155 Views 38 Comments by Ivan Mana July 3, 2021, 10:27 pm inInspiring Videos

Direct Linking Vs. Landing Page – What Converts Better? (2 Reasons)

What performs better? Direct linking or using a landing page?

Learn the 2 reasons why one performs better than the other in this video.

Table of contents:

0:00 – Introduction
1:59 – Principle #1
3:29 – Principle #2

I have promoted hundreds of offers both via direct linking and using a landing page, and I can tell you with complete confidence that using a landing page always outperformed direct linking.

And the reason for that can be explained via the 2 psychological principles.

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Let’s quickly go over them here to figure out what does better – direct linking or a landing page.

Principle #1: Commitment

Learn more about this principle here:

👉 Commitment principle: https://www.crowdspring.com/marketing-psychology/commitment-and-consistency-principles/

This basically says that when people do something, like clicking on a button, they are telling themselves that they “like” that which they clicked for – otherwise, why would they have clicked?

There is something called cognitive dissonance, which basically says that people want to stay consistent with themselves and do what they believe in.

So if they say that they like dogs, they won’t go out hurting them.

If they say they hate swimming, they will avoid it.

Psychologically this feels good because people are doing what they believe in.

Applied to marketing, this is seen the same way.

If someone clicks on a button on your landing page, they are telling themselves that they like the thing they clicked for, thus being more likely to convert.

If you’re direct linking, you aren’t giving people an option to “click” and “test” their interest – you are throwing them straight at the affiliate offer prompting them to buy, and they might not be ready yet.

This principle can help you move a customer that tiny little needle thread needed to get them to convert.

But let’s look at the 2nd principle in this direct linking vs. landing page question.

Principle #2: Framing

You can learn more about this effect here:

👉 Framing effect: https://vanseodesign.com/web-design/framing-expectation-exposure-effect/

This basically means “preparing” people for something, ie. telling them what to expect.

If you’re direct linking, you have no room to do this.

Take a look at the Resurge product for example.

If you direct link to this page, you’re sending people straight to a page with a huge video with no headline, no description, no information what it’s about.

If the person refreshes the page, they’ll also see giant buttons saying “BUY NOW” without even knowing what it is they’re buying… unless they watch the full video.

So using a landing page in this case would allow you to prepare the customer for what to expect – a sales page with a huge video teaching them something they need to know.

You might have learned about these principles before and thought that they were just based off of theory – something people say, but that doesn’t actually apply in real life.

Well, I’m here to tell you otherwise – that these principles DO apply to the real world and you can witness it first-hand when creating your own landing page and seeing the results.

And that is why a landing page performs better when compared to direct linking. Although you can definitely still make money either way!

Additional resources:

👉 Commitment principle: https://www.crowdspring.com/marketing-psychology/commitment-and-consistency-principles/

👉 Framing effect: https://vanseodesign.com/web-design/framing-expectation-exposure-effect/

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👉 How to create a 52.68% conversion rate landing page in Unbounce: https://youtu.be/NCRKGaWkdms

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