Animated websites although look stunning for visitors especially for those visiting through a pc or laptop, but they rarely convert a visitor, rather they distract him more to bounce back from the site.
That’s why even though Apple has an animated landing page for each of their products, they have separate buying pages which has simpler checkout and buying experience that makes the process seamless without any heavy or any animations at all.
Animations aren’t bad, they should be purposeful. Micro interactive animations engage with the visitors and makes them stay longer on the page. But heavily animated pages, load slower, which breaks the experience of the visitors.
Google after the AI era, is taking the Core Web Vitals even more seriously. The page should load in a blink of an eye speed. Yes, I’m not kidding. It’s very hard to speed up a website with that speed, unless it’s hard coded.
The animated pages are primarily black or darker in color which makes difficult to find the CTA of the page, and conversions don’t happen that easily.
Manier times the animation that works in desktop mode, doesn’t play that way in the mobile view, and breaks the complete experience of it and making it look cheap or incomplete. or sometime break the mobile view of the page completely.
Many users have physical accessibility issue with motional sensitivity, those users always leave without checking anything at all.
In today’s swiping and scrolling generation attention is very finite. and making pages animated it decreases the attention even more.
Creaftmanship and selling should be kept differently as Apple does it excellently.
Accessibility should be given priority always.
The conversion should happen generally within a minute that the visitor lands on the page. Unless a sale is lost.
A/B testing makes it easy for future clarity, so to prove this you can try an A/B testing in ads and as well as landing pages of your website/app.
But Animation in micro interactions like button click, after purchase successful confirmation, notifications, transaction progress animation, product demo animation does work in some cases and do make the experience better. For e.g. UPI, where Micro interaction animation plays a big role in making a successful transaction in any UPI app.
For Sales and Leads, Conversions should be given the topmost priority.
Design for conversions first. Beauty second. Because Speed + clarity + trust = results
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