Best Practice…or Data?
Best Practices or Data?
Pamela Pavliscak | @paminthelab
Which should you use to make your designs
3 Big Questions
Should you use a carousel?
…tools like carousels are used to keep
everyone from beating the shit out of
A little lazy
About 5% click on a featured item in the
Live sites or interactive prototypes with a functional carousel.
Click-through varies by site type
If the image gets my attention, I might
try it. I’m always looking for new
-M, Millennial, Minimizer
I’m looking for something under
$2500/mo with 2 beds, 2 baths. I
focused only on the search.
-F, GenX, Wired
The more specific the need,
the fewer clicks on carousels.
18% wait for more than one featured item or use
arrows to cycle through.
56% click on whatever is immediately below the
carousel, if it fills the top of the page.
Carousels often focus attention below the
What about cycle rate?
Click through differs by cycle rate
Of those who clicked on a featured item in a carousel.
I didn’t get a chance to see that, but
I’m not so interested that I’ll go back.
-F, Boomer, Influencer
Oh, there was a way to see more? The
dots are pretty small, so I didn’t
-F, Millennial, Wired
If you must use a carousel, a slow cycle rate is
likely to get more clicks.
Carousel or Feed?
It’s not really
but both can highlight new stuff
68% scroll down a feed, a bit more than those
who click just below a carousel at the top.
Both draw attention away from navigation at
the top of the page.
What about happiness?
Likely to Return Time Exploring
Likely to Return
Time is observed, happiness and likelihood to return are reported. Carousels are one factor in the overall experience people have with the site.
So, should you use a carousel?
Scroll or No?
no big deal
People tell us they hate scrolling, but
their actions say something else.
11% cite too much scrolling as a problem after
using a site.
Usability decreases, as scrolling increases
Success rate is not significantly lowered by
Success rate is one measure in Change Sciences’ usability score.
I was able to find what I wanted to, but
it felt like I was looking all over the
-F, GenX, Wired
But perceived ease of use is rated up to 10%
lower as scrolling increases.
Scrolling is only one factor that may affect perceived ease of use, but the two measures correlate.
And infinite scroll?
My point is not that infinite scroll is
stupid…But we should have done a
better job of understanding the people
using our website.
Average scroll depth is 1,274 pixels.
Now I can’t remember where I left off
in this list.
-M, Millennial, Wired
46% use the footer navigation at least once.
I find myself scrolling down to this
chunk at the bottom, whenever I’m lost
or just impatient.
-F, Boomer, Wired
Control may outweigh the benefits of infinite