Pre-sell pages for Shopify
A pre-sell page sits between your ad and your product page. Its job is to finish the argument the ad started, so the visitor reaches the product page already wanting the product.
It is the shortest route to a campaign-specific page, because your existing product page still does the selling. This page covers when a pre-sell page is worth adding, what goes on it, and how to build and test one in Funneled.
What is a pre-sell page?
A pre-sell page is a bridge. The ad makes a promise in a few seconds. The product page lists features, price and reviews for anyone who arrives. The pre-sell page connects the two for one specific audience: it repeats the ad’s promise, gives the reasons behind it, and then sends the visitor on.
Advertorials and listicles are often used as pre-sell pages. What makes a page a pre-sell is its role: it does not take the order. It has one button, and that button leads to the product page or to checkout.
Because it adds a click, a pre-sell page has to earn its place. The test is simple: do visitors who see it buy more often than visitors sent straight to the product page?
When to use a pre-sell page
- Your product page works for people who know the brand but not for cold ad traffic.
- You run several ad angles to one product and want each to land on a page that matches it.
- You cannot, or do not want to, change the product page for every campaign.
- The ad raises a question the product page does not answer.
When to use something else
- The visitor already knows the product. Retargeting and branded search can go straight to the offer.
- The product is a simple, low-cost purchase and the extra step costs more visitors than it persuades.
- You are ready to sell on the landing page itself. Then build the full page and skip the hand-off.
What goes on a pre-sell page
In the order a visitor meets them, top to bottom.
- 01
The ad’s promise, restated
Use the same claim, image or creator as the ad so the click feels continuous.
- 02
The reasons
Three to five points that support the promise for this audience. A short list or a brief story.
- 03
Proof
A few reviews, a before-and-after, or a comparison with the alternative.
- 04
One button
A single call to action that leads to the product page. Repeat it, and keep it visible on mobile.
- 05
Nothing else
No store menu and no links to other products. The only way forward is the button.
How to build a pre-sell page in Funneled
A pre-sell page in Funneled is a short funnel made of content blocks, with buttons that send the visitor to your store. Funneled pages have no store navigation by default, which suits a page with one way forward.
- The store URL a button points to is saved as a destination, and clicks through to it are recorded, so you can see how many visitors continued to the product page.
- To find out whether the pre-sell page is worth the extra click, set up an A/B test with the pre-sell page as one arm and your product page URL as the other. Visitors in the second arm are redirected to the store, and add to carts, checkouts and orders for both arms are compared per visitor. Tracking the store arm needs the Funneled pixel installed on your Shopify store.
- If the test shows the hand-off losing visitors, add a Product block and sell on the page instead. It is the same funnel with one more block.
Every page is built in the same editor and connects to the same store. For how products, cart, checkout, testing and analytics work, see the Shopify landing page builder overview.
What you’ll use to build and test it
Pre-sell page questions,
answered
A pre-sell page is a landing page with a narrower job. A landing page can take the order itself. A pre-sell page warms the visitor up and hands them to the product page, which takes the order.
Not quite. “Advertorial” describes how a page is written: like an article. “Pre-sell” describes what a page is for: preparing the visitor before the product page. Many pre-sell pages are advertorials or listicles, and an advertorial that sells on the page is not a pre-sell.
It can. Some visitors leave at every step. A pre-sell page is worth having only if the visitors who continue buy often enough to make up for it. That varies by product and audience, so test it against sending traffic straight to the product page.
Yes. An A/B test in Funneled can include an external URL, such as your product page, as one arm. Visitors are split between the pre-sell page and the product page, and the results are compared per visitor. Tracking orders for the product page arm needs the Funneled pixel on your store.
No. Funneled pages are published to a subdomain of your own domain, outside the theme. Your product page stays as it is, and the pre-sell page links to it.
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