The case on how to add an online calculator to the website to increase user loyalty and attract new customers.
What is the purpose of the business calculator? It increases the engagement of potential customers, answers their basic questions and allows calculating the approximate cost of services.
In 2021, EuroBrokers contacted us with a request to create a customs clearance calculator. Using only their formulas from the Excel file, we developed programming and visual parts.
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EuroBrokers is engaged in customs clearance of goods, cars, small parcels (DHL, Post) at the airport, sea port and all over Latvia. Initially, the company had a request for a specialized online calculator that would allow website visitors to calculate the approximate cost of customs clearance.
Purpose of adding the calculator:
- To take an interest of clients and keep their attention
- To allow them to independently calculate the service cost
- To attract "warm" customers who already know the price
- To reduce the workload on staff due to inappropriate requests
The prospect is the development of generic calculators that can be applied to any business in the service industry. In fact, the calculator is a ready-made request form. It answers the following question, "How much does the service cost?" automatically, without a manager.
The customer's problem was that all the calculation data was stored in an Excel file, and it was impossible to insert it into the website properly. The customer did not want to use third-party online calculator constructors (for example, Calconic, JotForm, etc.), for several reasons:
- A monthly subscription pays off only with frequent functional changes, which was not planned.
- For the expected result to achieve, the plugins would still have to be refined to collect the entire calculator's math and calculation formulas.
- Online constructors do not synchronize exchange rates, which is especially important for the customer.
- The calculator was supposed to be White label (without a brand)
Therefore, during preliminary work, we found out that a custom solution for specific business tasks should be developed.
We offered to develop a calculator in a widget format adapted to the current website design.
The customer provided us with the mathematical calculation logic in Excel format:
This was enough for us to create a calculator based on the calculation formulas.
We also integrated the exchange rate synchronization with the European Central Bank into the calculator. All calculations are based on the current exchange rates.
Let's note that Calconic and Jotform online calculator constructors do not provide such integrations. This was a custom solution created specifically for this project.
We develop all other calculators for any business using the same algorithm. If the website is built on WordPress, the calculator is built as a WordPress plugin (using WordPress coding standards). It can be placed anywhere on the website with Shortcode.
Customs tax calculator
Live version in Russian: https://eurobrokers.lv/
Live version in Latvian: https://eurobrokers.lv/
Live version in English: https://eurobrokers.lv/
It calculates the approximate value of VAT and import duties. To find out the amount of taxes on goods in Latvia, the following fields should be filled in:
- Currency choice
- Cost of goods
- Insurance, delivery
- Origin of the goods (EU or outside the EU)
The online calculator development took less than a week. After the calculator was published on the website, the customer noted high user engagement, and organic (search) traffic increased.
The company started getting real requests within the first month. This suggests that the calculator helped improve the interaction between a potential company customer and the manager, as well as attract new customers.
Having received an approximate calculation of customs taxes, the customer started building a more constructive dialogue. Earlier he talked about how the company can solve his problem, and now he is discussing solution options straightaway.
The price given by the calculator allows identifying the target audience that is interested in services and loyal to their cost.
In this case, we indicated only one of the calculator options. In fact, calculators can be created with any subject fields that will help calculate project cost.
The calculator may have additional functions:
- Data export in PDF and Excel formats
- Sending data by email
- Actions (signals) in Google Analytics, aimed at collecting statistics
At the same time, to develop a custom calculator, only an Excel table containing parameters, variables, variable values, and calculation formulas is required.
Those who might be interested in this:
- Construction companies
- Insurance agencies
- Banks (for calculating loans and mortgages)
- Freight forwarders
- Furniture factories
- Cleaning companies
- Repair teams
- Beauty projects (for calculating calories, body fat percentage, body mass index, etc.)
We prepared several calculator options by our company to introduce their capabilities.