A Field Experiment to Assess the Interruption Effect of Pop-up Promotions
نویسنده
چکیده
his article highlights a large-scale field experiment conducted at an informational Web site where the timing of pop-up promotions being offered was varied. The experiment examines the Web user’s reaction to the promotion in terms of (a) a direct response to the promotion (i.e., clickthrough) and (b) any indirect response in terms of the user’s Web-site-exit behavior. Factors such as delay in offering the pop-up promotion and the page on which the pop-up appears are identified as variables that can be manipulated to enhance the individual’s response.The context, or the page on which the popup promotion is offered, also is examined. Overall, this article suggests that characteristics of pop-up promotions, beyond just the message of the promotion, can be utilized to improve the consumer response. T
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