A few years ago, pop-up windows were all the rage in Internet
marketing. It seemed that every time one opened a web page
they would be bombarded with offers for this or that. It had
gotten to the point where surfing the Internet was almost
like playing a video game; when the ads would pop-up one would
try and close them out before another one came. This is precisely
why we have seen the decline in the use of pop-up windows
on the Internet today; surfers simply do not even look at
the pop-ups anymore. They close the windows out before even
reading the ad. Very often, a surfer will even leave your
site if there are too many pop-up ads. They simply do not want the hassle of closing
those windows while trying to obtain the information that
your site has to offer. This information, while valuable,
is not as valuable as the surfers time. Studies have shown
however, that even with these set backs, pop-up windows are
still an effective method of Internet marketing.
Is there some way that pop-up windows can be less irritating
and still be effective? Yes! What if the pop ad were seen
upon exiting your site instead of entering? This would allow
the surfer to obtain the information that they need from your
site, feeling that they were able to come and go quickly without
being hassled by other ads and offers all the while making the surfer
happy. You have left the surfer with a positive attitude and
therefore are more likely to respond to the pop advertisement.
This is being accomplished more and more by using what is
being called pop-under windows. When the surfer comes to your
site, the ad is opened discretely behind the your web page. Then, upon
leaving your site, after obtaining all the information that
they need , will see the ad and therefore be more likely to
respond. Since the surfer has the information, he has achieved
his objective and is now open to do other things; ideally respond
to the pop under advertisement.
Not all pop-windows are created equally. There are some things
that you can do to make your pop-windows, whether pop-up or
pop-under more effective. The pop-window should be easy to
"escape" from. If the surfer does not want to see
the add, but has a hard time closing it out, they will likely
become frustrated and could leave your site all together.
You should either use a button to that will allow the surfer
to close the window or be sure that the "x" is easily
visible. Another good idea is to use a script that utilizes
cookies. Cookie will prevent pop-windows from overloading
the surfer since you can decide the frequency of the pop-windows,
rather than each time a page is opened. Also be sure that
there is no more than one pop-window per page.
When creating a pop-window, you will be asked to fill out
a short information form, select the length of cookies, and
choose the layout of the pop-window. When choosing the design
of the pop- window, you can increase the effectiveness by
creating a large headline that includes benefits that will
be most appealing to the customer. You should also consider
using incentives and lastly do not ask the customer to read a long and drawn out
advertisement. Keep the message simple yet powerful and your
pop- ads will be sure to generate profits for your site.
Maryellen Malack owns Red Rose Marketing, Inc. How
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