about Client
Abakus Logistics: The website of logistics operator
500,000 loads and 15,000 satisfied customers. The new website for Abakus was designed not only to showcase their success but also to celebrate their ten-year anniversary.
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Project hours:
450
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Industry:
transport & logistics
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Main technology:
WordPress
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Services:
web design | web development
Introduction
Abakus is a logistics company specializing in the transportation of goods both domestically and internationally. They are experts particularly in organizing transport routes across Europe. They primarily focus on small parcel transport, express shipping, full truckload transport, and provide support in freight forwarding and logistics. Our joint journey towards a better online presence began with communication with the marketing department and an analysis of the old website.
The starting point for the project
The previous website had a detailed but somewhat repetitive description of services. Together, we decided to streamline the offerings to focus on the most important aspects. We also suggested an organization of content that ensures original content and answers the most common user questions. As with every project where we are responsible for web design, we organized marketing workshops in which we presented several different graphic styles. The client's team chose a simple yet fresh design that draws from the style of their logo and is based on video creation that strongly emphasizes the themes of roads, nature, and space.
The goals and perspective at the start of the project
- RWD (mobile device adaptation)
- Preparation of the website to support multiple language versions (PL, EN, DE, FR, UA)
- Contact forms for the Contact page and the transport quotation page. The key quotation form has been broken down into several steps
- Career - creation of a job listing page, job advertisement subpages, and contact forms with the ability to upload a CV file. No integration with external recruitment systems
- Cookie management plugin
- Implementation of 301 redirects
The Approach
The new website was developed based on the WordPress CMS. We recreated the prepared design using ACF fields, providing a predefined number of main subpage templates and full editability of the modules within them. From the previous website, we primarily needed to
transfer the site architecture (link structure), blog content, and an extensive database of references from clients and partners. The new website received a professional presentation of the Careers subpage with the ability to post job listings.
details
Contact Form: "Request a Transport Quote"
The main conversion goal for the new website was to encourage users (potential clients) to provide as much information as possible about the planned transport of goods through the contact form. Therefore, we designed the website to frequently encourage conversions. The best way to encourage this is by displaying the first step of the form directly on the homepage and on offer subpages such as "Full Truckload Transport." For the same reason, the "Request a Transport Quote" button is located in the top menu, and a floating element that follows the user is placed at the bottom of the page. Clicking this element opens the "Request a Transport Quote" form.
The entire form collects quite detailed information about the desired vehicle and type of goods. However, it is worth noting that it has been specially divided into three steps (stages) to make the process more UX-friendly compared to filling out the entire form in one window. Some fields are accompanied by tooltips, which are short pieces of helpful information available when hovering over them. All this is done to reduce the number of form "abandonments" without clicking "submit." To ensure that the client receives information about the lead, the most important contact details are gathered in the first step
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Job Application Form
The second important goal of the new Abakus website is employee recruitment. It was crucial to create a form where users are asked to provide their email address, phone number, full name, and attach a CV. All these fields are mandatory, as well as the GDPR consent fields. An analysis of the HR department's needs showed that it was necessary to create two different job advertisement templates: one universal and one dedicated to the Driver position. In the latter case, recruitment is ongoing, and the offer is very detailed with modules covering working conditions, benefits, and a description of the collaboration. When creating a website, it is always worthwhile to involve various departments/divisions of the client's organization to ensure that the website meets the needs of all stakeholders.
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Blog
None of us likes processing long and poorly structured information. Therefore, a nice addition to the blog could be a small feature related to automatically estimating the time needed to read the content. The number of minutes is automatically calculated based on the length of the text entered into the CMS. The number of likes for an article on the subpage is automatically collected based on counting users' clicks on the heart icon.
Summation
Abakus Logistics has completed 318,000 orders, traveled 3.9 million kilometers monthly, delivered 500,000 shipments, and has 15,000 satisfied customers. We are also pleased with the Google Page Speed Insights results for desktop and hope to establish a service partnership to maintain such good results in the future.
