Q: Give partners deep links or send everyone to one landing page?
Depends on whether your partners create context or just route traffic.
— A single, optimized landing page is fine for coupon and broad-traffic partners. You control the message, you A/B test once, everyone benefits.
— Deep linking (any product/category URL becomes trackable) matters for content and review partners. A partner reviewing one specific product should land readers on that product, not your homepage. Forcing them through a generic page tanks their conversion and they'll deprioritize you.
Give deep-link capability to content partners and dedicated landers to performance partners. The mistake is one-size-fits-all in either direction.
The upgrade most programs skip: per-partner or per-campaign landing pages for your top few. A custom page with the partner's audience in mind can double their conversion versus your default.
Caveat: every custom page is a maintenance liability. Build them only for partners worth the upkeep.
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Program Desk
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Q: Give partners deep links or send everyone to one landing page?
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