Prelander or direct link to the offer?

Prelander or direct link to the offer?

Q: Should I send paid clicks straight to the offer page or warm them up with a prelander first?

A: Depends on how cold the traffic is and how big the ask is.

— Direct link when intent is already high: search, in-context native, or a user who clicked something specific. A prelander just adds friction and drop-off here.
— Prelander when traffic is interruptive (push, pop, social feed) or the offer asks for money or a long form. The prelander filters tire-kickers and primes the click, which lifts the offer page's conversion rate even if total clicks drop.
— Test one variable: same offer, prelander vs direct, equal spend. Compare final EPC, not click-through.

Short version: warm traffic goes direct, cold or big-ask traffic gets a prelander.

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