Note : I have not found any study that has done a comparative study between the conversion rate of a site without parallax and a parallax site and the points mentioned below are about how parallax can or can not help in the conversion.
The advantage offered by parallax displacement is the higher level of interaction and storytelling that leads the user along the desired path and greater participation can lead to conversion. To cite this article from the blog use that highlights the aspect of storytelling.
Parallax scrolling offers the ideal setting to tell your story in a
In an attractive and interactive way. Let your visitors take control and leave
Walk through your story at your own pace. The different layers
that respond differently to the displacement behavior of their visitors
create a sense of depth and even allow multiple story lines.
Make your visitors curious
The Michelberger Booze drink commits you as a visitor in a very
Creative way At the top of the site it says: "Just scroll down
gently … When your glass is empty, click to feel the alcohol. "What is it
alcohol When you scroll through the page, you see an artistic image.
adjustment of life. When you move more, two things happen. The watch
The hands rotate and the drink disappears. Then a mask appears that, when
Clicking on it, it takes you to the drink, a beautiful and lively.
Illustration representing the sphere of the drink. Just in the
At the end of the site, you will get the actual information about the drink.
However, there is almost no way to get there without committing to the
Let your visitors have fun
Another great example of how to attract your visitors is the site of
The autumn collection KRYSTALRAE. Different costumes are presented.
In one and the same model. The design is very minimalist, focused.
All the attention in the model and the dog in the center of the page. When
Scrolling down the page, you can change the outfit yourself, while
The rest of the scene remains the same. This interaction is simple, but fun.
and very interesting.
Surprise your visitors
You can also use parallax scrolling to surprise your visitors. by
For example, on the Japanese Nissan Note website, you get a
The whole story about the car, when moving on the page. I am
Makes it a special experience. However, once you're at the bottom of
On the site, there is a link that says: "Try to invest!" The place
It automatically moves to the top, which gives you one more version.
Similarly, parallax displacement can help to focus the user's attention on the action trigger or CTA on a driven approach while keeping it busy. To quote the article mentioned above:
You can also use parallax scrolling to guide your visitors. You can
guide them to your site, through a story, or to your call to
action. Tinke, a gadget for the control of well-being and well-being, makes
Great use of this guiding ability. When you scroll through the page,
See the device in different configurations, explaining different features.
and benefits. At the bottom of the page, take the visitor directly to
The call to action of the page: "Buy now".
In a similar way to the aforementioned, it can drive the line of sight of the users, keeping it engaged for a longer time and therefore a greater conversion. Quote the article mentioned above.
Guide the line of sight of your visitors.
You can also guide your visitor's line of sight with parallax
Displacement effects. For example, when you scroll down on the site of
Guy Vernes, a little character flies from the left, drawing.
Attention to the footnote information on the right. Without him
animation, this information would be otherwise very minimalist and
discreet. However, the character leads the line of sight of the visitors.
directly to her.
The above advantages are assumed that the user is already on the site. That said, parallax sites have SEO problems. To cite this article
How does the parallax design affect SEO? Like Flash and AJAX, parallax design presents unique challenges for SEO. The majority of these
The challenges arise from the fact that all the content is in a
Unique page, essentially gives you a one-page website.
The design of a web page makes it difficult to optimize the site.
for a wide variety of search terms. All your target keywords should
concentrate on one page instead of dividing up among many,
to the dilution of keywords. In addition, inbound links can only be linked to your
unique page of the site and not the specific content of the page.
So, the bottom line is that if you're looking for a compromise on the page and it does not depend much on SEO, parallax can provide greater commitment and potentially greater conversion, since it keeps users engaged for a longer period of time.