弹出框确实可以发挥作用，但我们不能忽视它的消极影响。据调查，弹出框确实比横幅更吸引用户，但网站用户讨厌弹出框，比如说，去年春天的统计研究报告显示，50%的被调查者认为，弹出框广告（相对于横幅广告）更容易吸引用户注意力，但100%的被调查者认为，弹出框广告令人讨厌。所以，网站中的弹出框，会增加广告的有效性，但会损害网站声誉，流失访问者。

Even if you're willing to accept the above side-effect, it is doubtful whether pop-ups can be used as a long term solution for the falling response rates to Internet advertising. As we remember from the past, banner ads had splendid click-through rates when they were introduced. Over time, the novelty wore off and click-through rates began to deteriorate. It is likely that pop-ups are doing so well partly because they've been used on a large scale for a relatively small amount of time. When pop-ups keep on spreading, users will eventually learn to ignore them as well.

即时你可以接受这个负面影响，你还应该考虑弹出框是否可以长期作为提高网站点击率的方法。我们还记得，横幅广告刚开始出现时，确实有很高的点击率，但随着时间流逝，点击率开始降低；弹出框广告现在有很高的点击率，出现时间不长可能是其中一个原因。随着弹出框广告的不断流行，用户最终会忽视这些内容。