What are interstitial pages?
An interstitial is an interim page devoted to make the user to do a particular action. Nowadays, it is a common practice to encourage app installs.
The problem is it has become a common phenomenon for a mobile website to send a user to an interstitial page before sending them to the desired piece of content. Not many users are happy with such interim pages.
How it hampers user’s experience?
What do you expect after clicking on a relevant search result on Google? Reading the context or watching a large window covering your mobile’s whole screen, promoting you to download an app. Well if the latter irritates you then you’re in same shoes as Google. Although Google has never mentioned interstitial pages in its blog posts, but isn’t it obvious that they are after any such elements that abstains a website of a clean and simple experience. The experience to get what they came looking for. Google is a very end users conscious company, and if the user doesn’t land where he is intended to land with its search engine, he is only going to blame Google. With the emergence of Bing as a potential search engine, search engine market is no more a one man’s show. And if Google will not evolve to offer the same kind of experience to its mobile users as to other users, users are only going to switch.
