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(1) Remove an outdated COVID banner button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.