MarTech, zCase Study
Optimizing User Engagement & Performance for a Fortune 100 Heavy Equipment Dealer
trantorindia | Updated: February 20, 2025
The client is the world’s largest heavy equipment dealer, a Fortune 100 company specializing in selling, renting, and providing parts and services for equipment and engines. They serve customers across various industries, including mining, construction, petroleum, forestry, and power systems applications.
About Client
The client is the world’s largest heavy equipment dealer, a Fortune 100 company specializing in selling, renting, and providing parts and services for equipment and engines. They serve customers across various industries, including mining, construction, petroleum, forestry, and power systems applications.
Business Problem
The client aimed to generate a higher volume of qualified sales leads and offer customers a more streamlined process to find and locate the equipment they needed. Additionally, they sought to optimize their website’s performance and user engagement while enhancing data tracking and analytics to drive decision-making.
Trantor Solution
Trantor provided a comprehensive solution by:
- Conducting an in-depth analysis of the client’s existing analytics implementation and identifying key gaps in tracking crucial customer touchpoints such as CTAs and form submissions.
- Implementing modular enhancements to the top five customer landing pages to optimize user experience and conversion rates.
- Utilizing key performance metrics such as Form Starts, Form Submissions, heatmaps, and click-through rates to drive improvements.
- A/B testing and iterating new components based on user insights to accelerate development timelines.
- Developing insightful dashboards for marketing channel performance across geographies, providing better visibility into user interactions and campaign effectiveness.
- Enhancing website performance to ensure a seamless user experience across different regions.
Technologies Used
- Adobe Target – For personalized user experiences and A/B testing.
- Adobe Analytics – For in-depth data tracking and user behavior insights.
- Adobe Launch – To manage and implement tags efficiently.
- Figma – For UI/UX design enhancements and prototyping.
Results
- Reduced time to market for launching new landing pages.
- Improved user engagement across multiple geographies.
- Higher form submissions for product inquiries, leading to an increase in qualified sales leads.
- Enhanced website performance, ensuring a faster and more efficient user experience.
- Comprehensive marketing dashboards, providing actionable insights into channel performance across different regions.
By leveraging Trantor’s expertise in analytics, UX enhancements, and website optimization, the client successfully enhanced customer engagement, improved conversion rates, and streamlined the lead generation process.
Tools & Technology
Tags: Adobe Analytics, Adobe Launch, Adobe Target, Email Marketing
