Payrexx

The Challenge

Payrexx had recently moved their site to Framer and wanted to use Framer's native localization to handle multilingual routing. But their requirements quickly went beyond what Framer's built-in solution could support at the time.

They needed a system that could route visitors based on two signals at once: browser language and geographic location. And when those two didn't agree, a banner would appear suggesting the version that better matched where the user actually was.

The previous setup used Weglot, but with the switch to Framer they wanted everything handled in one place. A custom solution was the only way to get that level of control.

Our Approach

1. Custom CloudFront Locale Routing

• We built a CloudFront-based routing layer that reads two signals on every request: the visitor's browser language and their geographic location via GeoIP

• Users are automatically routed to the right locale directory based on browser language

• When the two signals conflict, a locale recommendation banner appears: "It looks like you're browsing from France. Switch to the French version?"

2. Conversion Tracking on the Banner

• We added a tracking ID on the banner's custom code to capture interaction data

• We built a funnel directly inside Framer to measure the banner's conversion rate and understand how often users acted on the locale recommendation

Results

• Payrexx's visitors now land on the right language version without any manual intervention

• Visitors browsing from a location that doesn't match their browser language see a banner recommending the correct version

• A conversion funnel inside Framer gives Payrexx real data on how often visitors act on that recommendation