Oh Carousels…

But the carousel is our prime real-estate.

I’d tend to disagree with the above. I believe, whatever a user interacts with and responds to is prime real-estate. Whenever they move their cursor, hover with their thumb, scroll up and down and stop for a millisecond with intent to think about whatever it is they’re looking at… that my friend is prime real-estate.

By nature we humans have a short amount of time on our hands. Browsing, viewing and reading amongst many others are actions a user will do. These take time. If you think that your image and text, 4 slides down inside of a carousel is going to get someones attention in those short milliseconds, I’d advise reviewing your content strategy.

Why?

A carousel changes from slide to slide every 2 – 3 seconds. 4 slides down is a minimum of 8 seconds away and if you think that 8 seconds is a short amount of time, count it out and you’ll quickly realise that it’s not. Within a few seconds your website visitor has searched, clicked or scrolled on your site, they’ve missed your ‘prime real-estate image’ by 6 seconds let alone any image after it.

If you were lucky, your website visitor clicked on the first image they saw in the carousel, for them it was a static image which didn’t move or change so I hope that particular image was your highest converting promotion. If you’re busy burying promotions into a carousel, should those images or promotions be displayed in a different way that isn’t buried 8 seconds deep into an animation on your page? ¬†When you’re putting actionable imagery inside of a carousel, then the thinking behind the content is likely misunderstood.

How about removing that carousel and creating actionable content that your customer would like to use and more importantly need?

Published by

Gavin

Head of Interaction and Service Design at DigitalDWP.

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