Pop Windows, Do They Really Work?

Copyright 2005 Michael Tansey

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 the next one opened. This is precisely why we have seen the decline in the use of pop-up windows on the Internet today; surfers simply don't even look at the pop-ups anymore. They close the windows out before even reading the headline much less the actual 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 your web page. Then, upon leaving your site, after obtaining all the information that they need, they 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; i.e. 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 must be easy to