


They also presented the chance to sell a growing number of ads in a fixed amount of space. Rotating content presentations didn't only provide the opportunity to squeeze more into less using the company's own content. Carousels are now associated with ads or junk content There have a been a handful of studies around this and some claim slightly higher engagement rates, but most hover around 1% and none that we've seen make it into double-digits.įor all the money and time invested in carousels and the prominent space they likely fill, one would hope they'd be more impactful - but the numbers say otherwise. It turns out, they're not engaging (at least not any longer) and users tend not to interact with them compared to other content displays.

Everyone wanted them in their redesigned websites because they seemed innovative and engaging. Carousels aren't effectiveĬarousels were cutting-edge at one time. They'd be a great idea if it weren't for two big problems: they don't work and they aren't accessible.

The ability to show more content in less space in a way that looked cool made carousels attractive and they can now be seen all over the web. The carousel offered an apparent solution to that problem by cramming several content pieces into the same space, rotating to be individually visible either automatically or by the user's control. Every web designer or marketer at some point has felt that there simply isn't enough space to show all the content they want to show.
