Optimizing content creation for efficiency and performance

Enhancing landing page scalability and consistency

Falabella Argentina required an efficient system to streamline the creation of landing pages for various purposes, including SEO-driven content, brand-sponsored product launches, and time-sensitive promotional events. The existing process was manual and inconsistent, leading to inefficiencies and design fragmentation. Our goal was to build a scalable, modular solution that would unify design, improve performance, and accelerate production.

Inconsistency and inefficiency in landing page creation

The primary challenges included:

• Inconsistent Design & Functionality: Landing pages varied widely, making it difficult to maintain a cohesive brand experience.
• Manual & Time-Consuming Process: Each page had to be built from scratch, limiting scalability and efficiency.
• Dynamic Content Requirements: Some pages required real-time updates for product prices, stock, and promotions.
• Performance & Accessibility: Pages needed optimization for speed, mobile-first design, and accessibility standards.
• Tracking & Analytics: A structured way to measure user interactions was required to optimize content performance.

A modular, data-driven approach to landing page development

To overcome these challenges, we implemented the following solutions::

1. Research & Benchmarking: Conducted a desk research study to analyze industry trends, competitors, and opportunities related to landing page creation. We also performed a performance benchmark of existing Falabella landing pages to evaluate component effectiveness.
2. Modular Design System: Created a library of interchangeable, customizable modules that could be stacked like building blocks, allowing for flexible and scalable landing page creation.
3. Real-Time Content Integration: Developed modules connected to dedicated services for dynamic data retrieval, including product prices, stock availability, and updated images.
4. Advanced Tracking & Analytics: Implemented a custom tracking plugin that monitored user interactions on landing pages, feeding directly into Adobe Analytics for performance evaluation.
5. Mobile-First Approach: Designed all modules with a mobile-first strategy, ensuring flawless functionality on smartphones and tablets.
6. Global Stylesheet for Consistency: Introduced a dedicated stylesheet that enforced design consistency across all landing pages while allowing controlled customization for specific content needs.
7. Performance Optimization: Utilized next-gen image formats (WebP), lazy loading, and accessibility improvements to enhance page speed and user experience.
8. A/B Testing for Optimization: Conducted extensive A/B testing to determine the best-performing modules based on content type and user engagement.
9. Automated Landing Page Builder: Developed a dedicated platform where designers and developers could select required modules, automatically generating fully functional landing pages.

Measurable impact & performance improvements

The new modular system significantly enhanced efficiency, consistency, and performance. By automating processes and optimizing design, we transformed landing page production at Falabella.

This structured, scalable approach not only improved efficiency but also empowered teams with greater flexibility, agility, and data-driven insights for future optimizations.

With the implementation of the modular landing page system, the company experienced: