Case study: new ZETOR e-shop with spare parts

Baseline and business challenges

ZETOR TRACTORS a.s., a long-time client of ours, operates a functional e-shop primarily focused on selling merchandise, which we launched for the client's 75th brand anniversary. As part of continuous development and in order to significantly increase turnover and improve customer experience, the client decided to expand the e-shop to include a spare parts section.

The main business objectives were to include the order of thousands of the highest turnover items (e.g. filters, seals etc.), improve user-friendliness, and streamline administration in view of the planned significant increase in product range. The primary market remains the Czech Republic, but the e-shop architecture is ready for further expansion into foreign markets, which is crucial for long-term business scalability.

Technology implementation and integration

To ensure data consistency and process efficiency, we chose to integrate the e-shop with the client's SAP system, which generates an XML export of data including product attributes (catalogue number, price, weight, stock). This integration minimizes the risk of errors caused by manual input and speeds up especially the updating of stock.

The front-end of the e-shop has undergone design and functional optimization to maximize UX and thus conversion rate, e.g.

• Segmentation of the main menu into Merch and Spare Parts
• Hiding sub-categories of inactive categories in the side menu for better navigation
• Enhanced filtering and sorting of products by name, code and price
• Advanced search including catalog numbers and alternative products
• Dynamic adjustment of the shipping price according to the weight of the order, reflecting the actual logistics costs
• Helpdesk form integration directly in the product detail for increased customer support

Hosting and system architecture

The e-shop runs on a stable Active24.cz infrastructure, which ensures high availability, data security and regular automated backups. The system capacity does not put limits on the number of products, users or categories, which allows for smooth growth without the risk of overload.

Addressing key client concerns

Early in the collaboration, the client raised concerns about managing multiple products on the e-store. These concerns were eliminated by optimizing the database tables and subsequent system testing, which verified seamless functionality even under high data loads. Our system is ready for e-shops with 10.000 items, which is used by many of our long-term partners.

Analytical tools and marketing data

For advanced analytics and optimization of the e-shop operation we use, among others, the following tools:

• Google Analytics (traffic and conversion monitoring)
• Google Search Console (SEO and indexing)
• PageSpeed Insights (website performance)
• Microsoft Clarity (capturing user interactions and behaviour

In addition, the administration allows access to complete data on registered users and newsletter subscribers, which facilitates targeted marketing and loyalty building.

The value of investing in e-commerce development - backed up by statistics

In the Czech Republic, the e-commerce segment is experiencing double-digit growth, with the share of online sales of spare parts and accessories in the agriculture sector increasing due to digitization and faster product availability. Investments in technical integration, user interface and flexible backend significantly increase conversion rate, average order value and repeat purchase.

Results and strategic recommendations

The implementation of the project has brought the client a significant expansion of the product range and a strengthening of the ZETOR brand in the spare parts market. Thanks to advanced search, customers are also offered alternative products, which increases conversions and reduces the risk of customers leaving for competitors. A built-in helpdesk supports professional customer service and increases trust. The continued development of the e-shop with planned extensions to the administration and possible expansion into foreign markets represents a long-term competitive advantage. The project confirms that strategic and technologically precise investments in e-commerce are a key factor for growing business results in today's digital age. Read more: https://eshop.zetor.cz/cs/

About us

Our online marketing department offers comprehensive and integrated solutions for the creation and optimization of web presentations and e-shops with an emphasis on data-driven decision-making and the use of modern digital technologies. We provide comprehensive services including detailed web and competitive analysis, creation of individualized marketing strategies, SEO optimization based on current search engine algorithms and targeted PPC campaigns with optimization based on key KPIs such as ROAS or CPA. Our services also include social media management using engagement marketing and content creation to promote brand awareness and direct sales.

Our approaches combine creativity with rigorous user data analysis, heatmaps, A/B testing and advanced target audience segmentation. We use modern visitor behavior tracking tools (Google Analytics 4, MS Clarity) and SEO tools (Search Console, SEMrush) to continuously improve site performance and maximize ROI.

We focus on increasing organic traffic through technical SEO, load speed optimization, UX design tailored to user needs by our designers and content marketing strategy is provided by our marketing strategist. In PPC, we maximize campaign performance with dynamic ads, remarketing and advanced bidding strategies. Social media management includes content calendar planning, community management and engagement metrics analysis.

With flexibility and expert knowledge of the digital ecosystem, we can respond quickly to market changes, algorithmic updates and new trends, with a focus on long-term brand growth and sustainable competitiveness for our clients.

With us, you get a partner that can not only handle the deployment of modern marketing technologies, but also effective data management and creative campaign execution, ensuring your business will see a significant increase in ROI and a stronger online position.

Contact us for quotes:

PhDr. Šárka Mácová / macova@kangaroo.cz / 608 603 304

Ing. Zdeněk Blata / blata@kangaroo.cz / 775 288 597