How Website Animation Increases Engagement and Return

Trends, User Experience, Web Design
11 September 2023

When we talk to a client about creating or developing an existing digital brand, we talk about creating an online presence that captivates and retains the audience’s attention. There are of course, many ways to achieve this, and Website Animation has emerged as one of the best ways to do so.


Think about Apple’s website, probably the most relevant example of a site most people have interacted with at some point, which uses animation to guide both perception and comprehension. How exactly did they nail this? Offering a visually appealing and interactive experience, that can significantly increase engagement and drive returns, an animating website is at the top of our client’s requests. This is usually followed by the likes of, Do you need to build an entire animation website? Or is simply a feature across part of a brand’s digital or social presence enough?

Understanding Website Animation

Website animation involves the use of dynamic visual elements, such as moving images, transitions, and interactive features, to enhance the user experience and deliver information more effectively, and hopefully in a more entertaining/engaging way than before. Website animations can range from subtle hover effects and scroll-triggered animations to more intricate interactive storytelling elements and micro-interactions. The aim is not only to make your website visually appealing but also to guide web visitors through a seamless journey that connects to your brand’s narrative and any other marketing communications.


But why is it necessary and how does it work? 

We can all probably agree, humans are naturally drawn to motion and dynamic visuals. Website animations instantly capture our attention, encouraging exploration and interaction within your site, including longer session times, and more opportunities for conversion. While we’ll look below at the benefits of animation, it’s of course important to stress the importance of optimising animation for mobile devices first before desktop.

The power of storytelling through interaction

Website animations can provide a truly different and innovate way to tell a brand’s story. Through carefully choreographed animations (video, stop motion, 3D, Ai, illustrative or photography), you can guide users through a narrative, leading them from one section of your site to another. This storytelling approach not only informs (educates) but can also emotionally resonate (entertain), creating a stronger connection between your brand and your audience.

The Benefit to User Experience

Well-designed and executed animations should enhance user experience by making navigation firstly intuitive and ultimately enjoyable. Here’s how:

  • Visual Cues: Thoughtful animations can provide visual cues, prompting where to click, what to explore next, and how to engage with your content. This streamlined experience through the use of animated buttons, menus, and forms that improve usability can reduce bounce rates and encourage users to explore more of your site, hopefully leading to an increase in conversions. 
  • Call to Actions: Animations can draw attention to critical CTAs, including making a purchase, signing up for a newsletter, or downloading a resource, making them stand out and encouraging users to take the desired action.
  • Conveying Complex Information: Animations can simplify complex concepts and data by visually breaking them down into digestible and engaging components. Whether it’s an explanatory video or an interactive infographic, animations help convey information more effectively, ensuring that your audience understands your message, what it means to them personally, and how it could solve their own wants or needs, while reducing cognitive load and improving user flow.
  • Memorable Brand Experiences: Every brand wants to leave a lasting impression. Shares and saves are the ultimate goal of content, after all. Unique and well-executed animations should become synonymous with your brand, making it easier for users to recall and recognise your content or your website amongst the sea of digital content infiltrating their web and social searches every day.

The Benefit to Engagement and Returns

Driving engagement and returns through website animation has seen numerous benefits for our clients, including:

  • Increased Time-on-Site: Engaging animations encourage visitors to spend more time exploring a site. As users become immersed in the interactive experience, they are more likely to click through various sections, leading to a longer time-on-site and a higher chance of converting.
  • Lowered Bounce Rates: An animation-rich homepage can reduce bounce rates, as users are pulled in to explore beyond the landing page. By engaging with their curiosity and guiding them through your site, you increase the likelihood of converting visitors into engaged users/customers.
  • Boosted Conversion Rates: Animations can play a crucial role in increasing conversion rates. Interactive product demos, visually appealing video testimonials, and compelling CTAs can all contribute to guiding visitors toward making a purchase or signing up to your newsletter for future retargeting of comms. 
  • Social Sharing: Engaging animations are shareable content. When users like what they see they are more inclined to share their experiences on social media. This expands your reach and enhances your brand’s visibility online. 
  • Emotional Connections: Animations ability to stirr emotions is far greater than that of still photography or words alone. By creating animations that resonate with your audience’s lives: their emotions and aspirations, you can create deeper connections that lead to increased brand loyalty and advocacy.

In Conclusion

Website animation is a successful way to move the needle of a digital brand. What was once static becomes captivating: animation websites can increase engagement, tell compelling stories, and drive returns, making it an indispensable asset in your digital brand strategy.


There are several animation tools available to brands today. At its most basic level there is embedding GIFs and video files into your website, however at a more compelling level:

  1. Lottie. Available for iOS, Android, and React Native library. A tool that renders After Effects animations in real time, allowing apps to use animations as easily as they use static images.
  2. Spline. Allowing artists to easily embed 3D design & animation on websites. Spline objects can be clicked and dragged for a variety of effects.


If you’re aiming to create an immersive online experience, and wanting to leave a lasting impression, boost engagement and sharing, and drive meaningful returns, embracing website animation is undoubtedly the way forward to deliver substantial returns on your digital investment.


Our team would love to chat to you about how we can help. Contact us for more information or reach out [email protected] to arrange a chat.


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