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For all the ways an ever-connected digital marketplace has enhanced our lives, it’s wreaked havoc on our attention span. Between perpetually updating information across digital channels, multiple streaming media options, and the ever-present distractions of working from home, your customers face constant competition for their interest.
The health of your B2B firm hinges on its digital marketing efforts, and shrinking attention spans remain an ongoing challenge as you seek to nurture prospects with your website. User engagement is a key indicator of your design’s success, especially as digital marketing has grown more critical and competitive. But how can you capture and retain the interest of your customer within the shortest window possible?
Standing out in a competitive field is a neverending challenge for business, but as much as technology has expanded the problem it also delivers opportunities for a solution. As web browsing and design possibilities have grown more sophisticated, motion graphics, animation, and interactive elements are introducing new avenues for users to consume and engage with content.
While such eye-catching communication methods were once confined to video players, your options in modern information design can take your message – and your business – so much further.
One of the most informative KPIs at your disposal, the average time a visitor spends on your site is a strong indicator that your users are interested in what you have to offer.
However, in a digital environment, most users have a diminished appetite for chunks of text across multiple landing pages, and we see time on site drop without more visual aspects to improve the user experience. But the addition of motion provides an effective way to break patterns in how site visitors consume information – and, in the process, you can better hold their attention on your site.
While videos, animations, and interactive pieces are all forms of motion graphics, they all carry distinct differences. Video remains an effective delivery method for standing features like product demos and webinars. But animation is no longer confined to a video player. As technology has evolved, animation plays a pivotal role in how content appears on the page.
Animations in HTML5 are all code-based, which allows for more flexibility in how it is rendered on your site. The advent of scalable vector graphics (SVGs) allows animations to be created and delivered in smaller file sizes. While a conventional video may be as large as 3 to 5 megabytes, modern motion graphics are often under a megabyte and fully responsive to the user’s platform.
From standalone videos to the looping GIFs of social media memes, the variety of formats at your disposal to incorporate motion into a page design each carry specific strengths and weaknesses. But when combined effectively, your site can deploy multiple video formats for varying uses to dynamic effect.
On this landing page that outlines the differences between two website platforms, several types of motion graphics are at work. The elements used to create a seamless user experience are as follows:
By exploiting various types of motion graphics, you can elevate a page of critical but otherwise dry information into an engaging, dynamic experience.
While the differing capabilities of these motion graphics formats allow for greater flexibility in their use, you have to keep your users in mind when applying their use. For example, if your target market is engineering-focused, you may want avoid overwhelming them with animations and video as they look for technical specs.
Plus, using SVGs and HTML5 requires a level of optimization that demands specialized skills. Given the format’s foundation requires a blend of artistic and analytical approaches, you’ll often find that coders aren’t gifted animators and animators aren’t strong coders. When leveraging video, some browsers will block background videos that automatically play, which requires specific coding to prevent. As the technology grows, the number of considerations expand as well.
However, as your website vies to capture and retain your audience’s attention, motion graphics offer creative ways to expand the reach of your communications. Your customer has always been a moving target your business must adjust to capture. Through effectively deploying these developments, your website will stay on the move as well.
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