Upland Software: How We Launched 4 Product Pages in 3 Months that Increased Engagement Rates by ~15%
[copywriting, persona research, win-loss interviews, positioning and messaging]
When I first joined Upland Software, I was confused by what we were selling. If I didn’t know what we were selling, does our customer know what we are selling?
I dove head first into researching and pivoting our positioning and messaging for our product pages. In 3 months, I launched 4 product pages with positioning and messaging that offered more precision, concision, and clarity.
Upland Cimpl: Before & After
The Spark ✨
Upland Cimpl has struggled to rank in SEO and engage readers who land on its product page. I worked closely with the SEO, product, marketing, and web team in the past 5 months to figure out Upland Cimpl’s repositioning strategy:
Why Upland Cimpl was struggling to increase its rank in SEO.
Keywords that should be included in product messaging.
What are our customers’ top five features and requirements? Is it missing in our positioning and messaging?
We learned that Google could not read the product page well. Too many keywords were lacked focus, such as ‘Technology expense management’, ‘TEM’, and ‘Telecom expense management’, weakening our positioning.
The product page could also be better organized so that readers can read the benefits, features, and services offered by Upland Cimpl without scrolling up and down the page to find information.
Upland Ultriva: Before & After
The Spark ✨
Upland Ultriva has been struggling to position itself in the market. I worked closely with the SEO, product, marketing, and web team in the past 5 months to figure out Upland Cimpl’s positioning strategy once and for all by:
Ensuring all teams are aligned with one category. We chose ‘lean manufacturing software’ after performing a positioning, messaging, and SEO competitive analysis. We also checked if this was technically correct. It all aligned!
Keywords that should be included in product messaging.
What are our customers’ top five features and requirements? Is it missing in our positioning and messaging? How can Ultriva stand out?
We learned that ‘supply management software’ had too much competition, while ‘supply execution software’ did not have the keyword density we were aiming for. ‘Lean manufacturing software, on the other hand, was the perfect balance of budget and popularity. In addition, the keyword phrase aligned with our other keywords in the topic clusters we have chosen to focus on for Upland Ultriva’s blog.
Similar to Upland Cimpl, the product page could also be better organized so that readers can clearly read about the benefits, features, and services offered by Upland Ultriva without scrolling up and down the page to find information. Ultriva also has many case studies and is used by many customers. We had to make sure to show that off.
Upland RO Innovation: Before & After
The Spark ✨
Upland RO Innovation has had a strong positioning but lacks strong messaging. I worked closely with the SEO, product, marketing, and web team in the past 5 months to figure out Upland RO Innovation’s product messaging strategy once:
We ensured our messaging incorporated the right SEO keywords, technical details, and analyst insights and concisely covered what Upland RO Innovation offers, its benefits, and more.
What are our customers’ top five features and requirements? Is it missing in our positioning and messaging? How can RO Innovation stand out? What are analysts picking up on?
We learned from our customers and analysts that our product messaging wasn’t clear and that we should focus on either customer reference management or customer advocacy. While they’re both similar, they are quite different in practice. We’ve always used customer reference management internally, so positioning-wise, that was always the case. Because of that, we tweaked our product messaging to focus on customer reference management.
Another thing we focused on primarily in our previous product messaging was how our solution helps reach customer reference management KPIs. While that’s important, customers wanted to know how (proof) and other benefits, such as whether it is an easy-to-use or easy-to-integrate platform.
Like Upland Cimpl and Upland Ultriva, the product page could also be better organized so that readers can read the benefits, features, and services offered by Upland RO Innovation without scrolling up and down the page to find information. RO Innovation didn’t have many testimonials or case studies to show off. As customer reference management software, it needs these more than our other products, and we’re working to collect them! It’s our bread and butter, after all.
The Stats 💯
During this process, I:
Repositioned Upland Cimpl, altered our messaging to focus more on what our product solves, and rewrote the entire website copy.
Currently incorporating repositioning and new product messaging into sales enablement, partner enablement, and customer success content.
I conducted a thorough competitive analysis and organized and executed win-loss interviews with lost prospects and current customers to understand their challenges and how our solution piqued their interest or solved them. I also gained a broader understanding of what content is in demand, our sales process, and how to improve it.
Worked closely with the web team throughout the production stage and performed A/B testing to see if repositioning and new messaging resonated with our audience.
Results
Engagement rate has increased 58.23% from the week before and from an average of 55.64% since the beginning of the year to 68.75%
The use of sales enablement and partner enablement content increased by 53% since repositioning (collected via a survey).
More to come
Deliverables
New Upland Cimpl product landing page
Email campaign to promote changes
Rewrote LinkedIn description
Created an all-in-one positioning and messaging document and hosted training sessions to ensure the organization is discussing this product in alignment with our repositioning.
The Stats 💯
During this process, I:
Repositioned Upland Ultriva, altered messaging to focus more on product offerings, and rewrote the entire website copy.
Currently incorporating repositioning and new product messaging into sales enablement, partner enablement, and customer success content.
Organized and executed win-loss interviews with lost prospects and current customers to understand their challenges and how our solution piqued their interest or solved them. Upland Ultriva’s audience differs from Upland Cimpl, and we learned a lot about the vendors we are up against and from our initial ICP research.
Worked closely with the web team throughout the production stage and performed A/B testing to see if repositioning and new messaging resonated with our audience.
Results
Like Upland Cimpl, Upland Ultriva has had a 7% increase in engagement rate. While it didn’t outperform Upland Cimpl, Upland Ultriva underwent the most repositioning change. Because of this large shift, it will take longer to gain the same traction as Cimpl and RO Innovation.
The use of sales enablement and partner enablement content increased by 30% since repositioning (collected via a survey).
More to come
Deliverables
New Upland Ultriva product landing page
Email campaign to promote changes
Rewrote LinkedIn description
Created an all-in-one positioning and messaging document and hosted training sessions to ensure the organization is discussing this product in alignment with our repositioning.
The Stats 💯
During this process, I:
Altered Upland RO Innovation’s messaging to focus more on what the product offers and rewrote the entire website copy.
Currently incorporating repositioning and new product messaging into sales enablement, partner enablement, and customer success content.
Organized and executed win-loss interviews with lost prospects and current customers to understand their challenges and how our solution piqued their interest or solved them. We found out various reasons why RO Innovation was losing prospects and customers and how our product page, where our competitors were winning (i.e., quick responses from sales), the need for more services for one-man reference managers, and other resources could fill up the knowledge gap in customer reference management.
Worked closely with analysts to focus messaging on key differentiators.
Worked closely with the web team throughout the production stage and performed A/B testing to see if repositioning and new messaging resonated with our audience.
Results
The engagement rate has increased from an average 47.4% at the beginning of the year to 65.26% in the last four days—a 17.8% jump! We're also much closer to the average GA4 engagement rate of 62%.
The engagement rate also jumped from 59% the previous week, which is a better frame of reference for comparing the same length of time. has had a 7% increase in engagement rate.
Sales enablement and partner enablement content increased by 60% since repositioning (collected via a survey).
More to come
Deliverables
New Upland RO Innovation product landing page
Email campaign to promote changes
Rewrote LinkedIn description
Created an all-in-one positioning and messaging document and hosted training sessions to ensure the organization is discussing this product in alignment with our repositioning.