What is the purpose of a LP if most offer pages are already well designed LPs?

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Futuremotion

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Nov 29, 2009
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It seems to me that even if my LP was extremely well designed and had great selling copy, solid CTA above the fold, convincing pitch, etc; ultimately I'm still adding another step to the purchase path. The affiliate marketer runs into a dilemma: It's evident that there is an advantage to making your own LP if the offer's existing LP is junk, as you can paint their product in a much prettier light--However, the end user MUST END UP at their shitty LP inevitably, after the user clicks through yours. There is no consistency. Many times the offer's LP can break the sale due to a shitty pitch or design.

Why don't affiliate networks allow their publishers to brand the offer's final LP?

It seems stupid to me. "Most affiliate networks: Here's an available offer, it's your job now to create a landing page for our landing page. Thanks."

Am I missing something?
 


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The purpose is to get your grandma all hot and bothered thinking about those steamy summer nights in St Olaf back in her youth, thus motivating her to bust out that Walmart Discover card and sign the fuck up for some res-V.

Now post the boobs or accept your fate.
 
Thank god.

So now can we discuss the question? I am a noob and have been curious about this too.
 
I've often wondered about this as well. Here is what I've gathered:

1. If the advertiser has a shitty page and/or offer to begin with, conversions generally suck anyway, and you shouldnt be promoting it. Always ask your AM to give you some relevant metrics for any campaign you want to mail and get an idea of CTR, EPCs, etc. If its shitty, why waste time designing a lander for it?

2. Assuming #1 is not an issue, and its a solid Advertising page with a high converting offer, your job is to pre sell the person. Sure, many Advertising pages do their own job of pre-selling, but this is where you have your edge and the chance to do an even better job than the Advertiser with testimonials <guffaw>, non copyright infringing images <double guffaw> and a real person's perspective in the form of a flog about the product <hurr durr>.

A click through from your lander to the Advertiser offer is a STRONG clicker/potential sale, whereas a click from your search path to the Advertiser is nowhere near as strong. Try direct linking and you'll see why it sucks.

Again, ask yourself, if direct linking was making tons of money, why are all the big boys using landers?
 
product a is a weight loss product.

i'm targeting hairy polish midgets

my landing page features hairy polish midgets and explains why product a is suitable, nay PERFECT for them.

the hairy polish midgets then pay less attention to the stock photo from istock which is the 2nd result for 'happy couple' who is gorgeous, non polish, and non midget.

thank you, drive through please
 
I think it has more to do with you over-promising about the product with no responsibility after the sale vs. the idiot who created crappy LP in the first place who has to accept responsibility and product returns. Even though you could circumvent the system if I recall it typically violates the affiliates TOS.

You would think the publisher would spend a few $ and make a decent landing page..
 
Alright thanks ricdes for saving this fool.

1) compliance

A lot of advertisers have their pages looked over by lawyers before going live to avoid unsubstantial claims and anything that would draw legal trouble. Of course not all of them do this, some put Obama and oprahs face on their lps to sell products, dunno what crackpot lawyers gave that the go ahead. Proposing publishers design their own offer and order pages for the company would mean the company would have to review them each time one is submitted, creating more work and money spent for them. This alone could make it not worth their time.

2) presell

As roundabout said, it's your job to presell. You don't get the same effect or conversion without it. Customer needs to understand why they're buying and hear it through an "authoritative" or believable source. The authority can obviously be spoofed but going to the extent of the google adwork fraudicle is going to cause problems. The advertisers like the separation here because the advertiser can push blame on the publisher running the dirtier presell, another reason why they don't want you redesigning their offer pages.

3) working direct

If you truly want to do this, contact the advertiser directly and propose the situation. I've redesigned pages for lead buyers and advertisers a few times which worked out well. Asking your network about this won't advance anything, it's not their job and most of the affiliate managers never even speak to the advertisers directly(that's bizdev's job). This will probably require you to have your own tracking platform as a lot of merchants won't have one.

There is more to it than just saying "hey my traffic would convert better if I redesigned your landing page"
 
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