The Downfall of the Rotating Banner


You have a lot to say about your products and services, benefits, differentiators, offers to feature, etc. etc. on your home page so wouldn't it be great to put them all in a rotation? Why just 3 messages when you could put 6 or 7 right? Why yes, it would be great, if you didn't want anyone to read any of your content.

Why Carousels Doesn't Work

Users will ignore it and its content

People often immediately scroll past these large images and miss all the content they display - except maybe the first frame if you're lucky.

Because the banner moves on its own accord, the user will automatically assume that it could be an advertisement, which makes them more likely to ignore it. You cannot count on people seeing any information displayed in a carousel on your website, whether it's on a desktop or a 3-inch mobile display.

Users do not see a collection of messages or images

Just like web copy, imagery cannot be expected to be seen linearly so the collection of images you have chosen may describe your company's message perfectly, but what about just the third image or sixth? If your user only sees one image in your rotation, they may get the wrong idea (or no idea at all) about your company. How important or enticing is that latest whitepaper or promotion if the user hasn't even figured out who you are yet?

Annoying your user isn't worth it

Users consistently complain about anything that moves on its own accord. No one annoyance will cause a user to leave your site but the combined impact of many small issues will. Eliminating annoyances won't double your leads like fixing major issues may, but it will increase customer satisfaction and user loyalty. Next time your user has business or research to conduct, they're more likely to return to other sites that provide a better experience, even if it is only slightly less annoying. It's not easy to keep your messages concise, but it's worth it!

So what now?

If you just have to have a carousel of content, there are ways to keep it as usable as possible but if you're looking for the next big thing, cut the fluff and consider a hero image. To learn how you can create an effective home page for your website, contact us!

Shay Ruggles
written by SHAY RUGGLES

Shay Ruggles is the Director of UX at Carbon8 who ensures we are creating compelling experiences that balance user intent, clients’ business needs and site performance. A former Account Manager, Video Producer and Carbon8’s first employee, Shay leveraged her years of experience, education and research to transition to the creative team of Carbon8 in 2012.

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