Pop-ups are the bane of the modern internet experience, and in the last few years, their prevalence has skyrocketed. In spite of the instant gratification that comes through leveraging this trend, most people find the experience of being bombarded by pop-ups irritating and intrusive. While some marketers insist they are necessary conversions and completely justified, others are pushing back. This article investigates why pop-ups keep coming back in spite of widespread user outcry.
The primary issue comes down to the fact that websites are utilized by all kinds of users. Some of them may find pop-ups extremely annoying, while others find them to be a quick way to get what they need. For example, a website that is focused on offering offers to their users, may need a pop up that directs them to the offers page.
Pop-ups come with significant drawbacks as well. These include being unable to dismiss pop-ups with keyboard commands, breaking screenreaders, and creating accidental clicks that can be as annoying as a mosquito bite. The abundance of pop-ups has resulted in a situation where users are unable to access the underlying website they were trying to visit.
The spammy website marketing industrial complex is the main force behind this trend in recent years. They generate conversions and insist that data is on their side, citing small sample sizes and questionable methods as proof of their point. Meanwhile, UI / UX experts and users everywhere continue to disagree.
The one thing that should be kept in mind is that companies that sell pop-up products are likely responsible for some of these spammy tactics. In addition, a company called Proactive Pop-up are the ones behind the recent deluge of these alerts that plague the modern web. By agreeing to their terms and conditions, you consent to allow them to track your data and serve various pop-ups to you as you browse.
On the other side of the debate, we have an individual, who has taken it upon himself to investigate the motives behind the increased presence of pop-ups. After interviewing some marketers, this person noted that the responses felt quite robotic and not really addressing the issues at hand. He realizes that behind the flashy advertisements are serious consequences that harm the end user the most.
Ultimately, the only real solution to reduce the ever growing presence of pop-ups lies in user education. People must be aware that there are consequences to clicking on these notifications, and also know how to opt out of them.
In conclusion, the push to utilise pop-ups has implications beyond simply annoying people. From hindering the viewing of websites to violating user privacy, the recent deluge of pop-ups calls for closer scrutiny from web users, UI / UX experts and the marketing industrial complex. User education is the key to weeding out the unwanted intrusions and allowing for a better web experience for all.
