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Portal Focus - May/June 2021


Making Conversions Easier

By Ellena Branke, Business Development, TriGlobal B.V.

Enhancing Connections and Communications

A year into the pandemic, it is safe to say the world has been through some tough challenges. Big parts of our daily life have switched to an online environment—kids being schooled from home, work meetings being held online, and social interactions often shared through a screen. Obviously, the moving industry isn’t exempt, and consumer behavior in our industry has also adjusted over the past year. Online surveys have become the norm, face-to-face interactions have reduced with technology playing an increasingly important role in our interactions. And, if many of our interactions will return (hopefully soon) to offline, real-life encounters again, some developments are here to stay. These fundamental changes toward a more digitally-focused future influenced us to develop something that will add more value now than it ever has before.

The central pillar of any company’s digital profile is its website. Our websites communicate not only our services to our potential clients, but also provide strong impressions of how we operate as a company. We should want to make them as easy to use as possible for potential clients and partners. We know the struggle of maintaining websites ourselves, counting around 30 different website domains that we currently use. These come with a lot of decisions to be made: what website style do you use? What tone of voice matches your company? Which design is proven to reach your visitors best?

Over the past years, we have spent a lot of time and effort analyzing the behavior of our website visitors and used data analysis tools to really quantify their behavior on our website. Which pages do they spend a lot of time on? Where do they interact, which call of action do they react to? We have gathered this knowledge about online consumer behavior during their moving process and translated them into three online conversion tools.

These tools are meant for moving companies to place on their own websites, under their own branding, to help their website visitors navigate the website more easily and, in the end, help generate more business for the mover. They include:

Volume Calculator, Lead Form, Cost Estimation Tool (see images in magazine)

The motivation behind the online conversion tools is part of our bigger mission to make the moving industry more efficient. Once a potential client has reached your website, he should easily find the information that he is looking for and have a smooth interaction with your site. On top of that, we want to make it as easy as possible for any mover to upgrade their website. Enhancing your website is probably not part of your core business, however it is an integral part of your communication and online representation. Therefore, we wanted to develop an easy, readily usable technology that you can implement on your site with little effort and within a couple of days.

All three tools enable your website visitor to reach out to you. As you can see from the sneak-peek images above, visitors can fill out the 3-step request form, add their moving details and send it off for a detailed pricing offer from you. Alternatively, for customers who are still at an earlier point of their moving journey, they may fill out the volume calculator and either mail this result to themselves, or continue to complete the entire request form. In both cases you will be informed via e-mail and able to follow up with this prospect. Thirdly, you can place a cost estimation tool (for now available for national moves), which allows your prospect to get a rough cost estimate and also ask for a detailed quote.

The goal is that once a visitor is on your website, you smartly guide them through your site and waken their interest at different points of the customer’s moving journey. Based on what we’ve learned and experienced from our own sites, we want to help you avoid having a visitor simply leave your website and increase the chance of them interacting with it, therefore turning into a potential customer.

To conclude, we are really glad to see that IAM is putting a focus on technology in the moving industry and the possibilities that digital solutions bring. Sharing our experiences may inspire us to take further action towards a more tech-oriented future and find out which solution works best for our business model. We are looking forward to the conversations and learnings that this issue will initiate.


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