Promo Site on 1C-Bitrix: A/B Tests, Caching, CRM

When a mass email campaign launched, the landing page on a website builder crashed — the server couldn't handle 5,000 concurrent visitors. A promo site on 1C-Bitrix with nginx FastCGI caching and infoblocks handles such peaks without losing conversions. A custom CMS gives full control: from layout to CRM integration. One concrete case: for a telecom client, we built a promo page that attracted 12,000 leads in 3 days — the average cost per lead dropped by 30%. Marketers saved 40% of the budget by eliminating external analytics services.

Technically, a promo site on Bitrix is a single-page site with sections, lead capture forms, and integration with Bitrix24 via the REST API. We use infoblock v2.0 for content, highload blocks for A/B test statistics, and tagged caching for speed. This approach is 5 times faster than a typical landing page on a builder under peak loads.

When to use a promo on Bitrix instead of a builder

• The main site is already on Bitrix — the promo is placed on a subdomain or in a folder, using the same template and cache. Integration takes 2 hours.
• CRM is needed without intermediaries — forms immediately create leads in Bitrix24 via the API, capturing UTM tags.
• The promo will be used repeatedly (campaigns, events) — content changes through the admin panel without a developer.
• A/B testing with built-in tools is required — no need for external services.

Promo site architecture

Two approaches:

1. Separate template on the main site. Create a template /local/templates/promo_EVENTNAME/ — minimal wrapper without navigation. The page /promo/event-name/index.php connects to it via $APPLICATION->SetTemplate().

2. Separate site in a multisite setup. If the promo is on a subdomain promo.example.ru — create a new site in the admin panel (Settings → Sites → Site list). Its own template, settings, and mail events.

Editable sections via infoblock

To let marketers change content, we place blocks via the promo_sections infoblock.

Element properties: section type (hero, features, testimonials, cta, faq), background, CTA text. In the template, switch on SECTION_TYPE:

$sections = \CIBlockElement::GetList(
    ['SORT' => 'ASC'],
    ['IBLOCK_ID' => PROMO_SECTIONS_IBLOCK_ID, 'ACTIVE' => 'Y', 'PROPERTY_PROMO_ID' => $promoId],
    false, false,
    ['ID', 'NAME', 'CODE', 'DETAIL_TEXT', 'PROPERTY_SECTION_TYPE', 'PROPERTY_BG_IMAGE', 'PROPERTY_CTA_TEXT', 'PROPERTY_CTA_URL']
);

while ($section = $sections->GetNext()) {
    $sectionType = $section['PROPERTY_SECTION_TYPE_VALUE'];
    $sectionFile = __DIR__ . '/sections/' . $sectionType . '.php';
    if (file_exists($sectionFile)) {
        include $sectionFile;
    }
}

Lead capture forms

On the promo site, there are several conversion points: hero form, bottom form, exit-intent popup. All send requests to one handler:

\Bitrix\Main\Loader::includeModule('crm');

$promoId = htmlspecialchars($_POST['promo_id'] ?? '');
$name    = htmlspecialchars(trim($_POST['name'] ?? ''));
$phone   = htmlspecialchars(trim($_POST['phone'] ?? ''));
$email   = htmlspecialchars(trim($_POST['email'] ?? ''));
$source  = htmlspecialchars($_POST['form_position'] ?? 'unknown'); // hero | bottom | popup

if (empty($phone) && empty($email)) {
    echo json_encode(['error' => 'Provide a phone or email']);
    exit;
}

$lead = new \CCrmLead(false);
$leadId = $lead->Add([
    'TITLE'              => 'Promo: ' . $promoId . ' — ' . $name,
    'NAME'               => $name,
    'PHONE'              => [['VALUE' => $phone, 'VALUE_TYPE' => 'WORK']],
    'EMAIL'              => [['VALUE' => $email, 'VALUE_TYPE' => 'WORK']],
    'SOURCE_ID'          => 'WEB',
    'SOURCE_DESCRIPTION' => 'Promo: ' . $promoId . ', form: ' . $source,
    'UTM_SOURCE'         => $_COOKIE['utm_source'] ?? '',
    'UTM_MEDIUM'         => $_COOKIE['utm_medium'] ?? '',
    'UTM_CAMPAIGN'       => $_COOKIE['utm_campaign'] ?? '',
]);

echo json_encode(['success' => (bool)$leadId]);

UTM tags are stored in cookies for 30 minutes via JavaScript and passed to the lead. The fields UTM_SOURCE, UTM_MEDIUM, UTM_CAMPAIGN, UTM_TERM, UTM_CONTENT are available — we use them. As indicated in the REST API documentation, the CCrmLead::Add method creates a lead in a single request.

How to implement a countdown timer?

A timer leading up to the end of a promotion is a key conversion element. We implement it with JavaScript and server-side time:

// Date from infoblock settings, no hardcoding
$promoEndDate = \COption::GetOptionString('promo', 'end_date');
echo '<script>window.PROMO_END_DATE = "' . $promoEndDate . '";</script>';

function startCountdown(endDateStr) {
    const endDate = new Date(endDateStr);
    const timer   = setInterval(() => {
        const now  = new Date();
        const diff = endDate - now;

        if (diff <= 0) {
            clearInterval(timer);
            document.getElementById('timer').textContent = 'Promotion ended';
            return;
        }

        const days    = Math.floor(diff / 86400000);
        const hours   = Math.floor((diff % 86400000) / 3600000);
        const minutes = Math.floor((diff % 3600000) / 60000);
        const seconds = Math.floor((diff % 60000) / 1000);

        document.getElementById('timer-days').textContent    = String(days).padStart(2, '0');
        document.getElementById('timer-hours').textContent   = String(hours).padStart(2, '0');
        document.getElementById('timer-minutes').textContent = String(minutes).padStart(2, '0');
        document.getElementById('timer-seconds').textContent = String(seconds).padStart(2, '0');
    }, 1000);
}

Why add A/B testing?

A/B tests let you compare page variants without external services. We split visitors via cookie:

if (!isset($_COOKIE['promo_variant'])) {
    $variant = rand(0, 1) ? 'A' : 'B';
    setcookie('promo_variant', $variant, time() + 86400 * 30, '/');
} else {
    $variant = $_COOKIE['promo_variant'];
}

$templateFile = __DIR__ . '/variants/' . $variant . '.php';
include $templateFile;

Results are written to a separate table b_local_promo_ab_stats with fields PROMO_ID, VARIANT, VIEWS, CONVERSIONS. After 1,000 visitors per variant, statistical significance becomes visible — the better variant can be chosen.

Caching and performance

A promo site might face peak traffic: 10,000 visitors per hour from a newsletter. We configure:

• Full-page caching via nginx FastCGI cache for anonymous users. Page delivery time — 0.002 s.
• Cache-Control: public, max-age=3600 for static assets.
• Cache warming after each deployment.
• Rate limiting for AJAX requests (nginx limit_req_zone).

How to launch a promo site in 5 steps?

1. Define goals and audit the current site.
2. Design the infoblock architecture and integrations.
3. Develop the template, forms, timer, and A/B test.
4. Load testing and caching configuration.
5. Launch and hand over editing instructions.

What's included in the work

Our team has 5+ years of experience in Bitrix development and over 50 delivered promo sites. We guarantee quality and set deadlines in the contract. Get an engineer consultation to evaluate your project. Contact us for a cost estimate.

Development timelines

The cost is calculated individually and fixed in the contract.

1C-Bitrix Module Development and Setup

The main trap of Bitrix is init.php. You add an OnBeforeIBlockElementUpdate handler there, then another one — a year later the file is 2000 lines, and on every hit all that code executes. We move business logic into full-fledged modules with D7 ORM, custom tables, and administrative interface. The module can be disabled, transferred to another project, covered with tests — none of that is possible with init.php. Our team has 10+ years of Bitrix experience, certified specialists, and a 6-month code guarantee. Request a consultation — we'll explain how to migrate legacy code to a modular architecture.

Why is init.php the worst place for business logic?

Init.php does not support class autoloading, lacks an isolated namespace, cannot be unit tested, and cannot be disabled without editing the file itself. Every handler written there runs on every request, even if not needed. In a module, you register handlers through EventManager, and they only execute when the event occurs. Performance difference: up to 3x with 10+ handlers.

Standard Modules: Typical Problems and Solutions

Information blocks. IBlock architecture is the first thing we review on any project. A classic mistake: one catalog infoblock with 80 properties, 30 of which are multiple. The b_iblock_element_property table swells to millions of rows, and CIBlockElement::GetList with filtering on three properties does a full scan. We move reference data to Highload-blocks, eliminate multiple properties where possible, and design the structure for 5x growth.

e-Store (sale). Cart business rules are a separate story. We set discount priorities to prevent two campaigns from giving 60% instead of 30%, connect payment handlers, and write custom validation via OnSaleOrderBeforeSaved.

Search. The built-in search module with morphology works up to 10–15 thousand elements. Beyond that — Elasticsearch. We configure it via the Bitrix search module API, indexing through CSearchFullText or custom indexers.

Highload-blocks for dictionaries, logs, user data — instead of bloated IBlocks. Direct queries via Bitrix\Highloadblock\HighloadBlockTable, custom tables instead of the EAV structure of standard infoblocks. A million records — no degradation.

Mail events. Configuration is not just templates in b_event_message. The key is SPF, DKIM, DMARC on the DNS, otherwise transactional emails go to spam. We check deliverability and set up bounce handling.

How to Design Infoblocks for Performance?

We use Highload-blocks for reference data (colors, sizes, manufacturers) that are not involved in complex queries. For SKUs — a separate infoblock with linking via IBLOCK_ELEMENT_PROPERTY. Enable INDEX_PROPERTY for frequently filtered properties. Tagged caching: when an element changes, only the related cache is cleared. Highload-blocks process up to 10x faster than infoblocks with multiple properties on volumes of 100,000 records.

Custom Module Development

Each module follows the structure /local/modules/vendor.modulename/:

• install/index.php — setup class, create tables via $DB->RunSQLBatch()
• lib/ — D7 ORM classes, extending Bitrix\Main\ORM\Data\DataManager
• admin/ — administrative pages using CAdminList, CAdminForm
• include.php — autoloading, event handler registration via EventManager::getInstance()->registerEventHandler()
• REST API endpoints via \Bitrix\Rest\RestManager

The module registers in the system, appears in the "Installed Solutions" list, and has its own settings at /bitrix/admin/settings.php?mid=vendor.modulename. It can be enabled, disabled, and updated through UpdateSystem or custom migration mechanics.

Examples of implemented tasks:

• Campaign management — visual condition builder via CAdminCalendar, timers via agents (CAgent::AddAgent), analytics linked to the sale module
• Cost calculator — React widget on the frontend, REST API in the module, formulas stored in a Highload-block
• Booking system — real-time calendar, locking via $DB->StartTransaction() / $DB->Commit() on concurrent requests, integration with channel manager via webhook

Components and Composite Cache

Component customization via result_modifier.php and component_epilog.php, not by editing template.php of the standard template. This way core updates are painless.

Composite cache ("Composite Site" technology) — the server sends ready HTML, bypassing PHP routing. Dynamic areas (cart, authorization) are loaded via CBitrixComponent::setFrameMode(true) and AJAX. TTFB drops to 30–50 ms. But there are caveats: not all components are compatible, $APPLICATION->ShowPanel() breaks composite, and careful markup of <div id="bx-composite-..."> is required.

What to Check Before Installing a Marketplace Module?

Before installing a module from the marketplace, an audit is mandatory. We check: SQL queries without prepared statements (hello SQL injection), direct use of $_REQUEST without filtering, use of outdated kernel API instead of D7, conflicts with the composite cache module. A module with no updates for over a year and a few dozen installations is likely a problem on the next PHP update. A typical case: a module calls CIBlockElement::GetList with no cache reset — the site crashes with 5000 elements.

Migration to D7

When upgrading PHP or switching to a new edition — refactor outdated calls:

• CIBlockElement::GetList() → Bitrix\Iblock\Elements\ElementTable::getList()
• CSaleOrder::GetList() → Bitrix\Sale\Order::getList()
• CModule::IncludeModule() → Bitrix\Main\Loader::includeModule() Testing on staging, rollback via git on issues.

According to official 1C-Bitrix documentation, D7 ORM is the recommended tool for working with data, providing type safety and automatic query generation.

Comparison: Init.php vs Module

Module Development Scope and Cost

What is included in module development?

• Technical specification and architectural plan
• Code following PSR-4 and Bitrix code style
• Unit tests (PHPUnit) for business logic
• Integration tests for events and REST API
• Installation, configuration, and API documentation
• Repository and documentation access
• Administrator training for module usage
• 6-month warranty support

Estimated timelines and complexity:

Cost is calculated individually — contact us for a project estimate.

Module Testing

Unit tests via PHPUnit cover business logic: discount calculation, validation, document generation. Mocks for Bitrix\Main\Application::getConnection() allow tests to be DB-independent. Integration tests verify event handlers on a real database — OnAfterIBlockElementAdd, OnSaleOrderSaved, etc. REST API endpoints are tested via curl or PHPUnit HTTP client. Critical for modules working with b_sale_order, b_catalog_price — where errors cost money.

Compatibility is checked on PHP 7.4, 8.0, 8.1, 8.2 and editions: Standard, Small Business, Business. We check conflicts with popular marketplace modules — they often intercept the same events. Load testing: measurements on 10K, 100K, 1M records, profiling via Xdebug for memory leaks and N+1 queries.

Practical Examples

Campaign module for an electronics chain. The built-in sale module discounts did not cover scenarios like "2+1", a gift with purchase over a certain amount, or combined conditions. We built a visual builder: marketers create rules via drag-and-drop without development tickets. Campaign calendar, auto-deactivation via agents, analytics linked to b_sale_order — conversion, average check, usage count. Time to launch a new campaign dropped from two days to half an hour.

Calculator for builders. Parameters (area, materials, number of floors) → formula → preliminary estimate → lead to CRM via CRest::call('crm.lead.add'). Regional coefficients and seasonal markups from a Highload-block, material prices from 1C exchange. The number of target leads increased by a third: clients see a breakdown before calling a manager.

Booking for a hotel chain. Real-time availability via AJAX requests to a custom table vendor_booking_slots, seasonal tariff calculation, synchronization with Booking.com via channel manager API. Room locking on concurrent booking via SELECT ... FOR UPDATE in transactions. Timezones handled via \DateTimeZone — a guest from Vladivostok and a manager from Moscow see the same picture.

We will evaluate your project within one day. Write to us — we'll tell you what is included in turnkey development. Contact us for a consultation on your project. Order a custom module development — get a ready solution with documentation and support.