Hello, community! Achieving high conversion rates is almost the primary goal of every affiliate, which can be achieved through various methods. However, the key lies in optimizing your advertising campaign, particularly by choosing the right approach for driving traffic: using landing pages, showcases, or even banners that lead directly to the offer (if you’re hardcore enough).
Today, we’ll explore which converts traffic better: a landing page or a showcase. We’ll also remind you that we often compare different traffic-driving methods. For instance, we previously compared push notifications and native ads to determine which format is more profitable. Enjoy the read!
Which niche is this comparison relevant for?
The first thing we want to highlight is verticals. Obviously, showcases are not used in every niche because this creative approach is highly specific. However, in niches where showcases are applicable, they can demonstrate exceptional effectiveness, which we’ll discuss in detail.
The primary vertical for showcases is, of course, microfinance offers (MFO). That said, there are equally successful examples where showcases are used to promote e-commerce products or even gambling offers. While the cases vary, the structure of the showcase remains largely similar across verticals. In this review, we’ll focus on MFOs, so keep this in mind.
How does traffic driving via a landing page work?
To make our comparison as objective as possible, we need to examine both funnels in detail through which our lead will pass. Let’s start with landing pages.
The most important aspect of a traditional landing page is that it allows the affiliate to focus exclusively on a single offer. The landing page itself is entirely focused on the offer, with all components designed to ensure the traffic has no other choice but to take advantage of the proposed offer.
This provides a significant advantage: the ability to meticulously craft the funnel to maximize the chances of securing a conversion.
Technically, the funnel is quite simple:
- Purchase traffic, for example, through Facebook targeting;
- Traffic is redirected to the landing page, which further directs users to the offer’s website. The landing page might prompt the user to choose loan terms and amounts, but the conversion occurs on the offer’s website.
The landing page can also serve other functions, such as creating an illusion of interactivity or allowing users to play around with various checkboxes, but ultimately redirecting them to the same offer.
Using a landing page in your campaign offers several significant advantages, including:
- Potentially higher conversion rates as you can tailor the page to push leads effectively;
- Better statistical analysis, making it easier to optimize your campaign;
- Flexibility to adapt the landing page for any target audience.
However, there are also disadvantages. For example, the last advantage is also a drawback: optimizing a landing page for a specific audience automatically excludes other segments of traffic. Additionally, the lack of repeat opportunities means users cannot easily reuse the service, whereas a showcase allows users to choose multiple products seamlessly.
There are also situations where users cannot utilize the offer. For instance, if they have already purchased the product before encountering the landing page or, in the case of MFOs, if they already have a loan from the promoted institution and are unable to get another one. In such cases, a showcase can help preserve the conversion.
How does traffic driving via a showcase work?
A showcase immediately offers users a choice, which is a significant advantage. Many people are not receptive to aggressive promotion of a specific product.
The funnel works as follows:
- Purchase traffic or use SEO optimization to generate a steady flow of organic traffic, which is often absent from landing pages;
- The client lands on a site with multiple offers. They can choose the one that suits them best or where their application is most likely to be approved, particularly in the case of MFOs.
A showcase has several significant advantages:
- Allows for a higher volume of leads as multiple offers can cater to a broader audience compared to a landing page focused on a single product;
- Creates opportunities for higher revenue per lead if users choose multiple products;
- Providing a choice, even the mere perception of it, can positively influence user psychology, increasing the likelihood of engagement.
However, it’s not all sunshine and rainbows. Otherwise, we wouldn’t be writing these reviews, right?
While offering choices is an advantage, it can also be a drawback. Some users may be overwhelmed and unable to decide, leading to lost conversions.
Optimizing campaigns for showcases is also more challenging. You’ll receive a large volume of unsystematic data, making it harder to identify why potential conversions were lost—whether due to usability issues, a lack of suitable offers, or users struggling with decision-making.
Which is the better choice?
If you’re driving traffic to MFOs and are undecided between a landing page or a showcase, a showcase is the better option. It ensures a sufficiently high conversion rate, even if you’re new to the vertical and still learning how things work. A showcase will make your adaptation process more profitable.
Landing pages, on the other hand, are more suitable for serious offers, such as major banks and similar institutions.
What are your thoughts on this? Share your observations in our Telegram community, where we eagerly discuss the latest affiliate marketing news!
Best regards, Your Geek!
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