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Overview

Pre-launch email capture landing page for Boardhaus, a surf, skate, and snowboard adult progression platform. Built in Framer to spec, with two conversion paths - a free waitlist and a $97 founding member purchase - plus full GA4 event tracking, Kit email integration, and a client-ready analytics dashboard.

Goals

Translate a detailed four-version spec into a live Framer build that captured early interest before the product launched.

Incorporate two conversion paths for two types of visitors: people willing to join a free waitlist, and people ready to commit as founding members.

Track both paths end to end in GA4

Challenges

The email form was the most technically involved piece. The spec called for custom inline validation with a brand-styled error state, but the browser's native HTML5 validation was intercepting interactions before the custom logic could run. Switching to noValidate on the form and type="text" on the input, combined with custom regex validation, resolved it cleanly.

Performance on Framer's staging URL initially read as 61 on Lighthouse mobile, which looked like a problem. It turned out to be Framer's editor scripts inflating the score. Tested correctly from a clean browser session, mobile came in at 81 and desktop at 96, within the expected ceiling for Framer's runtime.

GA4 setup required five custom events, three custom dimensions, and a scroll depth script, all verified through DebugView before handoff. The founding member purchase tracking ran through a thank-you page redirect since Gumroad is an external domain.

Outcomes

Landing page design that fully adhreres to Boardhaus' brand guidelines and detailed spec.
All five GA4 events firing correctly.
Client handed a Conversion Funnel exploration in GA4 with three tabs: event overview, email capture funnel with mobile vs desktop split, and founding member funnel.
Built to WCAG 2.2 AA accessibility standards throughout.
Kit integrated for email capture.

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