Google Fades In The Home Page

TechCrunch reported that Google is testing a new home page that fade in the various links and buttons after a second or two. Here is the video that demonstrates this limited Google test:

I emailed Google, but have yet to receive a response as to why Google would test this type of home page. I personally do not see how this is that helpful. I do see what Google is trying to do, but making their key areas on the home page stand out a bit more (i.e. the logo and search box), but I think the way this is done, is a bit over the top.

I did spot a Google help thread where a Googler implied this is a legit test. Jaime from Google said:

Many of you may be familiar with Google experiments, you may even have been included in one in the past. We’re constantly testing tweaks — both large and small — to various aspects of Web Search, from its look and feel to new features to “under-the-hood” adjustments we think may improve your Search experience. Well, beginning today we’re running experiments with our homepage itself, and some of you may now be seeing (or will soon see) some changes to the design and behavior of

Do you like it? Do you think it is unnecessary? What do you think?

Postscript: Here is a statement from Google on this:

At Google, we run anywhere from 50 to 200 experiments at any given time on Google sites all over the world. Right now, we are running a small experiment of a new Google homepage design that shows links when a user mouses over the screen. This is just a test and a way for us see whether our users will celebrate an even simpler search interface. More information about how Google runs experiments can be found here.

Related Topics: Channel: Consumer | Google: User Interface | Google: Web Search


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Tim Cohn

    It does draw increased attention to a place that otherwise may be unconsciously overlooked.

  • Tim Cohn

    Is it not also a brilliant public relations move by Google?

    When their “test” is over, how many seconds, minutes, hours, days, weeks, months and years in man hours will have been spent staring at Google’s logo trying to figure out where the links are while also impressing the Google brand on their audience’s collective mind?

  • Mark Cramer

    I think it’s kind of cool. Changing it up a bit might motivate people to take a new look, which could help them notice things they hadn’t before.

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