“Imagine trying to read a book, and someone is waving something in front of you every few seconds. Both your reading speed and comprehension would drop. It turns out that the same is true for home pages.
The motion of a rotating BAH [Big Ass Hero image] – also called a slider – causes the reader to stop scanning the page and look back up. Almost every test I’ve seen on this is clear: rotating banners reduce conversion rates.”
Source: Brian Massey, author: The Customer Creation Equation