Ultimate F.A.Q.: Know It All about Pre-Landers Vs. Landers

The second article, dedicated to pre-landers is here. When compiling it, our mission was to include the most frequent questions we receive in one place. Hopefully, this should serve you as a one-time stop, where you can get all the answers. And if that’s not the case, you can always contact our support team for extra clarification.

General Questions

Some non-specific questions about pre-landers will be addressed here. To ease your navigation, every question will use a dedicated heading.

What is a landing page?

Example of a landing page (lander), based on the game “Rise of Cultures”, featuring cartoonish medieval landscape with peasants, merchants, and village buildings.

Via: Rise of Cultures

The lander, or landing page, is the final destination of a marketing funnel, where the user hopefully completes the target action. Typically, the merchant provides all the landers needed — the affiliate usually can’t change them in any way. The main goal of the landing page, a.k.a. offer page, is to facilitate the conversion and remove any obstacles that can prevent it.

What is a pre-lander?

Examples of pre-landers, based on various spin-the-wheels. The first example also features a CTA button.

Pre-lander is an intermediary page between the ad and the landing page, hence the name. The affiliate decides whether to include it in their funnel and designs pre-landers the way they see fit. Pre-lander is an extra step in the funnel that helps to warm up the users, inform them, address their objections, and create a more seamless transition from the ad to the offer page.

Can I work without a pre-lander?

Sure, keep in mind that pre-lander is an extra step in the funnel, which is not always justified. You can skip it in the following cases:

  • Your offer is simple and communicates value immediately, e.g., an ad blocker or some sweepstakes.
  • The audience is already aware of the product, e.g., the new iPhone.
  • If you are short on time and money, as pre-landers require polishing and a dedicated domain.

What are the benefits of using pre-landers?

Pre-landing pages help to inform the users, engage them more, confront their doubts, set up proper expectations, and filter out potential bouncers before they start to mess with the KPI, established by the merchant. These pages also contribute to more seamless funnels, which are good to command more credibility.

Should I use pre-landers for every campaign?

Not every offer benefits from pre-landers. If they aren’t consistent with other funnel elements, they can hurt campaign performance. Pre-lander is an extra step to the funnel, which is to be justified. Adding it for the sake of it is a bad idea, because it creates an additional stop on the user’s journey toward the conversion.

Where to get a pre-lander?

Pre-landers are typically made by the affiliates, because they allow more design flexibility. You don’t have to know the coding, as there are dedicated page builders, e.g., PureLander. Sometimes affiliate networks provide pre-landers alongside the offers. Make sure to ask your affiliate manager there about them.

Wanna try out new pre-lander insights using top-quality sources? Register on our platform and boost your income today! Our expertise in Push and OnClick ads is at your service.

Pre-Lander Creation and Specifics

Let’s continue with more specific questions, regarding the design of pre-landers, their applicability to various verticals, and optimal ad formats.

What elements should a pre-lander include?

Pre-landers should have a headline to capture attention, persuasive copy that addresses pain points and objections, relevant images or multimedia, and a CTA, directing visitors to the main offer. A good idea is to include social proof in the form of commentaries, UGC, or certified badges of quality.

How can I create an effective pre-lander?

A good pre-lander is consistent with the ad and the destination page, serving as a smooth transition. Understand your target audience, their needs, and pain points. Write a compelling copy covering those needs, instead of just bragging about the product’s features. This is the page to inform your users that they might have a problem, and that you know how to address it. At the same time, every element included should serve a purpose, so don’t go overboard.

Can I test several versions of my landers?

It’s strongly advisable. A/B testing is there for a reason and testing a few versions of the pre-landers helps to figure out the optimal layout, best colors, compelling texts, etc. Split-testing includes, but is not limited to, headlines, copy, images, layouts, and CTAs.

Do pre-landers work with every type of offer?

Pre-landers are a good choice for complex or high-ticket offers. In such cases, pre-landers help to elaborate on the features or reassure the user that the purchase (or any other action) is worth it.

Which ad format works better with pre-landers?

Any ad format can work, as long as pre-landers are made for a reason. An extra page might be worth it in the case of OnClicks (Popunders), when the creative is absent. But every funnel is unique, and sometimes it’s just better to redirect the user straight to the offer page. Register on our dashboard and contact our support to get personal assistance.

Can I use pre-landers for auto-downloading software?

By default, RollerAds doesn’t work with auto-downloaders, as they’re harmful to user experience (UX) and won’t pass our moderation.

However, pre-landers can help to obtain the user’s permission to install software, effectively changing auto-downloading software into just software. Once pre-lander is added, the campaign follows the rules of Software & Utilities.

As long as the campaign remains compliant with our moderation requirements, and the funnel has an explicit CTA, you can promote it on RollerAds.

Should I use pre-landers for antiviruses?

That depends on your creativity level and the time available. Antivirus is a complex product, so explaining why your offer is better than the others is a good idea. Alternatively, a pre-lander can be used to imitate the scanning process. At the same time, if such pre-lander struggles to add extra info, combat user’s skepticism, or match the other elements of the funnel, you’re better off redirecting users straight to the offer.


Pre-landers play a crucial role in optimizing marketing funnels by providing an intermediary step between ads and landing pages. While not necessary for every campaign, they offer significant benefits such as informing users, addressing objections, and creating a seamless transition to the main offer.

When creating pre-landers, it’s essential to focus on elements like attention-grabbing headlines, persuasive copy, relevant multimedia, and clear CTAs. A/B testing different versions of pre-landers can help optimize their performance, and they are particularly effective for complex or high-ticket offers. Ultimately, whether to use pre-landers depends on factors like campaign objectives, audience, and offer complexity, but they can be a valuable tool for boosting conversions and maximizing ROI.

Finally, if you have any more questions, feel free to address them to our support. Our mission is to bring you closer to profit every day.

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