Almost every second company in Russia puts a slider on the site. Over the past few years, the image carousel at the top of the page has become almost a must. But what are the developers guided by, catering to dubious fashion?
The main argument “for” is attracting attention. With that, many marketers make several strong arguments against it. Up to the fact that the slider is called a “conversion killer”. Why?
Low click-through rate
The site of the University of Paris Notre Dam was visited by 3,755,000 people over the past year. Of these, 1.15% clicked on the slider. It turns out that the developers are wasting the most important area of the page. Interestingly, 89% of the clicks were on the first image. The other 4 shared 10%.
Banner blindness effect
The slider’s shape resembles banner ads. Users ignore them. This is evidenced by heatmaps.
In the following example, the top of the screen is overlooked:
Lack of adaptation to mobile devices
The attractiveness of the slider on the site lies in the large, high-quality image. The effect disappears on the iPhone screen. Why is it so important? The statistics of visits from mobile devices and desktop computers are almost equal.
In addition, the carousel slows down the loading a lot. It turns out that half of your audience will not appreciate the beauty of changing pictures.
Image switching speed issue
Finding the optimal frequency for changing slides is incredibly difficult. On many resources, it is 1.5-2 seconds. In this case, it is impossible to sensibly perceive the information, which is annoying. If the switch is, on the contrary, with a long interval, visitors will simply not notice the slider and scroll down the page.
Any delay is fraught with high bounce rates. Remember the 5 second rule? Users are not going to waste time waiting for dynamic images to load. Even the ability to flip through slides on your own does not help.
At best, the first one grabs attention. Starting with the second, attention falls dramatically.
Harm to SEO optimization
An SEO-friendly page has a single h1 tag (title). And in the slider, each image is written under h1. Duplication leads to a decrease in relevance. In addition, the text in the pictures is not readable by search engines. All this negatively affects the position of the site in Yandex and Google.
The slider on the site, as a rule, contains clickable calls to go to a more detailed study of the offer. This is the problem with usability (ease of perception of information).
Let’s say the user has clicked on one image. Then he must go back, wait for the next slide and do the same operation.
Several offers (trade offers), enclosed in one block, kill the conversion. It is much more efficient not to put everything together, but to divide them according to the principle “1 page – 1 offer – 1 target action”.
Instead of a conclusion
The factors listed are related to the header (top of the page). The first screen is too important, and if you lose any part of the audience due to problems with the slider, you will lose profit.
High sales to you!