BidMyCar – an Australian start up – aimed to offer a new way of car shopping in Australia. The online model allows the buyer to enter the details of the car they want, a panel of dealers submit their best offer, the consumers selects the best deal and drives away with the lowest price.
They asked their online marketing agency to help with increasing leads.
Hypothesis
Using animation on the landingpage will increase the number of signups – as it will draw more attention to the offer.
Results
They test did not show any difference in results.
Learnings
In this case animation did not help conversions. Head of CRO Duncan Jones concluded:
Using animated scrolling because it’s trendy is not worth it, as there was no significant conversion rate improvement achieved from the additional investment of time, effort and cost in making it animated.
This does not mean animation is a bad idea though. For example animating just the call to action may work in some cases.
Test details
| Test element |
Animation
|
| Page type |
Landingpage |
| Test date |
July 2014 |
Website information
