In most instances the carousel is missed as visitors scroll straight downwards to look for more direct/targeted entry points that serve their needs (oftentimes the carousel image they see first does not answer that question – there’s an element of luck involved as to whether they do or not – can you afford to take that risk?).Focus is/can be lost due to too many carousel images all competing for visitor attention.Banner blindness, where oftentimes the images look more like adverts, and are thus roundly iggnored by visitors.In unpacking these results, conversion analysts and specialists cited the following reasons they believe the carousel delivered so poorly: The results were surpringly polarised – overall, the results showed that just 1% of clicks on their test site were on carousel images overall, and that an overwhelming 84% of clicks were on the first slide. The aim of the experiment was to determine whether a range of enticing images and messages encouraged a greater CTR overall, and then specifically they wanted to understand which image (in terms of position) was the most effective. Last year, American Ivy League University Notre Dame ran tests on the Click Through Rates (CTRs) on image carousels. The UX question: an overwhelming argument against carousels The rationale is sound – select good images, overlay text that highlights special offers, Unique Selling Points, confidence-building straplines, and use the variety to sell a number of different aspects of your business.īut in practice, these carousel sliders are now believed to have a negative impact in three specific ways: User Experience (UX), SEO and Real Estate dominance. Until fairly recently, there has been a school of thought, or in fact what fast became a design best practice to use a multi-image carousel in prime position on website homepages.
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