One of the biggest mistakes I see new affiliates doing is sending all the traffic in a campaign to the same landing page. This makes no sense when the keywords that the user is searching for is already prequalifying their intentions. Each step in the landing page process will lose customers (bounce rates), so if you make them jump through 3 pages to get to the conversion you might lose 50% more customers than 2 pages. You want to get customers to the conversion page as quickly and as easily as possible. This in not an exact science, but more of an art. Some offers it might be worth adding in an extra step to pre-sell the customer before hitting the money page. But others, their search term has already shown you what they want so pre-selling is pointless and leads to lower conversions. Like everything in affiliate marketing, you have to test for each specific offer. This probably will make more sense with an example.