As Google's mobile update looms, columnist Mark Munroe believes it's time to take a look at the drawbacks of disruptive interstitials.
The countdown to the Google mobile update is on. Now we have two days in April to give us agita — April 15 (of course) and April 21. I expect to see a burst in mobile search traffic on April 21 as Search Engine Optimization (SEO) professionals all over the world pull out their phones to run impromptu mobile queries to make sure their mobile sites still rank.For those who haven’t been following the drama, the upcoming change Google is making will affect what people see on the search engine results pages. The search giant will demote sites that don’t provide a good mobile search experience and promote sites that do.
Many mobile Web implementations present users with an interstitial page instead of sending them to the intended piece of content. (An interstitial is an interim page dedicated to getting the user to do a specific action and is a common technique to promote app installs.) I’m sure you’ve seen them — you click to visit a mobile web page in your browser and are immediately prompted to download the company’s app and view the information there instead. Users typically find these pages quite annoying.
For many businesses, the strategic importance of promoting their app outweighs the impact of degrading the mobile user experience. Often, the lifetime value (LTV) of an app install far exceeds the negative conversion impact that the interstitial has on the individual visit.
However, with Google’s new focus on the mobile user experience, it may be time to reconsider the use of disruptive interstitials.
The Effect On UX
First, let’s take a look at what it does to the user experience.Suppose you’re in the market to buy a home in San Francisco. You search on Google and are presented with a set of results that promise to take you to a page that shows all sorts of hot real estate listing.
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