05PRYML
Overview
A creative solution for start-ups and small businesses.
ANML, a design and development studio, understands that most agency engagements require a high minimum cost to even be considered. This opens small businesses and fledgling startups up to a big commitment when they’re just trying to get off the ground. In order to help serve this market they were looking to provide a cost-effective solution for a new target market. To help spread the word they needed a marketing website to help drive conversions.
approach
Eating our own dog food
Even though the entire site is componentized, it needed to feel unique. We wanted to demonstrate that our system doesn't look or feel like the components you would typically find in a Shopify/WordPress/Webflow theme/system. The animations needed to feel custom but be extensible as every component on PRYML would be the same as what is available to our clients. Using this dogfooding technique we wanted to show how confident we were that our components drive conversions.
features
Third-party tracking and performance considerations
Aside from the creative engineering at work the site needed to convert, with a creative campaign that utilized Meta (Facebook and Instagram), Linkedin, and Google Ads with HubSpot as the CRM there was quite a bit of tracking that had to be hooked up. In order to make maintenance easier I utilized Google Tag Manager as the source of truth (it also played nicely with Facebook’s Conversion API). Custom Google Analytics 4 events were created to have more control over understanding which parts of the site were performing or underperforming.
To help combat performance issues that sites often have when many third-party tracking scripts are added I implemented partytown, a lazy-loaded library to help relocate resource-intensive scripts into a web worker, and off of the main thread. This speeds up the site by dedicating the main thread to the actual code, and offloading third-party scripts to a web worker.
