Drupal DXP Implementation
From the command line to the bottom line, Drupal delivers for Posit.
Experience design and SaaS Drupal development to boost conversion by 75%.
+75%
increase in form submission and lead engagement events.
+70%
more new visitors compared to the same window on the previous site.
+36%
more engaged sessions from new visitors post-launch.
Posit makes the open-source tools that data scientists, developers, and enterprise IT teams run on. Products like RStudio, Quarto, and Shiny h ave built a loyal following in the technical community. The business problem was that the website only spoke to that community, and Posit needed to reach a lot more people.
The incoming CMO arrived with an ambitious mandate: $30 million in new revenue. The website, built by a previous agency that had since closed its doors, was a tangle of technical debt with no clear documentation. Nobody on the current team had been involved in building it. And it did nothing for the business decision-makers, IT leaders, and enterprise buyers that Posit needed to convert.
SAAS MARKETING PROS
A site for data-science buyers, SaaS marketing teams, and LLMs alike.
Posit has a classic enterprise SaaS tension: the people who use the product and the people who buy it are rarely the same person. Developers and data scientists live in the product daily. Executives and IT leaders evaluate it against business outcomes, security requirements, and total cost. The old site only talked to the first group, and it showed. Content was organized around product features rather than user needs. No conversion path for non-technical visitors, no personalization, no infrastructure for the ABM motion Posit was building toward.
There was a third dimension too. Posit's audience increasingly finds answers through AI tools and LLM-powered search before visiting a vendor's website. If posit.co wasn't structured to show up in that environment, it was invisible to a meaningful slice of its most valuable audience.
NAVIGATING A NEW WORLD
Two customer journeys. One site. Zero conversion compromise.
The starting point for the new Drupal site was the buyer's journey. A data scientist evaluating RStudio is doing hands-on research, looking for documentation, community credibility, and proof the tool works. An IT leader evaluating Posit for enterprise deployment wants security, scalability, and fit.
We mapped the journeys separately and overhauled the information architecture, moving from a product-centric structure to a solutions-centric one. The result is a site that looks and behaves like an enterprise software company without abandoning the practitioner community Posit's reputation was built on.
Conversion optimization was a core focus with CTAs geared toward audience and journey. Progressive profiling through Marketo means forms get smarter over time without adding friction. Content chaining guides visitors toward logical next steps. Meanwhile, the site captures intent signals early through content interactions, demo views, and product page engagement, feeding that data back into the pipeline.
BELLS AND WHISTLES
The Drupal and experience stack behind the strategy.
Schema markup and AEO-ready content architecture. Product, FAQ, and hierarchy schema give search engines and AI platforms the signals needed to surface Posit in zero-click results and LLM-generated responses.
Homepage personalization switch. Visitors self-identify as a practitioner or decision-maker and get an experience that shifts the entire narrative frame, powered by 6sense for account identification.
Animated feature storytelling. Custom animated story assets show what the product does rather than describing it, making capabilities tangible for buyers and replacing spec copy for practitioners.
Dual-audience SaaS storytelling. Role-based navigation gives practitioners and business buyers separate paths through the site, each with its own messaging and CTAs.
Quarto-to-Drupal publishing integration. A native sync pulls Posit's Quarto-authored blog directly into Drupal, handling content states and layout changes automatically.
Algolia-powered search with section-based filtering. Structured content discovery across products, documentation, and resources, filtered using Drupal taxonomy.
Dark mode as a product feature. Built as a first-class experience across the entire site, consistent with how Posit's own tools look and feel.
Drupal component library with no-code publishing. The marketing team builds and publishes without developer involvement, while integrated tools such as VWO and Marketo for testing and nurturing extend the experience beyond the page.
SCIENCE OF DATA
“ I was very confident you guys would deliver, because you delivered at every step of the project.”
Bridget Farrell
Head of Web and Digital Experience
Posit
The data is in—a sharper SaaS site with a stronger pipeline.
The results were immediate and measurable. Within the first six weeks of launch, lead form submissions increased 75% compared to the same window on the previous site. New visitor volume grew 70%, and those visitors engaged at a meaningfully higher rate -- new visitor engaged sessions climbed 36%, even as the incoming audience nearly doubled.
The personalization and ABM infrastructure is now live and being optimized. Posit has the platform to run the growth motion it came here to build.