How a Nairobi heavy machinery provider grew inquiries by 149% with CRO optimization

The Challenge

A Nairobi-based heavy machinery company that rents and sells excavators, loaders, and cranes was struggling to get a return on its advertising spend. The business was paying for online ads but not seeing results.

The main issue was their website. The key service page, meant to drive rental and sales inquiries, was slow and difficult to use. The content was unclear, and visitors who clicked the ads left almost immediately. Every lost click meant wasted money and growing frustration for the management team.

In the heavy machinery industry, one inquiry can lead to contracts worth millions. The company needed a way to turn website traffic into real revenue opportunities.

The Solution

Tamati Digital rebuilt the service page using the Convert First Framework™. The focus was on clarity, speed, and conversions. We combined design improvements with data-driven testing to deliver measurable results.

Our approach included:

1. Content simplification and messaging: We rewrote the page copy to speak directly to contractors and project managers, focusing on value and trust.
2. Page performance optimization: We improved loading speed and mobile responsiveness to lower bounce rates.
3. Conversion-centered design: We added clear, visible calls-to-action that guided visitors to request quotes or rental information.
4. Data-driven refinements: We used conversion tracking to monitor behavior and adjust the design for ongoing improvements.

This structured process turned the service page into a reliable driver of business inquiries.

The Results

Within weeks of launch, the company saw measurable improvements:

✅ 149% increase in clicks to the service page, leading to more engagement from ad traffic.

✅ A surge in qualified inquiries without any increase in ad spend.

✅ A clear return on investment that gave management confidence to scale their campaigns.

By fixing a critical bottleneck, Tamati Digital helped the company turn wasted advertising into profitable growth. This showed how small, focused changes can unlock significant revenue in the heavy machinery sector.