Do you know why it is important that you don’t send traffic directly to the offers you want to promote but rather to a pre-landing page? If not, you need to read this article!
If you read any books or articles about advertising or marketing then you’ll quickly come to realise that the only thing the marketing industry is interested in is psychology. Online advertising and affiliate marketing are no different. So how do you attract a person who is not interested in buying your product and then convince them to make a purchase?
The most important aspect is motivation. If a person doesn’t land on your store page with enough motivation to purchase your product then there is a high probability that they will not convert.
Imagine you are selling supportive weight-loss supplements. The likeliest profile of a visitor to your site will be someone who is determined to lose weight. The average person who fits this description will first google something like ‘how to lose weight quickly’. They see your ad pop up, click on it and are sent to your page.
In this system you have directly addressed their query with your product and ad for a supportive weight loss supplement and provided yourself with highly motivated and accurately targeted traffic. This is one way in which you can attract people with the right motivation to purchase products from your site, but what if you buy traffic on Facebook?
You can still target people’s interests on Facebook and increase the likelihood of their interests matching your ads, however, it’s important to consider why people use Facebook. If your ad is being shown next to people’s statuses and pictures of their friends and family, then the chances of generating enough interest to make a sale is limited. Think about it, when was the last time you bought something from a direct sales link on Facebook? So how can you motivate people to buy your products? The answer is prelanders.
Where’s your pitch at?
If you use Facebook regularly, then you’ll be familiar with the concept of clickbait and the chances are you fall for it. Don’t worry, most people do and that’s why it’s a good idea to add it into your campaigns.
At first, it may seem like you’re only adding further steps into the buying process, which is true but it’s really only half of the story. Marketing is about quality over quantity and whilst it’s true that if 100 people click on your ad, only 10 - 20% of them will then go to the final product page via your prelander in comparison to 100 people when you send them directly, you’ll actually see more conversions from those who visit your offers after seeing your prelander. Why? Because your prelander is where you convince your reader of the benefits of making a purchase. After all, marketing is all about sales and if you don’t have a prelander, you don’t have a pitch.
You should use your prelanders to hone every click you send in order to ensure that each lead is motivated to convert. It doesn’t matter what products you promote, it’s the same for all areas of online marketing.
Let’s take a look at two scenarios:
Scenario 1:
You buy 100 clicks on your general ad titled “Do you want to lose weight quickly?“. The ad leads to a page where people can then buy weight-loss supplements. Most of the 100 people who use the link will leave immediately after discovering that they have to pay $49 for the product and only one or two people will ever end up making a purchase.
If your 100 clicks cost you $ 10 and you sell one unit with a commission for goods sold of $20, then for your 100 people you have only earned $10 for the one who converted.
Scenario 2:
You buy 100 clicks for your general ad titled “Do you want to lose weight quickly?“, but this time it leads to a prelander where you explain the benefits of the product. You don’t talk about the price at this stage but instead explain the positives to the potential customer; in short, you sell! You can do this in a number of ways of course and it will take you a while to find the right angle, but as with anything in life, you only get out what you put in.
With this situation, you may only get 20 people out of the initial 100 pass through the prelander stage. This means, compared to the first situation, you have 5 times fewer people visiting your product page. However, the results will be better in the end as, out of the 20 clicks that have reached the end of the process, 3 or 4 people end up making a purchase.
Once again, if 100 clicks cost you $10 and you sell 3 units, then your commission for goods sold comes to $60 and you would have earned $50.
In our experience the differences are often much greater and in some cases Scenario 2 can generate 10x the number of conversions when compared Scenario 1.
If you can be persuasive enough and give people the right incentive to buy, then they will! However, you must provide the right kind of motivation and present it in the right way. Stay tuned for more information on how to do this and to get more expert advice on producing high-quality profit producing campaigns.