How to Grab Your Customer's Attention With a Wifi Splash Page

Priyanka BhadaniPriyanka Bhadani11/3/2022

What is a Wifi splash page?

A Wifi splash page is a web page that is displayed when someone tries to connect to a Wifi network. It typically contains information about the Wifi network, such as the name and password, and may also contain branding or other information about the company or organization that owns the Wifi network.

What is a Wifi Splash Page?

When logging in to a public Wi-Fi network at a cafe, restaurant, hospital, library, or airport, users often come across a page welcoming them to the Wi-Fi network. The page requires users to enter their credentials before accessing the internet. This is what's called a splash page or captive portal.

The purpose of the splash page is to collect information from users or it may require them to take certain action before allowing them access to the internet. Most splash pages contain all the relevant information users need to successfully connect to a public Wi-Fi network, including the business's SSID, password, and other instructions or relevant links. Some splash pages also include advertisements or offers from the business.

What Information Can a Splash Page Convey?

Public Wi-Fi splash pages typically have the following information for users-

  1. The name of the Wi-Fi network they are connecting to.
  2. The terms and conditions of internet usage.
  3. The contact information of the company responsible for managing the Wi-Fi network.
  4. A list of user policies.
  5. The wireless signal strength and coverage area of the network.
  6. Bandwidth limitations and restrictions.
  7. Space to fill in the login credentials (username and password) required to access the Wi-Fi network.
  8. A tab or link to accept the terms and conditions.
  9. A privacy policy statement.
  10. Contact information for customer service or support.
  11. Some splash pages include advertising or other content like a link to the business's social media pages.

How is a Splash Page Different From a Landing Page or Home Page?

Most public Wi-Fi networks require users to log in through a web browser to access the internet. This is typically done by redirecting all HTTP traffic to a specific landing page, where the user can enter their credentials or agree to the terms and conditions of usage. Many people use "landing page" and "splash page" interchangeably, but they are both different.

A splash page or a captive portal is mainly a teaser for what's to come on the website. It's designed to get visitors excited about what they see when they click through to the site. On the other hand, a landing page is designed to generate leads or encourage visitors to take a specific action. Landing pages are usually much more focused and have a clear call to action. On the other hand, a splash page is an extension of a landing page that is often used as an advertising tool. Businesses often use splash pages to promote their brand, products, and services. Splash pages usually include a business's brand name and logo, a brief message or graphic, and may also include a form the user must fill out before accessing the internet.

The personal information users provide in exchange for Wi-Fi access becomes part of the huge customer database companies build. They use this information for Data Mining, targeting a specific customer-base with particular offers. For example, a restaurant can use a splash page to feature special offers or highlight new menu items. A splash page is an excellent way to build excitement among Existing Customers for upcoming events or promotions at an outlet, while also hooking new customers to the brand.

Why Have a Splash Page at All?

Let's understand this with the example of a restaurant that offers free Wi-Fi. When customers visit a restaurant, they're naturally looking for a good meal and a pleasant experience. But while they wait for their meal, they may also want to get some work done (the perils of living in a fast-paced world) or browse the internet to catch up on the recent happenings. That's why Wi-Fi has become a key offering of restaurants.

But a restaurant needs to do more than simply offer free Wi-Fi. As a business, it also needs to make sure its network is secure and that its guests can access the internet without hassle. A splash page helps in this regard. With highlighted information about the restaurant's brand, privacy policy, and terms of use, a splash page is a great way to ensure that guests enjoy a positive experience while using the Wi-Fi. It also helps the business keep its network secure and ensure that only those who agree to its terms of use can connect to it.

A visually appealing splash page can help set the tone for the rest of the website and can be a great way to introduce visitors to a brand. Besides, it helps create an engaging and interactive customer experience and can help in other Restaurant Marketing efforts, like promoting special offers, new menu items, or upcoming events. But, most importantly, it can collect customer data.

What Makes a Splash Page Stand Out?

The best splash pages are often the simplest ones. They typically feature a single, attention-grabbing image or piece of text, along with a brief explanation of what the brand is all about. It can effectively get visitors to stay on and learn more about what the business has to offer.

For a splash page to be appealing, it needs to have-

  1. Relevance- A splash page should be relevant to a brand's purpose. A restaurant's splash page, for example, could feature information about special menu items or the new chef on board. It can also provide details of upcoming promotions and offers.
  2. Appealing visuals- Splash pages provide an excellent opportunity to use visuals wisely. People are generally drawn to visually appealing things, and attractive images or videos can help explain what a brand stands for.
  3. Compelling copy- In addition to using visuals effectively, it's also important to write compelling copy for a splash page. Clear and concise text on a splash page is representative of a brand's messaging. It should convince visitors that they need to stick around and explore further. It's important to use active voice and persuasive language when writing splash page copy.

How to Create and Customize Your Splash Page

Some of the most effective splash pages are brief and to the point, with just enough information to pique the user's interest.

  1. Don't try to cram too much on the page. Less is often more when it comes to splash pages. But they don't have to be boring. Get creative with your design and think outside the box to create something unique that will grab users' attention.
  2. Personalize your splash page with a unique message or story that speaks to your audience. You can have featured recipes with a line or two about the special ingredients. Avoid including unnecessary fluff or filler content. Every word on your splash page should serve a specific purpose in convincing readers to stay put.
  3. Use an innovative, eye-catching design and strong and compelling visuals to grab attention and communicate your message. Choose colors and images that reinforce your message and speak to your target audience. Avoid using generic stock photos as much as possible. And don't forget to use Alt tags so that people know what the images represent.
  4. Add an element of interactivity by including a fun game or quiz on your splash page.
  5. Make sure your splash page is mobile-friendly so people can view it on their smartphones and other mobile devices.

How to Tell if Your Splash Page is Helping Your Business

If your business's public Wi-Fi network has a splash page or Captive Portal, here's what you can do to determine whether it's working.

  1. Look at the bounce rate for your website with and without the splash page. If the bounce rate is lower when the splash page is present, it's likely that the splash page is helping people stick around on your site.
  2. You can also look at how long people spend on your site with and without the splash page. If the average time spent on the site increases with the splash page, it's a sign that it's helping to keep people engaged.
  3. Another effective way to know if your splash page is helping or hurting your business is by trying the A/B testing method. Show the splash page to half your visitors, and let the other half bypass it entirely. Then, compare the results after a month to see which group had better outcomes.
  4. You can also check to see if people are clicking on the links on your splash page. If no one clicks on any of the links, it's not doing its job.
  5. You can also ask people whether they found your splash page helpful. You can do it with surveys on the splash page itself. The number of responses you receive will reflect whether your splash page is working.
If your splash page isn't helping your business, consider removing it entirely. Or, try making changes to make it more effective, such as adding more relevant content or changing the design.