Pop-Ups Work… Pop-Ups Suck… Let’s Talk About It

We had another really interesting debate among web developers.

If pop-ups are hated so much, how come they (as evidenced by statistics) work?

If pop-ups work, then why (as evidenced by everybody’s personal stories) are they so despised?

So, yes, interruption marketing works – the numbers say so. But it’s a mistake to hear “pop-ups are good, actually,” and stop thinking any further right there. Because your conversion numbers could be even better.

If the first thing a user encounters on your website is:

• a cookie banner
• a “wait! 10% off!” discount splash
• a chat bubble
• a newsletter signup

…then we have a problem. Before your site has even had a chance to explain who you are and why the visitor should care, you’ve already asked them to trust you with their personal data, spend money, and commit to a relationship. You could at least buy me dinner first…

 

Tip #1: Let Them Land First

Allow your user to see the hero section. State your value. Earn their interest.

Then, once the user has scrolled, or hovered on something important, or shown a hint of engagement – then you can interrupt with purpose: “Since you’re interested… would you like more?”

That’s better.

 

Tip #2: One CTA at a Time, Please

When pop-ups stack like dominoes, your calls to action start competing instead of converting.

If your priority today is:

• A newsletter signup → maybe pause the chat bubble
• A discount code → maybe don’t show the newsletter yet
• Booking a call → make that button loudest in the room

In marketing we talk a lot about the hierarchy of information. Everything everywhere all at once is not a strategy… that’s just turning your messaging into noise.

 

Tip #3: Know Your Audience

If you serve:

• Office workers who battle pop-ups all day → they’re already weary and likely to bounce at the slightest sign of inconvenience
• Similarly, readers with ADHD or screen fatigue → your interruptions multiply their frustration
• On the other hand, tradespeople browsing just one website on a Friday night → they are less desensitized and more likely to appreciate special offers

User behavior isn’t a single statistic you apply universally. Marketing is all about customization – our whole job is sensitivity to timing, context, and human experience.

 

Tip #4: … But the Client Wants a Pop-up

Pop-ups are a tool – admittedly a very common one. But tools aren’t universal. A hammer is great for nails… less useful for screws. And you can absolutely whack your thumb if you’re not careful.

So when a client asks for a pop-up, my first step is to understand the real problem they’re trying to solve. Is it truly a “nail” situation? Or is there a different tool that would work better? Then I can recommend the right approach, and make sure that if a pop-up is the right tool, we use it thoughtfully (see tips above).

One question that has helped in many conversations:

“Are you hiring me just to build a website, or to help you sell more product?”

Because those are two different outcomes, and the best tools for the job may be different from what the client had imagined.

 

The Bottom Line

Interruption marketing works, albeit less and less so as we get more and more inundated. Maybe I’ll write about permission marketing and attraction marketing next.

Pop-ups aren’t inherently bad. They can be helpful, they can convert, they can delight.

But they must be earned.

Give your visitor a beat to breathe. Let them want what you interrupt them with.

Attention is a gift. Treat it like one.