I'm working in online advertising since 1998 and finally decided to start my own blog.


landing page

How to improve the CVR (Conversion) and CTR (Click Through) of your Landing Pages?

Landing pages are like salespeople, they have dramatic effect on the conversion rates of our campaigns. We all know that a good Landing Page (LP) can mean the difference between a profitable and a losing campaign. In case you’re not familiar with the Landing Page concept, please read my older article that deals with Landing Pages and explains why you have to use them : http://www.matuloo.com/landing-pages-what-they-are-and-why-use-them/

There are two main performance factors, that determine the quality of a Landing Page. One is the CTR (Click Through Rate) and the other one is the CVR (Conversion Rate). In order to profit, we need to reach good numbers for both of them.

This might sound as an easy task, but it’s not 🙂 The fact is, these two usually work AGAINST each other. The higher the CTR, the lower the CVR. And vice versa, LPs with high CVR usually have low CTR. I will get back to why this is the case a bit later on.

Some affiliates would argue that all that matters is a high Conversion Rate, which is true to some extent … but if you have a Landing Page with very low CTR, the high conversion rate will not save you.

Let’s take a look at an example.

The CTR % tells us how many visitors of the LP actually clicked on something on it, usually some Call To Action (CTA) button. CVR means how many of those who clicked on something, and got to the offer, actually converted into a subscriber, member or made a purchase.

LP1 : 20% CTR and 10% CVR

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Landing pages – what they are and why you must use them.

Every affiliate marketer must know what landing pages are and why it’s crucial to use them. So let’s start with a short definition, what exactly is a landing page? It is actually a pre-sale page that you send visitors to, in order to convert them into a subscriber, paying customer or a member of something. Please note, when talking about landing pages in the affiliate marketing context, we don’t mean the actual registration, product or checkout page. Landing pages serve as an intermediary step between the banner and the actual product page. Their goal is to grab the interest of the user, highlight the pros of whatever you are selling and persuade the user that the time to buy is HERE and NOW!

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