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Why sliders are bad for user experience, SEO and CRO

10th April 2018 By Rebecca Hughes
Why sliders are bad for user experience, SEO and CRO
Why sliders are bad for user experience, SEO and CRO

Why sliders are bad for user experience, SEO and CRO

10th April 2018 By Rebecca Hughes
We often get asked the question: “How can we improve our organic rankings?”. Whilst there are a number of technical changes you can make to improve your positioning within search engine results pages, not many people realise that features and functionalities included on their website could be having a detrimental effect.

In this article, we discuss why sliders are bad for User Experience (UX), Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO), following a conversation in the office between some of our senior team.

Whilst SEO and CRO experts have unanimously agreed that sliders have little use 99% of the time, they remain a prominent feature in many a website. The topic of numerous scientific studies, sliders have been proven to:

  • Confuse people: ultimately, you’re exposing users to a plethora of different visuals without displaying your key messaging or product.
  • Slow down your site: not only is this bad from a UX point of view, but also negatively impacts you from an SEO perspective. The slower your site, the worse it’s viewed by Google and ultimately the lower your rankings.
  • Push down your content: Incorporating more images on the page will ultimately push down your content and therefore the USPs of your business. Why would someone want to work with you over your competitors? They aren’t going to find the answer within an image…
  • Trigger banner blindness: put simply, people ignore your slider due to the very nature of it. Content is an integral feature in catching the attention of a user.

SEO and CRO

Put simply, sliders push down your content. This in turn, means content won’t be visible above the fold of your website ultimately damaging your rankings and conversion rate. As we know, content is a basic requirement for ranking for keywords. If you have little or no content on your page, you cannot expect to rank well for any of your key search terms. Further, forcing users to scroll is a major usability issue and therefore damaging to CRO. A user should only be required to scroll down after the page has grabbed their interest and enticed them to continue reading.

Purpose

The use of sliders can inadvertently suggest to a user that you are unsure of what it is exactly that you are trying to promote. If you don’t know what to choose, how will your client/customer? Ultimately, you should know what your business is about and what product or service deserves the spotlight. By focussing on the right static image or message, you are delivering purpose to your users.

Alternatives

There are a number of alternative features you can use within your website to improve interaction and engagement whilst simultaneously upholding user experience, SEO and CRO, including:

  • Implement ‘behavioural content triggering’ to deliver personalised content based on previous site activity.
  • Use compelling images in conjunction with high-quality content to help communicate the message more effectively.
  • Use feature areas to help users navigate to where they want to go.
  • Evaluate your website with a strategic planning exercise to prioritise your goals and conversion rate opportunities.
  • Complete A/B testing on your most important website pages, templates and marketing landing pages to decipher what works for your goals.
  • Bring in third party SEO & CRO experts to help you.

If you’d like help with website design, development or digital marketing why not get in touch with our team of qualified experts on 0800 084 3086 or email your enquiry to hello@kolodo.com.

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