Komatsu, a global leader in heavy equipment and solutions for high-demand industries , sought to strengthen its digital presence in Chile with a clear goal: to transform its online ecosystem into a more efficient and reliable sales channel that aligns with the brand experience that defines the company. The challenge for our Design and Marketing was to translate the technical complexity of its business into an intuitive interface that would generate immediate trust. The primary goal was to capture qualified demand—users with genuine purchase intent in a specialized market—and boost the organic digital visibility of an extensive technical catalog, transforming the platform into an efficient sales channel aligned with the company’s global standards.
The challenge
One of the main challenges was to humanize the technology. In an industry where technical information, part numbers, and product data sheets are essential, the site had to offer a simple and clear experience without sacrificing depth or accuracy. The goal was to make navigation easy so that users could quickly find what they needed, even in critical situations such as when a machine had stopped.
In addition, it was necessary to align the visual identity with Komatsu’s global standards, while adapting it to the behavior and expectations of Chilean users. Added to this was a key business challenge: capturing truly qualified leads—that is, users with a genuine intent to purchase—in a highly specialized market with a very specific technical product lineup.
In summary:
- To humanize a complex and technical shopping experience.
- Align the visual identity with global standards and local context.
- Generate high-quality traffic with a genuine intent to convert.
The Solution: Integrating Design and Growth Marketing
Known Online developed an end-to-end e-commerce strategy, tackling the project from defining the customer journey to optimizing the digital advertising campaign. The work focused on improving the site’s visual and strategic aspects so that every graphic element, every navigation flow, and every campaign would be aligned with a specific business objective: to efficiently sell genuine replacement parts.
The solution combined design, content, performance, and continuous optimization. We worked to create a cohesive digital system designed to make it easier to find products, build user trust, and maximize the effectiveness of each visit—especially in an environment where speed and accuracy are critical to conversion.
- User-centered User Interface (UI) Design: Creating a clean design system that strategically uses Komatsu’s iconic yellow to draw attention to the CTAs. The design became a tool for reducing the buyer’s cognitive effort.
- Mobile optimization: Improved display of technical exploded views and specification tables on mobile devices.
- Digital Marketing Strategy (Performance): Management of Google Search campaigns based on specific part numbers and SKUs to capture existing demand.
- Smart retargeting: triggering actions for users who abandoned technical shopping carts.
- Conversion Rate Optimization (CRO): A/B testing in the search and checkout flow to reduce friction.
- Content SEO: writing and organizing categories to rank for industry keywords.
The Results: Impact on Digital Visibility, User Experience, and Profitability
The synergy between an optimized user experience and a data-driven media strategy had a direct impact on Komatsu’s digital channel’s search rankings and revenue:
- Exponential growth in organic traffic: Thanks to SEO-optimized design and content, the site dominated technical search results. Over the past year, the platform increased its visibility by 315% in impressions, improved its average ranking by 24.8%, and achieved revenue growth of 144% compared to the previous year.
- Brand Consistency: We created a platform that embodies Komatsu’s strength. By eliminating the “external site” feel, we dramatically strengthened corporate clients’ trust in every digital interaction.
- Marketing Spend Efficiency: By directing segmented traffic to redesigned product detail pages (PDPs) optimized for conversion, the performance strategy achieved a direct improvement in ROAS.
- High-Level UX: The redesign of the navigation flows now allows industry customers to find critical parts in fewer than three clicks. This agility metric is vital in situations where downtime of machinery results in high operating costs.
In industries where technical precision, response speed, and trust are key factors, what makes the difference isn’t just having a website, but having a digital strategy capable of connecting the brand, demand, and conversion. This case study demonstrates that when interface design and marketing strategy work together, the digital channel not only gains visibility but also becomes a powerful revenue driver.
Does your digital ecosystem successfully capture and retain demand in your industry?
Generating visibility is just the first step; converting that traffic into recurring revenue requires a frictionless digital architecture. At Known Online, we integrate advanced UX/UI design and growth marketing strategies to position your brand and optimize the profitability of your sales channel. Let’s talk!
