You’ve probably heard of squeeze pages, landing pages, and splash pages. Do you know what each one does?
By the end of this article, you’ll understand these three types of pages and the differences between them.
What Is a Squeeze Page?
A squeeze page is a specific type of landing page. A landing page is primarily meant to make a sale, but may provide an opportunity for a visitor to provide their contact information, while a squeeze page all but forces them to do so.
When a visitor encounters a squeeze page, it normally sits between them and the content they want to see. To access the content they came for, they have to provide their contact information to the site. The only way the visitor can get past the squeeze page is to complete the form and provide their contact information.
If the content behind the squeeze page is compelling enough, this can be a very persuasive way of obtaining leads. Unfortunately, it runs the risk of bouncing the majority of your traffic since visitors are often wary of providing their contact information.
When accessing an article from a national news publication online, like the New York Times or the Wall Street Journal, you may get interrupted several paragraphs in by a popup. This is a type of squeeze page.
You’re asked to enter your email address to get access to your five free articles per month. When you access your sixth article, you encounter another squeeze page. This one requires you to subscribe or else leave the page.
- Squeeze pages that ask too many personal questions, like last name and gender, have lower conversion rates than pages that only ask for first name and email.
- The best squeeze pages have valuable (yet free) content behind them to encourage visitors to offer their information.
What Is a Landing Page?
A landing page is a standalone website (or “microsite”) designed to convert a prospect (either into a lead or a sale) and guide them through the conversion funnel.
Prospects typically encounter landing pages through a D2C marketing campaign: advertisements on social media, in-app ads, web banners, email marketing, radio, print, and television infomercials. The advertisement takes you to a landing page with more information about that product or service, is normally highly focused on a specific offer, and is often designed to convert to a sale.
A good landing page has high conversion rates because it succeeds at making it fast and easy to purchase what’s being offered, or effortlessly captures the visitor’s contact information to encourage them to buy later (aka “lead gen”).
When a customer watches an infomercial and visits your landing page URL, they see a condensed version of the entire infomercial. The landing page shows all vital product information and makes it easy for the visitor to buy.
One example, from Spurtle, is below. Their landing page acts as an extension of their infomercials and advertisements, with the same message, offer, tone, and aesthetic as the commercial itself.
- Adding your business’s contact information to your landing page can increase your conversion rate by 9%.
- Landing pages that combine text with pictures make users 80% more likely to convert.
What Is a Splash Page?
A splash page, sometimes called a splash screen, acts as a curtain in front of your website’s content. Unlike a squeeze page, a splash page serves as a way to improve the user experience on the website rather than collect personal user data like an email address.
Some splash pages feature images or videos about the product, service, or content on the website. If a particular system or browser specifications are required to experience the website fully, splash pages can explain those to the visitor.
A splash page may appear and disappear automatically or require a visitor to make a selection to pull back the curtain and reveal the main website. Either way, a splash page is more of a design tool than a conversion tool.
While browsing the web, you come across a site that uses a lot of animation. A splash screen may pop up as the page loads, telling you that your browser may have issues loading the site’s content. Instead, the site recommends using a different browser for a better experience. This is an example of a splash page, which provides information but does not aim to convert.
Another example is below, from Zara. The splash page asks you for your country and language in order to better your experience for the site as a whole. What distinguishes it from a squeeze page is that it does not ask for personal information.
- You should never use splash pages in place of landing pages. Splash pages convey helpful information or ask for input to better the visitor’s browsing, but do nothing to help make the sale.
- When it comes to eCommerce, splash pages are a bad idea and should be avoided. Use a highly-focused landing page instead.
Recap of Benefits
A squeeze page is helpful if all you want is the prospect’s email address so that you can nurture them through a greater lead campaign. However, it can scare away visitors who don’t want to give up personal information without an adequate reward.
A landing page can function as a standalone page, especially for sellers who offer a narrow range of products. It provides all the information most consumers need to decide on the product or service and makes it easy to buy when they’re ready.
Splash pages convey critical information, such as system and browser requirements and how to navigate the whole site. They also may ask you to input something, like your preferred language or location. They do not convert but provide a better user experience to encourage users to spend more time on the site.
You Probably Should Just Use a Landing Page
Unless you are gating subscription-based content like The Wall Street Journal example above, you are probably just better off using a landing page as they tend to be universally beneficial.
They’re excellent at focusing your website on a single goal such as contact form capture for future nurturing or simply converting a prospect into a sale (for eCommerce sites).
Consider using a squeeze page only if you intend to use those email addresses in your CRM for a lead nurturing campaign. The increased bounce rate from wary users often eliminates any advantage you would otherwise get from the squeeze page. We always recommend landing pages over squeeze pages.
Most of the uses of splash pages can be accomplished with existing technology — for example, geolocating the user instead of asking for their country — which makes them somewhat obsolete.