Today websites strive to strike a delicate balance between providing a seamless user experience and generating revenue through effective advertising. One method that has gained significant popularity is the use of interstitial pages. In this article, we will merge into the world of interstitial page, exploring their purpose, examples, UX considerations, and the impact of full-page interstitial ads.
What does it mean?
What is an interstitial page? An interstitial page is an intermediate web page that is displayed to users during the transition between two main content pages. It typically covers the entire screen, interrupting the user's flow and presenting relevant information or advertisements. The primary objective of an interstitial page is to grab the user's attention, convey a message, or drive engagement before redirecting them to the intended destination.
Examples of interstitials:
A common interstitial page example is newsletter subscription. A website may display an interstitial inviting users to subscribe to their newsletter, offering exclusive content or discounts in return. This serves as an effective lead generation technique and helps build a loyal audience.
Another interstitial web page example is age verification. Certain websites, such as those related to alcohol or adult content, may require users to verify their age through such a page before accessing the actual content. This ensures legal compliance and maintains a safe browsing environment.
App install prompts: Mobile websites often utilize interstitials to prompt users to install their native app. This encourages a seamless transition from web to app experience and provides enhanced functionality.
Interstitial page UX refers to the user experience associated with interstitial pages. It focuses on designing these intermediate web pages in a way that enhances user satisfaction, minimizes disruption, and achieves the intended goals without negatively impacting the overall browsing experience. To ensure a positive user experience, it is crucial to implement interstitials thoughtfully. Here are a few key considerations:
- Timing and frequency: Interstitials should appear at appropriate times and avoid excessive frequency to prevent user annoyance. Ideally, they should be strategically placed within the user journey without disrupting the flow. And even more, become a part of this journey to help the user satisfy his needs.
- Clear and concise messaging: The content on such a page should be concise, visually appealing, and effectively communicate its purpose. Users should understand the message or offer within seconds, reducing friction and enhancing engagement.
- Easy exit options: Users should be provided with clear and prominent exit options to bypass the page if they are not interested. This respects user autonomy and prevents frustration.
Ads on interstitial pages
Full page interstitial ads are a specific type of interstitial page used for advertising purposes. They cover the entire screen, delivering impactful messages or promotional content to users. While they can be effective in capturing attention, it is essential to balance revenue goals with the user experience. Websites should ensure that these ads do not disrupt or obscure the main content excessively.
Imagine you are browsing a news website on your mobile device, and as you click on an intriguing article, an interstitial appears, inviting you to download the website's mobile app for an optimized reading experience. The page showcases the app's features, benefits, and an enticing call-to-action to install it. Once you close the page or install the app, you seamlessly continue reading the article.
Key differences between the interstitials and PopUps/PopUnders
PopUps and interstitial pages are not the same thing, although they are both forms of overlays used in web design. Here's the differences between the two:
- PopUps: They are small windows or overlays that appear on top of the current web page content. They can be triggered by specific actions, such as clicking a button, hovering over an element, or after a certain amount of time. They can be used for various purposes, such as displaying additional information, capturing email subscriptions, providing notifications, or presenting promotional offers. They typically cover a portion of the screen rather than the entire page.
- Interstitial pages: They, on the other hand, are full-screen overlays that appear between two main content pages. They cover the entire screen and require user interaction before proceeding to the intended content or destination. Interstitials are often used for important announcements, age verification, newsletter subscriptions, app installation prompts, or advertising purposes. They temporarily interrupt the user's flow and are designed to capture attention and convey a specific message before allowing the user to continue their browsing experience.
Pop Unders and interstitials are two different types of advertising formats, each with its own characteristics and impact on user experience. Here are the key differences between them:
- PopUnders: They are advertising windows that open in a separate browser window or tab, often hidden behind the main browser window and revealed when the user closes or minimizes the main window. They are typically triggered when a user interacts with a web page, such as clicking a link or closing a window. They are often less visible initially and appear after the user has completed their intended action.
- Interstitial pages: They are displayed within the same browser window, covering the entire screen or a significant portion of it, temporarily interrupting the user's flow. They are intentionally placed at specific moments in the user journey, such as during page transitions, and are immediately visible to the user. While still interruptive, can be designed in a way that aligns with the overall website experience and provides relevant and valuable information or offers, reducing the negative perception.
Interstitial pages offer websites a valuable opportunity to engage users, convey important messages, and generate revenue. When implemented with careful consideration for user experience, they can enhance engagement and conversions. By finding the right balance between interruption and relevance, interstitials can be a powerful tool for both website owners and users seeking a seamless browsing experience.