Pulsing red dot on the account icon: +81% account icon clicks
Commentary byLiftArchiveOur analysis, not theirsA small pulsing red dot next to the header account icon raised clicks on that icon by 81% and clicks on the sign-up button by 31%.
David Jones, the Australian department store, ran this test for logged-out desktop users, and it was published as a VWO case study.
It ran in the lead-up to the launch of the store's loyalty program.
- Account icon clicks: +81%.
- Sign-up button clicks: +31%.
- 27% of visitors who clicked went on to sign in or create an account.
- These are engagement and sign-up numbers. No effect on sales or revenue was reported.
The change
A pulsing red dot appears next to the account icon for logged-out desktop visitors.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard site header showed a plain account icon with no notification.
Variant
A small red dot pulsed next to the account icon. Only desktop visitors who were not logged in saw it, on every page with the main navigation bar.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A red dot reads as 'something new for you', which sparks curiosity.
- Motion draws the eye in a calm, minimal header without adding text or banners.
- The test ran just before a loyalty program launch, so there may have been a real reason for shoppers to sign in.
Caveats: Results cover clicks and sign-ups, not purchases. No sample size, duration or confidence level was shared.
Who ran it
David Jones ran this test for David Jones and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on David Jones →
How to run this test on your store
- Hypothesis
- If we add a small pulsing dot next to the account icon for logged-out visitors, then more of them will sign in or register because the dot draws attention and suggests there is something waiting for them.
- Primary metric
- Account sign-ins and registrations per logged-out visitor
- Guardrails
- Conversion rate
- Revenue per visitor
- Bounce rate
- Who should test it
- Retailers that gain a lot from logged-in shoppers, such as those with loyalty programs or personalized offers. Be careful if there is nothing new behind the dot: visitors may feel tricked, and repeat visitors may learn to ignore it.
Questions
Do notification dots increase clicks?
They can. David Jones saw 81% more clicks on the account icon after adding a pulsing red dot.
Is a fake notification dot a dark pattern?
It can feel like one if nothing is waiting behind it.
Pair the dot with a real reason to sign in, such as a loyalty program or saved items.
Should the dot show to everyone?
David Jones showed it only to logged-out desktop visitors.
Showing it to signed-in shoppers would add noise with no clear goal.
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