Shopify Hydrogen Migration Partnership

Website Structure & Funnel Content Plan

This document outlines the website structure, key pages, content requirements, and conversion funnel design for the Shopify Hydrogen Migration Partnership website.

Website Goals

1. Establish Credibility: Position the partnership as the premier Hydrogen migration experts
2. Generate Qualified Leads: Attract and convert high-value e-commerce brands and investors
3. Educate the Market: Build understanding of Hydrogen benefits and migration value
4. Support Sales Process: Provide resources that accelerate the sales cycle
5. Create Community: Foster engagement among technical users and partners

Target Audience Segmentation

The website will be structured to address the specific needs of four primary audience segments:

Audience Segment	Primary Needs	Key Website Sections
DTC Brand Leaders	ROI clarity, Case studies, Implementation approach	Performance Impact, Case Studies, Methodology
Enterprise Executives	Strategic advantage, Integration capabilities, Enterprise proof	Strategic Value, Enterprise Solutions, Technical Architecture
Investment Partners	Portfolio impact, Standardization benefits, Technical due diligence	Investor Alliance, Portfolio Solutions, Due Diligence Services
Technical Decision Makers	Technical capabilities, Implementation details, Developer resources	Technical Documentation, Developer Hub, Component Library

Site Structure & Navigation

Primary Navigation

1. Why Hydrogen (Value proposition & benefits)
2. Solutions (By business type, technical needs)
3. Case Studies (Results & implementation stories)
4. Partnership Programs (Flagship, Investor Alliance, etc.)
5. Resources (Technical documentation, guides, tools)
6. Developer Hub (Technical resources, component library)
7. About (Team, partners, approach)

Secondary Navigation

1. ROI Calculator
2. Performance Assessment
3. Contact Us
4. Events & Webinars
5. Blog

Key Page Requirements

Homepage

Purpose: Establish credibility and direct visitors to relevant content paths based on their role and needs.

Key Components:

• Hero section with clear value proposition and segmentation paths
• Impressive performance metrics from case studies
• Client logos from successful implementations
• Concise overview of partnership approach
• Testimonial carousel from different personas
• Featured case study highlights
• Call-to-action options based on visitor needs

Content Requirements:

• Main headline that captures performance advantage
• 2-3 sentence overview of partnership value
• 3-5 client logos with permission
• 3-4 key performance metrics from case studies
• 2-3 featured testimonial quotes
• Primary CTA (Performance Assessment)
• Secondary CTAs for different audience segments

Why Hydrogen

Purpose: Educate visitors on the technical and business benefits of Hydrogen migration.

Sub-pages:

1. Performance Advantages: Technical and business impact of performance improvements
2. Business Case: ROI frameworks, payback periods, business outcomes
3. Technical Architecture: Overview of Hydrogen capabilities and advantages
4. Future-Proofing: Strategic alignment with Shopify’s direction
5. Competitive Advantage: Differentiation potential through technology

Content Requirements:

• Clear comparison tables between Liquid and Hydrogen
• Interactive visualizations of performance differences
• ROI model explanation with examples
• Technical architecture diagrams
• Customer experience improvement examples
• Video explanations from technical experts

Solutions

Purpose: Address specific needs of different audience segments with tailored value propositions.

Sub-pages:

1. For DTC Brands: Performance-focused solutions for growth-stage brands
2. For Enterprise Retailers: Scalability and integration solutions for larger organizations
3. For Investment Portfolios: Multi-brand standardization and efficiency solutions
4. Technical Transformation: Developer experience and technical modernization

Content Requirements:

• Segment-specific value propositions
• Tailored case studies for each segment
• Solution approach diagrams
• Implementation timelines and methodology
• ROI calculations specific to each segment
• Testimonials from similar customers

Case Studies

Purpose: Provide detailed evidence of successful implementations with measurable outcomes.

Structure:

• Filterable by industry, company size, and primary goal
• Consistent format for all case studies
• Clear before/after metrics
• Implementation approach details
• Technical and business outcomes
• Client testimonial

Content Requirements (per case study):

• Client overview and challenges
• Implementation approach and timeline
• Technical solutions implemented
• Performance improvements (with metrics)
• Business impact and ROI
• Lessons learned and best practices
• Client testimonial (video when possible)

Partnership Programs

Purpose: Detail the various partnership programs and how to engage with them.

Sub-pages:

1. Flagship Partner Program: For high-profile brands serving as case studies
2. Investor Alliance Program: For VC/PE firms with e-commerce portfolios
3. Technical Partner Program: For agencies and technology partners
4. Implementation Methodology: Overview of the implementation approach

Content Requirements:

• Program benefits and requirements
• Application process
• Partner testimonials
• Success metrics and case examples
• Team and resources committed to each program
• Pricing structure overview (not specific pricing)

Resources

Purpose: Provide educational and sales-enabling content for different stages of the buyer journey.

Content Types:

1. White Papers: In-depth analysis of technical and business topics
2. Guides: Step-by-step explanations of key concepts
3. Webinar Recordings: Educational sessions on various topics
4. Tools: Interactive calculators and assessment tools
5. Infographics: Visual explanations of key concepts
6. Blog: Regular updates and thought leadership

Content Requirements:

• Gated premium content for lead generation
• Ungated foundational content for education
• Mix of technical and business-focused materials
• Regular content calendar with new additions
• Content mapped to buyer journey stages

Developer Hub

Purpose: Provide technical resources and community for developers implementing or considering Hydrogen.

Key Components:

1. Component Library: Reusable Hydrogen components for common needs
2. Implementation Guides: Technical documentation for migrations
3. Best Practices: Coding standards and patterns
4. Community Forum: Discussion space for technical questions
5. Technical Blog: Developer-focused content

Content Requirements:

• GitHub repository links
• Code examples and snippets
• Technical diagrams and architecture patterns
• Implementation checklists
• Performance optimization guides
• API documentation

Interactive Tools

1. ROI Calculator

Purpose: Allow visitors to estimate the potential ROI of a Hydrogen migration based on their specific business metrics.

Inputs:

• Monthly traffic volume
• Current conversion rate
• Average order value
• Mobile traffic percentage
• Current page load metrics (if known)
• Business vertical

Outputs:

• Estimated conversion improvement
• Projected revenue impact
• Estimated implementation cost range
• Projected payback period
• Mobile revenue improvement potential

Lead Capture: Email required for detailed report

2. Performance Assessment Tool

Purpose: Analyze a visitor’s current Shopify store to identify performance improvement opportunities.

Functionality:

• URL input for Shopify store
• Core Web Vitals analysis
• Mobile/desktop performance comparison
• Technical opportunity identification
• Competitive benchmarking against industry

Lead Capture: Contact information required for full report

3. Implementation Readiness Assessment

Purpose: Help brands evaluate their readiness for Hydrogen migration.

Assessment Areas:

• Technical team capabilities
• Current implementation complexity
• Business case strength
• Timeline and resource availability
• Integration requirements

Lead Capture: Information required for personalized readiness report

Conversion Funnel Design

Awareness Stage Content

Goal: Attract relevant traffic and build initial understanding

Content Types:

• Blog posts on performance impact on e-commerce metrics
• Social media thought leadership
• Industry data and market analysis
• Basic educational content about Hydrogen
• SEO-optimized comparison content

CTAs:

• Subscribe to newsletter
• Download basic educational content
• Register for webinars

Consideration Stage Content

Goal: Build deeper engagement and begin qualification

Content Types:

• Case studies by industry
• White papers on implementation approach
• Technical webinars on Hydrogen capabilities
• Comparison guides (Hydrogen vs. alternatives)
• ROI calculators and assessment tools

CTAs:

• Request performance assessment
• Schedule consultation call
• Access gated technical content

Decision Stage Content

Goal: Support final decision-making and contracting

Content Types:

• Detailed implementation methodology
• Client testimonial videos
• Technical migration playbooks
• Business case templates
• Risk mitigation guides

CTAs:

• Schedule technical discovery workshop
• Request proposal
• Speak with reference client

Lead Nurturing Workflows

1. DTC Brand Leader Track

Trigger: Download of case study or use of ROI calculator

Sequence:

1. Initial email with additional relevant case studies
2. Performance impact guide focused on mobile conversion
3. Invitation to webinar on DTC brand migration case study
4. Technical implementation overview for non-technical leaders
5. Offer for personalized performance assessment

2. Investor Partner Track

Trigger: Access to investor-focused content or portfolio assessment tool

Sequence:

1. Portfolio standardization guide
2. Case study featuring investor portfolio brand
3. Technical due diligence framework document
4. Invitation to private investor roundtable
5. Offer for portfolio analysis workshop

3. Technical Decision Maker Track

Trigger: Access to technical documentation or developer resources

Sequence:

1. Hydrogen technical architecture deep-dive
2. Invitation to technical implementation webinar
3. Component library and code examples
4. Migration workflow and methodology guide
5. Offer for technical discovery workshop

Analytics and Measurement Plan

Key Performance Indicators

Funnel Stage	Metrics	Targets
Acquisition	Unique visitors, Channel effectiveness	25% monthly growth
Engagement	Page depth, Time on site, Content downloads	>3 pages, >3 mins, 15% conversion
Conversion	Tool usage, Form completions, MQLs	25% tool engagement, 10% form completion
Qualification	SQL conversion, Discovery calls, Opportunities	30% MQL→SQL, 50% call→opportunity

Conversion Goals

1. Primary Conversions:
   • Performance assessment completion
   • Consultation request
   • Discovery workshop booking
2. Secondary Conversions:
   • Content downloads
   • Webinar registrations
   • ROI calculator usage
   • Newsletter subscription

Tracking Implementation

• Google Analytics 4 for core website metrics
• HubSpot for lead tracking and nurturing
• Hotjar for user experience analysis
• Custom event tracking for interactive tools
• UTM parameter strategy for channel attribution

Technical Requirements

Platform Recommendations

• CMS: Headless CMS with API capabilities (Contentful or similar)
• Front-end: Built with React/Hydrogen (eating our own dog food)
• Marketing Automation: HubSpot or similar
• Form Handling: Custom forms with validation and CRM integration
• Asset Management: CDN for global performance

Performance Requirements

• Lighthouse score >90 on all metrics
• First Contentful Paint <1s
• Time to Interactive <2s
• Core Web Vitals passing on all metrics
• Mobile-first design approach

Integration Requirements

• CRM integration for lead handling
• Marketing automation for email nurturing
• Calendar integration for booking meetings
• Analytics for performance tracking
• Chat functionality for real-time support

Content Development Timeline

Phase 1: MVP Launch (Weeks 1-4)

• Homepage with core value proposition
• Basic Solutions pages
• 2-3 initial case studies
• ROI calculator v1
• About and contact pages
• Lead capture forms

Phase 2: Core Content (Weeks 5-8)

• Complete Why Hydrogen section
• Expanded Solutions sections
• 3-5 additional case studies
• Performance assessment tool
• Initial Resources section
• Blog launch with 5-7 articles

Phase 3: Technical Depth (Weeks 9-12)

• Developer Hub launch
• Technical documentation
• Component library
• Implementation guides
• Expanded Resources section
• Advanced interactive tools

Phase 4: Continuous Expansion

• Weekly blog content
• Monthly new case studies
• Quarterly white papers
• Ongoing tool refinement
• Webinar recordings library
• Community content integration

Content Governance

Content Ownership

Content Area	Owner	Review Process	Update Frequency
Case Studies	Marketing Team	Client approval, Technical review	As completed, minimum quarterly
Technical Documentation	Technical Team	Peer review, Developer testing	Monthly
Business Content	Marketing Team	Executive review	Bi-weekly
Tools & Calculators	Product Team	UX testing, Data validation	Quarterly review

Style Guidelines

• Consistent voice: Expert but accessible
• Data-driven: All claims backed by specific metrics
• Visually consistent: Established design system
• Technically accurate: Peer-reviewed by experts
• Persona-appropriate: Content tailored to audience segment
• Action-oriented: Clear next steps for every page

Implementation Plan

Phase 1: Discovery & Planning

• Audience needs validation
• Content inventory and gap analysis
• Technical requirements documentation
• User journey mapping
• Information architecture finalization

Phase 2: Design & Development

• Brand identity application
• UI/UX design system creation
• Frontend development
• CMS implementation
• Interactive tool development

Phase 3: Content Creation

• Core page content development
• Case study production
• Technical documentation writing
• Tool configuration and testing
• SEO optimization

Phase 4: Launch & Optimization

• QA testing and bug fixing
• Analytics implementation
• A/B testing setup
• Lead nurturing workflow activation
• Performance optimization

Appendices

Appendix A: Competitor Website Analysis

Appendix B: SEO Keyword Strategy

Appendix C: Content Production Templates

Appendix D: User Persona Journey Maps

Appendix E: Conversion Optimization Plan