Most Hated Advertising Techniques, From Jakob Nielsen

[Linda Buquet]

The Most Hated Advertising Techniques - Jakob Nielsen's Alertbox, December 6, 2004:

"Summary: Studies of how people react to online advertisements have identified several design techniques that impact the user experience very negatively."

Read the rest then come back to discuss it:
http://www.useit.com/alertbox/20041206.html

[xmx]

Hello Catalyst,

the article is definitely interesting.

The results were predictable, I don't know if it can be given too much importance on data that are based on 605 respondents only.

[downstrike]

Originally Posted by xmx

I don't know if it can be given too much importance on data that are based on 605 respondents only.

Having similar results three years in a row is somewhat validating.

I complained mostly loudly about pop-up ads in the 90s, when they first appeared. I don't despise their intrusive presumption any less now, but I quickly realized that no one stupid enough to use them was smart enough to listen to user feedback.

Recently, I've seen a resurgence of false advertising, such as a banner or text ad, either on a page or in a message, claiming that a product or service is free, followed by a single web page containing enough repetitious content to fill at least 20 pages, likewise repeatedly claiming that the product or service is free and explaining how much the author stands to gain from giving it away, followed by an order form, and finally a shopping cart checkout requiring payment.

It leaves me wondering how much time some idiot wasted for the purpose of wasting so much of my time. (Yes, I scrolled past most of the crap, but it was still a valiant effort.)

But mostly, I wonder what goes on in the mind of such a person that leads him to believe that I'm stupid enough to buy something from someone who already lied to me.

I may be complaining again, but once again, I realize that no one stupid enough to do this is smart enough to listen to user feedback.

[nelsonez]

Thanks for that link it will be very useful to show to prospective clients. I still get in arguements about the use of pop-up ads. When I ask them if they enjoy going to web sites that use pop ads they usually say no, but still think it's a good idea for their own sites. Go figure?

Anyone see the web sites associated with Clickbank.com catalog? They are notorious for breaking almost every one of the techniques listed in your article.

It is a decent form of affiliate marketing but unfortunately most of the web sites selling products through Clickbank have horrible technique and lack any common courtesy to their visitors.

Eric

[freelancemom]

I complained mostly loudly about pop-up ads in the 90s, when they first appeared. I don't despise their intrusive presumption any less now, but I quickly realized that no one stupid enough to use them was smart enough to listen to user feedback.

Hi Downstrike,

I've always felt the same way. But against my better judgement a few months back decided to implement a popup for newsletter signups.

I am shocked at how dramatically my opt-in list has grown since adding the popup.

My theory is that if someone likes your content, they don't mind your popup. Indeed - they seem to respond favorably to it.

My thought is that if the popup was an advertisement however for something non-related to the website content, the response may not be as positive.

Then again, it may be worth testing :)

Lori

[sfowler]

It's not just pop-ups, my popup blocker has allowed me to forget that such a thing exists. Being tricked into doing something drives me the most crazy. I recently filled out a 4 page questionaire on a site to then, right at the end, be told they wanted money from me.

Guess what I did not do!