Rebekah Henson discusses pop-up ads in a blog post that addresses last impressions on consumers. Henson specifically talks about pop-ups that appear right before a consumer navigates away from a page—pop-ups that say things like “don’t leave”, “wait!” and “are you sure you want to navigate away?” Henson recognizes that these types of pop-up ads are annoying.
Henson offers tips on the right ways to handle pop-ups. She says there is “a fine line between inviting and badgering.” She tells marketers to delay their pop-ups, beware of wording, and make ads less abrasive. It makes sense to want pop-ups to be more appealing and less annoying, but pop-ups still bother customers.
As I mention in my first blog about marketing pet peeves, pop-ups rob customers of their decisions to see something. Pop-ups force customers into watching ads. The Internet is a place where consumers can make their own decisions, so markers should create content that will engage customers.
Focus on high-quality media, video, and written content instead of pop-ups. Don’t overwhelm your consumers with advertisements. If you must use pop-ups, make them the least annoying as is possible.