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Allport Netherlands: A new website for an optimal visitor experience

Allport Netherlands B.V. is a full-service multimodal freight forwarder and one of the fastest growing companies in the Netherlands. Allport has built a very strong global network and offers a wide range of international logistics solutions.

Strategically located in Rotterdam, which is Europe’s largest port, and only a stone’s throw from Rotterdam-The Hague airport. Logistieke Multinational is a joint venture of Allport Cargo Services Ltd, the United Kingdom’s leading freight forwarding and logistics group. In 2010, Allport merged with CS Logistics Holdings Ltd, expanding its network to 5500 employees in more than 30 countries around the world and consolidated an annual revenue of more than a billion US dollars.


The challenge

The system used to run Allport’s website was outdated and made it almost impossible to keep track of text and photos. Allport was looking for a company that could solve these problems by delivering a completely new website.


The process

We listened carefully to our customer’s needs, and performed thorough web traffic and competition analysis in order to create the best possible online experience for our client.

We started with a web traffic analysis. This revealed that the majority of traffic came from mobile phones and tablets. This is the reason why we chose to adopt the mobile-first approach in our product design, where the same content would be displayed on every device.


Mobile-first approach - Allport Netherlands Website 

Two important aspects when developing a new website are the look and the content. We know that both had to be of high quality. Following the mobile-first approach, all content was optimized for all mobile devices and the Allport target group. By delivering optimized content, we ensured that there is more user interaction on the website and that its visitors feel more addressed. For Allport, this ultimately resulted in an increased number of visitors to their new website. And it goes without saying that the more people visit your site, the more likely it is that some of these visitors will become your customers. This is a direct ‘Return on Investment’!

The refreshed look delivers clear information structure due to our minimalist approach to design. It provides enough white space for the content to 'breathe', effective imagery and big readable typography.

The refreshed minimalist look

Another problematic area with the old Allport website were increasingly long loading times due to it having to process too much data. Many users quickly give up on a website when it becomes slow and unresponsive. In order to avoid this, we looked at how we could load the image resources more efficiently. That’s why we implemented lazy loading, which makes the new website load 10 times faster.


The result

Improving the content and the functional aspects of the Allport website significantly improved the user experience. In addition the refreshed website design immediately resulted in more visitors. Visitors also started spending more time on the website and the number of visits from organic searches increased. The new website supports Allport’s image worldwide. In short, the new website resulted in a very satisfied customer.


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