As Conversion Optimization Professionals, our job is to identify components of websites that are hurting the company’s conversion rates and revenue.
In some cases, where the site has already been tested or happens to be well-planned, we have to dig deep in our bag of tricks to develop the test plan.
Other times, the site gives us a gift with components that are common conversion killers. One of the most common of these gifts is the rotating home page offer banner.
We love offer banners! They give us lots of great opportunities to easily beat the Control page with our newly designed test Variations.
Should I use a rotating home page offer banner?
That’s a question I’m often asked when I present at conferences and webinars. Unfortunately for the questioner, they are addressing a common cause of Relevance, Clarity and Distraction problems. (Note: For more information on these and the other three Conversion Rate Factors, read up on the LIFT Framework that we use to analyze landing pages)
I decided to visit an arbitrary sampling of home pages today and found nearly all of them featuring some form of a gallery rotator.
Now, I’ll preface the remarks below by saying that there are some excellent uses for a rotating gallery. For example, to display images of home page rotating banners. See below for examples by the Gap, Adobe, Home Depot, Hilton and more. (How do you like the meta message I used there? This post is like an onion. Layered…)