Splash Page

Definition:

A splash page is a conversion centric page that is displayed to visitors instead of the normal destination page (usually the home page) to deliver a single, compelling message and call-to-action (CTA). It is often served as an overlay to prevent search engines indexing it as the destination page. However, this does result in a noticeable flicker as visitors initially see the destination page and then it switches to the splash page. A better solution from a user experience perspective would be to use a re-direct to deliver the splash page.

The benefit of the splash page is that it can be used to deliver promotional content to the target audience without having to make compromises for other visitors (e.g. existing customers). This is especially the case with the home page where a number of different stakeholders are often competing with each other for prime real estate.

Image of home page vs splash page A/B test

In the above example we tested the home page against a splash page for partypoker.com and saw a 36% uplift in clicks on the Free download CTA. For other brands we achieved an uplift with a splash page of over 100% clicking on the primary CTA and a 27% uplift in registrations.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.