Pre-sell page, or landing page, is a powerful tool in your kit of conversion-boosting tactics, but there are different types of pre-sell pages that can get you different results depending on the purpose of your site, your favored demographic for sales, and other conditions. In general, there are four popular styles of pre-sell pages, these are review, jump, advertorial, and survey.
In this article, we’ll break down the basics of which is which, and why they might be preferable for your landing page. Keep in mind that you can also test these pages through split testing to see the results for yourself in real time; for example, you can test one landing page that is review-styled, and one that is survey-styled, and see which would be the perfect fit for your business.
Review-style pre-sell pages are an upfront review of several different products related to your website’s URL. For example, you might have a site that is about reviews for computer software, along with links that will lead users to either your own store, or the store of an affiliate.
- Up-front presentation. There’s never any confusion about what a review page is for. These are sites that are meant to direct users toward a handful of products based on reviews given. In reality, one or two of the reviews will generate the most traffic or conversions, but they all do the job of setting up an engaging visitor experience.
- Multiple reviews for multiple products. You want to create some form of variety so that it looks like a serious review site, and not just a disguised marketing page.
- Several links and calls to action, for as many products as you feature on your review site. If you have five products being reviewed, you will want five different calls to action somewhere near those reviews. Some designers prefer to put buttons next to each product title, and then a description and full review below.
A jump-style pre-sell page is the middle ground between a visitor and a destination. The goal of a jump page is to engage the visitor and entice them to click through to learn more. This gives you the opportunity to present a full sized advertisement, and information, to a user, then lead them to your fully featured website afterward.
- One call to action is preferable for a jump page, because the only intended action should be for the visitor to click through to the main site.
- They’re independent to your main site, which is a good thing. It means that you can directly influence your incoming traffic and improve it without making a whole fleet of improvements to your main site. If your jump site is on point, your entire site will prosper as well.
- They’re good for promotions, if the consumer is expected to be familiar with your product. If you have a new version of a product that you just released, your Jump page could put that information up front, and then lead to your site to learn more. The actual image promoting the product could be a link to that product, and there could be a link to the main site featured as well. In this case, you may want two calls to action– one for the product and one for the site.
Advertorial-style, also referred to as “native advertising,” is a unique take on the paid advertisements you may have seen in newspapers or magazines which are made to look like they belong in the publication. Advertorial landing pages are written to be like articles announcing a product or service, and they can be used either on your own URL, or a company’s website that you’ve purchased advertising with.
- “News-style” article writing is the key point with advertorial landing pages. They should look and feel like an article that someone would want to read. The more well written they are, the less “sales-ish” they’ll feel, and the more informational they’ll come across to visitors.
- Attention-grabbing headlines are also a must. In terms of modern online marketing, the nomenclature for this tactic is “click baiting,” and it involves creating a title that itself can be a call to action. “Find out how you can reduce your bills every month,” or “You won’t believe this easy way to lose weight” are all examples of this.
- A subtle call to action. Because the idea is to create an advertisement that doesn’t look like an advertisement, this is one example where you need to use the most discretion on where to place your call to action. If you’re too liberal with it, you could turn visitors away, but you also can’t bury it under a wall of text, either. Use your best judgment, and look to other examples of online native advertising to get a good idea.
Finally, a survey-style landing page involves the taking of information from visitors. A survey can be a simple form to fill out with name and e-mail address, or it can be involved enough to include mailing address, age, and other details. Some survey pages are also “pre-qualifying” pages. In reality, everyone who fills out the form is “qualified” for the product that you want to sell, but the idea is to engage the visitor with a task, and then to reward them with more information that they’re looking for.
- Call to action and form are up front. They should be one of the things that a visitor should notice on your landing page. The form itself could be set in a wide sidebar from the text body of the page, and a call to action can be placed above the form. A simple “Fill Out This Form to Learn More” might actually get looked at before any other element.
- A follow-up page after the form has been filled out is also a must. The follow up page itself could be something of a “Jump-style” page that leads the visitors onto your main site.
One advantage that a survey-style page has over other landing pages is that it gives you marketing data for further engagement, like contact details. You can pair a survey page with a mailing list, and many websites do exactly that. You could also use your survey page to get information directly from users about age, interests, and more. Dating sites use these landing pages to get information on gender, preference, age, city, and other details that make for a sharper product overall.