Author's note: I have dug this old article out of the archives because today, I went to a site and what happened utterly perturbed me... I felt the need to republish this in hopes that SOMEONE would do something about pop ups... LOL
By Michelle Hoffmann
We have all heard the hype over the use of pop-ups, exit pages and redirects to capture the attention of visitors to your site and give them a chance to change their mind.
It works! No ifs, ands, or buts about it. The use of these tools to improve the buy ratio is a demonstrated fact and any site that does not use them is leaving money on the table.
However the question begs to be asked.... "How much is too much?"
Recently I visited a site, perused the offer and decided against it and that is when the frustration began. I clicked on the "close tab" button and was rewarded with a pop-up begging me not to leave yet as they had a "special" offer to sweeten the pot for me.
After reading the special offer I decided to stick to my original decision and tried to leave. The operative word here is "tried" because my attempt triggered another pop-up which I simply closed and guess what? It prompted another pop-up!
Now 1 pop-up is good, 2 may be better, but once you get to 3 it becomes annoying to many people. They said "no" twice and a third attempt rarely meets with anything less than a frustrated and vehement "NO".
Back to my experience with the aforementioned site, what do you think happened when I closed the 3rd pop-up? Thats right I got another one, and another one after that and another one after that one and so on for a total of 17 pop-ups!
I find it utterly unbelievable that anyone would think that I would be inclined to buy, let alone be interested after all that! Not only did I not buy but I spread the word as far and as wide as I could to avoid that site.
Some customers know what they want and buy it. However, most are "just looking", and a special offer may be just the temptation they need to convince themselves to buy from you. But any attempt to browbeat or force a customer to buy will always be met with resistance. It may even result with a lost customer forever.
So next time you're designing a page to offer your product and are going to use a exit selling strategy, remember to ask yourself "Would I like to be treated like this?"
Michelle Hoffmann is the owner, editor and publisher of The 24KaratMarketer Ezine - http://free24karatmarketer.com, an online publication that is dedicated to helping marketers, new and experienced, succeed in their online businesses. She is also a mother, writer, photographer, website designer, IT business owner, Criminal Justice major and Homeland Security & Emergency Management major. Yes, she does it all!
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