User

The user is the end element in the arbitration funnel, the one whose actions directly generate income. The creatives, landing pages, and offer mechanics are all designed with the user in mind. Depending on the stage of contact with the funnel, the user can be "cold" (having accidentally clicked on an ad) or "warm" (already engaged by a pre-lead). Their perception affects key metrics, including CTR and conversion. It is important to remember that it is not just about traffic flow, but about a real person with motivations, expectations, and doubts. Working with this perception makes arbitrage effective.

Arbitrage funnel from the user's perspective

From the user's perspective, the funnel is a sequence of multiple steps: from the first interaction with an advertisement to the target action (registration, deposit, application). The user sees the creative, gets engaged, goes to the prelander, then to the offer, and, ideally, performs the conversion. However, losses are possible at every stage. The reasons can include promises that do not match reality, the site taking too long to load, and the design being distrustful. For the funnel to work, it is essential to look at it through the eyes of the guest, to understand their motivation, fears, expectations, and barriers. That is what allows one to create an experience that leads to action.

How to increase user engagement and behavioral metrics?

It is essential to make sure that creatives match the content of the offer. Promises must match what the user will see after clicking. Use pre-lands, FAQs, and social proof elements to warm up your audience and increase trust. Minimize points of resistance by removing unnecessary steps and simplifying forms.

Don't forget about device adaptation, especially if traffic comes from mobile devices. And, of course, constant testing is no less critical. Even small changes in headlines, button texts, or form fields can significantly affect conversion.

Where do users drop out of the funnel and why?

Users most often drop out for one of three reasons: loss of trust, broken expectations, or too many complications on the way to the goal. They may become wary due to inconsistencies between the creative and the landing page, get confused by the structure, or not understand what to do next.

Technical glitches, such as slow loading, errors, or broken redirects, also drastically reduce the chances of conversion. And, of course, irrelevant traffic. If the offer does not match the user's intent, both the budget and ROI will burn out. In arbitrage, each stage of the funnel must operate smoothly. Otherwise, even the best offers can tank.