As the follow on from our previous Homepage radical redesign test we really wanted to see if an animation on the homepage would help to capture visitors attention and draw them into the website, or perhaps the additional load times would serve to put people off and the animation might distract users.

Original page

Following our 11 checks for Landing page optimisation we outlined a list of points for improving the page:

New page

The results

This test was run using the Zeald experiments software and shows reduced information for privacy reasons

What did we learn?

• In this case animation does help to improve conversion

What next?

I would like to see if different uses of the animation can help to improve conversion. For example,

1. what if the animation was used to support the USP,
2. what if it showed the actual products, not in context,
3. what if the video was used to promote incentive such as free shipping, guarantee etc