If you hear of anyone advocating pop-ups, it’s because they cause some leads to become sales.
But, if you find someone is against pop-ups, it’s because they are human, and have used the internet.
The only time a pop-up should be shoved in someone’s face is when it acts as an alert. A legal disclaimer or cookie notice would be an example of this.
If you feel the need to hijack your customer’s experience to sell them something then you don’t have a lot of faith in your customer, or content… or both.
Google is has recently made changes to penalise webpages that use pop-ups, saying:
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible”
A study by SEO consultant Danny Richman found the same webpage displayed with a pop-up results in lower likelihood of buying and trust
Research by consultancy Bunnyfoot found that half of pop-up ads got closed before they’d even finished loading.
None of those involved in this test had anything positive to say about the pop-ups. They also felt as though their intelligence was being insulted with their presence.
You may be able to follow clicks that show people buy through pop-up ads. You should also check how many people are being irritated, deterred, or driven away by them.
To decide if a pop-up is right, first ask if it’s for the viewer. Then ask if it’s a legal need. Then ask if it’s the only way to show the information.
If the answer to each is yes. Make your pop-up.
If you have any views on pop-ups (for or against, please let us know in the comments).