Google Studies How Much Interstitials Suck On Mobile

I ended up reading the source article because this Techcrunch article drops a lot of the nuance.  It’s interesting because you could argue that from a CTR standpoint, you could say the interstitials were effective in driving people to install the app.  Since Google’s app installs remained largely unaffected, they decided to retire the interstitial to boost mobile website activity.

The ad giant has just blogged about the result of its study, saying it found almost two-thirds (69 per cent) of visitors served with an interstitial for its Google+ social service abandoned the page entirely — neither downloading the app, nor going on to visit the mobile website — attributing this to the added friction of serving mobile users with an interstitial.

via Google Studies How Much Interstitials Suck On Mobile | TechCrunch.