What is the terrible effect of "passive aggressiveness" hidden in the phrase of pop-up advertisement?

ByPascale Pirate Chickan

It appears on the front of the page as soon as you open the websitePop-up advertisementIs frequently used in overseas sites and most users of users tend to click the "×" button at the moment of seeing the pop-up advertisement without paying attention to the contents of the advertisement because the page browsing is hindered It is obvious. To further enhance the effect of such pop-up advertisement "Passive aggressiveness(Passive-aggressive) "is released to the public.

When Did Pop-Up Ads Get So Passive-Aggressive? - Racked
http://www.racked.com/2015/9/3/9242045/passive-aggressive-pop-ups-no-thanks


Pop-up advertising is a part of a conversion strategy used by overseas websites to increase the number of clicks, and it is common to prompt users to register their e-mail addresses. For example, Elle's magazinewebsiteAt the time of browsing the site, pop-up advertisements such as the following which leads to the article "32 amazing causes hurting the skin" may be displayed. In order to see the article you have to register the email address and you need to click "No, I am not interested in protecting the skin" to close the ad without registering the email address.


On the website of magazine Cosmopolitan, advertisement "31 sexy videos" may be displayed, and if you do not watch videos, you need to choose "No, I prefer Hulu".


Sites introducing cooking recipes and recommended winesFood & WineThen, in order not to receive the newsletter, click the "No, I do not want to be a fad" button.


Marie Claire'ssiteThen, if you do not see the tricks of makeup click "No, I am not interested in the makeup tips".


In addition, if you register a mail address on Loft's mail order site, you get a 40% discount, but if you do not register it, you need to click the button "No, I want to pay in full", Elle For pop-up advertisements, I have to click on "I'm not interested in mascara that is long and sweet and hard to make a dam," so as not to see the recommended mascara ranking, "psychologically A sentence with passive-aggressive that makes it difficult for you to click on the options of "Passive-aggressive" is written.

If you look closely at these pop-up advertisements, there are many things written "Powered by Bounce Exchange" in the left corner. Bounce Exchange is a start-up company originating in New York and it seems to focus on advertisement conversion strategy. According to CEO Ryan Urban who came up with a sentence to add "No", by displaying a pop-up advertisement of Bounce Exchange on the site, it is possible to search contents with a large number of browsing from the user's click count, It is possible to know the page the user last visited and to be able to measure the loyalty to the site by having the user enter the mail address.

Claire Zulkey writer Clauire Zulkey evaluates Bounce Exchange's pop-up advertisement as "I was frightened at the same time as I was surprised, but I was fascinated by the eerie." According to Zulkey, "No" choice displayed in Bounce Exchange's pop-up advertisement is not only meaning "no", but also has the power to lose self-esteem. It feels like a real person speaks to me and the sentences written in the option of "no" are ridiculous speech, but they are acclaimed that it is an amazing technique. In addition, it seems that pop-up advertisement was not displayed on the site that Mr. Zulkey frequently sees or bookmarked.

Urban claims that "the content of pop-up ads is displayed for each user, and it is less aggressive than other forms of advertising." It is said that users have the effect of guiding a mail address registration by displaying a pop-up advertisement when the user gets used to using the site instead of having the user immediately register the mail address in order to use the site about. According to Mr. Urban, Bounce Exchange's pop-up advertisement is actually producing results. For example, on the official website of the magazine "Women's Health", Bounce Exchange's pop-up advertisement has been posted for two years and he has succeeded in increasing the number of registered e-mail addresses.

ByEirik Solheim

Copywriter Joanna Wiebe is in a skeptical position about pop-up advertisement, and when Bounce Exchange's pop-up advertisement first appeared, "Brand product advertisement seems to be stingying users and it is a dirty way "I claimed that. However, when actually starting to try out Bounce Exchange's pop-up advertisement on his blog, "The number of e-mail addresses registered by the user has increased, despite fewer impressions than previously used pop-up ads. I think that the display timing of Bounce Exchange's pop-up advertisement is very exquisite and clever, "the evaluation has been reversed.

Weibe said that "There is a big difference compared to the simple sentence" No, I will let you hold back today "as a catch phrase for Bounce Exchange's pop-up advertisement, and by reading the sentence" no " It is effective to let the user imagine what kind of result will be produced when registering a mail address without selecting "No". " However, Mr. Weibe says that he sometimes sees sentences that are too negative, "If too much negative sentences or sentences that disturb the user are added, it may stop using Bounce Exchange's pop-up advertisement." I am talking.