The challenge
Eftsure’s previous website was no longer meeting the needs of its marketing and content teams. Built on WordPress, it suffered from slow performance, a confusing authoring experience, and limitations around localisation and workflow – all of which constrained the team’s ability to iterate and scale.
Localisation of regional content across Australia, NZ and the US, was particularly problematic, with the old platform’s plugin-based approach creating integration issues with Eftsure’s calendar tool. Basic content management tasks such as updating pages or reviewing drafts often required developer involvement, and the lack of a visual editing interface meant updates were slow and complex.
Eftsure needed a faster, more scalable solution that would support content reuse, editorial workflows, and multiple regions – without introducing operational overhead.
“As a fast scaling company where security and web performance are critical, it was time to move away from WordPress and the many challenges that come with it,” said Eftsure’s VP of Marketing, Niek Dekker. “To support our global ambitions, we were looking for an enterprise ready solution that would enable us to deliver localized content efficiently and we found that in Optimizely. One of the biggest motivators behind our decision was the fast, easy-to-integrate API, which allowed us to serve content directly into our Next.js framework.”
What we did
Luminary led the redevelopment and replatforming of the Eftsure website from WordPress to Optimizely SaaS. Built on a headless architecture with a WYSIWYG interface, the new platform enables Eftsure’s team to localise its website for different regions, in support of its global growth ambitions – all within a flexible, low-maintenance environment.
The foundation of the project was a detailed planning phase, where Luminary worked closely with Eftsure to define technical requirements and align on priorities.
Translating designs into a live environment
Although the visual design direction came from Eftsure’s internal team, Luminary translated the designs into a responsive front-end framework, ensuring brand consistency and UX best practices were applied throughout. During the build phase, Luminary worked closely with Eftsure’s team to determine how the static design concepts should behave in a live environment. These sessions were essential in resolving UI ambiguities – such as menu behaviour – that were not specified in the original designs.
Visual Page Builder
Luminary developed key templates using the Optimizely SaaS platform’s Visual Page Builder. To support the wide variety of content on the site, Luminary built a suite of reusable ‘blueprints’, including the region-specific hero content from the homepage, modular product and listing pages, blog and case study layouts, glossary entries, and video pages. Each template was constructed using flexible components that could be adapted by the client within the Visual Page Builder. Hero banners, forms, testimonial sliders, FAQs, and multi-column content blocks were also built as flexible, reusable components. The Visual Page Builder puts control back in the hands of Eftsure’s team, reducing their reliance on developers. Now they can simply drag and drop content and hit ‘publish’.
Powering search
Optimizely Graph was utilised to power site search, delivering enhanced speed and relevance. This headless search solution enables faster content discovery and is tailored to regional contexts – so users in New Zealand, for example, are presented with localised content first. The integration supports structured queries and auto-suggestions, improving the overall user experience. The new search experience means users can now find what they need, faster, and the website team is not buried in manual fixes.
Content migration
The project also involved a complex content migration, including 1695 blog and case study pages. Luminary collaborated closely with Eftsure to define migration rules, validate content quality, and conduct testing. Several workshops were held to review the mapping and refine the approach, ensuring content was brought across cleanly and efficiently, while preserving historical SEO value.
The outcome
“We were excited to be the first in APAC to adopt the platform”, said Eftsure’s Dekker. “Knowing we were joining a trusted brand that consistently delivers for its marketing customers reassured us we were making the right choice.”
The new site has delivered major gains in performance, usability and content governance. Page speed has improved by at least 200% across the board – in some cases even more – thanks to a combination of clean, efficient coding and the inherently fast nature of the Optimizely headless architecture.
Eftsure’s content team now benefits from Optimizely’s Visual Page Builder, which allows authors to see their changes in real-time and build pages using a drag-and-drop interface. This eliminates the need for hardcoded templates and empowers the team to experiment and iterate quickly – including saving frequently used content patterns as reusable blueprints.
The platform also supports a regulated publishing workflow, ensuring content changes go through appropriate review before being made live – a critical feature for Eftsure’s finance industry compliance needs.
The Optimizely SaaS platform has given Eftsure’s content teams greater autonomy, alongside a powerful, scalable foundation for future growth.
“The Luminary team has been amazing to work with. The project timelines and deliverables were always clearly communicated, delivered on time and rarely needed any adjustments. Overall, we couldn't have been happier about the building progress.
Keep Reading
Want more? Here are some other examples of our work that you might be interested in.
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