Prelanding
A prelanding page (prelander) is an intermediate page between an ad and the main landing page, meant to prepare the visitor for the offer.
In plain words
Not everyone is ready to apply right after a click. A prelander sits between the ad and the main page: it tells a story, answers questions and explains why the offer matters. Then it leads to the landing page with the form.
Prelanders most often take the form of an article, a review, a quiz or a personal story.
How it looks in practice
The chain is: ad, prelander, landing page, application. On the prelander you measure the share of visitors who click through, on the landing page the share who apply. If the first number is good and the second is poor, the prelander promised something the main page does not show.
Why it matters to an owner
Prelanders are often made by affiliates rather than by the advertiser. So it is important to know exactly what people are promised before they reach you. If a prelander talks about discounts that do not exist or results the product does not deliver, leads arrive with false expectations.
The sales rep in the chat gets a client who expects one thing and hears another. The result is refusals, complaints and a falling approve rate, even though there were many applications.
Common risk
Deceptive prelanders. Invented reviews, fake publications in the name of well-known people or media, false guarantees. This may breach ad platform rules and advertising and consumer protection laws, and the advertiser may end up liable. Rules depend on the country, so check with a lawyer. It is sensible to require partners to approve prelanders with you in advance.
More in Signals
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