Online marketing is a rapidly evolving industry with new trendsÂ popping up all the time. Knowing which onesÂ 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 scrollingÂ on websites and landing pages,Â where different elementsÂ of the page are animated as you scroll.
Rather than justÂ 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?
BidMyCarÂ offers an innovative way of buyingÂ a new car at a big discount. They came to Web Profits toÂ 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 animatedÂ scrolling.
Our static landing page used high quality design combined with professional sales copywriting to clearly explain the serviceÂ and prompt visitorsÂ to get quotes from dealers.
To ensure a fair test, we kept the design and copy consistent throughout the page but integrated animated elementsÂ as youÂ scrolled.
You can view the full effectÂ here.
There was no significant difference in the conversion rate after running the test for 3 months.
Using animatedÂ scrolling because it’s trendy is not worth it, asÂ there was no significant conversion rate improvementÂ achieved from the additional investment of time, effort and costÂ in making it animated.
Importantly, we are not saying that animatedÂ 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 animatedÂ scrolling experience, where theÂ effect is a core part of the user experience.
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