1M
new monthly visitors as a result of launching 250 new pages
30 minutes
for people new to Builder to ship a page
Industry
Software
About Zapier
Automation that moves everyone forward. Zapier is on a mission to make automation work for everyone. With Zapier, you can integrate apps like Salesforce, Intuit, Google, and Dropbox, to move data between them automatically, so you can focus on your most important work.
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If anyone knows the power of efficient workflows it’s Zapier. As the leader in easy automation, Zapier empowers businesses to automate workflows and move data across 5,000+ apps. As a fast-scaling company with millions of visitors a month and a focus on workflow optimizations, Zapier created a cross-functional content platform team to get more out of their marketing website. We sat down with this cross-functional team to discuss:
The pace of growth of our marketing organization outpaced the growth in product and engineering focused on supporting these needs. It became clear that we needed to change.
— Cayce Terrill Wilson, Manager - Product Management at Zapier
Zapier encountered a hurdle in its growth trajectory. Creating new content for their rapidly expanding user base was slow, involving extensive planning and reliance on the engineering team. To ship a new page, the marketing team had to secure a spot on the roadmap of the already burdened engineering team, which meant that if they wanted to get a page live at a specific date, they needed to get it on the roadmap months out. And, because the first iteration of hard-coded experiences often isn’t perfect, there would often be time-consuming back-and-forth between teams that meant that either product teams would need to hold another spot on their roadmap for iterations or the pages would get stale and deliver a suboptimal experience for visitors and the business.
Zapier needed to make some changes, and the goals were clear:
And, the solution needed to integrate smoothly with Zapier's existing marketing technology stack and SEO setup, meet their security and privacy requirements, and provide customization options for custom events and data.
They were hard requirements and audacious goals!
With Builder, we feel like we’ve finally graduated up to something that has the flexibility we need and is all-around more scalable for everyone.
— Laura Older, Website Optimization Manager at Zapier
Zapier turned to Builder.io to enable non-technical team members to use the marketing website to more efficiently acquire, educate, and activate new users while staying within branding guidelines. For example, Zapier's new use cases page helps teams contextualize how they can use Zapier to achieve their business objectives. By implementing Builder.io, Zapier was able to:
With Builder, we have launched more than 250 new pages, which attract an average of around one million monthly visitors. Also, we can now run website experiments that helped to improve homepage conversion rate.
— Laura Older, Website Optimization Manager at Zapier
In the first eighteen months, Builder helped Zapier: