Pop ups are a web design element people have strong feelings toward — love or hate. Some find them aggravating, as they interrupt their navigation on a page. Others say they work well to convert site visitors into leads.
Pop Ups Pros and Cons
The debate over the usefulness of popups has been raging for years. Because the feature offers both benefits and disadvantages, professionals may struggle to reach a compromise.
Cons
Forbes Advisor looked at what users find most annoying in website design. Nearly half stated pop-up ads were intrusive and outdated. Similarly, they despised live chat pop ups, as they felt like a salesperson stood over their shoulder while shopping. Other cons included:
- Blocking content the user wants to read.
- Seeming like spam.
- Appearing too early or too late and irritating users.
- Google possibly cutting your search engine rank if content is hard to view.
- Potentially distracting the visitor from their task.
Pros
Alternatively, pop-ups can serve a purpose and present a personalized offer to a person for certain actions. Without a quick reminder, they might not know you offer a free guide or newsletter. They can also:
- Create higher conversion rates.
- Grab attention before the person bounces away.
- Increase brand awareness.
- Capture new leads.
- Create a sense of urgency.
- Reiterate the main message.
Website owners who are aware of the pros and cons can use pop ups to engage with the site. Test different placement, timing and offers to see what your target audience responds best to.
What Do Users Think About Pop Ups?
Seventy-seven percent of people say they choose and pay more for brands offering a custom experience. They don’t want to feel like another number in the database. When served appropriately, pop ups create a personalized message for each site visitor.
However, just because they can create a unique experience doesn’t mean they always do. In fact, some people loathe the boxes so much that they take to online forums to debate the existence of what they dub “annoyances.”
One user on Reddit stated their hatred for pop ups and said, “If I’m in a buying mood, each unnecessary step to get to [checkout] increases the likelihood of my abandoning the purchase and the brand.” Others said they need thorough testing, as some increase conversions. Still more expressed concerns over remaining GDPR compliant.
When to Use Pop Ups
Before deciding whether or not to use a pop up window, consider the goal for the page. Some small business owners find delaying when a pop up appears improves conversion rates and positive feelings. You might use one to:
- Inform visitors of a discounted price or limited quantity.
- Encourage newsletter signups.
- Let users see their carts and relevant additions when they add something for purchase.
- Lead users to additional information to help them convert.
- Ask visitors why they chose to abandon their cart or leave the site.
The best ones take into account where the person is in the buyer’s journey and if the pop up will be intrusive or welcomed.
Testing is crucial for getting feedback from your audience. Times they may especially dislike pop ups include:
- If you already have other boxes intruding on the visitor’s experience
- To shame or push your users toward an action or manipulate their emotions
- On mobile devices, where they are hard to navigate away from
The difference between delaying a pop up for a few seconds may result in a better user experience and higher engagement. Browse your site like a first-time visitor and apply your knowledge about your shoppers to the journey to see if anything in the process needs tweaking, including the pop ups.
So, Do Pop Ups Still Have a Place in Modern Web Design?
While their effectiveness depends on the audience, timing, offer, aesthetics and purpose of the box, pop ups can still push users to become customers. Collecting data from willing participants drives digital business growth and results in happy clients.
One day, pop ups could completely disappear into the history of the internet to find their place amongst other relics and data decay over time. For now, many website owners find them a powerful way to connect with audiences.
