When you’re prepping your site for the mobile-friendly algorithm update Google’s rolling out on April 21, don’t forget to consider a key element of the user experience — interstitials.
Many mobile Web sites begin users’ visits by presenting them with an interstitial page instead of sending them to the intended piece of content, with the goal of getting the user to do a specific action. In the examples below, Zulily wants users to sign up while Indiegogo asks users to download its app.
Users typically find these pages quite annoying. But when businesses are weighing the benefits of promoting their app or spurring sign-ups versus the user experience, the interstitials often win out.
However, with Google’s new focus on the mobile user experience, it may be time to reconsider the use of disruptive interstitials. Read my full column on the subject on Marketing Land.