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Product Fruits B2B SaaS, user onboarding

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.

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Client
Product Fruits
Industry
B2B SaaS, user onboarding
Service
Webflow website migration
Teams
Marketing
Status
Ongoing lightweight retainer
Technology
WebflowWordPressClient-FirstGSAPCalendly
40+pages rebuilt on the Client-First framework
0disruptions to marketing activities during the migration

Summary

Product Fruits, a Czech B2B SaaS for user onboarding, had its marketing site on legacy WordPress. We moved 40+ pages to Webflow page by page while the site stayed live, added attribution through to demo bookings, and marketing now runs the site on its own.

  • Page-by-page migration let marketing keep publishing and optimizing campaigns.
  • A custom tracking layer keeps the visit source all the way to the Calendly demo booking.
  • After the migration we moved to a lightweight retainer, the in-house team runs the site.
Process

How it worked before and how it works now

  1. Platform Legacy WordPress, costly upkeep Webflow on the Client-First framework
  2. Content edits Dependent on external developers Marketing edits content on its own
  3. Landing pages New campaigns waited for developers Team builds pages from components
  4. Demo booking No tracking across the funnel Visit source kept through to Calendly

BeforeThe WordPress site held marketing back: edits depended on developers and the funnel up to the demo could not be tracked accurately.

NowOn Webflow, marketing builds and edits pages itself, and every demo booking carries its visit source.

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. 
The Solution

Step by step

  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. 

  • Zero disruption to marketing activities throughout the entire process.
  • Full autonomy for the marketing team in managing and developing the site.
  • Migration of 40+ pages into sustainable and clean code.
  • Increased conversion rate thanks to precise data attribution.
Another client's reference

We worked with Forecom to migrate 2 HubSpots into one account that would preserve the functionality of both. They ensured a smooth transition where team members were able to fully use their current HubSpots until the last day before the migration and from the second day onwards started using one common HubSpot without any negative impact on their workflow.

Tomáš Kasalický, Project Manager, ROIVenue

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.

Frequently asked questions

How do you migrate from WordPress to Webflow without pausing campaigns?

For Product Fruits, we migrated page by page instead of switching the old site off. Marketing kept publishing content and optimizing campaigns, with zero disruption to its activities throughout the process.

How can you attribute website conversions all the way to a Calendly demo booking?

We built a custom tracking layer for Product Fruits that keeps the visit source across the whole funnel up to the Calendly demo booking. With that data, marketing allocates budgets more precisely, and the conversion rate has measurably increased.

Can a marketing team manage a Webflow site without developers?

Yes, if the Webflow CMS and component system are set up properly. The Product Fruits team now builds landing pages and edits content on its own, while we provide quality assurance, consultations and complex features on a retainer.

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