Introduction

Navigation plays a crucial role in user experience and conversion optimization. Research shows that 94% of first impressions on a website are design-related, with navigation being a key component (Source: Stanford Web Credibility Project). Poor navigation can increase bounce rates by up to 50%, while well-structured navigation can improve conversion rates by 18-25% (Source: Nielsen Norman Group).
Our company works primarily with optometrists and ophthalmologists, serving over 1,000 clients ranging from small practices to large multi-location eye care centers. Most of their users are seeking eye care services, often driven by paid marketing campaigns. While our clients operate successful practices, their website traffic is lower compared to major retail sites, making each conversion opportunity even more critical.
We conducted extensive A/B testing, user testing, and heatmap analysis over a six-month period across multiple client websites to determine the most effective navigation structures. While HIPAA and user protections limit the granularity of the data we can share, this case study explores key findings, including the ideal number of conversion CTAs, effective design strategies, and the impact of sticky and mobile navigation solutions, supported by both industry research and our independent findings.