Mogo web ecosystem rebuild

Lifecycle conversion was weak, and email was the reasonable first suspect. Looking upstream, the emails were performing reasonably; what wasn’t performing was where they sent people. Campaign traffic landed on generic product pages with little relation to the message someone had just read.

The second issue was structural. The website was owned by DevOps, so any change needed an engineering ticket and a campaign landing page took weeks. Marketing had no way to move at campaign speed.

Two problems at once, then: a conversion problem from lifecycle-web misalignment, and an ownership problem from the tool sitting with the wrong team for the job.

Rebuild the web ecosystem in Webflow and move ownership to Marketing, with a component system that let any team member launch a page without engineering involvement, and lifecycle alignment and conversion intent designed into every page from the start.

Use the migration as the forcing function to fix the tracking layer at the same time. GA4 and GTM carried years of undocumented tag debt, and rebuilding the site without fixing tracking would only have made the same attribution problem faster.

Conversion rate from lifecycle traffic: the specific failure the rebuild was meant to address. If lifecycle emails sent people to pages that matched the message and the intent, that number would move.

Secondary: time to launch for a new page. The ownership problem was only solved if Marketing could ship without waiting on engineering.

Rebuilt five properties: MogoTrade first as the proof of the Webflow model, then Moka, Intelligent Investing, orion-digital.com, and mogo.ca.

Built a component system rather than individual pages: reusable sections, governed naming, and a CMS structure that let anyone assemble a page from the library in hours. Defined URL structures, content models, and metadata templates before touching layouts, so SEO and tracking were built in rather than retrofitted.

Applied SEO, AEO, and GEO across all five properties: schema markup, canonical structures, internal linking, metadata by page type. Rebuilt GA4 and GTM in parallel, bringing Analytics, DevOps, Product, and Legal into the tracking architecture during the migration rather than after. Every page launched with clean event tracking on day one.