Cummins is a well-known company in the spare parts and components industry, with a value proposition based on the availability of genuine parts and the technical precision of its offerings. In a landscape where digital shopping demands speed, trust, and a seamless experience, the project’s goal was to strengthen Cummins’ online presence and transform its online store into a more efficient and scalable business channel.
In this context, Known Online worked with the client to enhance the shopping experience, improve the organic visibility of specific products, and reduce operational friction. The result was a platform designed to meet the demands of the business and the expectations of users who need to find the right part with confidence.
The challenge
Cummins’ main challenge was to transition an operation that had traditionally relied on offline channels to a digital experience available 24/7. This involved not only enabling online sales of parts and components, but also ensuring that the available information would allow users to confidently navigate a technical and specialized purchasing process.
In addition, the project had to address a key business challenge: making it easy for every customer to find exactly the part they needed, with no room for error. To achieve this, it was essential to have advanced compatibility filters—especially by engine number—in a digital environment that also needed to improve its search engine ranking SEO/GEO/AEO and project a modern, fast, and mobile-first brand image.
The Solution
Known Online took a comprehensive approach to the project, from user experience design to the implementation of a scalable e-commerce architecture. The solution included integration with real-time inventory systems, secure payment gateways, and the creation of a massive digital catalog with specialized technical search capabilities.
The project focused on building a solid foundation for the growth of the digital channel, combining usability, technical precision, and commercial performance. This made it possible to create an experience aligned with the end user’s needs and, at the same time, with the business’s efficiency and expansion goals.
- UX/UI Design: Creating conversion-focused prototypes with a purchasing flow optimized for high-volume orders.
- Information Architecture: organizing complex categories such as filters, oils, engine parts, and generators to make navigation easier.
- Digital Marketing Strategy: Implementation of advanced analytics tools to track user behavior and optimize the sales funnel.
- SEO/GEO/AEO Optimization: metadata configuration, progressive image loading, and URL structuring to maximize rankings on search engines and artificial intelligence platforms.
- Catalog Integration: Management of thousands of SKUs with accurate technical descriptions and verified compatibility.
This approach allowed the platform to function not only as a digital showcase but also as a business asset capable of supporting a complex, results-oriented operation. Clear information, a well-organized catalog, and an optimized shopping journey were key to reducing friction and improving the user experience.
The results
One of the main achievements was the increase in the conversion rate, which currently stands at 2.19%, representing a 219% improvement over the previous year. This progress is largely due to a significant reduction in friction during the checkout process, which made it possible to convert more visits into actual business opportunities.
In addition, the quality and availability of technical information online helped reduce the number of manual inquiries to customer service, leading to a more efficient operation. At the same time, the store solidified its position as the number one online destination for genuine replacement parts in Chile, backed by a 61% increase in sessions compared to the previous year.
- Conversion: a 220% increase compared to the previous year.
- Operational efficiency: fewer manual customer service inquiries.
- Brand positioning: digital leadership in genuine replacement parts in Chile.
- Traffic: 60% year-over-year growth in sessions.
- Scalability: a platform ready to integrate new lines of business and seasonal promotions autonomously.
Beyond the metrics, the project laid a solid foundation for orderly and rapid growth. The store was positioned to adapt to new business needs without compromising the user experience or the channel’s operational consistency.
Closure
This case demonstrates that, in technical and competitive industries, the value of e-commerce lies not only in selling online, but in transforming the complexity of the business into a clear, reliable, and scalable experience. When the digital architecture is well-designed, technology directly translates into business results and operational efficiency.
In that regard, Known Online positions itself as a strategic partner for companies like Cummins, capable of combining business acumen, technical expertise, and a focus on conversion to build platforms that not only support growth but also drive it in a sustainable way.
