Your own pre-sell: why you should never send cold traffic straight to the product creator’s checkout

Rodrigo Pinto · 2026-10-07

When you’re working as an affiliate, it’s tempting to send cold traffic straight to the product creator’s checkout. However, this strategy can hurt your results. Here’s why it’s crucial to use your own pre-sell.

Your own pixel

Having your own pixel is essential. It lets you collect visitor data and optimize your campaigns. Instead of relying only on the product creator’s pixel, you can build your own audience.

• Install the pixel on every page of your pre-sell.
• Track user actions (clicks, time spent, etc.).
• Use this information to adjust your traffic and improve conversions.

Lead capture

Lead capture is an essential step. Building a list of qualified contacts lets you nurture those leads before sending them to the checkout.

• Use simple, straightforward forms.
• Offer a freebie or exclusive content in exchange for their email.
• Use an automation system to send emails with relevant information about the product.

Formats: advertorial, quiz, review

The formats you choose for your pre-sell are crucial to your conversion rate.

• Advertorial: Create content that looks like an informative article but promotes the product. Use data and testimonials to build credibility.

• Quiz: Engage users with interactive questions that guide them toward a solution your product offers. This builds curiosity and makes the experience more personalized.

• Review: Present an honest analysis of the product. Highlight the pros and cons, which builds trust and prepares users to buy.

Click-through rate

The click-through rate is the percentage of users who, after seeing your pre-sell, actually click through to the checkout. An effective pre-sell can increase this rate significantly.

• Ideal target: 20%-30% click-through rate.
• Keep monitoring it and make adjustments if the rate is below 20%.

Example

Let’s say you’re promoting an online course. Instead of sending cold traffic to the checkout, create an advertorial that explains the course’s benefits, includes student testimonials, and features a quiz that helps visitors figure out whether the course is right for them.

1. Create informative content about the course topic.
2. Add a lead capture form at the end of the article.
3. Send an email with a direct link to the checkout a few days later, when the lead is warmer.

By implementing these strategies, you’ll not only improve your conversion rates but also build a relationship with your leads, increasing the chances of future sales.

What’s your current click-through rate using pre-sells?