Glossary
Pre-lander
A page between the ad and the landing page that warms the visitor up: a story, a quiz, an advertorial, a comparison. It raises the conversion rate of the lander and gets grey creatives through review.
Also called: prelander, bridge page, transit page.
A visitor from a push notification or a teaser is not ready to buy. The pre-lander gives them the reason: a doctor's story, a before-and-after, a list of three products with the offer at the top. By the time they click through, the lander's form is a formality.
Pre-landers also carry the compliance load: the ad stays clean, the page does the selling. Pre-landers on this site are marked noindex and never promise income.
Related terms: Landing page, Funnel, Native advertising, Cloaking.