First some background for those not aware of the terminology "splash page". According to Wikipedia;
"Splash screen is a term used to describe an image that appears while a computer
program is loading. It may also be used to describe an introduction page on a website."
Desiree and I recently attended a networking event at a local resort and golf club (who will remain nameless) and prior to attending I checked out their website. What I found to my dismay was that their home page not only featured a splash page, but it was built with Flash which meant I was subjected to an additional "loading" screen as my computer downloaded the required Flash elements. A double whammy of poor usability.
Splash pages are bad for business because they put another needless step in between where your users are now and where they want to be on your website. The best analogy I can give to explain why this seemingly harmless technique is such a problem is to imagine a shop on main street Cape Cod. Consider if just prior to walking into any shop on main street, the store owner made you wait 10-30 seconds while they "got things together" before they would allow you into the store. Would you wait? What about the second and third time you visited the store, would you wait then too? It seems a bit silly when you equate it to the physical world but that is essentially what you're asking your visitors to do when you present them with a "splash screen" no matter how fantastic the store or website is.
Most at fault of the "loading/splash" mistake are national and/or high-end/luxury brands who believe their users will wait to be presented with what they believe is extra good content. Don't assume just because you and your customers have higher financial means that they'll wait around longer than the average user while you "get organized".
Regardless of your audience adding an additional step in the process of selling a product, service or yourself is always a bad idea. Even if you've invested in really great content, your website should be lightweight and as modular as possible allowing those who are returning or who can't wait the chance to navigate quickly without having to wait.
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