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Optimizing eCommerce for Toyota Industrial Equipment

Developing an award-winning ecommerce experience.

UX / UI Design
CMS Integration
Digital Strategy
Web Development

When Toyota Material Handling USA (TMHU), the world’s largest forklift manufacturer, wanted to increase their digital load capacity, they reached out to the ADK team in Louisville, Kentucky.

While their existing online brand and website was standard for the industry, it was not representative of TMHU’s exceptional product quality and customer experience. ADK collaborated with the TMHU marketing team to create a web experience optimized for lead generation, product education, and equipment sales. The new is a visually stunning experience saturated in rich product imagery and functional tools to help users find what they need. By understanding TMHU’s short term goals and long term initiatives, ADK’s UX designers, marketers, and strategists helped bring to life a website that fully captured the brand while increasing site traffic, boosting SEO, and driving leads to the company’s vaunted dealer network.  

The design uses stunning product photography that likens equipment to models, and UX and conversion optimizations ultimately increase equipment quote request conversions.

75% increase in transaction-based leads (YOY)  

Gold Award

Received Gold Award from the American Advertising Federation in 2016


94% of leads are generated from parts, service, or product pages.

Custom Integrations & Enhancements

With the site’s functional scalability, ADK and TMHU continue to partner on growth and conversion optimization initiatives by adding features, sections, and new integrations to the website. Since the 2015 launch, strategic monthly initiatives keep the site updated in both a technical and UX capacity. This ongoing partnership has extended the life of the site, kept the website secure against emerging cyber threats, consolidated different feature platforms into a single CMS (Wordpress), and spawned the creation of new tools, features, and sections of the website based on User Testing results and modern UX design practices.

Ultimately, ADK has collaborated with TMHU to continuously evolve and create a world-class user experience for site visitors, powered by a custom Wordpress content management system optimized for enterprise growth trajectory and use.

TMHU's new website fully captures the brand while increasing site traffic and driving leads to the company’s vaunted dealer network.
ADK Group did a fantastic job on our website project. From the initial RFP submission through launch and follow-up support, the ADK team went above and beyond both creatively and technologically."
Nick Ostergaard,Project Manager - Marketing, Toyota Material Handling USA, Inc.
Maintaining Momentum

More recently, ADK has worked with TMHU and other third-party partners to integrate new brands, products, and services into the website; launch a brand new subdomain dedicated to rebates (integrated into TMHU’s SAP system); and create the strategy and launch Toyota’s first foray into eCommerce - first with select equipment, and then with spare parts and accessories.

With ADK's guidance, innovative solutions continue to keep TMHU in front of the competition. Moving forward, TMHU and ADK are committed to bringing the best technology experience to each target audience leveraging personalized content throughout the entire sales funnel, all while converting prospects to leads, leads to customers, and customers to brand ambassadors.