The fact is: an average Web surfer utterly loathes pop-ups.
Imaging you are reading a cool post or want to click onto a website that looks inviting and – BOOM! A big-ass pop-up overlays the underlying page and impudently asks you for an email address.
The natural reaction to such an in-your-face massage is to remove it as soon as possible. At best you will close an unwanted pop-up without bother to read what’s on it. At worst – you’ll simply leave the annoying website not to come back again.
At the same time, multiple case studies show that pop-ups can significantly increase sign-up rates and improve conversion and sales. Just look:
- using pop-up forms and hover ads doubled sales and increased signups
- pop-ups forms helped to build an extensive list of prospective customers and enhance conversions
These 2 mutually exclusive facts bring up a big question: “How pop-ups can be that effective while being one of the most hated form of Web advertising?”
As usual, the devil is in the details.