# What share of web product screens are in-product vs marketing?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=11753
Tags: web, saas, ux-patterns, landing-page, design
HTML: https://www.lazyweb.com/research/what-share-of-web-product-screens-are-in-product-vs-marketing
Markdown: https://www.lazyweb.com/research/what-share-of-web-product-screens-are-in-product-vs-marketing.md

**Answer.** 82% of labeled web product screens are in-product (authenticated app): 9,645 of 11,753, vs 2,108 (18%) marketing/pre-auth.[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.

## 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.[1] The 18% marketing slice is dominated by landing pages, which are 100% marketing (1,238 screens, none in-product).[2]

## Which types sit on which side

The is_in_product flag cleanly separates screen types.[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.[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 |
| --- | --- |
| 9,645 in-product (82.1%) vs 2,108 marketing (17.9%) of 11,753; 0 NULLs | in_product_vs_marketing_split |
| 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 & citations

- [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.

## Related questions

- [Which web product screen types live behind login vs in marketing?](https://www.lazyweb.com/research/which-web-screen-types-are-in-product-vs-marketing)
- [What are the most common screen types in web products?](https://www.lazyweb.com/research/what-are-the-most-common-web-product-screen-types)
- [How common is a dedicated settings screen in web products?](https://www.lazyweb.com/research/how-common-is-a-settings-screen-in-web-products)