Prelander
A prelander is an intermediate page between an ad click and the offer or landing page, and its job isn't to sell directly but to warm the user up — building interest through a game format, a quiz, or a short storyline before the next step. The user arrives at the offer already in context, not cold.
How a prelander works
A prelander format — a spin-the-wheel, a quiz, a short test, or storytelling — gets the user into the right mindset and sets expectations before the offer or PWA itself shows up. A good prelander filters out accidental clickers and raises engagement among the users who move forward, rather than just adding an extra step to the funnel.
Prelanders in PWA arbitrage
A prelander ahead of a PWA install usually lifts install and follow-up conversion, since it softens the jolt of jumping straight from an ad into an app with zero context. APEX's built-in prelanders, like a spin-the-wheel or quiz, can be tested through split-tests with sticky visitor bucketing to find the variant that actually drives installs, rather than one that just entertains without moving the funnel forward.
FAQ
- Is a prelander required for every PWA campaign?
- No — on some setups a direct jump to the PWA with no prelander performs just as well, especially when the ad itself already does the warming. The call should come from a split test on that specific setup, not a default assumption.
- How do you know a prelander is helping rather than just stalling the user?
- Compare install and follow-up conversion with and without the prelander on the same traffic, rather than just looking at engagement on the prelander page itself. If downstream conversion doesn't improve, the prelander is probably distracting more than it's helping.
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