Web Profits BlogCase StudiesCase Study: Should you use animated scrolling?

Case Study: Should you use animated scrolling?

Case Studies, Conversion Optimisation -

Online marketing is a rapidly evolving industry with new trends popping up all the time. Knowing which ones are fads and which ones you should embrace is essential to maximising the performance of your campaigns.

One recent trend in design is the use of animated scrolling on websites and landing pages, where different elements of the page are animated as you scroll.

Rather than just following this trend, we wanted to make sure that it would produce a higher conversion rate, especially because of the additional time, effort and cost required to design with animated scrolling.

What we tested?

BidMyCar offers an innovative way of buying a new car at a big discount. They came to Web Profits to generate leads for this new service.

We launched a Google Adwords campaign and designed them a high-converting landing page to drive the traffic to. The landing page was converting well but we wanted to see if we could increase the conversion rate further through the use of animated scrolling.


Our static landing page used high quality design combined with professional sales copywriting to clearly explain the service and prompt visitors to get quotes from dealers.



To ensure a fair test, we kept the design and copy consistent throughout the page but integrated animated elements as you scrolled.


You can view the full effect here.

The result

There was no significant difference in the conversion rate after running the test for 3 months.

The lesson

Using animated scrolling because it’s trendy is not worth it, as there was no significant conversion rate improvement achieved from the additional investment of time, effort and cost in making it animated.

Importantly, we are not saying that animated scrolling does not have a place in design – it just needs to have a purpose, rather than being a ‘trendy’ addon.

Here’s an example of a website built around the animated scrolling experience, where the effect is a core part of the user experience.

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Duncan Jones

Duncan Jones

Head of Strategy + Growth at Web Profits

Duncan has been building websites and online businesses since the days of the 56k modem and made his first $1 online from annoying popup ads. With over 10 years experience, he leads Strategy + Growth at Web Profits and still loves the thrill of launching digital marketing campaigns, getting the first conversion and then rapidly optimising and scaling them for clients across the company.


  1. Ronald Corral says:

    Interesting article. I’ve never been a big fan of parralax websites. To me they’re are confusing, untidy and just clumsy looking from a design perspective.

    August 8th, 2014 at 11:28 pm

  2. Dave Eddy says:

    Great work Duncan. And thanks for the reference to the Tinke site, what an awesome example of effective design!

    August 13th, 2014 at 9:37 am

  3. Brad Hodson says:

    Interesting discovery.

    I think Parallax only works when the tech is there to provide a consistently good user experience. Apple, for example, uses it now across it’s pages but makes the experience solid for any browser.

    I was just on another website where I would scroll past things and elements would pop in and out inconsistently. That’s what needs to be avoided at all costs, because that kind of thing can hurt the experience.

    It depends, but I can definitely understand that it barely heightens the experience.

    August 13th, 2014 at 9:38 am

  4. Todd Hannett says:

    Don’t think that was parallax design was it. Parallax design is when background images move at different speeds than foreground images when scrolling. I couldn’t find any alternative definitions online.

    What you’ve done is just simply animate some of the elements on the page.

    August 13th, 2014 at 10:51 am

  5. Duncan Jones says:

    Hey Todd, thanks for your feedback. We’ll test that out next time and share the results.

    August 13th, 2014 at 11:09 am

  6. George Cocciglia says:

    I agree with Todd, Parallax is a different beast :)
    Regardless of the effect, the most important part is to not go crazy with it! the right amount of “new” visual stimulation balanced with a “simple and clear” user experience will always win the day… (keep the good stuff coming you guys)

    August 13th, 2014 at 11:12 am

  7. Matt Atcheson says:

    Lazy Loading is what I think you mean here. This is where elements are loaded as required. And usually animated on screen. With the idea that you’ll actually read the content, as it appears as you interact with it. It would be interesting to see if by this method, retention of information was heightened or not, as this isn’t necessarily related to clicks.

    August 13th, 2014 at 12:20 pm

  8. Cec Matsie says:

    So are you saying that from that 1 & only 1 example or test, that you came to that absolute conclusion? Please, I think we need a hell of a lot more tests to draw a measurable conclusion???

    August 13th, 2014 at 11:44 pm

  9. Mari Vert says:

    I don’t know what ‘parallel conversion means, but if it’s animation; I don’t like it. Yur first example just annoyed me, because I couldn’t actually read, or note anything on it before it disapeared repeartedly. I would not be bothered looking at
    a site like that.

    August 14th, 2014 at 7:53 am

  10. Duncan Jones says:

    Hi Cec. Testing is all about creating a hypothesis and then testing it. In this case it was to test whether animation would improve conversions or not. In this case it didn’t, which means that we won’t be using it blindy assuming that it will convert higher than a static design. Saying that, we will certainly be testing animation and parallax in different ways to see if we can make it outperform a static design.

    August 15th, 2014 at 12:50 pm

  11. Puneet Sahlaot says:

    The title and core of this post is misleading. the case study uses “Scroll effect” rather than parallax. and the definition itself is simply incorrect “parallax scrolling on websites and landing pages, where elements of the page are animated as you scroll.” Animated elements != parallax
    Parallax, could not be achieved with 100% perfection on websites, but some true example of Parallax would be http://demo.studiopress.com/parallax/
    More on parallax in web design : https://medium.com/@branded07/the-troublesome-misconception-of-parallax-in-web-design-2a55ad1459f7

    August 24th, 2014 at 7:53 am

  12. Duncan Jones says:

    Hey all. Thanks for all the feedback on parallax vs animated scrolling. The article has been updated accordingly. We’ll be sure to test parallax scrolling in one of our next tests.

    August 25th, 2014 at 8:19 pm

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