It’s no secret that website design is constantly evolving. What was once popular in web design may now be considered outdated, so if you want to keep up with the times, you’ll need to make changes to your website design from time to time. Whilst sliding banners on website homepages were generally considered a good idea in the past, they have gradually become outdated. But why are they no longer in favour?
How effective are sliding banners?
Studies show that on average, one per cent of users click on sliding banners. This could be because many websites use website banners to share adverts, so web users have learned to ignore content that they assume is irrelevant.
Studies have also shown that even though you may be using sliding banners on your homepage to display several pieces of information or offers, they will not all get an equal chance. Up to 84% of the users that click on sliding banners click on the first banner position (the one open when they enter the website).
User Experience (UX) expert Jakob Nielsen ran a test in 2013 for Siemens Appliances in the UK. User tests were performed on the website banners, with it changing every 5 seconds. A key conclusion was, ‘Single-item visibility is reduced by having to take turns being on display. The probability that users will spot the item they want is drastically reduced when only one thing is displayed at any given time; in the Siemens example, the discount deal is visible only 20% of the time.’
The effect of sliding banners on user experience
One of the most important aspects of website design is User Experience, also known as UX. If your visitors are unhappy with your website, they are likely to leave and never return. That’s why keeping your website design up to date and in line with what users want is important.
User reading speeds
One of the key reasons sliding banners are not good for UX is that they don’t consider different reading speeds. Reading speed is impossible to match for everyone. For example, users with slow reading speeds such as dyslexic or international users, often don’t have enough time to read the information before it changes. But users with fast reading speeds will find the pace too slow and move on before seeing other slides.
Website loading speeds
Slow loading times are one of users’ main complaints about websites and are a reason why people leave before seeing what you have to offer them. Sliding banners can contribute to this problem as they often require extra time to load.
Distracting website content
Another reason sliding banners on website homepages can harm the user experience is that when the banner moves, it takes control from the user and can distract from the main point of the page, as we are hardwired to notice movement.
Mobile website users
When formatted for mobile, website banners become even less discoverable. Because mobile pages are so small, by the time the banner has changed, the user is likely to have scrolled down and will not see any other content on the sliding banner.
Website accessibility
Another big problem with sliding banners is that they can be inaccessible for some users. If you use animations or moving content, you need to ensure that it can be paused, stopped or hidden. Users with motor skill issues and older users may be hindered by moving elements. It’s also possible that using a sliding banner will make it harder for customers with cognitive issues to understand what’s happening.
Want to see how your website performs in terms of user experience? Here at The Ideal Marketing Company, we offer a full UX review of your website including top recommendations for improvements. Get in touch to find out how to get started.
The effect of sliding banners on SEO
Sliding banners on your website homepage can even hinder your SEO efforts for a variety of reasons:
- They can slow down your website speed
- Sliding banners often automatically create multiple H1 tags for each image on the slider, which is not best practice for SEO
When can sliding banners work?
The only time moving banners can be effective is on direct B2C e-commerce websites. A good example is a clothes shop or a department store website that wants to promote a range of products as users scroll. All the banners are of the same importance and work more as a shop window, displaying different products as opposed to a navigation tool or promotion.
Website design that leaves a lasting impression
If you want to create a great website built to convert, it’s a good idea to remove sliding banners. Instead, focus on creating a clean and simple design that is easy to navigate. Use clear and concise text to guide your users around your website. And make sure your call to actions are prominently displayed so that users are clearly signposted through the buyer’s journey.
Here at the Ideal Marketing Company, we can help you make the right impression on customers with beautifully designed and built websites that convert. Find out about our website design service here more here or get in touch on 01858 374 170.
