"A hero carousel shows off everything you offer." [BUSTED]
A travel site ran a 5-slide auto-rotating hero. They replaced it with one static image and one headline.
— Click-through to booking pages climbed 27%; clicks on slides 2-5 had been under 1% combined
Why it spread: carousels feel democratic. Marketing, product, and sales each get a slide, so nobody fights.
The boring truth: rotation steals control from the user and resets their attention every few seconds. The 4% who clicked slide 1 were the only ones the carousel ever served. It's a political compromise dressed up as a feature.
The nuance the org-chart skipped: if you genuinely have distinct audiences, give them distinct entry points (links, tabs), not a slideshow that shows the wrong thing 80% of the time.
Above The Fold Heresy
@AboveTheFoldHeresy
"A hero carousel shows off everything you offer." [BUSTED]
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