Introduction
RudderStack is a customer data platform helping teams collect, route, and activate data reliably.
As the company scaled, its marketing website needed to evolve with it.
Challenges & Solutions
RudderStack needed to redesign and scale its website without disrupting ongoing growth, while improving performance, conversions, and maintainability on an existing Next.js and Sanity setup.
The website had grown inconsistent over time, with legacy styling and Material UI making larger changes risky. A full rewrite would have slowed the business and increased technical risk.
We refreshed the visual design and introduced a design system, rolling it out gradually across the existing codebase. Around 90% of the site now reflects the new design without a disruptive rebuild.
The site had to evolve while keeping the existing Sanity structure and legacy styles, creating issues with long-term maintainability.
We progressively refactored the frontend, removed unnecessary dependencies, replaced Material UI, improved rendering strategies, and introduced performance-focused patterns without breaking existing content.
Over 3,000 integration pages were statically generated at build time, causing builds to take up to 40 minutes and slowing down releases and iteration.
We moved these pages to runtime static generation with on-demand revalidation. Pages now generate on first request and update only when content changes, reducing build times by roughly 15×.
Key conversion points underperformed and signup flows didn’t match how users preferred to engage with the product.
We began introducing CRO experiments and analytics. Replacing a generic newsletter signup with a downloadable lead magnet increased leads 6×, while changing the main CTA from “Request a demo” to “Try for free” increased “Try for free” conversions by over 5×.
- Leads Generated
- 6X
- Try-for-free Conversions
- 5X
Outcomes
A modern, scalable marketing website with a unified design system, significantly faster builds, measurable conversion gains, and a cleaner frontend foundation that supports ongoing growth and experimentation.
Ready to turn your website into a growth engine?
We help teams scale their marketing websites with modern stacks, faster performance, and measurable conversion improvements. Let’s talk.
