The Pop-up Paradox
Mar 21, 2023Marketers love adding pop-ups to their websites.
They’re information magnets, great at extracting contact details from visitors.
They’re also painfully annoying.
They interrupt our browsing, hijack our screens and block what we’re trying to read. We’re forced to suffer them unless we locate and press the tiny X button, often carefully obscured in varying shades of the background colour.
Not all pop-ups are bad. It depends on the value they offer. One that offers a 30% discount on your skincare order is far more acceptable than another simply asking to “Join my newsletter”.
It’s easy to justify pop-ups if you’re only interested in growing your newsletter list. But if you’re trying to build a community of loyal subscribers, if you actually care about them, you need to think hard before adding one to your site.
Either provide an offer that’s good enough for your visitors to forgive the interruption.
Or get out of their way.
