Rotating banners, also called carousels or slides, are one of the ways websites provide marketing platforms for clients. It seems great in theory: a clean, aesthetically pleasing approach for customers to see multiple pictures without all the clutter. However, all that glitters is not gold. 

Consider this: the average time users spend on a website is 30 seconds. Let’s say you have 5 rotating banners, each having 5 seconds of view time before the next banner appears. The customer has now spent that half minute looking at pictures–– not taking any action. At this point, your carousel is a luxury. 

As marketers, we have to understand the economy we’re in and the customers we’re gearing towards. If you’re expecting a user to make decisive action after that 30 seconds is up… well let’s hope your user has a longer attention span than most. 

Now carousels do have their own benefits, but in general, they’re a waste of money and time. The time spent looking at the slides could be focused on leading users to other content and ideally, encouraging consumers towards a call to action. For example, you could send them to conversions such as email inquiries, getting directions to your store, or opting for a software demo. 

If you want your consumer to be decisive, you have to be as well. Carousels, with its multiple picture options, say we’re not too certain what makes us unique whereas the consumer should have a clear understanding of why yours is the company to fulfill their wants or needs.