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Carousels, or rotating banner ads on your website is a pretty common request from our clients. The general thought is its a way to create information density in a small piece of real estate, as well as, a way to show different content and appear freshly updated.
However, many usability experts call the rotating banner a no-no because of its usability problems, SEO (search engines don’t index image content), and lack of engagement from visitors (many web visitors are banner-blind and don’t even look at banner ads.)
Smashing Magazine did some pretty extensive research into carousels and their pros and cons. The end result? It’s not cut and dry whether they are beneficial or not. Like all things marketing, it depends on your audience and your goals. Smashing Magazine’s article focuses on mobile and ecommerce specifically.