Which web product screen types live behind login vs in marketing?
- By Ali Abouelatta
- n = 11,753
- Published
- Updated
- 2 min read
- web · saas · signup · checkout · ux-patterns
Short answer
Eight screen types are 100% in-product and one (landing, 1,238 screens) is 100% marketing.source[1] Five types straddle the auth boundary — signup, pricing, checkout, paywall, and browse_search — with signup and pricing skewing pre-auth and checkout skewing in-product.source[1] Knowing which side a surface sits on tells you whether it's crawlable and who sees it.
Landing pages are 100% marketing (1,238 screens); editor, inbox, settings, feed, dashboard, profile, onboarding, and cancellation are 100% in-product — Lazyweb Research, July 2026.
Bar chart · Marketing
Marketing — The three buckets
One block is about 22.3 Marketing
- landing
- 1,238
- editor / inbox / settings / feed / dashboard / profile
- 0
- onboarding
- 0
- cancellation
- 0
- signup
- 624
- pricing
- 129
- checkout
- 6
- paywall
- 4
- browse_search
- 69
The three buckets
Across 11,753 screens, the is_in_product flag places each type cleanly.source[1]
| Screen type | In-product | Marketing | Verdict |
|---|---|---|---|
| landing | 0 | 1,238 | 100% marketing |
| editor / inbox / settings / feed / dashboard / profile | all | 0 | 100% in-product |
| onboarding | 927 | 0 | 100% in-product |
| cancellation | 135 | 0 | 100% in-product |
| signup | 19 | 624 | mostly marketing |
| pricing | 54 | 129 | mostly marketing |
| checkout | 290 | 6 | mostly in-product |
| paywall | 34 | 4 | mostly in-product |
| browse_search | 546 | 69 | mostly in-product |
How to apply it
For a crawl/index audit, the indexable surface is landing (100% marketing), plus the pre-auth majority of signup and pricing. Checkout, paywall, and browse_search are overwhelmingly authenticated, so don't expect them in search results. For design work, note that onboarding is fully in-product (927 screens) — it begins after auth, not before, in this corpus, so 'pre-signup onboarding' is not a pattern the web census captures.
Caveats
The straddle counts are small on the minority side (pricing has only 54 in-product screens; paywall 4 marketing), so treat those as directional.source[1] Paywall overall is thin on the web (38 screens, 33 companies) and should not be censused on its own.source[2] Single June 2026 capture wave.
The numbers
| # | Stat | Computed from |
|---|---|---|
| [1] | in-product vs marketing per screen type (landing 0/1238; signup 19/624; pricing 54/129; checkout 290/6; paywall 34/4; browse_search 546/69; onboarding 927 in-product; cancellation 135 in-product) | in_product_by_screen_type |
| [2] | web paywall n=38 / 33 companies | web_paywall_thin_warning |
Methodology
Universe: 11,753 labeled desktop product screens across 671 web companies (sites_screen_labels), captured June 2026. Method: is_in_product counts split by screen_type. Caveat: minority-side straddle counts are small; single capture wave.
Sources
- [1]
Lazyweb Research analysis of 11,753 labeled desktop product screens (671 web companies), July 2026
is_in_product by screen_type, fully populated boolean.
- [2]
Lazyweb Research analysis of 11,753 labeled desktop product screens (671 web companies), July 2026
Web paywall thinness flag.
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.
Explore the evidence
- Full 45-frame August 2026 capture
- Three captured screens · August 2026