Product Fruits

Seamless Webflow Migration with Zero Downtime

Product Fruits is a globally operating Czech B2B SaaS company. Their user onboarding platform helps tech companies worldwide increase product adoption. As a leader in their segment, they need a website whose performance and flexibility keep pace with their own software.

Marketing

The Challenge

The Product Fruits marketing website was previously limited by its WordPress architecture. It was a legacy system with high maintenance costs and minimal flexibility for marketing activities. The main challenges included:

  • Business Continuity: Executing the migration without halting website updates and active campaigns. 
  • Technical Debt: Refactoring complex code into the sustainable Client-First standard.   
  • Functional Limits: Implementing complex reactive elements (pricing widgets, navigation) that standard tools couldn't handle. 
  • Data Attribution: The absence of accurate tracking across the entire funnel, from the first visit to booking a demo. 
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The Solution

  • 1. Strategic "Page-by-Page" Migration

     Instead of the risky approach of shutting down the old website and waiting for the new one, we opted for an iterative, page-by-page migration. This approach allowed the marketing team to continuously publish content and optimize campaigns even during the ongoing transformation.

    We rebuilt the entire website (40+ pages) on the Client-First framework, ensuring clean code and easy future management. 

  • 2. Custom Development and Advanced UI Interactions

    To ensure a top-tier user experience, we developed a set of custom components. We used the GSAP library for smooth animations and created reactive pricing widgets that dynamically respond to user choices. These elements are not just aesthetic; they directly support the clarity of a complex product and guide users to take action. 

  • 3. Implementation of an Advanced Analytics Layer

     A crucial step was deploying a custom tracking layer to integrate Calendly (demo bookings). This layer retains data about the visit source throughout the entire funnel, enabling precise conversion attribution.

    Thanks to transparent data, the marketing team could start allocating budgets more efficiently, leading to a demonstrable increase in the conversion rate. 

  • 4. Empowering the Marketing Team

    One of the main goals was to eliminate the marketing team's dependence on external developers for routine updates. By properly configuring the Webflow CMS and the component system, we enabled the team to build new landing pages and edit existing content fully autonomously. This radically shortened the Time-to-Market for new campaigns. 

  • 5. Long-Term Technical Partnership Model

    After completing the main migration, we transitioned to a lightweight retainer model. This provides the client with continuous quality assurance, ad-hoc technical consultations, and the development of complex features.

    Meanwhile, the day-to-day operation of the website remains fully in the hands of the internal team, who now have the freedom to do their work without roadblocks. 

The Result

 Transforming the website from a problematic platform into a powerful marketing tool allowed Product Fruits to accelerate growth without technological barriers. 
Marketing Automation

Zero disruption to marketing activities throughout the entire process.

HubSpot CMS

Full autonomy for the marketing team in managing and developing the site.

Migration CRM

Migration of 40+ pages into sustainable and clean code.

Crowdfunding

Increased conversion rate thanks to precise data attribution.

Conclusion

The Product Fruits case study illustrates how a large website can be modernized without the risk of losing business continuity. The combination of technical expertise in Webflow and a strategic view of analytics transformed the website into a tool that not only represents the brand but actively generates business results.
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