Five years ago, Google released data confirming what we already knew about website interstitials: people (and Google) hate them.
Despite that, we still see more and more websites using interstitials.
What are website interstitials? Imagine visiting a site to find out more information about a company or topic, only to have a popup begging for your email address block the page’s content. Chances are, you don’t have to imagine this because interstitials have become so common.
Fortunately, there are ways to fight back. Here are a few of the most effective.
Increase the Website’s Bounce Rate
Most businesses and marketing firms track the success of their websites using a tool called Google Analytics. One metric, the bounce rate, is particularly useful.
Basically, the bounce rate compares how many visitors to a website actually browsed its content with how many went right back to Google. It also shows exactly how much time each visitor spent on the website.
How does this help? Interstitial ads are typically set to display within a set number of seconds after the site loads. If the bounce rate consistently jumps substantially after that time frame, it shows that the interstitial ad is doing more harm than good.
As you’ve probably guessed, the best way to fight back is to leave the website as soon as the interstitial loads. Then, find another site (preferably from a competitor) with similar information. If a website’s interstitials are sending potential customers to a competitor, what choice will they have but to remove them?
Or, if you have a few extra minutes, fill out the popup with a complaint about the popup!
Use Ad Blockers
Most browsers have extensions that prevent popups and interstitials from loading. Unfortunately, many businesses are finding ways around this. These websites will actually load a separate interstitial begging you to mark an exception for them.
This is especially common on websites from news agencies, which are already known for overloading their pages with ads. It seems that an industry notorious for poor online experiences is only getting worse. Still, if this happens with an ad blocker installed, just use our previous tactic.
Make Your Complaints Public
Most businesses closely monitor their online presence to gauge the efficacy of their efforts. This is especially true on social media.
If you complain in the comments section of their social accounts, they’re almost certain to get the message. Even better, it gives others a chance to chime in with their own complains.
Change the Industry’s Thinking
Are you a small business owner who was recommended to use interstitials? Tell your marketing firm no! Remind them of the studies conducted by Google proving that they’re a bad idea. Just maybe, they’ll carry that line of thinking to other business owners. We can change the industry one step at a time.
Yes, it will take a little time and collaboration to finally rid the web of annoying popups and interstitials.
Digital Marketing Done Right
Ultimately, digital marketing is about impressing potential customers, not annoying them. The best experience always wins the client or consumer. If you’re ready to do it the right way, give us a call! We’d be happy to take a look at your current efforts and let you know how we can help.