Using Landing Page Animations To Increase Conversions

Using Landing Page Animations To Increase Conversions

Landing pages can be extremely effective when it comes to generating leads for your business.

But should you keep your landing page design simple or should you use landing page animations?

That’s exactly what we are going to discuss today…

What is a Landing Page?

A landing page is a web page designed with a single conversion goal in mind.

This conversion goal can be anything but generally landing pages fall into one of these two categories:

  1. Lead generation landing pages are designed to convert page visitors into leads by persuading them to give you their contact details (typically either just their email address or their name and email address).
  2. Sales landing pages are designed to convert page visitors into paying customers by persuading them to buy your product or service.

In theory, both lead generation landing pages and sales landing pages are landing pages.

However, In practice, when people use the term “landing page”, they are usually referring to lead generation landing pages.

That’s why in this article we will solely focus on discussing landing page animations in the context of lead generation landing pages.

What are Landing Page Animations?

Landing page animations are various animated effects that you can use on your landing page.

You can either add animations to your landing page with a landing page builder that has this feature or hire a web designer to create animations from scratch.

What are the Landing Page Animation Best Practices?

Here are some things that you should keep in mind if you are considering adding animations to your landing page:

  • Make sure that animations don’t distract from the conversion goal – By definition, a landing page is a web page designed with a single conversion goal in mind, so everything that distracts the visitor from taking the action that you want them to take has to go. This includes landing page animations. It doesn’t matter how cool the animation is, if it’s too distracting, you shouldn’t be using it.
  • Don’t add too many animations because that can be overwhelming for the visitor – The human eye is automatically drawn to animated elements on the page, so if you have a bunch of them that are playing at the same time, that will likely not only distract the visitor but also make them feel overwhelmed. And you know what people do when they feel overwhelmed? They leave. So don’t push potential customers away by having too many bells and whistles on your landing page!
  • Always A/B test animations before making them a permanent feature of your landing page – You can never know how a new page element will affect the conversion rate of that page until you test it. That’s why you should always A/B test every new animation to make sure that it doesn’t decrease the conversion rate of your landing page. Sometimes animations that look amazing turn out to be disastrous for conversions!

We also recommend using proven, high-converting landing page templates whenever possible if you don’t have any previous experience designing landing pages.

This will help you ensure that the design of your landing page follows conversion rate optimization best practices.

Why waste time reinventing the wheel when you can simply do what’s been proven to work?

3 Types of Landing Page Animations

There are three main types of landing page animations:

1. Animated Graphics

These are animations that start playing when the visitor arrives on your landing page.

Usually, the primary purpose of animated graphics is to enhance the design of the page and make it look more visually appealing.

However, these animated graphics can also be used to draw the visitor’s attention to a particular page element (e.g. the call-to-action button).

2. Behavior-Triggered Animations

Behavior-triggered animations are animations that only start playing after the visitor does something.

The two most popular types of behavior-triggered animations are:

  • Hover animations that start playing when the visitor hovers over a specific page element
  • Scrolling animations start playing when the visitor scrolls down past a certain point

These animations can be used to provide additional information or draw the visitor’s attention to a particular page element.

3. Event-Triggered Animations

Event-triggered animations are animations that start playing when a specific event happens.

In the landing page context, they are typically used to celebrate the conversion, as that is the event that the page is designed for.

Say, you can have a celebratory fireworks or confetti animation that starts playing when the visitor clicks the call-to-action button.

Should You Use Animations on Your Landing Page?

Look.

We’ll be real here.

Using animations on your landing page is probably not the best idea. Why?

Because when a potential customer arrives on your landing page and sees all these animated elements, they will likely feel confused as to what it’s all about.

And as the old salesperson saying goes, “A confused mind always says no”. What does that mean in the landing page context?

It means that if a potential customer arrives on your landing page and doesn’t immediately understand what your offer is, they probably won’t make an effort to decipher it – they will likely leave and never come back.

According to our co-founder Russel Brunson, having too many bells and whistles on your landing page is one of the most common landing page mistakes that people make. And he has seen thousands upon thousands of landing pages over the years!

Here’s how he explains it:

Remember that the purpose of your landing page isn’t to impress the potential customer with its visuals, it’s to convert them into a lead.

So if you want to use animations, make sure to A/B test them. Only keep them if they help you increase the conversion rate of your landing page!

Build Landing Pages That CONVERT With ClickFunnels 2.0!

ClickFunnels 2.0 has everything you need to create landing pages that convert:

  • Proven, high-converting landing page templates.
  • Visual editor that you can use to customize those templates.
  • A/B testing functionality that you can use to optimize your landing pages.

What’s best is that we have a free trial which means that you can check out our software without any risk.

So why not start building your landing page today?

Start Your Free Trial

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