Normally, I don’t recommend paying attention to Conversion Optimization tips.
Tips and recommendations that you may find from most consultants are often based on very little data and any actual test data is only applicable to the specific test situation. It’s always better to test the opinions of experts (better yet, to have a strategy for creating an endless fountain of Conversion Optimization hypotheses).
However, there is one common practice in home page design that is so egregious that I would consider it’s abandonment to be nearly a rule of Conversion Optimization.
The rule is this: if your home page consists of solely Flash content, you are hurting your business results, in almost every case.
The rule is even more strict if your Flash content is so heavy that it requires a “loading” animation.
Turns out, it’s less time than it takes to finish loading.
So, the next time your web design agency recommends designing your home page with Flash, please ask them to show you an A/B test to prove that it will deliver results. If they’re smart, they’ll reconsider.