What share of web product screens are in-product vs marketing?
- By Ali Abouelatta
- n = 11,753
- Published
- Updated
- 2 min read
- web · saas · ux-patterns · landing-page · design
Short answer
82% of labeled web product screens are in-product (authenticated app): 9,645 of 11,753, vs 2,108 (18%) marketing/pre-auth.source[1] This is the highest-confidence split in the corpus — the is_in_product flag is fully populated with zero nulls. It means the vast majority of a web product's screen surface lives behind login, where most audit and design attention should go.
82% of web product screens (9,645 of 11,753) are in-product; only 18% are marketing/pre-auth — Lazyweb Research, July 2026.
Bar chart · Screen types
Screen types — Which types sit on which side
One block is about 33.1 Screen types
- 100% in-product
- editor, inbox, settings, feed, dashboard, profile, onboarding (927), cancellation (135)
- 100% marketing
- landing (1,238)
- Straddle
- signup (19 in / 624 mktg), pricing (54 / 129), checkout (290 / 6), paywall (34 / 4), browse_search (546 / 69)
The finding
Of 11,753 labeled desktop screens, 9,645 are in-product and 2,108 are marketing/pre-auth — an 82/18 split with 0 nulls.source[1] The 18% marketing slice is dominated by landing pages, which are 100% marketing (1,238 screens, none in-product).source[2]
Which types sit on which side
The is_in_product flag cleanly separates screen types.source[2]
| Bucket | Screen types |
|---|---|
| 100% in-product | editor, inbox, settings, feed, dashboard, profile, onboarding (927), cancellation (135) |
| 100% marketing | landing (1,238) |
| Straddle | signup (19 in / 624 mktg), pricing (54 / 129), checkout (290 / 6), paywall (34 / 4), browse_search (546 / 69) |
Signup and pricing are mostly pre-auth; checkout, paywall, and browse_search live mostly inside the product.
How to apply it
If your SEO or growth work fixates on the landing page, remember it represents a slice of the total product surface — 82% of what users see is authenticated.source[1] Conversely, if you're doing an SEO/indexing audit, the marketing 18% (landing, most signup, most pricing) is the crawlable set; the in-product 82% is behind login and out of scope for search. Use the straddle types (signup, pricing, checkout) as the seam where marketing hands off to product.
The numbers
| # | Stat | Computed from |
|---|---|---|
| [1] | 9,645 in-product (82.1%) vs 2,108 marketing (17.9%) of 11,753; 0 NULLs | in_product_vs_marketing_split |
| [2] | landing 100% marketing (1,238); editor/inbox/settings/feed/dashboard/profile/onboarding/cancellation 100% in-product; signup/pricing/checkout/paywall/browse_search straddle | in_product_by_screen_type |
Methodology
Universe: 11,753 labeled desktop product screens across 671 web companies (sites_screen_labels), captured June 2026. Method: count by the fully-populated is_in_product boolean, overall and per screen_type. Caveat: coverage reflects what was captured per company; single capture wave.
Sources
- [1]
Lazyweb Research analysis of 11,753 labeled desktop product screens (671 web companies), July 2026
is_in_product boolean, fully populated (0 NULL) — highest-confidence axis in the pack.
- [2]
Lazyweb Research analysis of 11,753 labeled desktop product screens (671 web companies), July 2026
is_in_product broken down by screen_type.
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.