Skip to main content

Unify your marketing and app websites

Alt text of the image
Companies offering online services typically have markedly different tech stacks for their marketing website and web app(s). The downside is inconsistent user experience along the user, with dual design systems and behaviors. Here's our recommended fix.

A Real-Life Scenario

Consider this actual scenario from a B2C company:

  • The marketing site is in WordPress - meaning, specific knowledge is required for continued development.

  • To get started with the web app itself, you go through an onboarding wizard that takes you through multiple questions to customize your experience. This module was built in React as a later initiative by marketing and injected into the marketing site. Changing anything in the wizard requires some back-office editing of a nested data model.

  • The web app itself is maintained by another team on a separate React app, with parts of the purchase funnel redirecting to Shopify.

Needless to say, each part of this flow looked and behaved differently. That company then began a significant effort to unify that stack:

  1. Use a headless CMS for managing both marketing elements, the onboarding wizard, and in-app bits of content.

  2. Use a React-based framework across all parts, both static and dynamic. Use headless Shopify APIs to bring the whole funnel into the app.

  3. Reuse components as possible, and apply consistent branding.

This effort was not without its challenges but has enabled one dev team to finally touch all elements. It also solved various nagging problems with cookies & analytics which are common when multiple subdomains are built on wildly different stacks.

If you want to learn more, dive deeper into how to enable content teams to touch all parts of the funnel with relative ease and confidence, and without constantly breaking things, get in touch with us and we'll jump on a call to guide you through it.