Pre-landing pages for weight loss: nuances that increase conversion

We’re constantly looking for new approaches and stories for landing pages. We've noticed that there are many pre-landings from affiliate networks in spy services, and there are options that can be improved. So today, let's talk about the nuances that can increase the conversion of pre-landings.

Creative and pre-landing — one story

Pre-landing is a story that should captivate users and lead them to the target action. The first interaction with users happens in the creative. Therefore, the story should start right on Facebook. For example, you can use a news-style approach — create a catchy headline, an interesting image, and a short paragraph.

Another example is a video creative with brief information that leads to the pre-landing.

The approach with a morning beverage.

The creative leads to a video pre-landing.

"Before/After" as a foundation

Webmasters actively utilize the "Before/After" format for promoting weight loss products. It has proven to be effective, but there's a nuance – the approach can be refined to increase conversion. Let's explore the standard structure when using such an approach.

Standard structure in the "Before/After" format:

• The problem — excess weight;
• Searching for a solution — various methods to lose weight;
• The solution — our product;
• The result — getting rid of excess weight.

The main problem with such a structure is its limitation. Primarily, the points address only excess weight. When promoting, we attract an audience that has recognized their problem. However, there are segments of the target audience who have other pains.

Let's consider some examples:

• Women after childbirth. Problem: Feeling self-conscious about their body, loss of passion from their husband, he doesn't look at his wife the same way as before. Solution: Get rid of belly fat, lift the buttocks, become slim and sexy.
• Girls and women who don't worry about excess weight. For example, most of them wear closed clothing. Possible problems: In summer, other girls and women will look slimmer, there will be less attention from men.
• Women over 45-50 years old. Problems: Men have stopped paying attention, and health problems arose due to excess weight. Another acute problem is that it's harder to lose weight at this age than in youth. Solution: Guaranteed weight loss without using complex methods, such as gyms.
• People with specific dependencies: lovers of sweets, pastries, beer (especially men). Problems: They love certain products but want to lose weight. Solution: Weight loss without giving up favorite foods.
• People who care about their health.

The ideal option is to create a pre-landing for each segment. However, each option requires additional costs. To minimize expenses, create a pre-landing for different target audiences. For example, in the pre-landing about a girl who created a weight loss product for her mom, several categories of people are targeted. These include women over 45 and those who want to regain interest from men.

Another example is a pre-landing with a man who got rid of the “beer belly” and lost 15 kg.

The beginning of a story about a man.

There are examples of girls who have slimmed down using the product.

Pre-landings that show good results are created based on “Before/After”, but the emphasis is placed on problems, different target audience segments, and non-standard approaches.

Real photos and videos

Stock photos and content from the top 10 search engines should be used as a last resort. If there are no other options, you can use any photo and video content.

Firstly, they have been used by everyone. Not only by webmasters but also by advertisers from white directions.

Secondly, they look unnatural. For example, there are few people who deliberately pose for photographs. If you look at search engines, you may come across photos in a 1:1 ratio. The quality may be like from 2010 (sometimes, it actually is).

Typical photos on stock photo sites.

The solution is to use content from real people. Finding such content is more challenging than using straightforward methods. You can find abandoned accounts and channels of individuals who shared their weight loss journey. Another option is blogs of doctors and clinics specializing in weight loss. For instance, in 2019-2020, there were many weight loss channels on Zen. You can still find similar content now, but it's important to carefully review photos and videos.

Videos showcasing weight loss results of one of the clinic’s patients.

To find content for different GEOs, use Instagram, TikTok, or another platform. Avoid downloading the first videos and photos you come across. Look for accounts with a small number of followers, abandoned profiles, but with a significant amount of content.

In TikTok, there is a large number of videos about weight loss, but you'll need to search for less popular accounts.

If you can order a sample of the weight loss product, then go ahead. This will allow you to take unique photos of the product, find a model, and create unique content. You can also talk to the affiliate manager and find out if they send samples to webmasters.

Comments — a place to address objections

The typical situation in the comments section is enthusiastic customer reviews without any negativity. Often overlooked is the opportunity to address objections through comments. How to do it?

1. Adding comments with questions and mild negativity. For example, write in the format of "Ordered a bottle, but lost only 3 kg, this is deception".
2. Respond to comments. For example, explain that to achieve results, it's necessary to go through the entire course, not just buy a single bottle.

Depending on the story and approach on the pre-landing page, you can address various objections. Take into account the problems and solutions for different target audiences. You can also use content that you find on different platforms.

The main challenge with comments is writing a natural review. Therefore, you can use ready-made reviews from real buyers of similar products. To do this, visit marketplaces, websites of companies selling similar products, sort out negative reviews, and copy them for the pre-landing.

Negative reviews on Amazon that can be adapted for the offer.

Conclusion

Based on our experience, a good pre-landing involves dozens of nuances and subtleties. Sometimes minor changes can improve the page's results and overall conversion. For instance, simply replacing photos can breathe new life into the pre-landing. Of course, there are situations where changes are unnecessary — it's easier to create a new pre-landing than to redo the old one.