How our agency designed a dynamic calculator for StreamNative

Documentation

4 min

Published on Jul 03, 2024

Overview of the steps of the StreamNative (fee estimation) calculator

It's no longer a secret in 2024: a company's website is a crucial pillar of its marketing strategy. However, having a website alone is not enough. It is essential to drive traffic to it through various channels—such as email campaigns, social media, SEO, SEA, etc.—and then convert those visitors into leads. (And potentially, later, into customers).

The Conversion Rate: A Strategic Challenge

The conversion rate is a metric used to measure the percentage of visitors to a website who complete the desired action. For instance, requesting a quote. In 2023, the average global conversion rate for websites ranged between 2.35% and 3%.

There are numerous ways to improve this rate:

  • User Experience (UX) Optimization: Simplify navigation on your site and ensure that all important information is easily accessible.
  • Content and Call-to-Action (CTA) Enhancement: Create clear and engaging content that addresses the needs and questions of your visitors, placing noticeable and compelling CTAs in strategic locations on your pages.
  • Loading Time Optimization: Ensure that your site loads quickly to reduce bounce rates. Use tools like Google PageSpeed Insights to identify areas for improvement.
  • Personalization and Segmentation: Utilize personalization tools to tailor content and offers according to different segments of your audience.

These are various strategies we collaborated on with the teams at StreamNative to increase the conversion rate of their latest marketing campaign by over 30%.

Who is StreamNative?

StreamNative is a messaging and streaming platform based on Apache Pulsar, designed for cloud-native and event-driven applications. Founded in 2019 by the original creators of Apache Pulsar, StreamNative provides managed Pulsar services, flexible deployment options, and expert support. They are the leading contributors to the open-source Apache Pulsar project and aim to transform business capabilities by unifying data for real-time insights.

StreamNative and Digidop: A Long-standing Collaboration

After a first collaboration in 2022 for a complete redesign of their website and migration to Webflow, we continue to support StreamNative with occasional web design and Webflow development tasks. Among these tasks, we worked with their data and marketing teams on the design and development of a landing page that provides accurate and quantified estimates to their prospects.

How We Designed and Developed a Calculator

As with each of our projects, we started with discussions with the client teams. The objectives were to:

  1. Understand the needs of StreamNative's teams.
  2. Assess our ability to propose a suitable and feasible solution.
  3. Validate a roadmap for the project.

Why Develop a Price Calculator?

StreamNative's original pricing page was not representative of the actual cost of the solution, which presented several challenges: ‍

  1. ‍The Complexity of a Multi-variable Pricing Model: It was crucial to provide accurate and customized estimates. ‍
  2. Deployment of a Lead Magnet for the Marketing Teams: Attract and capture the interest of prospects through an interactive tool. ‍
  3. Accelerating Closing for the Sales Teams: By providing precise information on customer needs and previously calculated price estimates.

Development Process

To achieve these objectives, we followed a multi-step development process using FigJam, Figma, Webflow, and JavaScript.

Conceptualization of a JavaScript calculator project

Overview of the initial project stages on FigJam and Figma

1. Price Model Analysis

Based on several Excel spreadsheets provided by the product team, we began analyzing StreamNative's pricing model, identifying variables, data types, units of measurement, and more.

2. User Journey Definition

Next, we defined a user journey, including:

  • The steps of the form (multi-step form)
  • The fields to integrate based on the data types to be collected
  • The variables and possible paths based on responses

3. Data Structuring

Data structuring was essential for:

  • Collecting data at each step
  • Establishing intermediate calculations
  • Validating required and optional fields

4. UX & UI Design

We worked on UX & UI design using FigJam and Figma to prototype concepts and validate parameters with StreamNative's team.

5. Front-End Development

We used Webflow to develop the front-end interface, aligned with the designs created in Figma, ensuring a fast site with loading times under one second thanks to Webflow hosting and clean source code.

6. JavaScript Integration

JavaScript code was integrated to make the calculator interactive and dynamic, allowing for real-time estimates.

7. API Connection to CRM

After the calculator was created, we established API connections between Webflow and their CRM (Hubspot), allowing for:

  • Data collection
  • Creation of a new qualified lead with BAT for the Sales teams
  • Tracking campaign effectiveness for the Marketing team

8. Testing Phase

Extensive testing was conducted to:

  • Analyze user journey behaviors under realistic conditions
  • Ensure the correct functioning of the calculator and the accuracy of the estimates
  • Verify data transmission to the CRM

Why Did We Choose Webflow?

Webflow interface with custom JavaScript code integration
  • Flexibility in Front-End Development: Webflow allows us to precisely develop all validated UX/UI behaviors based on the Figma concepts.
  • Easy JavaScript Code Integration: Webflow facilitates straightforward integration of custom JavaScript code, essential for adding interactive and dynamic functionalities like our calculator.
  • Easily Editable Landing Page Copy for Marketing Teams: Marketing teams can easily modify the landing page content using Webflow's intuitive interface, without requiring advanced technical skills or assistance from our developers.
  • A Solution Combined with Their Showcase Site: Using Webflow allows for seamless integration of the calculator with their existing showcase site, ensuring a smooth user experience.

The Results of This Collaboration

With this new calculator, StreamNative now possesses a valuable marketing resource and a significant competitive advantage for their campaigns:

  • An increase of over 30% in the conversion rate
  • More qualified leads
  • A better closing rate and time savings for the sales teams
  • An efficient tool for the marketing teams

Here’s a visual overview of the results.

Visual demonstration: The visual presents an overview of the project’s multi-step estimation form, showing its different steps and the results summary. It conveys how information entered through the form leads to an estimate. The image is a visual overview, with no specific calculated values described in the text.

Bento showcasing the different steps and overview of the project estimation multi-step form results

"Thank you for all the work for the TCO calculator"

Amy Krishnamohan, VP of Marketing at StreamNative.

Additional Resources on Webflow and JS Calculators:

Florian Bodelot

Florian Bodelot

Co-founder

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