A splash page is the first page that comes in to view when you visit any particular site.
Typically, it appears as a pop-up window sharing the latest bit of news and enticing you to check it out before exploring the website.
But some take up an entire screen requesting an action to allow you entry to the homepage.
For that reason alone, many consider splash pages a great nuisance to visitors. Yet, I’ll wager, you’ll find them broadcasted on several popular sites.
Why do brands use splash pages, then?
Why not simply keep their audience abreast of announcements through their landing page?
What differentiates the splash page from the landing page, for that matter?
Here I will share all about splash pages to help you get the most out of them.
What is a Splash Page, and what is its purpose?
My earlier explanation of splash pages might seem inadequate, but, in all respects, it aptly summarizes the subject.
A splash page essentially calls attention to a piece of information you want to highlight to your visitors.
Perhaps, you have just launched a new product and want to introduce it to your audience? Maybe you hope to build your email list and believe a splash page would efficiently generate subscriptions. Some businesses have legal restrictions and need age confirmation from visitors.
Put simply, brands implement splash pages to improve user experience.
Let me give you an example. Go to your browser right now and open the Disney site. What do you see?
Disney is a global brand with branches all over the world. To make navigation easy, it features a splash page on its international site to redirect visitors toward the relevant native websites.
Here’s another example you’ll frequently come across. It is a subscription splash page M&M has designed to build its email list.
The point being, you can create Splash pages for myriad reasons.
- Making an announcement.
- Promoting a product
- Seeking Newsletter subscription
- Putting up a disclaimer
- Or redirecting to the subsidiary site
While you can undoubtedly employ a landing page or squeeze page to achieve the above goals, a splash page relatively does it better.
How? I will explain in a minute. Let me first share the difference between a splash page, landing page, and squeeze page to avoid any confusion.
Landing Page vs. Squeeze Page vs. Splash Page
I recall once mistaking Levi’s splash page with the squeeze page and having trouble maneuvering the site.
Little wonder I did, for the difference in the landing, squeeze, and splash pages is sometimes so subtle they all seem alike. But every page serves a specific goal, and you should have a basic understanding of each to gain the maximum benefit from them.
With that assumption, here’s an overview of the landing page, squeeze page, and splash page.
Any page you land on is technically a landing page. But to be more specific, a landing page is an umbrella term used to describe all the pages designed to convert visitors into leads.
While you can veritably consign both squeeze and splash pages to the landing page category, a standalone landing page still possesses certain elements to distinguish it from its subsidiaries.
For one, it displays only content related to one product or service. If you sell fishing appliances, a home page will exhibit all the fishing accessories, while the landing page will drive you to the product details and the cart.
Secondly, it contains an obvious CTA to the buying cart.
Succinctly put, the landing page gently pushes you to purchase the item.
A squeeze page is a minimalist landing page with the sole purpose of collecting information from visitors—contact information, to be precise.
The squeeze page typically displays a brief message, a form, and a clear CTA.
There are no additional instructions or sales promotion content to distract the audience. At most, the squeeze page will offer gated content to persuade leads into handing over their email addresses.
Brands use a squeeze page to generate qualified leads to convert them later through emails.
A splash page has all the characteristics of a squeeze page only, with a few exceptions.
Unlike a squeeze page, the splash page’s object is to engage the audience, not gather information.
Generally, it will either ask for a particular action to gain entry to the site or deliver certain news as a prelude to a big event.
Granted, many splash pages have an email subscription CTA that no sane person would willingly click on their first visit, but one can’t discount the power of subtle marketing.
Splash pages’ job is to generate anticipation to pique people’s interest. If in the process you gain subscribers, all the better!
Examples of the three pages
To dispel any lingering confusion, I thought to give you a few real-time examples to identify the difference between the three.
With that in mind, I visited a marketing tech company site called Wishpond.
Shortly after I typed in the site URL, a splash page popped up, convincing me to check out their services.
If I was interested, I might’ve clicked on the Get Started CTA. But since I wasn’t, I naturally dismissed the offer.
Immediately, the home page emerged, exhibiting Wishpond’s several products. The Learn More CTA for one product led me to this landing page.
The below is the squeeze page I encountered while reading its blog. It’s not the best example, but the pop-up is a classic squeeze page. To view a full-screen squeeze page, I suggest checking out its demo page.
Three reasons to add a Splash Page to your site
In truth, a splash is not a dire necessity but rather a case of selected marketing. Your homepage is enough to serve the same purpose.
Take Pampers for example.
The well-known baby brand is doing splendidly without a splash page.
Still, you should add a splash page to your site. Why?
Because competition is becoming extremely tough each day. To make yourself stand out, you must leverage every resource available to gain your target market’s attention. Splash is one of the many levers you can wield to turn your prospects into qualified leads.
If you’re still not sure, let me give you three reasons you should publish a splash page.
1. A Splash Page Increases Customer Touchpoints
A prospect connects with your brands on several occasions to build enough trust to buy your product and services. These points of contact are traditionally called customer touchpoints.
Marketing gurus believe a lead typically views your brand message seven times to decide on buying the items.
That means the more touchpoints you create, the better your chances are of converting leads into paying customers. Adding a splash page will increase your touchpoints.
2. A Splash Page grabs your visitors’ attention
People take hardly 8 seconds to browse your site and move on to another. In these critical moments, a pop-up splash page could immediately catch your lead’s attention.
Almost 76% of stores display pop-ups to generate leads. BitNinja boosted its subscriptions by 65% by merely adding a splash page to its site.
On average, you can increase your conversions by up to 3% by publishing a welcome pop-up splash page.
3. A Splash Page Improves User Experience
Do you recall the Disney example I gave earlier? By presenting the location option, Disney simplified its audience navigation, ultimately achieving user satisfaction.
Splash pages are meant to improve user experience. Companies with a customer-centric marketing approach perform 60% better than their competitors.
This is one reason a splash pop-up works tremendously in your favor.
If you’re looking for the best splash page builder, Unbounce will be your best choice. I would recommend it to those with little to no technical knowledge.
If you want something to help you with PPC ad optimization, try Instapage.
Now that you’ve gathered a general idea of the splash page, I am leaving you with three proven tips to craft a splash page copy.
- Use creative graphics to grab attention. People are drawn toward visually appealing images.
- Add power words to influence your visitors. Power words trigger your prospect’s emotions.
- Mention clear CTA. Straightforward CTAs leave no doubt of your intention.
Keep them in mind the next time you draft your splash page copy. Good Luck!