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Effective or Irritating: The Use of Pop Windows in Internet Marketing

A few years ago, pop-up windows were all the rage ininternet marketing. It seemed that every time oneopened a web page they would be bombarded with offersfor this or that. It had gotten to the point wheresurfing the Internet was almost like playing a videogame; when the ads would pop-up one would try andclose them out before another one came. This isprecisely why we have seen the decline in the use ofpop-up windows on the Internet today; surfers simplydo not even look at the pop-ups anymore. They closethe windows out before even reading the ad. Veryoften, a surfer will even leave your site if there aretoo many pop-up ads. They simply do not want thehassle of closing those windows while trying to obtainthe information that your site has to offer. Thisinformation, while valuable, is not as valuable as thesurfers time. Studies have shown however, that evenwith these set backs, pop-up windows are still aneffective method of Internet marketing.

Is there some way that pop-up windows can be lessirritating and still be effective? Yes! What if thepop ad were seen upon exiting your site instead ofentering? This would allow the surfer to obtain theinformation that they need from your site, feelingthat they were able to come and go quickly withoutbeing hassled by other ads and offers all the whilemaking the surfer happy. You have left the surferwith a positive attitude and therefore are more likelyto respond to the pop advertisement. This is beingaccomplished more and more by using what is beingcalled pop-under windows. When the surfer comes toyour site, the ad is opened discretely behind the yourweb page. Then, upon leaving your site, afterobtaining all the information that they need , willsee the ad and therefore be more likely to respond.Since the surfer has the information, he has achievedhis objective and is now open to do other things;ideally respond to the pop under advertisement.

Not all pop-windows are created equally. There aresome things that you can do to make your pop-windows,whether pop-up or pop-under more effective. Thepop-window should be easy to “escape?from. If thesurfer does not want to see the add, but has a hardtime closing it out, they will likely becomefrustrated and could leave your site all together.You should either use a button to that will allow thesurfer to close the window or be sure that the “x?iseasily visible. Another good idea is to use a scriptthat utilizes cookies. Cookie will preventpop-windows from overloading the surfer since you candecide the frequency of the pop-windows, rather thaneach time a page is opened. Also be sure that thereis no more than one pop-window per page.

When creating a pop-window, you will be asked to fillout a short information form, select the length ofcookies, and choose the layout of the pop-window.When choosing the design of the pop-window, you canincrease the effectiveness by creating a largeheadline that includes benefits that will be mostappealing to the customer. You should also considerusing incentives and lastly do not ask the customer toread a long and drawn out advertisement. Keep themessage simple yet powerful and your pop-ads will besure to generate profits for your site.

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