As I’m sure most of you know by now, Google’s mobile-friendly algorithm update is gearing up to roll out on April 21st.  So if you haven’t optimized your site for mobile, or you don’t have a mobile version of your site at all, hopefully you’re on your way to rectifying that problem.  After all, this update will really impact your mobile rankings based on if this new update finds that your site is mobile friendly or not.

But there is one key element that you need to consider when it comes to the user experience – interstitials.

There are a number of mobile web sites that presents to users with an interstitial page, rather than sending them to the intended piece of content.  The goal of an interstitial page is to get the user to do a specific action, such as asking the user to download the associated app.  As an example, if you look below, you’ll see how Zulily wants users to sign up while Indiegogo wants their users to download its app.

indiegogo-interstitial-336x600 mobile-zulily-emailsignup-336x600

Sure, these pages can be a bit on the annoying side, but they make sense from multiple angles.  On one hand, if there is an associated app that is connected to the brand, it could be great to download the specialized app.  On the other, it’s a great way to promote sign-ups.  So again, despite the potential annoyances, there can be some great opportunities for both consumers and the brand.

But because of Google’s new focus on the mobile user experience, you may want to reconsider using disruptive interstitials.  Check out Mark’s article on the matter, which can be found on Marketing Land.

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