Promoting SaaS Product Features to Boost Traffic and Conversions

Challenge

In order to effectively market GoTo Resolve to our primary audience of IT professionals and administrators, we needed to identify core product features and develop content that explained what these features were and how they could solve their problems.

Solution

I collaborated with product marketing, content, UX, and SEO teams to develop a simple framework to decide which features were worthy of a dedicated page. That framework was as follows:

• SEO - Features with high organic traffic potential based on search volumes and keyword difficulty

• Product Marketing - Features with high differentiation (USP) relative to competitive offerings

The pages would explain why the feature is noteworthy, how it works to solve specific problems, and then entice users to try it out for themselves through a free account. To serve our international markets, the pages would also be translated to 6 additional languages.

Here is an example of one of several features pages that were built:

Results

Collectively, these feature pages, in addition to other work to promote features such as through blog articles, glossary pages, and more, performed strongly over the course of 2023 in terms of creating organic acquisition opportunities and new account signups.

• Organic traffic acquisition increased by 173%

• New free/trial account signups increased by 48%

• Increased site backlink profile

• During my time as the web lead for GoTo Resolve, we launched a total of 12 dedicated feature pages

Key Takeaways

• Features pages allow you to tell a story about the core functionality of your product

• It is important to explain that functionality in user benefit terms

• Users are also looking for “how to” content that explains how to use that functionality

• Don’t be afraid to “sell” the product; users are looking for a solution to a problem and are more than willing to pay for a product that does that