Not too long ago, seeing a pop-up ad appear meant that you were either on a page that distributed illegal software or looking at something that isn't suitable for the eyes of under 1year-olds. Back then, pop-ups were seen as an annoying but inseparable part of the Web's dark side. However, encountering them while visiting larger and more reputable Web sites was something that only a small amount of people could even dream about.

不长时光之前，假如呈现弹出框，就表现网站宣扬盗软件，或者呈现18岁以下青少年不宜阅读的内容，弹出框被以为是不法网站令人腻烦但必须的内容。然而，大型、信用度高的网站，常常不会涌现这种情形。

Nobody could have believed it at that time, but these yesterday's dreams have become the reality of today. In the eyes of many advertisers and webmasters, pop-ups have shaken off their dirty past and are now considered to be quite acceptable and harmless. Rather than the result of the general Internet population starting to see pop-ups in a better light, this change in attitude is more a case of making a virtue out of a necessity.

那时没人信任，但现在却已经变成了事实。在良多广告客户以及站点治理员眼，弹出框仿佛已经可能被用户接收，不仅由于网络客户开端从新审阅弹出框，也由于客户已经改变了立场。

As everyone knows by now, the large dot-com's are in trouble and need cash. The continuing decrease in the click-through rates of banner ads has reduced the demand for banner space, and it is clear that the sites that live off advertising need something to replace this drying income stream. At the same time, an increasing amount of evidence seems to indicate that pop-up advertisements are more likely to be noticed and generate more sales than banner ads. Thus, it is no surprise that pop-ups have been able to break out of the dark side into the mainstream.

咱们都晓得，dot-com公司陷入窘境網頁設計，当初急需用钱。用户对横幅广告点击率的下降，使得横幅广告空间减少，因而，网站须要其它内容取代这些广告空间，以增添网站收入。同时，越来越多的证据证实，弹出框广告比横幅广告，更轻易吸引用户留神力，增长网站销售量，所以当初横幅广告很风行。

Follow the leader?
参考大型网站的设计方式？

After pop-ups started to appear on major websites, many webmasters of small- and middle-sized sites have begun to consider following in the footsteps of the big guys. After all, we've all heard countless success stories, and the users have probably already become accustomed to pop-ups and...

弹出框在大型网站涌现之后，很多小型网站纷纭开端效仿这种方式，究竟他们胜利的教训多，用户可能已经习惯了弹出框。

While it is certainly true that pop-ups can really work, it should be remembered that using them does also have multiple negative consequences. According to several sources, pop-ups do draw more attention than banners, but users are also very hostile towards them. For example, a Statistical Research report from last spring claimed that pop-ups are 50% more likely to be noticed than banners, but also 100% more likely to be considered intrusive. Thus, by having pop-ups on your site, you're increasing the effectiveness of your advertising, but you're also hurting the reputation of your site and driving your visitors away.

弹出框确切能够施展作用，但咱们不能疏忽它的消极影响。据调查，弹出框确切比横幅更吸援用户，但网站用户厌恶弹出框，比方说，去年春天的统计研讨呈文显示，50%的被考察者认为，弹出框广告（相对横幅广告）更轻易吸援用户留神力，但100%的被考察者认为，弹出框广告令人厌恶。所以，网站的弹出框，会增添广告的有效性，但会侵害网站名誉，散失拜访者。

Even if you're willing to accept the above side-effect, it is doubtful whether pop-ups can be used as a long term solution for the falling response rates to Internet advertising. As we remember from the past, banner ads had splendid click-through rates when they were introduced. Over time, the novelty wore off and click-through rates began to deteriorate. It is likely that pop-ups are doing so well partly because they've been used on a large scale for a relatively small amount of time. When pop-ups keep on spreading, users will eventually learn to ignore them as well.

即时你可以接收这个负面影响，你还应当考虑弹出框是否可以长期作为进步网站点击率的办法。我们还记得，横幅广告刚开始出现时，确实有很高的点击率，但跟着时间流逝，点击率开始下降；弹出框广告现在有很高的点击率，出现时间不长可能是其一个起因。随着弹出框广告的一直风行，用户终极会疏忽这些内容。

The third problem with using pop-ups is born out of the two previous ones, the hatred users feel towards them and the fact that they are spreading like wildfire. Even now, a wide range of software that prevents pop-ups from being displayed is available for anyone to download for free. The use of such software isn't very common at the moment, but if pop-up advertising continues to grow, it is reasonable to assume that users will begin to install countermeasures at an increasing rate.

第三个问题是，现在存在阻截弹出框的软件。有些不爱好弹出框的用户，可以应用很多软件阻拦弹出框内容浮现，这些软件可免得费下载。固然现在这些软件现在并不遍及，但跟着弹出框广告的增长，我们有理由信任，越来越多的用户会装置这种软件。

Some may doubt that software that removes pop-ups will never become a major concern, no matter how widely pop-ups are going to be used in the future. Software that removes banners from web pages has been out there for a long time, but it has never really "catched on". Why should this situation be any different?

有些人以为这些软件不会对弹出框广告形成要挟，不论弹出框内容未来如何扩展。禁止横幅广告的软件已经发生很长时光了，但却不真正施展过作用，这两种情形应当雷同。

The difference is that as stated in the Statistical Research report mentioned above, users find pop-ups to be more intrusive than banners. If each of the sites you visit displays two banner ads, you'll probably feel a bit annoyed, but put up with it. However, if they'd all launch two pop-ups, what would you do網上商店設計? I myself would be scrambling to download a copy of Pop-Up Stopper or PopUp Killer.

两种情况不同，差别在于，上述统计研讨讲演显示，用户认为弹出框内容比横幅内容平面設計，更令人腻烦。假如阅读的网站出现两个横幅广告，你可能感到有点厌烦，但能够忍耐，然而，如果设置两个弹出框广告，你会怎么呢？我会下载阻截弹出框广告的软件。

What's the point?
总结

If your alternatives are to either close your site or install pop-ups, the choice is not a hard one. But if your Internet business is doing fine and you're thinking about adding pop-ups to make it do even better, beware. Pop-ups can create profits, but they can also create trouble. Look before you leap.

如果你在封闭网站或者设置弹出框之间做抉择，那很难。但如果盼望精心经营网站业务，你须要细心斟酌弹出框是否可以发挥作用。请记住，弹出框可以发明利润，也可以发生消极影响，你需要细心斟酌。

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