PostHog: The Analytics Engine Behind Our Financial Template

Okay — you’ve built your beautifully designed, high-performance marketing website and now you want to know how users actually interact with it.

In the past, tracking website performance often meant checking pageviews in Google Analytics or using modern tools like Plausible. That’s fine for understanding traffic. But what if you want more?

That’s where PostHog comes in.

PostHog isn’t just another analytics tool. It’s an open-source platform built for teams who want full control of their data and deeper insights into how people use their website.

At Bejamas, we integrated PostHog into our Financial Services Template because it helps companies go beyond “how many visitors” — and start understanding what drives results. In fact, we will show you in this post how small, data-backed experiments can make a big difference in our client projects.

Why We Like PostHog

There are plenty of analytics tools that track visitors and conversions. But PostHog stands out for a few reasons:

For companies that care about privacy, compliance, and data security, PostHog’s model just makes sense. You get the insights of enterprise-grade analytics, without handing your customer data to a third party. That is why we used it in our financial template.

What PostHog Offers for Marketing Websites

Running a content-driven marketing website is about more than publishing articles or product pages. You need to know how people interact with your content — where they engage, where they drop off, and what actually leads to conversions.

Image borrowed from PostHog’s website

Here’s how PostHog helps marketing and content teams do that:

Event Tracking

PostHog lets you track the actions that matter most — clicks, form submissions, downloads, and more. Instead of just seeing how many people visited your site, you can measure real outcomes like how many users requested a quote or downloaded your financial report.

Heatmaps

Heatmaps show you exactly where users click, scroll, or lose interest. It’s a simple but powerful way to spot if your CTA is too low on the page or if people ignore a key section. For marketing websites, this is often where easy wins come from.

Session Recordings

PostHog can record anonymized user sessions, letting you replay how visitors move through your site. It’s especially useful when optimizing lead forms or checking whether your page layout causes confusion. For financial institutions, that insight helps improve trust and enhance the customer experience.

Cohorts and Segmentation

Not all visitors are the same. PostHog helps you group users into cohorts — for example, visitors from an ad campaign, returning clients, or newsletter readers — and analyze how each segment behaves differently. This provides tremendous value for data-driven marketing.

A/B Testing

PostHog makes it easy to test two (or more) versions of a page or component. Its built-in A/B testing tools handle everything: splitting traffic, tracking performance, and visualizing results in clear dashboards. You don’t need external tools to get started.

These features give teams everything they need to understand behavior, test ideas, and improve over time.

And speaking of A/B testing — we’ve used PostHog in our own Financial Services Template to demonstrate just how powerful small, data-backed experiments can be.

A/B Testing in Action

A/B testing is a simple but powerful way to make data-backed decisions about your website. Instead of relying on opinions or guesses, you show two versions of a page or component (Version A and Version B) to different groups of visitors — and measure which one performs better.

By tracking which version drives more form submissions or clicks, you learn what resonates better with your audience.

For example, we integrated PostHog directly into our Financial Services Template built with Astro.

We ran a simple A/B test on the homepage hero section. Here is the version A:

See it in action

And below you can see the version B of our hero:

In fact, if you head over to our template preview, one of these versions will automatically gets rendered for you.

Now using the PostHog dashboard, we can track which layout results in more CTA clicks. The test runs automatically — no extra scripts, no manual tracking.

For financial services companies, where trust and clarity matter, A/B testing like this helps enhance how you communicate value — and ultimately, how you convert visitors into clients

A/B testing is especially valuable when traffic levels are high enough to reach statistical significance. For smaller sites, PostHog still enables meaningful quasi-tests and trend observations, helping teams make data-informed decisions without requiring massive traffic volumes.

How Bejamas Can Help your Team

Like any platform, PostHog has its trade-offs. It takes a bit of setup time, and while it’s powerful, it might feel overwhelming at first for non-technical teams. But once it’s up and running, it becomes an essential part of your decision-making process.

At Bejamas, we help teams implement PostHog effectively — connecting it to their stack, defining key events, and setting up the right dashboards to track outcomes that actually matter.

In one of our recent projects, a successful A/B test we ran involved comparing a standard newsletter sign-up with a lead magnet offering a free downloadable PDF. The results were striking - the lead magnet version generated six times more leads than the simple sign-up form.

This experiment clearly demonstrated the value of A/B testing, showing how even small, well-structured experiments can uncover high-impact opportunities for improving conversion rates.

Final Thoughts

PostHog turns website interactions into actionable insights — showing what’s working, what’s not, and where to focus next. Combined with Astro’s speed, Storyblok’s flexibility, and Netlify’s reliability, PostHog completes the loop: build, publish, measure, and improve.

It helps teams move from “we think this works” to “we know this works.”

And that’s exactly what data-driven marketing should be about.

For any business looking to build a content-driven website that actually learns and improves over time, PostHog is the missing piece of the stack.

That’s it, folks.

This post wraps up our four-part series on building the Financial Services Template. If you missed the earlier ones, check them out here:

Together, these posts show how the right stack — from content to deployment to analytics — helps teams build fast, scalable, and measurable websites.