pc on desk with popups

Pop-Ups: The Ultimate List Of Pros And Cons

When creating a website, there is a need to make a lot of decisions. You have to decide on the design, content, ads and so on. But one particular matter decision is quite controversial. We are talking about pop-ups. Some people love them, some people hate them, and everybody has an opinion about them. We collected all the views, and here is the ultimate list of pop-up pros and cons.

Pros Of Pop-Ups:

Pop-Ups Boost Conversions 

It might sound simple, but this advantage is the cornerstone of pop-up usage. Average numbers, according to Wisepops research shows that the average conversion rate of their email subscription pop-ups was 3.75%. The lowest conversion rate of the sample was 0.88%, and the top conversion rate was 10.01%.

But there are success stories that show even more significant numbers. For example, BitNinja, with the help of pop-ups, increased their subscriptions by 114% and boosted leads by 162%. Christy Dawn showed pop-ups for those products that were out of stock, suggested to subscribe in order to get an update on a restock and generated 37% more emails.

Pop-Ups Bring The Spotlight

Your website might have diverse content. But the pop-up lets you highlight the best offers. A good example is a Hungarian company Marketing 112. They made a pop-up with an offer of free online training courses. It increased the subscription rate by 62%. Even though people might have been reading a different kind of content, but this offer was too good to be ignored.

When there’s a sale, it’s a good idea to highlight it. With Black Friday around the corner, hosting company Hostinger put their special offer into a pop-up. This way, people get information about the limited time offer precisely when they are checking different hosting options.

They Let You Grow

When people think about pop-ups, they see them as a tool to say something about themselves. But another great use of it is to collect feedback. According to Forbes, 77% of consumers view brands more favourably if they seek out and apply customer feedback. With this kind of pop-up, you can both get more feedback and improve your image as a caring brand.

Cons Of Pop-Ups:

Pop-Ups Might Be Left Unseen

“Adds are annoying/intrusive” – that’s the most common statement in AdBlock research. And with this in mind, you should remember that people often don’t like pop-ups and tries to avoid them using ad blocking. According to Statista, last year, the average global ad blocking rate was estimated at 27 percent. It means that your pop-ups might be blocked and left unseen.

They Might Harm Your Image

If you create your pop-ups carelessly, it might have a bigger impact than you think. Instead of seeing the pop-up as annoying, people can start to identify your website as an annoying one. In the said AdBlock research, 85% of people state that intrusive ads give a poor opinion of the sites that allow them. It also gives a poor opinion of the brands that are being advertised.

Pop-Ups Might Affect The Engagement

Even though data shows that pop-ups help to gain subscribers, their engagement seems to be lower compared to people who subscribed organically on the website. In his research, Mauro D’Andrea states that: “I found that people who subscribe via pop-ups aren’t as engaged as those who subscribe from a form on your website or landing page.”

Pop-Ups Are Not Welcome On Mobile

No matter what you think about pop-ups, don’t use them on mobile. Since January 2017, Google is penalizing sites which do it. In Google Webmaster Central Blog they write: “pages, where content is not easily accessible to a user on the transition from the mobile search results may not rank as high.” It means that pop-ups can annoy not only people but search engines as well.

So What To Do? Optimize 

Since pop-ups don’t cost you any money, it’s worth to give them a try. But do your best to optimize them so would do no harm:

  • Timing: don’t show your pop-ups too soon. If they appear instantly, they might distract people from what they were looking for. But if you wait for a bit, a pop-up might be seen as useful additional information.
  • Pageviews: another way to optimize the usage of pop-ups is to track page views. Show pop-ups for those who are browsing your website for a while.
  • End of content: to be sure, that pop-up won’t annoy people, show it at the end of content pieces. Then you can be confident that people are genuinely interested, and pop-up might be useful.
  • Personalize: make your pop-up wording personal so that wouldn’t look like random ads. You can do that by segmenting them by browser, by device, by location, or by pages.
  • Easy-to-close: despite the amount of work you put into your pop-ups, don’t forget to make them close easily. Because if people can’t close the ad, they might close the page.


Even though pop-ups have their cons, they do the trick anyway. If you work smart enough, you can use them in your favour. When in doubt, remember the quote: “don’t do to others what you don’t want” and make them as non-irritating as possible.


  • Recommended Reading

    Sites we like or recommend you check out:

    Check this top list of the best Real Money Mexican Online casinos

    online-casino-malaysia.net is the place with the best betting deals in Malaysia

    All the best Casino games in this one List for Best Online Casinos in Mexico

    You can find the best advice and reviews at bestreviews.casino

    All Kuwaiti players are betting here: Best Online Casino in Kuwait

    How to open a company in the Netherlands

    Check out Legal services in Luxembourg

    Try out great Online Roulette games here: betiton.com/en-gb/casino/roulette/

    See the best uk casinos reviews at Onlinecasinoprofy

  • galaxy s3 covers on DHgate.com
  • Buy an Amazon Echo Show 5 for £39.99

    echo show stand