Pop-up Boxes: Why They Do More Damage Than Good

5 July 2004

By David Dalgety

Summary:
Web marketeers frequently say the reason they use pop-up boxes is because they sell. That's true but at what cost to the user?

It may be convenient from the site owner's perspective to use unexpected pop-up boxes but the reality is they take away control from the user and cause aggravation. For adaptive technology users these problems are further exasperated. Furthermore if the user wishes to purchase something online they should have the option to do that within the original web page.

There are exceptions where pop-up boxes do have a role to play. In the case of online registration or purchasing the user may need assistance. In which case if they are to click on a help link then it's better that that information is presented in a separate small window. This allows the user to resume with entering information without losing any previously entered data or falling out from the process. Also for sites that provide multiple resource links e.g. the links on the site to external news articles. So long as the user has the choice of clicking on a link to activate a new window you can meet their user expectations.

There is no such thing as a good pop up box but improvements can be made if you insist on using them for advertising and promotion. Give the user an opportunity to select a checkbox for the pop-up box not to be displayed again. Furthermore when it's known who the user is, i.e. where they have logged in, make sure the same pop up box does not appear again. The user might forgive you after seeing it once. More than once no way. Had they previously filled out the pop up box to purchase a service then they are going to be less than impressed when the website tries to sell them the same service again.

Related Links

The excellent Google toolbar
(7 July 2004)

Free Popup Killer Tools
(7 July 2004) Reviews and free downloads for a wide range of pop-up killer tools.

Hotel chains sue Gator over unwanted pop-up ads
(18 December 2002) by Todd Weiss. Computerworld

Are pop-ups doomed?
(17 December 2002) by Brian Morrissey. Internetnews.com

Are AOL's pop-ups really busted?
(16 October 2002) by Richard Richtmyer. CNN Money

Report: Pop-Under Ad Strategy Could Backfire
(26 July 2001) by Nora Macaluso E-Commerce Times