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 18-year-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.

不长时间之前，如果出现弹出框，就表示网站宣传盗版软件，或者出现18岁以下青少年不宜浏览的内容，弹出框被认为是不法网站令人厌烦但必需的内容。然而，大型、信誉度高的网站，经常不会出现这种情况。

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.

那时没人相信，但现在却已经变成了现实。在很多广告客户以及站点管理员眼中，弹出框似乎已经能够被用户接受，不仅因为网络客户开始重新审视弹出框，也因为客户已经转变了态度。

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.

我们都知道，dot-com公司陷入困境，现在急需用钱。用户对横幅广告点击率的降低，使得横幅广告空间减少，因此，网站需要其它内容代替这些广告空间，以增加网站收入。同时，越来越多的证据证明，弹出框广告比横幅广告，更容易吸引用户注意力，增加网站销售量，所以现在横幅广告很流行。

Follow the leader?
参考大型网站的设计方法？

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...

弹出框在大型网站出现之后，许多中小型网站纷纷开始效仿这种方法，毕竟他们成功的经验多，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 [1] 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.

弹出框确实可以发挥作用，但我们不能忽视它的消极影响。据调查，弹出框确实比横幅更吸引用户，但网站用户讨厌弹出框，比如说，去年春天的统计研究报告显示，50%的被调查者认为，弹出框广告（相对于横幅广告）更容易吸引用户注意力，但100%的被调查者认为，弹出框广告令人讨厌。所以，网站中的弹出框，会增加广告的有效性，但会损害网站声誉，流失访问者。

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.

即时你可以接受这个负面影响，你还应该考虑弹出框是否可以长期作为提高网站点击率的方法。我们还记得，横幅广告刚开始出现时，确实有很高的点击率，但随着时间流逝，点击率开始降低；弹出框广告现在有很高的点击率，出现时间不长可能是其中一个原因。随着弹出框广告的不断流行，用户最终会忽视这些内容。

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。有些不喜欢弹出框的用户，可以利用许多软件阻止弹出框内容呈现，这些软件可以免费下载。虽然现在这些软件现在并不普及，但随着弹出框广告的增加，我们有理由相信，越来越多的用户会安装这种软件。

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?

有些人认为这些软件不会对弹出框广告构成威胁，不管弹出框内容将来如何扩大。阻止横幅广告的软件已经产生很长时间了，但却没有真正发挥过作用，这两种情况应该相同。

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? I myself would be scrambling to download a copy of Pop-Up Stopper or PopUp Killer.

两种情况不同，区别在于，上述统计研究报告显示，用户认为弹出框内容比横幅内容，更令人厌烦。如果浏览的网站出现两个横幅广告，你可能觉得有点厌烦，但可以忍受，然而，如果设置两个弹出框广告，你会怎样呢？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.

如果你在关闭网站或者设置弹出框之间做选择，那很难。但如果希望精心经营网站业务，你需要仔细考虑弹出框是否可以发挥作用。请记住，弹出框可以创造利润，也可以产生消极影响，你需要仔细考虑。

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