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ACM SIGCHI WWW Human Factors (Open Discussion)


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Adam Guasch-Melendez <[log in to unmask]>
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Adam Guasch-Melendez <[log in to unmask]>
Thu, 18 Feb 2010 15:21:39 -0500
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Has anyone done any research - or come across any - on auto-rotating content
banners? I don't mean ad banners, I mean sites such as the White House ( and the many US government sites that replicate
the feature ( or Generally, it's
a large banner with a strong graphic image and a short header or descriptive
text that links to a secondary page; the banner rotates through four or more
options, and also allows users to click through the options.

Although the sites that use this feature clearly intend to attract attention
to each of the rotating elements, I think it's also possible that if the
initial topic doesn't grab the user's attention, a casual user scanning the
page may simply read - and scroll - past the banner on to the rest of the
page rather than waiting for the rotation or clicking through, so that items
intended to be "featured" are never seen at all. I'm not comfortable with
relying on users' willingness to break their browsing habits (scanning, in
this case). But that's just speculation, and I'd love to see research. Can
anyone point me in the right direction?

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