A/B Testing Idea #327 - Avoid showing pop-up windows at the wrong time

Tactic_Avoid showing pop-up windows at the wrong time


Do not set up your pop-ups or overlays to trigger at the wrong times. Having a pop-up triggered as soon as you load a website can be extremely irritating to a user. Some will simply close the website and not come back.

Even if they stay on the site, it distracts them. Wait until the visitor is about to leave your website before you trigger you pop-up message, which could contain a survey or an invitation to sign up to your newsletter.


  • Split-attention Effect (Tarmizi & Sweller, 1988)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Split-attention Effect

The Split-attention Effect is the way in which human cognitive processing isn’t as receptive to information that is presented separately as when it is combined into one easily digestible format.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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