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So many websites use pop-up windows as an advertising method. But, is it really
good to use them?
Web advertising has taken many forms, including those that appear within the
Web page as an in-line graphic, as well as those that "pop up" (over)
or "pop under" a browsing window. If you are considering the use of
pop ups on your website as an advertising method, this article provides some
points you should consider.
Some studies have reported that consumers despise these intrusive and annoying
advertisements and even feel "violated" and "molested" by
their presence. Online consumers are goal-oriented and perceive online advertisements
to be even more intrusive than those in other media. Further, online consumers
develop negative attitudes towards the advertisements which then lead them to
develop intentions to not return to the site.
An important goal of website designers is that users will retain the content
to promote subsequent visits and/or referrals to other potential visitors. Ads
compete for attention and raise cognitive effort, whether reading or avoiding
them, interfering with use of the site and reducing the likelihood of retaining
the site's content. The more mental energy extended to non-website material,
the less retention of website content can be expected.
Research has shown that interruptions have a negative impact on emotion and
well-being, and lead to increases in effort expenditures. Although any advertisement
can be classified as an interruption, one that requires a user action to remove
it, like a pop-up ad, will cause an increased expenditure of effort, reducing
retention of website content. Because an in-line ad requires less interruption
and mental energy than a pop-up ad, we expect higher website retention levels
in those subjects receiving in-line ads as compared to pop-up ads.
What about retention of ad content? Common sense tells us that ads that are
most visible will be remembered. However, deeper consideration of web advertising
reveals that while pop-up ads are more interruptive than in-line ads, requiring
a user to act to remove them, they appear on the screen for a shorter time period
because users tend to close them immediately. In-line ads remain visible for
a much longer period, and users are thus more likely to see them in their peripheral
vision. It is expected that this longer time will increase user retention of
the ad content.
Some Internet service providers and highly trafficked Web sites have decided
to discontinue the use of intrusive advertising. Both AOL Time Warner and Microsoft
announced in October 2002 that they would eliminate the majority of pop-up ads
on their Internet services in response to rising complaints from users. In their
eyes, the loss of advertising dollars is worth the boost in public image as
a result of the policy change.
Also you should consider that online consumers have the option to eliminate
pop-up ads using a number of methods, such as free, third-party pop-up killing
(PUK) software and toolbars that stop unwanted browser windows.
If you still want to use pop up ads on your website here are some recommendations:
1) Never use more than one pop-up per visitor.
2) Use a pop-up when your visitor is leaving your website, not when he has just
entered and is trying to see what you have to offer.
3) Use pop-ups only for special purposes such as to remind your visitors to
subscribe to your ezine, offer a free download or a free course by autoresponder.
About the Author:
The author of this article is Ronald Vyhmeister, visit his website at Internet
Marketing Tool Reviews (when using this article on your website please link
to http://www.tenbytes.com/internetmarketing.html) You can join his newsletter
at http://www.tenbytes.com |
