Glossary

Prelander

A prelander (bridge page) is an intermediate page shown between the ad click and the offer's landing page. Its job is to warm the visitor up — explain, qualify, build intent — so that those who continue convert at a higher rate than cold traffic sent straight to the offer.

How it works

Classic formats include quizzes ("answer three questions"), advertorials styled as articles, testimonial pages, and spin-to-win wheels for sweepstakes. The prelander filters out accidental clicks, pre-sells the outcome, and hands the offer page a visitor who already said yes once — which typically lifts both conversion rate and downstream approval rate.

Prelanders also absorb compliance risk: aggressive angles live on the prelander while the offer page stays clean, and traffic sources review the prelander rather than the offer. The cost is an extra step that sheds some visitors — measure the full-funnel EPC, not the prelander's click-through alone.

Prelander vs direct linking

Direct linking — ad straight to offer — wins when the offer page is already a strong converter or the traffic is high-intent (search). Prelanders win on cold, broad, or impulse traffic: push, pops, native. Testing both per offer and source is standard practice.

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