Case study / Embedded widget

An embeddable FX widget for a UK export-services portal

Engagement: short-term buildSector: Trade and export servicesStatus: shipped, no longer hosted

A UK financial services firm working in the trade and export space wanted an embeddable foreign-exchange widget for the portal of a major UK export-services membership body. The widget needed to provide live-rate-aware FX information to UK exporters considering international transactions, with user-analytics instrumented so the sponsoring firm could see how members engaged with it.

The brief

The financial services firm's positioning as a partner to UK exporters depended on being visible at the moments their target audience was thinking about international currency. A direct landing page was less useful than embedded utility on a site UK exporters were already visiting. The membership body was open to hosting a partner widget if the build was lightweight and value-adding to their members.

Self-contained AngularJS widget

Built as a small AngularJS single-page widget designed to drop into an external partner's portal page. Bootstrap responsive layout, PHP-backed data services for the FX rates and the analytics endpoint. Self-contained so the host site did not need to take on JavaScript or styling dependencies that could conflict with their own.

User analytics instrumentation

Engagement instrumentation built in from the start so the sponsoring firm could measure which currency pairs members were most interested in, which sessions converted into deeper engagement, and how the widget performed against the firm's lead-quality benchmarks. The analytics paid the rent on the partnership.

The outcome

  • Widget shipped and deployed onto the partner portal.
  • Sponsoring firm gained a presence on a member-facing site that mattered to its target audience.
  • Engagement data flowed back to the firm so the partnership could be evaluated on real numbers.
  • The partner portal has since restructured and the widget URL is no longer hosted; the build was successful at the time, the host site simply moved on.

What we learned, applied across our other work

Embedded widgets earn their keep on partner sites. A small, useful tool dropped into an audience's existing destination is often a better marketing investment than a new landing page that has to earn its own traffic. The trade-off is that the widget lives at the discretion of the host.

Analytics first, content second. A partnership widget without engagement instrumentation is a vanity metric waiting to happen.

Tech stack

Front end

AngularJSTwitter BootstrapMobile-responsive

Back end

Node.jsPHPFX rate retrievalAnalytics endpoint

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