I mean no disrespect, but I am horrified by your first case. If I don't know what a product does and the basics of how it works in the first 15 seconds, I move on. I never give personal info in order to proceed into the web site. Not ever!
When creating their landing pages, people often model pages of well-established companies, missing the fact that their audience's awareness level is totally different. It's a common mistake. You end up with a website as pretty as the one from your favorite startup, but with horrific bounce and conversion rates.
I call it the cargo cult[2] approach to marketing
--- [1]: http://web.archive.org/web/20110225071634/https://www.crazye... [2]: https://en.wikipedia.org/wiki/Cargo_cult
Jakob Nielson says something similar about Amazon here:
https://www.nngroup.com/articles/amazon-no-e-commerce-role-m...
They do a very poor job of explaining what it is the company does and you could put 10 companies under the same tag line and it would be just as true.
It helps if you search for something that makes your website better, you know you are in right place and you can read more. If not you move to next page in 0.5 second instead of reading some irrelevant technical details of how.
I am more like discarding stuff after reading first page and getting into details when I have more time, then after I get through details I buy.
This would be a stupid idea in most cases but I mentioned CrazyEgg get's most of their traffic through content marketing.
This means their landing page is an article and when people see that headline the audience is already warm, it's totally different.