I'm currently redesigning our company's Magento theme, with the aim of increasing our conversion rate as much as possible (obviously :-) ). I have what I feel to be a good overall layout with the eye being drawn to all the right places - things like the 'add to cart', free shipping 'in stock', good product images, reviews etc all have prominent yet tasteful design features to draw the eye.
One area I felt was neglected was the actual 'checkout' button in the header of our page. I didn't want to make the button larger or use a clashing colour to draw the eye as I felt it might compromise the overall feel of the design, so what I've decided to do is (obviously I'll A/B test this) add a white line of shimmering light to infrequently glaze over the button, with the hope of subconsciously attracting the users attention - should it be something they may have missed at first.
Before I implement this (and start testing) I was wondering if anyone else had any experiences with this kind of thing that they could share, or if there are any other good examples of how animation can be used in design.