Google’s war against pop-up continues – and the real question is why?
There are rumors that pop-ups are dead – and mostly because we think its annoying. If you think its annoying and I think its annoying then it must be annoying. However it’s not the pop up thats annoying, it is how and when been used becomes annoying. According to the Coalition for Better Ads – 50% of users say they would not revisit or recommend a page that had a pop-up ad! Seriously!
According to Sumo, the top 10% highest performing pop-ups averaged a 9.28% conversion rate, while the average conversion rate for all pop-ups is 3.09%. If popups seem to work, why is Google so keen on stopping them?
The answer is money. 70% of people with ad blockers have so because of annoying ads – when ads are blocked, publishers don’t make money – in return Google does not make money. Until Google finds a way to monetize your site popups, they will continue to fight it.
So the conundrum here is on one hand popups do work, on the other they are annoying.
Simply put, you have to use pop-ups wisely in order not to annoy your customers. Always look at it from the customers perspective and offer value if you are going to have a popup.