Increase in leads year over year.
Increase in site conversions.
Estimated in savings.
The Client
Servicing more than 150 locations across the United States, Canada, and the United Kingdom, Mobile Mini is one of the world’s leading portable storage space providers. Founded in 1983, Mobile Mini supplies more than 75,000 customers with access to high-quality storage, tank, and pump products, and premium services.
The Situation
Mobile Mini has been a publicly traded company since 1994, and the organization prides itself on providing premium customer service at the local level. In addition to offering support through local branch service and call centers, Mobile Mini also recognized the importance of streamlining its customer experience by expanding its services online. So they asked digital agency, Igility Solutions, to help replatform its flagship site to build a premium online service hub.
The Challenge
Mobile Mini provides efficient and personalized solutions that enable customers to build and expand their business while overcoming complex challenges; the company wanted to guarantee that its digital properties delivered the same experience. However, an outdated content management system (CMS) prevented Mobile Mini’s digital marketing team from effectively supporting its customers. Not only did the shortcomings of the old solution make content authoring a laborious process, which required extensive technical expertise to make simple changes, but it delivered a stale user experience. Mobile Mini’s visitors were forced to interact with a site that was difficult to navigate, and finding relevant product content was an arduous task.
In 2014, Mobile Mini also acquired Evergreen Tank Solutions and Water Movers Inc. After unifying these three businesses under one brand, the company’s website also needed to reflect this shift. To integrate three arms of the company under one digital platform, Mobile Mini required a CMS that empowered its digital marketing team to take control of its online content and brand.
The Solution
With over 10 years of experience in the business, Igility Solutions has designed and built websites and applications for clients using a variety of platforms and content management systems. After learning more about the business needs motivating Mobile Mini’s transformation, Igility recommended Acquia as the vendor of choice to help Mobile Mini replatform its flagship website with Drupal 8 and Acquia Cloud.
When content editors can take advantage of easy-to-use interfaces for content entry and publishing, they are able to craft more engaging experiences and resources for their users. Therefore, the first step in improving Mobile Mini’s customer experience was to relieve the toll of web development on internal teams. Igility led the development and site architecture of Mobile Mini’s new Drupal 8 site, built on Acquia Cloud, to provide the digital marketing team with content authoring capabilities that reduced manual entry and increased efficiency.
With an improved authoring experience, internal teams can more efficiently control the content on www.mobilemini.com and can create an engaging customer experience. This includes unifying each branch of the business under one platform, and providing digital support for new tools and solutions. On the new website, Mobile Mini has launched MM Connect™, an inventory management tool, and MM EnviroTrack™, a waste and compliance tracking tool. Because Mobile Mini’s flagship site, customer portal, and digital solutions are all built with Drupal 8, customers are provided a cohesive user interface that ensures an intuitive experience across each tool and online property.
With more than 150 local branches across the country, providing personalized and location-specific service for all of customers is also a top priority for Mobile Mini. Not only does improved content authoring allow Mobile Mini’s internal team to build local pages more easily, but geo-targeting has also been implemented to streamline product searches. This means that when a user visits Mobile Mini’s site, they are provided location-specific product information so that customers can get faster access to the best available products.
The Results
In partnership with Igility Solutions, Acquia helped Mobile Mini build a digital platform that makes internal operations efficient, thus liberating employees to help customers overcome their most pressing challenges. The result is a unified digital platform that not only provides visitors with intuitive experiences, but also drives user engagement and conversions.
- Mobile Mini’s internal team has authored more than 500 new pages in Drupal.
- Due to reduced maintenance costs, Mobile Mini has estimated $30,000 in savings.
- In the year since the website launch, Mobile Mini’s stock has risen from $30 to $45 per share.
- Leads year over year: 23 percent increase.
- Site conversions: 30 percent increase.