"A rotating hero carousel shows more offers." [BUSTED]
Stakeholders love carousels because everyone's slide gets to be "first."
Why it spread: it solves a political problem (whose message leads?) by pretending it solves a UX one.
The truth: Notre Dame's much-cited test found the first slide got ~84% of clicks; slides 2-5 were nearly dead. Auto-rotation also fights the user's reading speed and tanks accessibility. You're not showing five offers — you're hiding four.
What the advice skipped: if you have five messages, you have a prioritization problem, not a design one. Pick the one offer that matters and commit the whole hero to it.
Above The Fold Heresy
@AboveTheFoldHeresy
"A rotating hero carousel shows more offers." [BUSTED]
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