The BizProfits Blog

How to Make, Test and Optimize Your Prelanders

Written by: Kate Almog Promotion Tips

How to create prelanders

Some time ago, when we only started out as a full-blown network, we wrote this post on prelanders (also referred to as landing pages in the publisher communiHow to create prelandersty). A lot of things have happened since then. We’ve learned, practiced, and gained plenty of experience. Now it’s time to get into more specifics (within reasonable limits). In this post, we are looking at how to create prelanders and how to make them work.

Elements of a good prelander

Experience proves that simple prelanders work better than sophisticated ones with lots of content and sophisticated (or simply cluttered) design. That’s why, when creating your prelanders, it’s better to stick to a simple structure:

  • Headline (for consistency purposes, it’s a good idea to use the same headline as in your ad)
  • Main image (smiling women and before-after images still perform better than the rest). In line with the above-mentioned consistency principle, you could dynamically pull the image from the ad, too
  • Content (translated to the primary language of your geo)
  • Call to action

The amount of HTML code required to put together these elements is minimal. If you have no knowledge of HTML and CSS at all, you can use online LP builders such as Unbounce.

Of course, if you are determined to avoid the development part at all, you can use free prelanders provided by our network (for specific offers) or the STM forum. Using spying tools is also an option.

Steps to set up a prelander

  1. Create a prelander in simple HTML or use a ready-made solution
  2. Host it using one of the hosting solutions available (Amazon S3, Digital Ocean, Linode, Vultr, etc.) It is recommended that you use a CDN (content delivery network) for faster loading
  3. Set it up in your tracking software (e.g. Voluum)
  4. Check if the link you have in the prelander is clickable and points to the offer page
  5. Replace the tracking URL on your traffic source with the URL for your prelander.

Major changes to test

If there is one thing you should be constantly doing as an affiliate marketer, it’s testing – testing your prelanders to boost conversions, in this case. It is better to test one major change at a time, so that you can be absolutely sure which modification brought the profit.

Such major changes are:

  • Background
  • Main image
  • Additional interactive elements
  • Content angle
  • Translation (in one case, a change of only 1 word brought 300% increase in conversions!)
  • The size, color and shape of the final CTA button
  • Sending users to the final CTA instead of making them scroll all the way down (if you prelander is long)

Font sizes and other minor changes can be tested together as they are not likely to have major influence on conversions.

Optimizing the loading speed

Just as is the case with websites, loading speed is VERY important for prelanders. If you find out it’s not fast enough, here are the things you could do to improve it (coding experience required):

  1. Go over the code and remove JavaScript that you don’t need and that could be added automatically by the software you’ve used, especially within the <head> </head> tags.
  2. Insert all styles into the main file
  3. Optimize the size of images – aim for the smallest size where the difference in quality is not identifiable
  4. Turn your text into HTML if it’s an image (almost guaranteed improvement in conversions)

We currently offer prelanders for a big number of offers and even produce them on demand. Making your own ones, however, will let you define the angle in which you’ll be promoting an offer. Besides, some offers were designed to have custom prelanders and thus, don’t have a strong selling angle.

Using a prelander to “heat up” your traffic and personalize based on age/gender/geo location will improve the CR in 95% of cases. Yet we do recommend to split-test with direct linking where possible – in case you are dealing with a rare offer that won’t benefit from the use of a prelander.

That’s it for today. Stay tuned!

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Kate Almog

Affiliate Manager


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