Pop-ups are a communication tool, and they’re one of the tools that has the greatest impact on a website because:
- They pop-up superimposed on the web page you’re actually browsing, becoming the core focus above and beyond what’s behind them. The information you place in your pop-up will be in first place on your site, as if it was on stage, under bright lights and in front of a captivated audience. These reasons are why a message communicated through a pop-up will have far more impact than if it was communicated through a slide show, sidebars or any type of banner
- They create a moment of pause for those browsing the internet, and during the time they’re displayed the visitor is focused on one single message. They transition from a state of information overload—and it’s impossible to assimilate every last piece of information a site provides in one go—to a mono-information context: a single, clear and easily grasped message
- Finally, promotional zones on a website are often reserved to certain pages—primarily the home page—which means that visitors landing on other pages will simply not have access to that information. Pop-ups allow you to speak to every segment of your visitor bank, regardless of the page they land on when arriving on your site
It’s the power of that communication which means the results from pop-ups can be extraordinary, and it’s not unusual to see a site double or triple its number of signups per day thanks to a simple pop-up. This also explains why, by using this space to advertise or aggressively promote their site, some have ended up creating a highly negative user experience, which has led a number of experts to criticize the use of pop-ups. The thing is, pop-ups are only a space within which to communicate; it’s how you fill that space that counts, and that’s what will dictate the interest, or not, of your visitors.
The fact that you give those who visit your site the option of receiving offers, information or updates from you will generate interest. The opposite obviously holds true however if you use a pop-up to advertise something that is completely unrelated to your site!
Communication tools in general only become detrimental if we use them badly, or abuse them.
Take email for example. Email is an amazing communication tool, but if you send four emails a day to your database, the only thing you’ll achieve is high opt-out rates! Like all things however, when it’s used well it becomes an essential tool that helps you grow your business. The same applies to pop-ups.