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Splash Page vs Landing Page: A Comprehensive Comparison for Digital Marketers

By Scott Chandler  |  Published May 23, 2024  |  Updated May 24, 2024
By Scott Chandler

As Vice President of Growth Marketing at VonClaro, Scott masterfully orchestrates sophisticated marketing strategies, with a primary focus on search engine optimization (SEO).

Splash Page Vs Landing Page 1

When navigating the world of digital marketing, we often come upon buzzwords that seem to overlap, creating confusion. When it comes to splash pages vs landing pages, the confusion only heightens, throwing many marketers into a conundrum.

At the end of the day, it’s not about winning a debate—it's about understanding these powerful tools and their functional attributes, and knowing how to strategically implement them to propel leads, conversions, and your overall brand presence online.

Here’s what you need to know about splash pages:

The Splash Page Explained

A splash page acts as an introductory page and grabs users’ interaction before accessing the main website content. They’re commonly used for quick surveys, age-verification checks, new-product promotions, special discounts, and more. While its primary aim isn't to sell products, it’s a tool that leads users toward the main content of the website.

About Landing Pages

In contrast, we have the landing page—an action-oriented page targeting leads or conversions. Be it an email link click, a search engine result selection, or a user reacting to a social media ad, the journey ends here with the user "landing" directly on this page. Designed with a sharp and singular focus, it urges the user to perform a specific action, such as fill out a form, purchase a product, or download an eBook, transforming casual visitors into potential leads.

In SEO, as defined in Google Search Console, a "landing page" refers to any page that a user lands on by clicking a link from Google search results. However, when marketers discuss landing pages, they typically mean pages specifically designed to optimize conversions. Such pages are streamlined for maximum user engagement and action, much like those created with tools such as Leadpages, which are tailored to enhance conversion rates.

Splash Page Vs Landing Page 2 Splash Page Gateway

Which Type of Page to Choose?

While both splash pages and landing pages offer a unique method to interact with website visitors, understanding your marketing strategy will determine which one to use. Here are some tips to help you decide which type of page to use.

Splash Pages: The Gateway

Splash pages act as gateways rather than destinations. They're often used to make a strong first impression, convey a specific ambiance, or handle preliminary information such as language and age restrictions. These pages can be highly effective for branding purposes, capturing attention with creative design and brief messages. Moreover, splash pages are useful for promotions or events that require immediate awareness or short-term impact without distracting from the main website's conversion goals.

Landing Pages: The Conversion Machines

On the other hand, landing pages are powerhouse tools for conversions. These pages are meticulously crafted with elements that guide the user towards a single call-to-action (CTA), such as signing up for a newsletter, making a purchase, or registering for a webinar. Landing pages are less about brand flair and more about clear, persuasive communication and minimal distractions. They often include testimonials, benefit-oriented copy, and compelling headlines that align closely with the specific campaigns driving traffic to them.

Choosing Between Splash and Landing Pages

The decision to use a splash page or a landing page should align with your specific objectives:

  1. Campaign Goals: If the goal is to inform users, make an announcement, or filter visitors (like confirming age), a splash page might be your best bet. If the objective is to increase conversions through targeted action, then a landing page is the way to go.
  2. User Experience: Consider the user journey. A splash page can enhance or detract from the experience based on its execution and relevance. A well-designed landing page is almost always geared towards enhancing user experience by providing value through offers or relevant content.
  3. A/B Testing: Sometimes the best approach is to test both. Using A/B testing tools, you can gauge how each page performs in terms of visitor engagement and conversion rates. This data can inform your decision on which type of page brings more value to your digital marketing efforts.

Integration with Overall Marketing Strategy

Both types of pages should seamlessly integrate with your overall marketing strategy. Splash pages, while offering a creative and engaging introduction, should not impede user flow to key conversion areas. Landing pages should be directly tied to specific campaigns and tracked for performance analytics to continually optimize for higher conversion rates.

By understanding the roles and strengths of each page type, marketers can better plan their use in harmony with their marketing objectives and customer engagement strategies. Choosing the right page at the right time can significantly influence the effectiveness of online marketing efforts and the achievement of business goals.

FAQ: Splash Page vs. Landing Page

Here are some common questions we often hear.

What is the main difference between a splash page and a landing page?

The main difference between a splash page and a landing page revolves around their purpose and content. A splash page is a type of welcome screen that typically serves as the initial page when users land on your website. It's often designed to deliver concise information, gather additional info from your visitors (like their language preference), or promote a new product/offer, all while batting an eye-catching design.

On the other hand, a landing page is a separate page created explicitly for marketing or advertising campaigns. It’s where a visitor lands after clicking on a link in an email, ads from Google, Bing, YouTube, or other similar places on the web. Landing pages are designed to convert visitors into leads or customers by encouraging them to take a specific action like filling out a form, signing up for a trial, subscribing to a newsletter, or making a purchase.

As a digital marketer, when should I use a splash page versus a landing page?

The decision to use a splash page or a landing page depends primarily on the objectives of your digital marketing campaign. You should use a splash page when you want to make a big announcement like a product launch, promotion, or special event. Splash pages also work well when you have a multilingual website and want to ask visitors their preferred language.

Landing pages are the best choice when you want to run a specific marketing or advertising campaign. They aim to encourage visitors to complete one specific action, making them an excellent tool for lead generation, sales conversions, or data collection.

Splash Page Vs Landing Page 3 Landing Pages Conversion Machines

How can I effectively utilize splash and landing pages in my digital marketing strategy?

To effectively utilize splash and landing pages, it’s essential to align them with your overall digital marketing strategy.

For splash pages, keep the content concise and direct. Use them to introduce your brand or a new product, direct visitors to interesting content, or as a means to verify visitor's interests or preferences (like age or language).

For landing pages, ensure they are campaign-specific and aim towards engendering a single action from visitors. Tailor the content and design of your landing page to match the advertisements or emails that lead visitors to it. Make the CTA noticeable and convincing, and avoid any navigation links that can distract visitors from completing the desired action.

What are the pros and cons of using a splash page compared to a landing page?

Splash Pages:


  • Engaging and visually appealing introduction of your website or product.
  • Useful in nurturing the interest of a new visitor.
  • Good for collecting necessary visitor information like their language or age preferences.


  • If not well-designed, they may drive visitors away by adding an extra step before they can access the content they want.
  • Not directly aimed at conversions, so they may not be the best choice for specific marketing campaigns.

Landing Pages:


  • Highly targeted and effective for lead generation or sales conversions.
  • Helpful in tracking and analyzing the success of your marketing campaign.
  • Can be A/B tested easily to find out what elements work best.


  • Requires more time, effort, and resources to create as they have to be customized for each campaign.
  • May be less effective if not well-crafted in terms of design, content, or CTA. 

Remember, when it comes to splash pages vs landing pages, it really depends on your needs. Both pages can be extremely effective when used correctly.

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By Scott Chandler

Scott has been engaged in all aspects of digital marketing since 2007 and currently applies his expertise as Vice President of Growth Marketing at VonClaro. In this capacity, he masterfully orchestrates sophisticated marketing strategies, with a primary focus on search engine optimization (SEO). His extensive understanding of the digital marketing landscape enables him to deliver substantial and measurable results for clients.

Splash Page Vs Landing Page 1
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