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How Dizzain Helped Datawrapper Get 3X More Account Registrations.


Project length

Mar. 2020 — Jan. 2021

Main tools

Content Migration
Data Visualization
Paid Ads
Conversion Optimization

What is Datawrapper

Datawrapper is a self-funded, Berlin-based startup with a decade-long history.

Known for its camaraderie, the small team has built a leading data visualization tool enabling quick, code-free creation of interactive maps, charts, and tables.

David, Datawrapper’s CEO, sought a partner for a brand revamp, website redesign, migration, and marketing strategy to fuel the next growth stage.


Datawrapper team in 2020

Datawrapper caters to a broad spectrum, from brands and publications to educational and governmental bodies.

The website is instrumental to Datawrapper, serving as the primary interface for user engagement and product discovery.

Key challenges
  • Complex Content Management
  • Marketing Strategy Needs
  • SEO and Content Underperformance

The Challenge

Brand and Website Updates

David Kokkelink, Datawrapper’s CEO, contacted us in early 2020 with a specific aim: to refresh the company’s brand and overhaul the website to make it more aligned with the company’s core values.

Complex Content Management

Datawrapper’s original website was built on Hugo, a static site generator. While it was sufficient in the early days, it presented limitations:

  • Content Management: Managing the blog and on-site content became increasingly inconvenient due to Hugo’s static nature.
  • Functionality: Features like search, comments, and contact forms were difficult to implement, impacting user engagement.
  • Technical Challenges: Hugo required advanced developer skills for even basic content updates, causing inefficiency.

Marketing Strategy Needs

The company had grown primarily through word-of-mouth and passive traffic. By 2020, the site was receiving up to 2 million requests per day, mostly attributed to the pandemic’s impact on internet usage. However, this growth was unpredictable:

  • Lack of Control: Datawrapper couldn’t systematically control or predict user influx.
  • Cost Constraints: Hiring a dedicated marketing team to focus on long-term marketing strategy was deemed too cost prohibitive.

SEO and Content Underperformance

Though Datawrapper had a high SEO health score, some subdomains lagged:

  • Technical Issues: The existing site needed to comply with SEO standards including code quality, responsive design, and load speed.
  • Content Strategy: A more structured approach to SEO was necessary for better traffic and conversions.

The Solution

Initially, the focus was on understanding Datawrapper’s existing content and how it interacted with the user. We carried out a content audit and mapped out a content strategy, setting the stage for the redesign.

Our A/B tests on the registration workflow yielded immediate results – a significant 79% increase in mobile account activations. This showed us we were on the right track, addressing real user pain points.

Migration to WordPress

Switching to WordPress wasn’t just about a new look; it was about solving real operational inefficiencies. Datawrapper’s team was struggling with Hugo, which made content updates cumbersome.

WordPress not only made content management convenient but also provided the flexibility to easily add features. We meticulously migrated content, ensuring everything Datawrapper valued was preserved and enhanced in the new environment.

The Intricacies of Content Migration to WP

The Intricacies of Content Migration to WordPress

Migrating from Hugo to WordPress was not a mere “copy-paste” operation. The challenge was multifaceted: Datawrapper’s existing content had to be transferred meticulously to ensure that nothing was lost in translation, literally and figuratively.

Why Not Just Use Importing Tools?

Common importing tools usually offer a straightforward way to move content. However, these didn’t meet Datawrapper’s specific requirements for preserving the formatting and integrity of their existing content. This was especially crucial for their blog, which had grown rich in both quantity and quality over the years.

Custom Solution

Given the limitations of existing migration tools, we leaned on our prior experience with similar challenges. We developed a custom script tailored to move the bulk of Datawrapper’s blog content to WordPress. This script ensured that not only the textual content but also associated elements like images remained unchanged during the migration.

Manual Cleanup

While the script did most of the heavy lifting, some content elements required manual intervention. Our team painstakingly reviewed and reorganized these, making sure every piece fit perfectly into the new WordPress environment.

Integrating Gutenberg Editor

Once the content was in place, the next step was to make its future management as easy as possible. We integrated WordPress’s Gutenberg editor, offering Datawrapper an intuitive way to update their content and even create new pages with ease. This move was about looking forward, ensuring that the content could grow and evolve without encountering the limitations they had with Hugo.

Ensuring Future Flexibility  

The migration was not just about solving an existing issue; it was about future-proofing Datawrapper’s content management system. Now, the team can not only update old content but also easily add new elements, all thanks to the flexibility offered by WordPress.


Tailored Marketing Strategy

Datawrapper had relied heavily on organic growth, which was both a strength and a limitation. We dug into their user analytics, market positioning, and competition. The aim was to build a marketing strategy that could be both agile and sustainable.

Through a series of controlled experiments, we identified the most effective channels for customer acquisition, laying the groundwork for Datawrapper’s future marketing efforts.

SEO and Content Strategy

Our SEO strategy was holistic. An initial audit identified gaps and opportunities, which led us to develop a multi-faceted approach. This included a focus on technical SEO standards, content guidelines based on strategic keyword use, and a robust backlink strategy. The idea was to create a strong, sustainable SEO foundation that could evolve with Datawrapper’s needs.

Weathering the COVID-19 Storm

The onset of the COVID-19 pandemic forced both our teams to adapt quickly to remote working conditions. Despite the physical distance, we maintained effective communication through digital channels.

Weekly status calls continued to be a cornerstone, ensuring that everyone stayed aligned and the project remained on course.

The Result

A Reimagined Website with Stellar Conversion Rates

Our redesign did more than just give Datawrapper a facelift; it fundamentally changed how users interact with the site. New pages like “Careers” and revamped existing ones like “Pricing” made the site more comprehensive. Most importantly, our data-driven approach to the user journey paid off:

Mobile Registrations


Account Registrations


This wasn’t mere aesthetic changes; it was about making the site a more effective tool for business.

An All-Encompassing Growth Marketing Strategy

Datawrapper now has a robust, multi-channel marketing strategy, complete with actionable steps for SEO, paid advertising, and content marketing. This isn’t just a plan; it’s a roadmap that the Datawrapper team can follow to continuously attract new users and scale their business.

A CMS That Simplifies Life

Transitioning to WordPress wasn’t just about solving an immediate issue; it was about making content management sustainable for the long term. The team can now:

  • Save time previously spent on manual content creation and editing.
  • Easily update and expand the site as the business evolves.

And it’s not just about what we delivered; it’s also about what Datawrapper can now do on its own. Our design system will serve as a guidepost for the Datawrapper team, ensuring that future developments in both the site and product are consistent and effective.

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