by anthony on 04/29/14 at 10:19 am
A website study found that out of 3 million home page visits only about 1% clicked a carousel slide. How could a large, graphical element on the home page get such few clicks? The reason most carousels do poorly might surprise you. Most carousels have multiple slides that rotate when users click the navigation arrow. The first slide always gets the most clicks. But the click-through rate for every slide after that will suffer a steep drop. The problem with the low click-through rate is not the carousel pattern itself, but the carousel navigation. The navigation arrows on a carousel don’t give users an incentive to click. It fails because an arrow affordance doesn’t describe the information users get …
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Also published on Medium.