ConversionWax Playbook
Role-Based Feature Highlighting
Detect visitor role from UTM parameters and highlight features relevant to their job function for higher engagement.
Tactic Overview
Show developers your API documentation, CFOs your ROI calculator, and marketing managers your campaign analytics - all automatically based on the role indicated in your campaign UTM parameters. Stop showing one-size-fits-all product tours.
Primary goal
Increase feature relevance by role
Mechanism
URL parameter detection
Where it shows
Homepage hero, feature sections, demo CTAs
Why This Works
The friction
A CFO clicking your 'Finance Teams' ad lands on a generic homepage touting developer features. They bounce immediately because nothing speaks to their needs, wasting your ad spend and losing qualified leads.
The unlock
When a visitor from your utm_content=cfo campaign sees 'Save 40 hours/month on financial reporting' with your automated reporting feature front and center, they know this product is built for them. One SaaS saw 3.2x higher demo booking rates with role-based messaging.
Implementation Steps
10 steps
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1Quick Win
Map your buyer personas
Identify your key roles: developer, product manager, CFO, CMO, operations, etc. Document their primary pain points and desired features.
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2Quick Win
Tag your ad campaigns
Add utm_content parameters to campaigns targeting specific roles: utm_content=developer, utm_content=cfo, utm_content=marketing.
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3Medium Effort
Audit features by persona
Create a matrix showing which product features matter most to each role. Developers care about API, CFOs care about reporting.
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4Medium Effort
Write role-specific headlines
Craft hero headlines for each persona: 'Ship faster with our developer platform' vs. 'Control costs with real-time budget tracking'.
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5Quick Win
Set up URL parameter targeting
Configure ConversionWax rules: If utm_content contains 'developer', show developer-focused hero section.
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6Medium Effort
Create role-specific feature callouts
Design feature highlight sections for each role with relevant screenshots and benefits.
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7Quick Win
Personalize demo CTAs
Change 'Book a Demo' to role-specific CTAs: 'See the Developer Platform', 'Schedule a Finance Review'.
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8Major Initiative
Build role landing pages
Create dedicated landing pages for each role and use personalization as the bridge from generic traffic.
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9Quick Win
Test with real campaigns
Run small-budget tests targeting each persona and verify correct content displays.
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10Quick Win
Measure engagement by role
Track time-on-page, feature interaction, and demo requests segmented by persona.
Real-World Example
Scenario
A project management SaaS spent $80K/month on Google Ads targeting different roles but sent everyone to the same generic homepage. Developers, PMs, and executives all saw identical messaging focused on collaboration features.
Outcome
After implementing role-based highlighting, demo booking rate increased from 2.8% to 7.9% (+182%), with CFO-targeted traffic converting at 11.2% when shown finance-specific features.
Key Metrics to Track
Demo Booking Rate by Role
Track conversion to demo segmented by persona. Target: 50%+ improvement for targeted roles.
Feature Engagement
Measure which features each role interacts with to validate persona-feature mapping.
Time on Page
Relevant content should increase engagement time.
Ad Quality Score
Better landing page relevance improves Google Ads Quality Score, reducing CPCs.
Common Pitfalls
Too many personas
Start with 3-4 core roles. Too much segmentation creates maintenance nightmares and dilutes testing.
Inconsistent UTM tagging
If your team uses different parameter names, targeting breaks. Create and enforce a UTM naming convention.
Role mismatch in sales calls
If a CFO books a demo but your sales team leads with developer features, the disconnect hurts. Share persona data with sales.
Quick Reference
Best for
Multi-persona SaaS products
Effort level
Medium
Time to results
1-2 weeks
Difficulty
Intermediate