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CUSTOMER STORY

Zapier Empowers Its Team to Ship High-Quality Web Experiences Faster with Builder.io

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Zapier adopted Builder and saw

1M

new monthly visitors as a result of launching 250 new pages

30 minutes

for people new to Builder to ship a page

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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:

  • Why they shifted from their previous CMS solution to Builder.io 
  • How they met all of their requirements with Builder.io’s headless CMS
  • The results they’ve seen so far

Challenge

Optimize web workflows and conversion rates

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:


  • Empower marketing team members to build, maintain, and optimize pages.
  • Free up engineers to focus on problems that they are uniquely equipped to solve.
  • Ensure a high-quality, accessible, performant, and consistent user experience by integrating with the Zapier design system.
  • Improve conversion rates by identifying and implementing changes that lead to increased engagement and quality signups.

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!

Solution

A scalable content management, page building, and experimentation experience with Builder.io

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:

  • Enable self-serve workflows for building and maintaining pages. With Builder.io, marketers now pull from a library of Zapier components to easily create new pages. And, because the platform is user-friendly, Zapier has onboarded teams outside marketing. The legal team uses the platform to make legal updates, and recruiting teams ship employer branding pages. Laura Older, Website Optimization Manager, said, "it’s straightforward for me to quickly train anyone on Builder to get a page built and shipped in less than 30-minutes".
  • Keep their site in sync with their design system. Zapier’s design system squad is focused on creating a design system that saves engineers and designers time while maintaining a high-quality, accessible, performant, and consistent customer experience. The team got more leverage from the design system with Builder by bringing it into the page-building experience for marketers. With Builder, they register design system components to create a library of components and page templates that are always in sync with their design system. Using these components, anyone at Zapier can quickly build new on-brand pages, and the design system squad can feel confident that components on the site will be on-brand.
  • Quickly spin up A/B tests. Marketers use Builder's A/B testing functionality to quickly run experiments on their homepage and high-traffic landing pages to optimize conversion rates. As Laura Older put it, “Builder's A/B testing tool has significantly sped up the setup and process for page experiments.”

Results

Millions more visitors, each converting at a higher rate

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:

  • Attract an additional one million monthly visitors. With Builder, Zapier launched over 250 new pages. Each page included page-specific SEO metadata that helped increase traffic to zapier.com. These pages now attract an average of one million monthly visitors.
  • Improve conversion rates. Zapier used Builder's A/B testing capabilities to fine-tune their homepage and landing pages. By systematically experimenting with different design layouts, call-to-actions, and buttons they have identified combinations that resonated best with their audience and made visitors more likely to take action.

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