This equipment manufacturer in Canada needed more than a new website. It needed a better customer journey.

The previous site experience had technical limitations, but the bigger issue was strategic. The site was not organized closely enough around how real users browse, shop, and find what they need. Too often, websites are rebuilt around internal assumptions. This one needed to be rebuilt around actual behavior.

That created a clear opportunity: use real customer journey data to reshape the experience, deliver lightning-fast performance on mobile, and better connect users to products, promotions, and used equipment across Canada.

TracTru rebuilt the website based on data, not feelings.

The team analyzed homepage clicks, user behavior, and navigation patterns to understand what customers were actually trying to find. That research directly informed the rebuild.

Navigation shifted from a more vertical-based structure to a more product-focused experience, helping users move faster into equipment categories instead of forcing them through internal business groupings. Product landing pages were also organized by solution category, giving newer buyers a clearer starting point based on how they intended to use the equipment.

The mobile experience was a major focus. A new card system and carousel design made content easier to scan and navigate, creating a better experience for users browsing on phones across Canada’s varied cellular networks.

On the backend, TracTru implemented a headless architecture, giving the manufacturer a true content management system while preserving speed and flexibility. The infrastructure was rebuilt to scale with demand, self-heal when needed, and support a fully automated CI/CD deployment process across development, staging, and production.

TracTru also improved how product data flows into the site. Instead of pulling Product Master API data at page render time, the team built a nightly sync that stores data in the backend CMS, with manual triggers available when earlier refreshes are needed. That reduced risk, improved performance, and helped support broader integration of product content, promotions, and used equipment across Canada.

A built-in translation button was also added for French-Canadian users, improving accessibility and reducing reliance on browser-based translation.

The new site launched with major gains in performance, usability, and organic growth.

Before the rebuild, the website failed a load test simulating 75 users, with 7-8+ second response times and a 2-5% error rate. After launch, the new site passed 200+ user load tests with less than 1 second response times and a .001% error rate.

The new experience also reduced friction in the customer journey, requiring fewer clicks for users to reach their destination.

Since launch, the manufacturer has seen a 9.2% lift in organic traffic.

Mobile performance is especially important. 59.2% of website traffic now comes from mobile, up 10.8% year over year, reinforcing the value of a lightning-fast site built for how customers actually browse today.

The result is a website rebuilt around real user behavior, engineered for speed, and designed to make it easier for customers across Canada to find products, promotions, and used equipment faster.