Pop-Ups vs. Modals
Website owners looking to add an extra revenue stream or enhance profitability can try using pop-ups and modal dialog boxes. Although some marketers prefer the newer modals, traditional pop-ups can still be profitable for certain kinds of websites. After getting familiar with both of these marketing tools, you can run tests on your own website to compare the profitability of pop-ups and modals.
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Basic Differences
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A pop-up displays a message or runs advertising in a separate window outside the main browser window. There are several kinds of pop-ups, such as pop-overs that appear on top of the main browser window and pop-unders that appear under the main window. A window that appears when the visitor first comes to the page is an entry pop-up, and one that appears when the visitor browses away from or closes the page is an exit pop-up. Modals appear upon entry to a page and essentially hide the page until the visitor clicks to close the modal or performs some other action. Because of this modals are generally more distracting when it comes to viewing the main page. However, pop-ups are also distracting because they open additional windows that your visitors have to close either while viewing your website or after leaving it.
Uses
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Websites typically use pop-ups to run advertising for other websites, but some also promote their own products. Pop-ups are more suitable for running generic advertising from ad networks because they tend to be less intrusive than modals. That is because visitors can generally ignore a pop-up and carry on reading the main page. Sites that provide tutorials or other instructional material sometimes use pop-ups to display instructions for an online task.
Because the visitor is practically forced to look at a modal, it is best to use it to further promote what is on the main page instead of running generic advertising. For example, many Internet marketers use a modal to promote an email newsletter. Others use a modal to announce a discount or related special offer. The content of the modal should be relevant to and enhance whatever value you are providing on the main page. If you are selling flowers on your site, offering an informative flower newsletter or a one-day discount special can actually enhance the value of the page. Conversely, a completely unrelated banner ad promoting a different website could confuse your visitors and cause them to quickly abandon your site.
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Blocking Devices
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Nowadays, browsers typically have pop-up blockers installed and activated by default. This means that many of your visitors will never even see your pop-ups if you use them. Modals generally bypass this technology because they function as a layer of your normal Web page instead of a separate browser window. However, you should test your own website to see the overall effect of pop-up blockers. Results can vary based on the user audience and other factors.
Scripts
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Modals are more complex than regular pop-ups. They often use JavaScript, DHTML, CSS, Ajax or other languages or design elements. However, many sites provide software or an online service for making either. Websites with free pop-up creators include The JavaScript Source, 1 Stop Popup and The PCMan Website. Services that provide a modal generator or script include Free Popup Ad Creator, Dynamic Drive and I Like Computer.
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