Introduction
This test plan was conducted to see what variations of the conveyor belt component are more effective across multiple verticals: mid-core gaming, food delivery, e-commerce, and dating. What resulted was pretty interesting. We have 2 variations that performed well with 3 out of the 4 verticals. Food delivery has the greatest flexibility when it comes to the most positive conveyor belt test variations.
I came up with the conveyor belt idea when I first came to Liftoff. They had two components that worked pretty well together. A component that slides the information section and reveals an image and the panning component, and a built-in animation that pans an image in a cycle. It usually worked with interstitial sizes. Combining the two in the 320x50 format would give a conveyor belt type of animation. This new component worked so well that I conducted a test plan to find more ways to optimize performance.
STATIC
CONVEYOR BELT
DATE
Spring 2018
ROLE
Designer/Strategist
DELIVERABLES
Creative Ad Variations, Research, Test Plan, Case Study
APPLICATIONS
This idea is great for brand recognition. Users will retain seeing the app icon during the belt shift. Users will have familiarity with the brand after seeing this ad or have the recognition fortified from previous experiences.
Omnipresent Icon
Slower Panning
Slowing down the panning rate gives users more time to see the images that we are trying to showcase. Users seeing the images on the belt for longer helps retain more information about the ad.
Faster speeds had some success in the mid-core gaming and food delivery verticals and saw no change in e-commerce.
Most Flexible Vertical: Food Delivery
Food delivery allows itself to be more flexible than other verticals because the branding is light and fun, delicious and informative. It’s a service that is useful, and users take full advantage of deals and promo offers.
The changes that worked well in the food delivery vertical were omnipresent CTA, dark mode, omnipresent icon, animated icon, animated items, viewing duration, faster motion, and slower motion.
