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Traffic and channels

Landing page

Also called landing page, destination page, LP.

Short answer

A landing page is the page a visitor arrives on after a click – in affiliate marketing usually the page on the store's site that the affiliate link points to. The more closely the page matches the promise the click was made on, the more visitors convert.

Definition of Landing page.

Landing page has 2 meanings in affiliate marketing. One is the destination: the page on the advertiser's site that the affiliate link sends the visitor to – the home page, a category page or a specific product page. The other is the affiliate's own page, built to receive traffic from search or ads and convert it before passing it on. Both have the same job: to continue the intent the click arrived with.

The most important principle is message match. A visitor who clicks a recommendation for running shoes for wide feet should land on exactly those shoes – not on the home page of a web shop with 4,000 products. Every extra step between click and product costs conversions, because a share of visitors drops off at each detour. Deep links that point straight to the relevant subpage solve the problem.

A landing page that converts has one primary action and removes everything that competes with it. That means a clear call to action, visible price and delivery information, fast loading and evidence for the claims – reviews, tests or specifications. Design is decided on mobile first: if the button sits far below the fold or the form has 12 fields, the visit is lost before the content has even been read. Remove navigation and external links that lead away from the action – every exit point is a leak in the funnel.

Landing page vs. bridge page

AspectLanding pageBridge page
Who owns the pagethe store – or the affiliatealways the affiliate
Position in the chainwhere the action happensa stop between the ad and the store
Purposeconvert the visit into a purchase or sign-upwarm up the click and set expectations before sending it on

A bridge page is a stopover the affiliate owns – the landing page is the final destination, where the conversion actually happens.

How it goes wrong

  • 01

    The link points to the home page

    Send a product-specific click to the store's home page and the visitor has to find the product again. Some close the tab instead – and the affiliate has spent a click with no chance of commission. Use deep links to the specific product page.

  • 02

    The promise does not hold

    If the offer has expired, the price is different or the product is sold out, the click feels like a broken promise. That costs both the conversion and credibility at the next recommendation. Check regularly that campaign pages still match what the content promises.

  • 03

    The page is too slow

    Every extra second of loading time costs visitors, and mobile users leave slow pages fastest. Heavy hero images and render-blocking scripts are the usual culprits – measure the page with a tool such as PageSpeed Insights before and after changes.

Frequently asked questions

Should my affiliate link point to the home page or the product page?

The product page, almost always. The visitor has already shown intent through the content that triggered the click – every extra navigation step costs a share of visitors. The home page is only the right choice when the recommendation is about the store as a whole.

What is the difference between a landing page and a bridge page?

A bridge page is the affiliate's own intermediate page that sits between an ad and the store and prepares the visitor for the offer. The landing page is the page where the conversion finally happens – usually on the store's own site. A bridge page is therefore a type of landing page whose only purpose is to pass the visitor on.

How many calls to action can a landing page have?

One primary action – but it can be repeated in several places on the page. The problem arises when different actions compete: buying, a newsletter, an app download and social follows on the same page split attention, and all of them convert worse.

How do I measure whether my landing page works?

Measure the conversion rate – the share of visitors who complete the action – and follow it over time. As an affiliate you can use EPC as an overall measure, because it captures both your own page's click rate and the store's ability to convert the click. Test one change at a time.

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