What a presell page does
A presell page warms a visitor up before they see a price. The ad promised something; the presell keeps that promise, gives the reader a reason to believe the product is the answer, and sends them to the order or product page already expecting what they will find there. A bridge page is the shortest version: a few lines and one button, often used by affiliates in front of a vendor's sales page.
The formats
- Advertorial: a long article-style page with a story and a mechanism. See advertorials.
- Listicle: "5 reasons" or "7 things", built for skimmers, each item a benefit. How to build a listicle presell page gives the section order, an invented example and the label rules.
- Quiz presell: a few questions that segment the reader and end on a matched recommendation. Our guide on how to build a quiz funnel for paid traffic covers segments, results, tracking and labels.
- VSL presell: a short page around a sales video, with the text doing what the video cannot (the label, the proof, the button).
- Bridge page: a short page that sets expectations and passes the visitor on, common in affiliate funnels. What to put on a bridge page for affiliate offers gives the section order, an annotated example and the mistakes ad networks reject.
The hand-off
The click from presell to order page is a weak point in any funnel, because the reader has to trust a new page at the moment money comes up. The order page should repeat the presell's headline promise, its price and its guarantee in the same words, show the same product image, and load fast. A reader who feels they have landed somewhere else hesitates, and that hesitation happens right before the sale.
Choosing a format
Match the format to how much explaining the product needs and how cold the traffic is. Cold social traffic for an unfamiliar product generally needs the long advertorial or the quiz. Warm search traffic for a known product may only need a bridge page, or no presell at all.
