How I helped Stackify improve website lead conversion by building ROI and pricing calculators
Background & Challenge
At Stackify, I was focused on improving website lead conversion rates and experimenting with interactive content. I wanted to create something for high-converting pages, like the pricing page, that would grab visitor attention, provide immediate value, and encourage engagement.
After researching different tools, I found a no-code platform called Outgrow, which had enough flexibility and customization to allow me to build high-quality, functional calculators without a steep learning curve. My goal was to launch an ROI estimator and a pricing calculator before the end of the quarter to meet key marketing objectives.
Beyond website engagement, these calculators ended up becoming critical sales enablement tools, helping our outbound team communicate the benefits of our new usage-based pricing model. Given that our audience was software engineers, I knew the tools had to be detailed, accurate, and technically sound otherwise, they would be ignored.
Role & Objective
I led the entire project, from research to execution, including:
Identifying the right no-code platform to build the calculators efficiently.
Writing the equations for each calculator, which required a series of interconnected calculations.
Collaborating with our head of product to understand our usage-based pricing model and learn how to write the equations in Java.
Balancing depth with usability, ensuring the calculators were technical enough for engineers while remaining user-friendly.
Designing the front-end UI, conducting QA, placing the calculators on key website pages, and integrating them into marketing channels.
Documenting the calculations in detail, since our audience of software engineers would want to know exactly how they worked.
Measuring performance, tracking engagement metrics, and iterating based on usage data.
Strategy & Approach
At the start, I had a long list of results I wanted the calculators to generate. However, I had to find a balance between depth and usability. I worked with:
Product leadership to ensure technical accuracy.
Software engineers to validate that the calculations would be respected by our audience.
Marketing & sales teams to ensure business value and alignment with lead-generation goals.
By striking this balance, I ensured the calculators were useful for both website visitors and the sales team.
Execution & Adaptation
The calculators were built using Outgrow, a no-code tool that allowed me to develop interactive content without needing engineering resources. However, I still had to write the calculations in Java, which required learning the fundamentals of the language. Our head of product, a former Java engineer, helped me develop and refine the equations.
Results & Impact
Sales team adoption was immediate, as the calculators provided a practical way to explain our new usage-based pricing model.
Website engagement skyrocketed—the calculators outperformed all other content in terms of engagement, no matter where they were placed.
Multi-channel success—I integrated them into website pages, emails, and social media, and they consistently drove high interaction rates.
Improved lead conversion rates—placing the calculators on high-intent pages like the pricing page helped move prospects further down the funnel.
Lessons Learned & Future Application
This project reinforced a key lesson: I don’t need to know how to code to build powerful, interactive content. There are no-code tools that can accelerate execution and help marketers create assets that would typically require engineering resources.
For startups with limited bandwidth and budget, this scrappy approach is a major competitive advantage. Our engineering team didn’t have the time to build a marketing tool like this, and outsourcing wasn’t in the budget. Because I took a figure-it-out mentality, we launched something that most marketing teams wouldn’t have been able to execute on their own.
This experience continues to shape how I think about content marketing. It’s not just about blogs and whitepapers. Interactive content can drive deeper engagement and serve as a bridge between marketing and sales.