By Michael Tansey
Copyright 2005 Michael Tansey
A few years ago, pop-up windows were all the rage in Internetmarketing. It seemed that every time one opened a web page theywould be bombarded with offers for this or that. It had gottento the point where surfing the Internet was almost like playinga video game; when the ads would pop-up one would try and closethem out before the next one opened. This is precisely why wehave seen the decline in the use of pop-up windows on theInternet today; surfers simply don't even look at the pop-upsanymore. They close the windows out before even reading theheadline much less the actual ad. Very often, a surfer will evenleave your site if there are too many pop-up ads. They simply donot want the hassle of closing those windows while trying toobtain the information that your site has to offer. Thisinformation, while valuable, is not as valuable as the surferstime. Studies have shown however, that even with these setbacks, pop-up windows are still an effective method of Internetmarketing.
Is there some way that pop-up windows can be less irritating andstill be effective? Yes! What if the pop ad were seen uponexiting your site instead of entering? This would allow thesurfer to obtain the information that they need from your site,feeling that they were able to come and go quickly without beinghassled by other ads and offers all the while making the surferhappy. You have left the surfer with a positive attitude andtherefore are more likely to respond to the pop advertisement.This is being accomplished more and more by using what is beingcalled pop-under windows. When the surfer comes to your site,the ad is opened discretely behind your web page. Then, uponleaving your site, after obtaining all the information that theyneed, they will see the ad and therefore be more likely torespond. Since the surfer has the information, he has achievedhis objective and is now open to do other things; i.e. respondto the pop under advertisement.
Not all pop-windows are created equally. There are some thingsthat you can do to make your pop-windows, whether pop-up orpop-under more effective. The pop-window must be easy to“escape” from. If the surfer does not want to see the add, buthas a hard time closing it out, they will likely becomefrustrated and could leave your site all together. You shouldeither use a button that will allow the surfer to close thewindow or be sure that the “x” is easily visible. Also becertain you use no more than one pop-window per page.
When creating a pop-window, you will be asked to fill out ashort information form, and choose the layout of the pop-window.When choosing the design of the pop-window, you can increase theeffectiveness by creating a large headline that includesbenefits that will be most appealing to the customer. You shouldalso consider using incentives and lastly do not ask thecustomer to read a long and drawn out advertisement. Keep themessage simple yet powerful and your pop-ads will be sure togenerate profits for your site.
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