Marketing-team-owned page publishing, with A/B testing and a self-tuning optimization loop built in
A publishing engine for a marketing team — brand-safe and self-tuning
Landing pages a marketing team can ship without engineers — brand-locked components, A/B tests on by default, and a loop that rewrites and re-tests each page against its own goal until it stops getting better.
A weeks-per-page release cycle became pages shipped any day, then quietly auto-tuned on their own.
| Before | After | |
|---|---|---|
| Who can ship a page | engineering, queued behind sprints | the marketing team, any day |
| Time per release | a sprint or two | minutes to push live |
| A/B testing | one-off, often unread | on by default, results read by the system |
| Brand safety | reviewed by hand, slowed releases | enforced by the components themselves |
| After launch | nothing — the team had moved on | the page critiques and rewrites itself until it stops improving |
| Cost of trying ten ideas | the cost of ten engineering projects | the cost of one |
A weeks-per-page cycle, one-shot A/B tests, and silence after launch became pages shipped any day, tests on by default, and a continuous improvement loop that keeps tuning the work already live. The marketing team got their release pipeline back; engineering got out of the landing-page business; the pages themselves kept getting better every week instead of slowly going stale.
What I built
A publishing engine for a marketing team that wanted to ship landing pages without an engineering queue and have those pages keep improving after launch.
- A brand-locked component library. Every block — hero, value-prop, social proof, CTA, footer — is pre-approved for layout, accessibility, tone, and brand voice. The marketing team can compose any combination; they can't go off-brand because nothing off-brand is available to drag in.
- A staging-and-approval flow. Pages land in a preview environment before launch, with one-click promotion. The team reviews the actual page, not a Figma mock.
- A/B testing on by default. Every new launch is wrapped in a test against the current control, with traffic split and GA4 events fired automatically — nobody wires up the test, but every page has one.
- A self-tuning optimization loop. Once a winner emerges, the system critiques the winning page against its stated goal, proposes a tighter variant in the brand voice, ships it as the next test, and keeps going until improvement stops. Nobody schedules the iteration; it just runs.
The whole thing lives where the marketing team works, not in an engineering tool.
Why it matters
The story most marketing teams tell themselves is "we'd ship more if we had more engineering time." That's only partly true. The deeper bottleneck is that a marketing team and an engineering team optimize for different things — speed of experimentation vs. stability and craft — and when one is queued behind the other, the experimenting loses. This engine doesn't replace engineering; it takes one category of work (brand-safe, structured landing pages) and gives it back to the people who understand the customer best, then keeps quietly improving the work for them.
Normally "marketing pages that ship in minutes and tune themselves" is the pitch of a SaaS platform with a sticker price and a long contract. Here it's a stack the brand owns, wired into the data the brand already has — pages that ship the day the idea lands and keep getting better the week after.
- 01Compose
The marketing team builds a page from a library of brand-locked components — every block pre-approved for layout, accessibility, and brand voice. The page is on-brand by construction.
- 02Stage
Before going live, the page lands in a preview environment with a single-click approval flow, so the team reviews the actual page (not a Figma mock) before launching.
- 03Test
Once live, the page is automatically wrapped in an A/B test against the current control, with GA4 events firing without anyone wiring them up.
- 04Read
Results pipe back into the system, which interprets the test against the page's stated goal — conversions, dwell time, scroll depth — and picks the winner.
- 05Critique
The system critiques the winning page against its goal and proposes a tighter variant — different headline, different proof, different order — written in the brand voice.
- 06Loop
The variant ships as the next test, the winner becomes the new baseline, and the loop runs until quality stops improving. Nobody schedules it.
The shift is from one release every few weeks, reviewed once and forgotten, to pages that ship in minutes and tune themselves continuously. The marketing team got their release pipeline back; engineering got out of the marketing-page business; the pages themselves started getting better every week instead of slowly going stale.