A/B Testing Idea #310 - Offer a clear and simple manner to close pop-up windows

Tactic_Offer a clear and simple manner to close pop-up windows


Ensure you give your customer the power to close any pop-ups or other boxes on your site. Showing an immediately recognisable cross in the top-right of all boxes will allow customers to easily close them and therefore avoid any annoyance and frustration. People don't like to feel as though they are having information or a path forced upon them and will feel equally frustrated by their inability to control the site in the way they want to. This can lead to many people quitting the site in this case. Similarly, for any live chat boxes or other important info boxes, at least allow customers to minimise them so that they are not annoying them or blocking any other content they may want to see.

Inspired by Nick Kolenda 


  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Illusion of Control (Ellen Langer, 1975)

The Research

Processing Efficacy

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

Illusion of Control
The Illusion of Control is the tendency to believe that we can control (or at least influence) our environment and, in particular, random phenomenons.

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