Any time a user’s experience is interrupted, the chance of them leaving increases. Changing from one page to another will often cause this interruption by showing a white flash of no content, by taking too long to load or by otherwise taking the user out of the context they were in before the new page opened.

Transitions between pages can enhance the experience by retaining (or even improving) the user’s context, maintaining their attention, and providing visual continuity and positive feedback. At the same time, page transitions can also be aesthetically pleasing and fun and can reinforce branding when done well.

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