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Making a Big Splash
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Splash pages (or, to be more precise, flash intros) have been at the heart of a major controversy for years. So what is a Splash Page, anyway? Basically, a splash page is some sort of animation (usually using Flash) that intercedes between the link to the site and the content on site. The user has to either let the animation run to its conculsion, of click on it to skip it and go through to the rest of the website. Think of a Splash Page as a magazine cover.
Is it good or bad to use a Splash Page to introduce a website?
Arguments for using a Splash Page:
- It grabs the user's attention;
- It displays knowledge and expertise of Macromedia Flash;
- It can distinguish between browsers and route the user accordingly;
- It can reinforce a logo or branding initiative; and,
- It can set the tone for the website; and,
- It can filter users to specific pages.
Arguements against using a Splash Page:
- It diverts users from reaching the information they're after;
- It diverts search engines from spidering the rest of the site;
- It is pretentious and audacious to many users; and,
- It requires browser-plugin to view.
Discussion:
The arguements for using Splash Pages do not tell the full story. Yes, they grab the user's attention, but often it is for negative reasons. In fact, webmasters who have analyzed their log files report bailout rates between 16% to 71% for splash screens (Nielsen 1998, Sullivan 1997, Marlatt 1999).
As for distinguishing between browser types and abilities, current web design practices when properly applied make appropriate considerations for the differences through the use of stylesheets to control the look and feel of the page design.
Filtering users based on choice can just as easily be accomplished by a well-designed home page, and the concept of website tone should be developed and reinforced through the entire site, not by its 'cover'.
I have read numerous analogies comparing Splash Pages to equivalents off the web, but I think the best would be the one I found on marketingsherpa.com from Jared Spool of the User Interface Engineering division at Macromedia (who make Flash), who said:
"When we have clients who are thinking about Flash splash pages, we tell them to go to their local supermarket and bring a mime with them. Have the mime stand in front of the supermarket, and, as each customer tries to enter, do a little show that lasts two minutes, welcoming them to the supermarket and trying to explain the bread is on aisle six and milk is on sale today.
"Then stand back and count how many people watch the mime, how many people get past the mime as quickly as possible, and how many people punch the mime out.
"That should give you a good idea as to how well their splash page will be received. That's the crux of it."
We have not produced Splash Pages for any of the websites we have designed.
'Nuff said.
Scott
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