The Pros and Cons of a Home Page Rotator.
There is a school of thought that an essential component of a successful home page design is a nice big rotator. Showcasing a handful of your most wonderful imagery, it’s considered a kind of democratic process, giving equal screen time to each picture. Often the rotator is the answer to that “which image to use” question, a question often fuelled by the needs and wants of various – and very different - business stakeholders.
But the rotator doesn’t come without its problems. Ideally it will be implemented only after careful consideration of its pros and cons. Rather handily, we’ve written them down so you can make the right choice, either way:
Reasons Why Home Page Rotators Are Great.
- They introduce animation so the site feels more vibrant and alive at first glance.
- You can include multiple calls to action (CTA’s), providing more opportunities for conversion.
- If you have a large image gallery, a rotator is very useful.
- It’s possible to show off several large images which is visually pleasing and an effective way to keep all of the business stakeholders happy and/or display different products and services. We recommend no more than 3 messages, and that the order of those messages is changed on a regular (fortnightly or weekly) basis.
Reasons Why Home Page Rotators are Not So Great.
- They’ll increase your page load time.
- Studies show that there’s a roughly 85% drop off in click through rates from the first slide to the second, and the trend remains the same for each subsequent slide. Not great for those CTA’s, in fact you could argue that they’re actually hidden.
- The average person’s attention span on a web page is about 10 seconds, which means you’re going to have to display each slide for a very short time before moving to the next. How fast can your customers read?
- In UX terms, a rotator can distract the user’s attention away from the main messaging on the page.
So, before you tell your digital partner that you “definitely want a rotator on the home page”, take a step back and ask yourself if it’s going to add, or detract, from the user experience. And ask your digital partner’s opinion on the subject. If they’re good, you’ll get an objective opinion (beware of agencies selling rotators purely to add to the bottom line).
And of course, if you’d like our opinion on your rotator situation, we’re only too happy to talk it over.