Sliders, carousels, and rotating images are a staple of homepages and web design. But numerous studies suggest that image carousels are horrible for conversions.


A 2013 Notre Dame study showed only 1% of participants clicked a homepage slide, and of those, 84% clicked the first slide. (This means the chance of any subsequent slides being clicked is only %0.16!)

Usability expert Jakob Nielsen ran a test in the UK with image sliders. A short sales message was embedded in the first slide in Big Bold Letters. A short while later, participants were asked if anything was on sale, and they replied NO. The information in these slides is NOT retained, even minutes later.

Similar tests show that when call-to-action buttons are placed in slides, users cannot click them, because the slide changes too quickly.

If sliders and carousels are ineffective in web design, why do we continue to use them?

Web designers and site owners like them because they move, (e.g. they are cool). Large organizations with several departments all want their message on the front page, and sliders are a easy way to compromise. Unfortunately, this means the tough questions of deciding what the most important actions and information are never get answered.

Part of the problem is web designers simply roll with whatever the trends are. WordPress themes on sites like ThemeForest are often bundled with multiple sliders. The theme authors do this not because of usability or effectiveness, but because they know that moving objects on the demo page will make their themes SELL.

Part of the problem will image carousels is "banner blindness". Since banner advertising has been a part of the web for two decades, users ignore everything that is perceived to be an ad by their brain. This includes the big moving images at the top of the homepage.

Where can you use carousels effectively then? Not on the homepage, as each image needs to be downloaded by the browser, making the page speed slower. Sliders should not be links to destination information, as they are seldom clicked. Carousels are good on inner pages, as gallery images in a shop page, or in a portfolio. Users should always be able to start and stop the sliders manually, so they retain information. Carousels should always be mobile-friendly and touch enabled for all devices.

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