Flash is the king of bells and whistles. Some problems with Flash is that it can be distracting and stop your visitors from converting. Don’t forget that it can cause errors and alienate people, too. Don’t get me wrong; I’m sure Flash can be executed in a way that can increase conversion. This post isn’t about all the problems that Flash can cause–just how we can test it.
MattressLiquidators.ca had a large, rotating Flash image in the Active Window (i.e., the top-center, prime real estate) of their homepage, displaying four different images of their store. We decided to test it in relation to a static image that has links. Whereas many would be testing Conversion Rate by seeing how may visitors clicked the links, we decided to test something different: homepage abandonment.
From just switching the two images, homepage abandonment decreased by 28.57%. The new image was static, displayed more information and was easier to read. Nothing was animated or rotating in Flash.
Is it time to reevaluate when and where you Flash your customers?