# Which web product screen types live behind login vs in marketing?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=11753
Tags: web, saas, signup, checkout, ux-patterns
HTML: https://www.lazyweb.com/research/which-web-screen-types-are-in-product-vs-marketing
Markdown: https://www.lazyweb.com/research/which-web-screen-types-are-in-product-vs-marketing.md

**Answer.** Eight screen types are 100% in-product and one (landing, 1,238 screens) is 100% marketing.[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.[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.

## The three buckets

Across 11,753 screens, the is_in_product flag places each type cleanly.[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.[1] Paywall overall is thin on the web (38 screens, 33 companies) and should not be censused on its own.[2] Single June 2026 capture wave.

## The numbers

| Stat | Computed from |
| --- | --- |
| 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 |
| 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 & citations

- [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.

## Related questions

- [What share of web product screens are in-product vs marketing?](https://www.lazyweb.com/research/what-share-of-web-product-screens-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)