Summary: The user's target was at the top of the page in 98-point font. But she failed to find it because the panel auto-rotated instead of staying still.
The problem is not a large banner area at the top of the page with a call-to-action or other important piece of content. The problem is an auto-rotating motion that a userimmediatleyignores. Why do they ignore it?
Because it smells like an ad. It reads as unimportant. This is simply because people are used to ignoring flashing, moving things at the top of a website because it reminds them of an ad.
The rotating slide is not all to blame. Here's an uncomfortable fact:people don't read.It's one internet rule that has stayed constant. Read more of the details on the study above and you'll find that the copy was what Nielsen calls "content free" and failed to grab the user's attention.
Enter one of the newer design trends over the last couple of years. Long scrolling pages. What are some of the benefits of scrolling?
1. Scrolling back up to find information is much easier than hitting "back" or "next" on a long article, especially for mobile users. Navigation is simple, especially if you have a static or omnipresentnavbar that stays at the top of the page.
2. Technology has made longer scrolling more accessible and natural (touch screens, dynamic loading content)
3. Great for telling a story or presenting a timeline.
4. Scrolling is the new "click." Can you present the content is such an interesting way that the user wants to keep scrolling down the page?
3 Examples - Short, Long, Longest
There are not two choices here: a rotating banner or infinite scrolling. There are plenty of in-betweens.