Jan 08, 2025
Certain design decisions are crucial to the user experience. Image sliders, such as carousels, are attractive features that enable companies to incorporate multiple pieces of content or images within a single location. However, these elements may compromise user experience, accessibility, and performance.
In this blog we’ll explore the circumstances for avoiding carousels and the situations when they can be the right fit.
1) Low Engagement and Banner Blindness
The very existence of carousels suffers from user indifference, thanks to "banner blindness." Users instinctively skip past rotating banners because they often resemble advertisements. For example, the University of Notre Dame ran a study that showed an overall click-through rate of just 1% for any carousel slide—89% of those clicks were on the first slide. This limited engagement suggests that carousels do not successfully deliver their message to most users. Static content will generally tend to outperform carousels for brands with conversion as their goal, as these scatter users' attention and reduce the chances of action from visitors.
Usability research shows that users often ignore rotating or dynamic content, making it seem less important and possibly annoying. Users only look at the first slide if they are lucky or miss it altogether because the content looks promotional.
Because of these potential drawbacks, content-heavy or informational sites are best served with a well-organized static presentation. This will allow users to process information at their own pace and create a more controlled experience. However, it is essential to note that the context in which carousels are used makes all the difference in their effectiveness.
We have tested rotating offers many times and have found it to be a poor way of presenting home page content.
Chris Goward, Wider Funnel
2) Concerns Related to Accessibility and Usability
Another central tenet of the design process and the creation of the user interface (UI) is the user's ability to control their experience. However, revolving carousels, popular on most websites, can deprive most users of autonomy and force them to try to keep up with the carousel's actions. This is particularly problematic for individuals with limited motor skills or who are visually impaired. Such a person will likely miss much of the content since it tends to be dynamic.
UX experts in the Nielsen Norman Group assert that carousels do not support modes of usage that designers deem appropriate. Hence, such objects should not move unless users opt for or engage with them.
The WCAG guidelines are strict regarding auto-playing content, which many carousels do not meet by default. An inaccessible site can cause compliance issues and potentially lose user trust among those with disabilities.
If inclusivity is a concern, choose a more straightforward layout with fewer moving parts or ensure that carousel controls like pause, play, and manual navigation are highly visible and accessible.
3) Page Load Speed Responsiveness Gets Negatively Impacted
Carousels usually are multiple high-res images and additional JavaScript for the transitions. As such, page load times take a huge hit. Preloading numerous images and scripts can slow download speeds, especially on mobile devices with limited data bandwidth, as research from Varn Media demonstrated.
Since Google uses page speed as a ranking factor, this can impact search engine positions. This can have a knock-on effect, as slower load time can dissuade visitors from returning before engaging with the content, affecting bounce rates and conversions in turn.
Google's performance metrics and studies show that each additional second of page-load delay decreases conversions by 7%. For non-e-commerce sites, where carousels do not directly drive conversions, the trade-off between visual appeal and speed may not be worth it.
Many carousels are not designed to look good or function well on mobile phones. This is a significant issue because over 50% of internet use now happens on mobile devices.
One specific problem is that when text scales down within a carousel, it often becomes challenging to read on smaller screens.
Carousels should be designed to work seamlessly across all devices, including mobile phones. This "mobile-first" approach is crucial for a good user experience and avoids the problems many carousels currently face on smaller screens.
4) Copious and Frustrating Communication
With a carousel, it is tempting to configure too many messages rotating too quickly and overwhelm the user.
As a result, users may become confused and not focus on the main message you want to convey. They may even abandon the website completely. More often than not, a single, well-defined hero image or static content block is much more efficient at attracting the visitor’s attention and conveying a critical, concise message.
Carousels can also diminish the user's sense of control due to the pace and sequence in which the information is exposed. Users want to view a site at their own speed, especially when they need to find information or navigate quickly.
User behavior research results indicate that forced pacing tends to frustrate users because they perceive that they are not in control of their experience. This is especially true for informational, educational, or portfolio sites, where users are less interested in promotions and more interested in navigation and discovery.
Consider using static content grids, card layouts, or scrollable but non-rotating lists that empower the users to take control of their journey.
5) Lack of Alignment with Content Goals
Carousels are usually better for showing several similar items or promotions, as in an e-commerce setting. On sites that aim to convey complex information or to build brand narratives, a carousel can break the flow of storytelling, making it feel disjointed.
Case studies in user experience show that those websites that structure their content for clarity, accessibility, and readability engage users and tend to have lower bounce rates.
Instead of a carousel, consider a single, well-designed hero section with a clear call to action (CTA) for a product introduction or a story-focused layout for brand messaging.
When You Should Use Web Carousels
In web design, carousels can be powerful, but only when used thoughtfully and in the proper context. They work well with e-commerce sites since they can extend the visibility of products while letting businesses show several promotions within a limited space. However, on informational and content-driven sites, carousels rarely work due to carousel blindness, increased time for loading, accessibility barriers, and reduced control for users.
Wrapping Up
Ultimately, choosing a carousel should align with the website's main objectives, user needs, and content strategy. Designers, developers, and marketers must balance these benefits against challenges and consider alternative solutions for which carousels are not the best fit. If planned carefully and viewed from a user-centered perspective, every design element will effectively engage, inform, and support your audience.
Oshyn offers the expertise you need to create a website that connects with your customers. It’s why global brands trust us to craft captivating digital experiences. Our deep expertise in leading DXP platforms like Sitecore, Adobe, and Optimizely allows us to leverage the right tools and technologies to deliver exceptional user experiences.
Contact us today to see how we can help you build a website that elevates your brand and delights your audience.
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