Building a user-friendly, API-ready content platform for Scripbox’s success

About Scripbox

Scripbox is a digital wealth management platform that combines algorithm-driven insights with personalized client support. It empowers clients to seamlessly adjust their mutual fund portfolios as their investment goals evolve, make hassle-free withdrawals, and leverage data-driven insights on costs and inflation trends.

Scripbox’s core application lives on the Ruby on Rails platform. Scripbox’s content, too, was primarily hosted on Ruby on Rails, with only a portion being housed on WordPress. Scripbox was looking to scale its use of WordPress for content management and move more of its content from its app infrastructure to WordPress. 

Optimizing the bulk of the codebase (85%) incrementally

rtCamp began with an in-depth review of the WordPress theme and overall codebase to identify performance bottlenecks and inefficiencies. Instead of a complete overhaul, we adopted a targeted incremental optimization strategy, enhancing 85% of the codebase to significantly improve performance and maintainability.

Additionally, we streamlined the site by replacing unnecessary plugins with efficient core solutions and custom alternatives. These efforts resulted in a faster, more efficient website and a seamless editorial workflow.

Restructuring URLs for scalability

One of the challenges Scripbox faced was the slug structure of certain WordPress content, which referenced a subdirectory. This required a complete URL restructuring to ensure scalability and prevent future content from defaulting to the outdated prefix.

To resolve this, we implemented custom rewrite rules and updated the Nginx configuration. After developing and validating a proof of concept (POC), we executed a seamless rollout that successfully eliminated the legacy subdirectory prefix, creating clean, scalable URLs.

Content velocity: Powered by post types & blocks

Scripbox had a wealth of financial insights to share, but its content was initially restricted to a single CPT called Mutual Fund. To address this, we introduced multiple custom post types (CPTs) aligned with Scripbox’s products and services, including Savings Schemes, Personal Finance, US Stocks and Wealth.

These CPTs gave the editorial team more control over content management, and allowed Scripbox to scale its financial knowledge hub more effectively.  By structuring content around distinct categories, the platform became more organized, making it easier for both the editorial team and users to navigate and access relevant financial insights.

Requiring developer support to create on-brand landing pages was another big bottleneck. We worked with the design and editorial team to develop custom Gutenberg blocks.  Each custom block had a specific purpose, and followed the Scripbox design language. Blocks could have variations as well to display multiple types of information with minor tweaks to a block.

 The Scripbox team could create landing pages by simply dragging and dropping branded blocks, focusing on content without worrying about design and layout. What used to take days or weeks just to coordinate with multiple stakeholders to build a page could now be done independently by content teams within a couple of hours. You can imagine the significantly increased content velocity, allowing the team to launch new pages and updates much faster. 🚀

API driven, multiplatform content delivery with WordPress

Scripbox sought a way to deliver content from their WordPress site to multiple platforms while maintaining their traditional WordPress frontend. Their goal was to enhance flexibility in content delivery without fully transitioning to a headless architecture.

We solved this by developing custom APIs that connected WordPress with external platforms, enabling content delivery in two key ways:

1. Scripbox mobile app : The APIs allowed the mobile app to fetch content directly from WordPress, which the team used for its ‘News That Matters’ feature during its brief run.
2. Integration with Ruby on Rails CMS: The APIs also provided content to their Ruby on Rails-based CMS, which powers transactional pages such as the Mahindra Finance FD Rates and SIP Calculator. This integration ensured that content was updated automatically, without the need for manual intervention. 
3. APIs for consistent menu items: For some pages originally built on Ruby (before Scripbox migrated to Next.js), we fetched footer items from WordPress using the WP API, ensuring consistent footer content across both platforms. Post-migration to Next.js, WordPress remains the primary content source, with the majority of content being fetched and utilized directly within the Next.js project.

Since WordPress serves as the main content source, this approach allowed Scripbox to maintain their existing systems while ensuring flexibility for future content delivery.

Seamless peak traffic management with Easy Engine

In addition to regular website optimization for Scripbox, we also designed a High Availability (HA) architecture using EasyEngine for efficient peak traffic management. Paired with a load balancer, this solution distributes incoming traffic across multiple servers, ensuring no single server is overwhelmed. 

This setup delivers optimal performance and reliability, particularly during high-traffic periods, minimizing the risk of downtime.

Improving Core Web Vitals 

Using insights from Google Search Console and Real User Monitoring (RUM), we identified key performance bottlenecks, including LCP delays, and prioritized the optimization of critical WordPress pages.

This targeted approach resulted in a 72.22% reduction in impacted URLs and significant improvements in load times, with CWV scores improving across all WordPress pages. Some remaining affected URLs were outside the WordPress platform and our scope of work. 

LCP score before 

LCP score after

The team also focused on improving user experience by addressing issues like Cumulative Layout Shift (CLS), which occurs when visible elements on a page shift unexpectedly during loading, disrupting the user’s interaction. By implementing targeted improvements, we achieved a dramatic 95% reduction in CLS for all the links on the WordPress platform, resulting in a more stable and smoother experience for users.

CLS score before 

CLS score after

Interaction to Next Paint (INP) metrics, which measure the responsiveness of a page to user interactions, saw significant improvement, with affected URLs decreasing by 53.4%. The remaining 68 URLs are associated with the Ruby on Rails platform, which falls outside the scope of the current project.

INP score before

INP score after

The remaining URLs belong to Scripbox’s Ruby on Rails platform, which is outside the scope of this project.

4 years of seamless tech support for Scripbox’s growth 

As Scripbox’s dedicated engineering partner, rtCamp keeps their WordPress stack fast, secure, and always up to date—managing core and plugin updates, monitoring performance, and ensuring seamless compatibility.

Since four years, we’ve been supporting Scripbox’s growth by handling daily WordPress operations and providing on-demand engineering support, so their team can focus on delivering valuable financial insights without any infrastructure worries.

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