Effective or Irritating: The Use of Pop-up Windows

By Vincent Murphy



A few years ago, pop-up windows were all the rage in

Internet marketing. It seemed that every time one

opened a web page they would be bombarded with offers

for this or that. It had gotten to the point where

surfing the Internet was almost like playing a video

game; when the ads would pop-up one would try and

close them out before another one came. This is

precisely why we have seen the decline in the use of

pop-up windows on the Internet today; surfers simply

do not even look at the pop-ups anymore. They close

the windows out before even reading the ad. Very

often, a surfer will even leave your site if there are

too many pop-up ads. They simply do not want the

hassle of closing those windows while trying to obtain

the information that your site has to offer. This

information, while valuable, is not as valuable as the

surfers time. Studies have shown however, that even

with these set backs, pop-up windows are still an

effective method of Internet marketing.




Is there some way that pop-up windows can be less

irritating and still be effective? Yes! What if the

pop ad were seen upon exiting your site instead of

entering? This would allow the surfer to obtain the

information that they need from your site, feeling

that they were able to come and go quickly without

being hassled by other ads and offers all the while

making the surfer happy. You have left the surfer

with a positive attitude and therefore are more likely

to respond to the pop advertisement. This is being

accomplished more and more by using what is being

called pop-under windows. When the surfer comes to

your site, the ad is opened discretely behind the your

web page. Then, upon leaving your site, after

obtaining all the information that they need , will

see the ad and therefore be more likely to respond.

Since the surfer has the information, he has achieved

his objective and is now open to do other things;

ideally respond to the pop under advertisement.



Not all pop-windows are created equally. There are

some things that you can do to make your pop-windows,

whether pop-up or pop-under more effective. The

pop-window should be easy to “escape” from. If the

surfer does not want to see the add, but has a hard

time closing it out, they will likely become

frustrated and could leave your site all together.

You should either use a button to that will allow the

surfer to close the window or be sure that the “x” is

easily visible. Another good idea is to use a script

that utilizes cookies. Cookie will prevent

pop-windows from overloading the surfer since you can

decide the frequency of the pop-windows, rather than

each time a page is opened. Also be sure that there

is no more than one pop-window per page.




When creating a pop-window, you will be asked to fill

out a short information form, select the length of

cookies, and choose the layout of the pop-window.

When choosing the design of the pop-window, you can

increase the effectiveness by creating a large

headline that includes benefits that will be most

appealing to the customer. You should also consider

using incentives and lastly do not ask the customer to

read a long and drawn out advertisement. Keep the

message simple yet powerful and your pop-ads will be

sure to generate profits for your site.

Note from the author:


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