AN IMPACT OF WEB ANIMATION ON USER PERCEPTION AND ENGAGEMENT.

The relevance of the subject of this study is due to the widespread use of web animation techniques in the development of modern Internet resources and the related need to examine the degree of influence of the created effects on user perception. The purpose of this study is to examine modern methods of web animation in the context of their use to increase the number of visitors to a web resource. The methodological approach is based on a combination of an experiment and a subsequent survey to identify the marketing and psychological aspects of the impact of web animation on the perception of visitors to an Internet resource and their level of engagement. The results obtained reflect various ways of constructing web animations and their characteristic features and elements that are important in terms of influencing the perception and reducing the number of refusals by users of Internet resources. A number of examples of building web animations in various ways are presented, and the characteristic features of using a skeleton loader are considered, which is an example of a user interface template that is used to improve user interaction when downloading content in web applications and mobile applications. [ABSTRACT FROM AUTHOR]