Industry portal set for further growth

According to general manager Ann Hofmans, not only is the portal attracting more members, but users are becoming increasingly active, with a 15% growth in web traffic in 2007. “The site currently enjoys more than 5,000 visits each day, and we’re seeing visitors stay longer and access more and more pages,” she said.

Hofmans attributes the growth in membership to enhanced information offerings on the website. One example she cites is the Business Directory, which has been upgraded. “Its searches are now easier and more accurate than before. Its content has grown to become very comprehensive in all types of materials handling businesses,” she explained. The site’s Marketplace, a virtual salesroom for used equipment, has also been upgraded, boosting the popularity of the listings.

According to Hofmans, end-user members, including fleet managers and forklift owners, now make up the biggest demographic group in the Forkliftaction.com membership base, accounting for 41% of members. Forklift dealers make up 36%, while 20% are manufacturers of forklifts and forklift components.