like having a product sitting on the shelf in a store vs a live salesperson there actively selling a person on all the benefits of the product (not a perfect analogy but the best I could come up with on the spot)
interesting.... i mean i can see why you'd need one if you're buying traffic.... since you're probably competing vs other affiliates with the same offer... if you're direct linking, your bid prices can go nuts.
might have to try this out myself.... i've been mostly sending traffic directly to my video offer page.... with no LP
You make more money using landing pages.
Often times the offer page alone is not enough to get the user to convert, especially if it involves them using a credit card. A landing page fills in the gap.
It pre-sells the users, add in benefits the offer page doesn't, and a good landing page can add in interesting angles to increase conversions...countdown timers, special offers, testimonials, a user's "story" with the product, etc.
An example I like to use when explaining is to think about the landing page like a car salesman. If 100 people go to the dealership (click the ad), they're kinda interested in buying a car. But the car salesman (landing page) talks about the benefits and helps sell the car.
Another reason is because they're required for some traffic sources such as Google adwords.
Apart from the conversion part, using a solid landing page can increase your lead QUALITY dramatically.
You have to understand that this business, afterall, is not only about you. It's about win-win situation between you and the advertiser. If you can take care of the advertiser's money, then you shall be rewarded by a long term relationship as well as higher payout than most affiliates. The same applies if you go through a network because network has to deal with the advertisers too.
A solid lander guarantees the quality for advertisers.
Reason: There's ALWAYS room for improvement.
Landing Pages are often times the difference between a winning and losing campaign. Using an LP can dramatically increase the number of users likely to convert than direct linking. There are countless things to change in a landing page, and often times the least visible changes make the most difference to the visitor. Changing the buttons, split testing images, checking the competition, the layout of the page, and determining when it is necessary to use a landing page are all important things you need to know to be successful with LP's.
i hear ya.... usually you'd think more steps/pages = less conversions.
plus... i dunno as a vendor, i've always thought my offer/sales page's job was to make the sale....
i mean sure you might have a higher conversion, but you're loosing eyeballs to the offer.
so the numbers justify it?
wonder why more aff's don't use optin pages instead to build their lists then send the traffic to the offer.
How about expanding you target market and using more angles !
run a 50 / 50 split, half DL, half LP, let the numbers tell you what works best. I know some products do convert better direct linking straight to a video lander rather than going through an LP, it really really depends on what you're promoting and on the offer page. It also depends where you're running the ad, how targeted the traffic is or not. (broader traffic needs more preselling effort whereas if you're buying traffic and your target audience is spot on and you have a solid converting presell video on your offer page, a landing page may not be 100% necessary, but as with anything, just run a 50 / 50 split test and the #s will speak for themselves.
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