Is Direct Linking (nearly) Always Preferable to Creating a Landing Page if...

[mr doodles70]

There is a similar question in this section, but I think I'm asking something a little different.

Is direct linking always going to be the most preferable option (vs creating a landing page) if the direct link does a good job selling the offer? What is your method of deciding whether or not to create a landing page? Any tests you do (like trying out offer w/ your landing page and trying direct linking...or is there a faster way)?

 

[aeisn]

Not even close to always. Here's what you do, test both methods. Direct link 50% of your links and use a landing page for the other 50%. See which converts better and use that one.

 

[mr doodles70]

Thanks, that seems smart. Say it's a new offer you've never tried before, are you doing this w/ EVERY offer or are there some you just know you're going to need a landing page for?

Also, when testing, are you creating just one landing page or are you creating a few and rotating them 50% of the time while displaying the direct link 50% of time?

 

[aeisn]

For some offers you can tell from past experience whether or not they need a landing page. Generally if you want someone to pull out their credit card or pay you in some way you need a presell. If the offer is free you can usually direct link. There is a ton of stuff in the gray area between those in where you just need need to test it out.

One lp is fine if you are just small scale testing, no sense wasting your time/money on design.