Case Study

Eriksen Translations + Trinity
Lead Form Interaction Increase

// 01 About

Eriksen Translations
Industry: Multilingual Services

Location: Brooklyn, NY

// 02 Project

Increase Lead Form Interaction

The ultimate goal for Eriksen Translations was to increase lead form submissions, but they knew there were smaller problems that needed solving such as increasing the homepage scroll depth and visibility to their lead generation form.  Trinity used baseline data and best practice guides to implement changes and increase lead form interaction.

// 03 Approach

Trinity Recommends Changes to Site

Based on their baseline data, combined with best practice recommendations, the Trinity team recommended the following updates:

(1) Remove an outdated COVID banner button
Heat and Click map data showed little to no activity to this button, and the client’s team no longer wanted to emphasize this content. Therefore by removing this button, and giving back real estate to the home page, more information was visible above the fold and would lead to increased scroll depth.

(2) Add and emphasize a global CTA button
The only way the user could see the lead gen form was to scroll to the bottom of the page. And with the low scroll depth percentage, Trinity knew it was not helping with the lead gen submission rate. Therefore, by adding a CTA button “Get in Touch” that anchored down to the lead gen form, we hoped to see increased form interaction.

(3) Add a sticky navigation feature
Trinity recommended giving users the easiest way to find what they were looking for – and fast! By adding a sticky navigation, Trinity hypothesized that Eriksen Translations would see increased interaction with the navigation.

Before COVID banner removal (HotJar)
After COVID banner removal (HotJar)
Before COVID banner removal and introduction of "Get In Touch" button
After "Get In Touch" sticky button added to navigation and COVID banner removed
Sticky Navigation Heat Map Results
Global "Get In Touch" Lead Gen Form

// 04 Results

Increases in Interactions

22 %
progression rate increase
69.7 %
scroll depth improvement
92 %
"capabilities" interaction increase
220 %
"succes stories" interaction increase
61 %
"contact" interaction increase
226.9 %
form interaction increase

This collaboration of ideas and combined efforts between the client and Trinity team was successful. By making simple changes, Trinity was able to see big improvements in areas that had been pain points for the client’s team in the past.

// 05 Platform Support

VWO

The VWO Experience Optimization Platform improves key business metrics by empowering you to easily discover insights, test ideas, and improve engagement – across the entire customer journey.
"Trinity came to us with an idea to lift conversions on our Product Listing Page. We thought we'd see an improvement with this font and color change; the actual lift far exceeded our expectations. We saw a 50% increase in Conversion Rate for shoppers who interacted with these pages!"
Bill O'Shea
Senior eCommerce Manager

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