An experimentation stack that non-technical teams actually used
Landing pages designed, built, and A/B tested on a connected analytics stack, supporting marketing work that fed into millions of dollars in revenue.
Client
Vaco
Role
Webflow Designer / Developer, contract
Year
2021 to 2022
Stack
Webflow · HubSpot · GA4 · Google Tag Manager · Hotjar · Zapier · Parabola
- Marketing revenue supported
- $M+
- Tools in the connected stack
- 7
The problem
Most conversion work fails for a boring reason. The measurement isn't wired up, so nobody can tell whether the change helped. Then the team argues about taste, because there's nothing else left to argue about.
The approach
Wire the funnel first. HubSpot, GA4, and Google Tag Manager went into Webflow. That meant a campaign could be followed from first touch to a closed deal. Hotjar covered the qualitative half. Zapier and Parabola moved data between systems that were never designed to talk to each other.
Then run real tests. Design a page, build it, put it up against the current one, keep the winner.
The technical work was the easy half. Getting non-technical teams comfortable with shipping something they weren't sure about took months. That's a habit more than a tool.
The result
Landing pages with measurable conversion lifts, and an analytics stack the marketing team could read without asking a developer first. The work fed into campaigns worth millions in marketing revenue.
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