Someone at work asked a group of colleagues to check out a new beta web site. The home page featured one of those trendy, large carousels that took up about half the space “above-the-fold” on my large monitor.
“Looks great!” a couple of people quickly commented. And the image on the carousel was lovely. But I found myself wondering if anyone had thought about how the carousel affected user experience, rather than how pretty the picture was.
Then another colleague raised the same concern. As the discussion went forward, a number of issues surfaced from our own experience:
- Interference with user goals. When users visit a site, they usually go for a specific purpose. Chances are good that the carousel content will have nothing to do with that purpose, so the carousel can make it harder for users to accomplish their goals.
- Interference with communication. In addition, carousels typically take up a large chunk of screen real estate. In doing so, they push other content below the fold or even off the screen, making it harder for users to find information they need.
- Quick obsolescence. Carousels have a short shelf-life. Once users cycle through the images (if they have the patience for it) the carousel becomes old news.
- User tune-out. More likely, users don’t cycle through the images. So there’s a good chance they won’t see content the site owner thinks they will see.
That got me thinking—these carousels seem to be everywhere. So was I missing something? Or was this another example of a trend being adopted because it “looks cool” and “everyone’s doing it” without considering its impact on usability?
I did a little digging and found this telling post on conversionxl.com. It turns out that extensive usability tests concluded pretty much the same thing: carousels are ineffective. As one UX advocate, Lee Duddell, humorously noted:
Carousels are effective at being able to tell people in Marketing/Senior Management that their latest idea is now on the Home Page.
They are next to useless for users and often “skipped” because they look like advertisements. Hence they are a good technique for getting useless information on a Home Page (see first sentence of this post).
In summary, use them to put content that users will ignore on your Home Page. Or, if you prefer, don’t use them. Ever.