Very often when surfing the internet it happens to come across some special landing pages, which in some cases aim to welcome the user on the portal to lead him to his discovery. In other cases they are intended to generate a conversion. We are talking about splash pages and landing pages, so different from each other, but so important to impress the web user. Let’s see what they consist of and how they are made, to understand when it is appropriate to include them in a project and therefore when they are most useful.
The goals of the splash page and landing page: to welcome users and generate conversions
Let’s start with the splash page. This is the page that anticipates the actual entry into the digital portal. How does it appear in the eyes of the user? It is a welcome screen, which generally contains an invitation to perform a certain operation (click, scroll down and so on) to access the site. It can also represent a perfect barrier, able to separate users of a certain age from immediate access to the portal. In the event that the site, for example, offers navigation in different languages, the splash page can also be used to guide this choice in one direction or another. Carrying certain products and services, thanks to a similar and initial showcase, could represent an equally interesting strategic choice.
At this point we also do an overview on the landing page, literally ‘landing page’, to understand how it works and how to use it. This screen is most often reached by clicking on an email or an announcement on social networks. We have already mentioned that its main goal is to be able to generate conversions. What does it mean? Through the landing page they aim to convince users, who have landed here, to perform a certain action. Buying a good or a service, for example, but also leaving your data to get what is called a ‘lead magnet’ (i.e. a free resource, usually an e-book). The offer that is proposed through the landing page must be well calibrated in relation to a specific target audience and must be designed so that it is impossible to refuse.
The differences between the two types of web pages
What is immediately evident when we examine the elements that differentiate the splash page and landing page? The fact that while the first is ‘only’ the antechamber of the site, the second looks like a completely independent page. The splash page also offers to encourage the user to enter the portal. Therefore, it focuses heavily on the graphic aspect and the wow effect. The involvement (technically speaking of ‘engagement’) of the user is in fact the ABC of success. The landing instead aims to convince someone who has already shown an interest in the company or in a particular product to go on, shopping or leaving personal data, using the appropriate contact form. It is therefore evident that both a landing and a splash page can be important to be included, depending on objectives and context, in a truly performing digital marketing strategy.
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