Animation in the right place at the right time has the power to capture a user’s attention, improve engagement, secure more conversions, and even increase sales.
That being said, animation also presents its share of challenges. For one thing, it’s easy to get carried away and add an excessive amount of animation. Even professional designers and developers have to toe the line between making the most of all that animation has to offer and creating a site that’s overwhelmed with too much activity.
Instead of attracting more visitors to your site, badly executed animation can actually alienate users. Animation that’s carelessly integrated into your design can create confusion, discord, and chaos for users.
If you’re thinking about including elements of animation on your business website, there are a few things you should take into consideration. Let’s take a look at some of the pros and cons of using animation on your website.
Animation Can Help Increase User Engagement
Adding animation to your website design is sure to grab a user’s attention more than just a static screen. Websites that not only function efficiently but look good as well are more likely to enjoy positive feedback and decreased bounce rates from users.
Animation Lends Authenticity and Legitimacy to Your Site
Online scammers don’t generally invest a lot of time or effort into a complex website design. When done well, animation not only indicates to users that your website is legitimate, it also positions your brand as a credible authority in your field.
Animation Enhances the Overall Design of Your Site
The right animation effects can breathe life into your website design, leaving a lasting impression with visitors. Couple an aesthetically pleasing design with interactive elements and you’ll further increase users’ interest in spending more time on your site.
Animation Can Slow Page Loading Speeds
Since animation places a heavy load on website resources, it can cause slower load speeds for both individual pages and the site itself. Slow loading times can frustrate users, leading them to move on to other sites that have what they’re looking for but load much faster. Longer loading times can also negatively impact your rankings in Google search engine results.
Animation Can Distract from Your Business Goals
Having too many animated elements can annoy users and cause them to abandon your website without completing a purchase – regardless of what motivated them to visit in the first place. When inexpertly executed, web animation can also draw a user’s attention away from your core message. Instead of focusing on what products to buy, visitors may become overly distracted by the movement on the page.
Animation Might Not Always Improve User Experience
While animation may add to the visual appeal of your website, it doesn’t always enhance the user’s experience. Websites should be designed to function in a way that’s easy for visitors to use. Adding animation where it’s not needed can make a site harder to navigate and ultimately detract from the overall user experience.