Not getting the conversions you were hoping for? You are not alone and we have one solution that many affiliates are just not successfully carrying out when building their conversion funnel. The solution involves the topic of marketing consistency.
In our blog post about landing page optimization, we mentioned that the content of a landing page should be consistent with the ad (or any promotional means for that matter) to generate traffic. Here, we’ll take a closer look at the sequence and consistency of advertising materials, affiliates are using to achieve the best conversion results possible.
Imagine you are using a banner ad to promote BizProfits’ Garcinia Cambogia CPA offer that sends traffic first to your prelander and then to the Pure Asian Garcinia landing page. This banner has a picture of a celebrity and promises to reveal a weightloss trick used by Victoria Secret top models. When the customer clicks on the ad, however, she gets to a prelander that shows before-after images of regular people without mentioning celebs and moreover, concentrates on body cleansing rather than weightloss. If the customer hasn’t clicked out already, despite not giving them what you promised in the ad, the customer will be disappointed even further by reaching the product/service site that is even further removed from what they expected from the original ad.
This is an example of a broken link, which is likely to produce high bounce rates. As most of our affiliates use this sequence (ad – prelander – landing page), it is important to understand that all promotional tools are part of a single sales funnel. Ideally, they all should fit into one concept and “warm up” a potential customer for eventual purchase (in our case, a free trial). Take a look below at a well-working, current example.
Here is a banner ad that leads to a prelander:
Note that it has all the attributes of a successful ad – it shows a famous celebrity and intrigues customers, promising to reveal a trick. When clicked, it leads to the following prelander:
The Kim Kardashian topic is carried on, with similar before-after images and the general “celebrity weight loss trick” concept (note that the first headline paraphrases the ad message). If a customer scrolls down, she will find more before-after images, showing what results regular people were able to achieve with Garcinia:
It is absolutely okay to use them, provided that the first thing a customer sees on the prelander is consistent with the ad she’s clicked on.
However, a good prelander is not the final destination but rather the intermediary stage used to tease a customer and encourage further action. That’s why this prelander has more “sales-pitchy” components – real-life stories and a native ad that offers a more effective combo of two weight loss products. Note that the ad to the right here is still in line with the “Kim Kardashian’s secret weapon” concept.
When a customer finally arrives to the landing page, she will find content and images that are in line with the prelander. It is okay if the initial ad is only slightly related to the final destination, provided that there is a prelander to arrange a smooth transition.
Another important point in maintaining consistency is providing the same figures on all promotional tools you are using. Let’s say, you choose to mention the 60% HCA content in Pure Asian Garcinia on a banner ad, you can’t then change your mind mid-way and say it’s 90% on the prelander.
Generally, consistency between promotional means and landing pages includes the following components:
1. The same main message (in the example, the focus is on a secret weightloss trick, which is maintained through the entire conversion funnel).
2. The same “look and feel” (similar before-after images, etc.).
3. No discrepancies in the key information provided (ingredients, delivery terms, etc.).
No matter what kind of promotional technique you are using – PPC ads, prelanders, email campaigns, banners, social media profiles or their combination – consistency between them and the corresponding landing pages is extremely important.
Do not misinterpret this though. We are not calling on you to simply duplicate the content from our landing pages. The idea is to entice a customer by creating an attractive appetizer for the main offer. To pull them through the sales funnel until the very end. If there are cross-sell opportunities (like for Pure Asian Garcinia and Pure Colon Detox), you can work with that in mind, i. e. create an enticing pre-message for both products. Ideally, a customer should get “hooked” by your ad and then proceed to the prelander to find confirmation of what has been promised and get more relevant information. The journey ends at the relevant landing page.
The BizProfits CPA Affiliate Program provides a set of marketing materials which you can use for promotion. Despite this, if you are creating your own prelanders, we highly suggest developing relevant ads, specifically geared to your prelander design and message. The entire customer’s path should be consistent, so if you are using a shocking, teasing prelander, then your banner ad should be teasing and shocking as well.
Maintaining consistency between your promotional tools is essential to decrease bounce rates, maintain customer trust, send more targeted traffic to the landing page, and ultimately increase your conversions. Bear in mind, next time you set up a banner ad and a prelander for any of our CPA offers – this rules works for all niches and products presented at Bizprofits.com.