5 Ways Animation Increases Website Engagement

By Dodge Communications (not verified) on August 13th, 2015

Your website not only needs to look great, but it also needs to encourage people to complete important tasks like requesting more information or making a purchase. Website engagement can greatly affect the overall success of your website. So, how can you tip visitor engagement in your favor to meet business goals?

Content might be king in the search for improved visitor engagement, but user experience (UX) is queen. If you’ve already invested in optimizing website content, then it’s time to start enhancing user satisfaction on your website.

Smart websites are simple and intuitive while brilliant websites evoke very human responses. Animations and motion, or rather the proper use of them, is one way to tap into visitor emotions and leap ahead of the competition in the intensifying race for a buyer’s attention.

Why is motion so compelling? Humans find motion fascinating because our brains are uniquely responsive to movement. All thanks to a part of the visual cortex called MT (middle temporal) that plays a major role in the perception of motion. So including interactive animations on your website makes it more appealing to visitors but also provides users with important feedback and an understanding of the ongoing processes, making an interface more intuitive. Here are the top ways you can use motion to your advantage.

  1. Hinting Possible Interactions
    • Animations can be used to point out possible ways for visitors to engage further with your website. A common example of this is an arrow at the bottom of a large image banner that bobs up and down slowly. The arrow hints that there is more to see further down the page and the motion draws attention and strengthens the hint for the visitor to scroll down.
  2. Give Visual Feedback or Context
    • Animations can be used to help communicate what is happening on a webpage and display this information visually. You are likely very familiar with one fine example, the progress bar. A progress bar provides visual feedback for visitors that a process is taking place. Displaying a loading icon after a form is submitted, instead of just leaving a visitor wondering if the form submitted yet is another way of utilizing this type of visual feedback.
  3. Create Hierarchy and Guide the Visitor’s Attention
    • Animations can be used to draw the visitor’s eye to a specific element. A common example of this would be a submit button that turns from grey to a bright color once the form is completed. This change in color draws the visitor’s attention to the area and helps guide their navigation.
  4. Create a More Fluid Transition
    • Animations can be used to show a change of state in a more contextual manner rather than by an abrupt change. This creates a fluid experience and an easy to navigate website. An example of this would be a pop up window that slowly expands outward from where the user clicked, instead of quickly popping into existence away from the cursor. This creates a better context as to where the window appeared from and why.
  5. Evoke an Emotional Response
    • Animations can also trigger emotional responses when visitors interact with a website. This is one of the most powerful and effective uses of animations, but also the most difficult to implement effectively. The simplest example is the current

When adding animations and motion to your website, it’s important to make sure that you are utilizing these techniques to create a more immersive, easier to navigate, and fluid interface, not just adding fluff. The tips above provided some examples of how to employ motion in your website, but if you would like some more specific recommendations, we would be happy to provide a free website assessment. Please click the link below for more information.

Add new comment