Native ads are still one of the biggest revenue sources for a big part of affiliates. This means that any sort of optimization of the structure of your funnel can lead to a huge change in revenue down the road. One of the things that is most often ignored is the prelander.
In the ever-evolving digital marketing landscape, mastering the art of creating a high-converting prelander for native traffic is a skill that stands out. A well-crafted prelander can significantly boost conversion rates, and with modern tools and information, it's not that hard to do in the first place!
In this article, we will share insights and tips from my own experiences and research, guiding you through the process of structuring an effective prelander.
Understanding the Basics
Before we talk about how to make the most out of your prelanders, let's cover the basics so that everyone is on the same page!
What is Native Traffic?
Native traffic refers to visitors who arrive at your website through content that blends naturally with the platform they are using. Unlike traditional ads, native ads don't feel like ads; they feel like part of the user’s browsing experience. They usually use the same color, style, and layout that regular content uses on a particular site, and thus, they are “native” to that platform.
This subtlety makes native traffic particularly valuable, as it tends to be more engaged and open to what you are offering. People tend to not perceive it as tacky ads, but as a part of their experience on a site they enjoy.
What is a Prelander?
A prelander is a web page that visitors land on before (hence the prefix pre) being directed to the main offer or product page. Think of it as a way for your audience to get introduced to your products, preparing the audience for the main offer. Its purpose is to pre-sell the visitor on a product or service, making them more receptive to what the main page offers.
In short, it is a way of introducing your audience to a product or service so that they are more likely to convert once you start advertising a bit more aggressively on your lander and offer page.
Why is a Good Prelander Important?
A good prelander is crucial because it bridges the gap between the ad and your main offer. It's the tipping point that can either push a visitor toward conversion or see them bounce away.
A well-structured prelander helps build interest, and trust and pushes the visitor towards making a purchase or completing a desired action. The better your prelander is, the more likely that your lead will turn into a customer and you will gain something from your interaction with them.
Structuring a High-Converting Prelander
When crafting a prelander for native, each element must be structured to ensure it fits in with the native traffic. Things need to be coherent between your pages and flow smoothly without having any bumps in the flow.
Structuring can be difficult for newcomers, but with a few tips, you can create incredible prelanders in no time!
Headline and Subheadline
The headline is not just the first point of contact but your first impression. It should immediately capture attention and align with the visitor's expectations set by the ad. It should bait interest and clicks, but make sure that it makes sense for the content you are providing on the page. If you hint at a huge reveal, you need to have a payout in your copy!
The subheadline should support the headline, offering a secondary persuasive push. Both should work together to intrigue and pull the visitor into the main part of the prelander.
Engaging and Relevant Content
After an engaging headline, you need to have content that reflects what you said beforehand. The content should be an engaging narrative that connects with the visitor. A great tactic for deciding what your content should be about is learning what your audience resonates with.
Understand your audience’s motivations, fears, and desires, and speak directly to these. Use storytelling techniques to make the content relatable and memorable. For instance, if your product solves a problem, narrate a story where someone overcomes a similar challenge using your product. This method helps create a personal connection with the reader.
There is a marketing trick called the “Slippery slope”. In it, every sentence is an introduction to the next one, and the key of them is to get your users to read through all of them. Use the same tactic when writing your headlines and copy for the best effect!
Use of Visuals and Media
Incorporate visuals strategically. Images, infographics, and videos can be powerful tools to engage your audience and increase the chance of them converting. Ensure that these visuals are high-quality and relevant.
For instance, use images that depict emotions or outcomes related to your product or service. Videos can be particularly effective if they demonstrate the product in action or include testimonials.
Call to Action (CTA)
This is where you convert interest into action. Your CTA should be clear, urgent, and persuasive. Use action-oriented language and make it stand out on the page. It's often effective to repeat the CTA, placing it at strategic points throughout the prelander.
Consider the color and size of your CTA button; it should be prominent but not jarring. Play around with countdown timers, animated buttons, and gradients. Just make sure that the things you pick don't look too tacky, as it will make people think that you are trying a bit too hard to get their click!
Simplicity and User Experience
The layout should be intuitive and easy to navigate. Avoid excessive text or overly complex designs. Sometimes less is more!
Use whitespace effectively to help guide the visitor’s eye through the content. Ensure that the most critical information is available near the top, so visitors don't need to scroll to find it.
Trust-Building Elements
Besides testimonials, consider other things like case studies, endorsements from known figures, user reviews, or real-time statistics. If you have been featured in notable publications or have received awards, display these accolades.
Trust is a crucial factor in converting visitors into customers.
Mobile Optimization and Accessibility
A significant portion of web traffic comes from mobile devices. Ensure that your prelander is responsive and loads quickly on all devices. Additionally, make your prelander accessible to all users, including those with disabilities. Use alt text for images, and readable fonts, and ensure that your site is navigable with a keyboard.
Tips for a High-Converting Prelander
- Personalization:
If possible, personalize the prelander based on the visitor's previous interactions with your brand or their demographic data. Personalization can significantly increase the effectiveness of your content.
- Psychological Triggers
Use psychological triggers like FOMO (fear of missing out), social proof (others are buying/enjoying this), or reciprocity (offer something valuable for free) to enhance the efficiency of your prelander.
- Consistent Testing and Optimization
A/B testing should be an ongoing process. Continuously test various elements like different headlines, images, and CTAs to understand what works best. Pay attention to metrics like click-through rates and time spent on the page to gauge effectiveness.
- Seamless Transition to the Main Offer
The transition from the prelander to the main offer page should be seamless. Ensure that the message, tone, and aesthetics are consistent so that the visitor doesn’t feel misplaced when they move to the next stage of the funnel.
- Feedback Mechanism
Implement a way to gather feedback from visitors. This can be a short survey, a feedback button, or an invitation to contact. Feedback is valuable for understanding the visitor’s perspective and improving the prelander.
Conclusion
When making a high-converting prelander, there are a few things you can do to ensure it performs better. Each element must be thoughtfully designed and made with the user’s experience in mind. From the compelling headline to the persuasive CTA, each component plays a role in guiding the visitor toward conversion.
Remember, the goal is not just to attract clicks but to build a connection that encourages visitors to engage with your brand and ultimately convert. Keep refining, testing, and learning — the prelander is a dynamic tool that, when leveraged correctly, can significantly boost your marketing success.
What optimizations do you do for your prelanders? How have the optimizations changed the performance? Share your experience with us in the comments below!
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