Network's pre-made lander vs your own: the 11-point CVR gap
The setup: CPA network handed us their 'proven' lander for a sweeps offer. We ran it, then built our own to compare. $1,200 split.
The move: Same traffic source, same offer, A/B between the network lander (used by 200 other affiliates) and our custom one with local-language tweaks and a faster load.
The numbers (illustrative): Network lander: 4.2% CVR, 3.1s load time, ROI +6%. Our lander: 9.8% CVR, 1.4s load, ROI +29%. The network lander was saturated — users had seen that exact page across a dozen other campaigns.
The lesson: A 'proven' network lander is proven for the network, not for you. By the time it reaches you it's burned — the same skeptical users have seen it everywhere. Speed and a localized angle beat a generic 'high-converting' template most of the time.
What I'd do differently: I trusted the network's lander for a full week before bothering to build my own, because 'why fix what converts?' It converted at HALF what it could. Treat handed-down landers as a baseline to beat on day 2, not a finish line.
Arb Files
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