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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.

不長時光之前，假如呈現彈出框，就表現網站宣揚盜軟件，或者呈現18歲以下青少年不宜閱讀的內容，彈出框被以為是不法網站令人膩煩但必須的內容。然而，大型、信用度高的網站，常常不會涌現這種情形。

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.

那時沒人信任，但現在卻已經變成了事實。在良多廣告客戶以及站點治理員眼，彈出框仿佛已經可能被用戶接收，不僅由于網絡客戶開端從新審閱彈出框，也由于客戶已經改變了立場。

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.

咱們都曉得，dot-com公司陷入窘境網頁設計，當初急需用錢。用戶對橫幅廣告點擊率的下降，使得橫幅廣告空間減少，因而，網站須要其它內容取代這些廣告空間，以增添網站收入。同時，越來越多的證據證實，彈出框廣告比橫幅廣告，更輕易吸引用戶留神力，增長網站銷售量，所以當初橫幅廣告很風行。

Follow the leader?
參考大型網站的設計方式？

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...

彈出框在大型網站涌現之后，很多小型網站紛紜開端效仿這種方式，究竟他們勝利的教訓多，用戶可能已經習慣了彈出框。

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.

彈出框確切能夠施展作用，但咱們不能疏忽它的消極影響。據調查，彈出框確切比橫幅更吸援用戶，但網站用戶厭惡彈出框，比方說，去年春天的統計研討呈文顯示，50%的被考察者認為，彈出框廣告（相對橫幅廣告）更輕易吸援用戶留神力，但100%的被考察者認為，彈出框廣告令人厭惡。所以，網站的彈出框，會增添廣告的有效性，但會侵害網站名譽，散失拜訪者。

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.

即時你可以接收這個負面影響，你還應當考慮彈出框是否可以長期作為進步網站點擊率的辦法。我們還記得，橫幅廣告剛開始出現時，確實有很高的點擊率，但跟著時間流逝，點擊率開始下降；彈出框廣告現在有很高的點擊率，出現時間不長可能是其一個起因。隨著彈出框廣告的一直風行，用戶終極會疏忽這些內容。

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.

第三個問題是，現在存在阻截彈出框的軟件。有些不愛好彈出框的用戶，可以應用很多軟件阻攔彈出框內容浮現，這些軟件可免得費下載。固然現在這些軟件現在并不遍及，但跟著彈出框廣告的增長，我們有理由信任，越來越多的用戶會裝置這種軟件。

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?

有些人以為這些軟件不會對彈出框廣告形成要挾，不論彈出框內容未來如何擴展。禁止橫幅廣告的軟件已經發生很長時光了，但卻不真正施展過作用，這兩種情形應當雷同。

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.

兩種情況不同，差別在于，上述統計研討講演顯示，用戶認為彈出框內容比橫幅內容平面設計，更令人膩煩。假如閱讀的網站出現兩個橫幅廣告，你可能感到有點厭煩，但能夠忍耐，然而，如果設置兩個彈出框廣告，你會怎么呢？我會下載阻截彈出框廣告的軟件。

What's the point?
總結

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.

如果你在封閉網站或者設置彈出框之間做抉擇，那很難。但如果盼望精心經營網站業務，你須要細心斟酌彈出框是否可以發揮作用。請記住，彈出框可以發明利潤，也可以發生消極影響，你需要細心斟酌。

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