A few years ago, pop-up windows were all the rage in Internet 
marketing. It seemed that every time one opened a web page they 
would be bombarded with offers for this or that. It had gotten to 
the point where surfing the Internet was almost like playing a 
video game; when the ads would pop-up one would try and close 
them out before another one came. This is precisely why we have 
seen the decline in the use of pop-up windows on the Internet 
today; surfers simply do not even look at the pop-ups anymore. 
They close the windows out before even reading the ad. Very 
often, a surfer will even leave your site if there are too many 
pop-up ads. They simply do not want the hassle of closing those 
windows while trying to obtain the information that your site has 
to offer. This information, while valuable, is not as valuable as 
the surfers time. Studies have shown however, that even with 
these set backs, pop-up windows are still an effective method of 
Internet marketing.

Is there some way that pop-up windows can be less irritating and 
still be effective? Yes! What if the pop ad were seen upon 
exiting your site instead of entering? This would allow the 
surfer to obtain the information that they need from your site, 
feeling that they were able to come and go quickly without being 
hassled by other ads and offers all the while making the surfer 
happy. You have left the surfer with a positive attitude and 
therefore are more likely to respond to the pop advertisement. 
This is being accomplished more and more by using what is being 
called pop-under windows. When the surfer comes to your site, the 
ad is opened discretely behind the your web page. Then, upon 
leaving your site, after obtaining all the information that they 
need , will see the ad and therefore be more likely to respond. 
Since the surfer has the information, he has achieved his 
objective and is now open to do other things; ideally respond 
to the pop under advertisement.

Not all pop-windows are created equally. There are some things 
that you can do to make your pop-windows, whether pop-up or pop-
under more effective. The pop-window should be easy to "escape" 
from. If the surfer does not want to see the add, but has a hard 
time closing it out, they will likely become frustrated and could 
leave your site all together. You should either use a button to 
that will allow the surfer to close the window or be sure that 
the "x" is easily visible. Another good idea is to use a script 
that utilizes cookies. Cookie will prevent pop-windows from 
overloading the surfer since you can decide the frequency of the 
pop-windows, rather than each time a page is opened. Also be sure 
that there is no more than one pop-window per page.

When creating a pop-window, you will be asked to fill out a short 
information form, select the length of cookies, and choose the 
layout of the pop-window. When choosing the design of the pop-
window, you can increase the effectiveness by creating a large 
headline that includes benefits that will be most appealing to 
the customer. You should also consider using incentives and 
lastly do not ask the customer to read a long and drawn out 
advertisement. Keep the message simple yet powerful and your pop-
ads will be sure to generate profits for your site.
 

Maryellen Malack owns Red Rose Marketing, Inc. 
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