Customer insights: How Rewind doubled its conversions

Rewind is a company that offers backup and restoration software for SaaS platforms.

Last week, we talked to Ryan, who runs Content Lift, about how he helped Rewind double its installs.

Initial Situation/Business Problem

Rewind had just acquired a new app that backs up and restores GitHub repositories.

The executive team at Rewind was expecting big things after buying this new software.

Despite high expectations, revenue didn't hit the forecasted targets.

Insight

When Ryan talked to the team, he found out that something was off, as the sales team was struggling to convert new leads into customers.

So, Rewind asked Ryan to conduct customer research to better understand the actual buying journey.

When he got to work, one of the biggest discoveries he made right away, was that Rewind was focusing on the wrong buyer!

So far their marketing was targeting software developers – but it was really people in dev ops that experienced the biggest pain.

A small detail that turned out to be a very important finding.

“When you invest in content marketing, you want to be sure your target audience really needs your product, but that there is friction on the journey, which you can remove. If people complete the customer journey but do not make a purchase, it is likely that you have a targeting or positioning problem.”

– Marco Schlauri (Digital Leverage)

How and Why It Works

Ryan further realized that the target audience was using custom made solutions to back up GitHub data.

However, when GitHub made changes to the API, these custom scripts stopped working.

This was an obvious pain. One that Rewind decided to solve by creating helpful content.

“In SaaS, it’s well known that new apps often replace patched systems of custom code, sheets, or plugins customers have been using to get by. And often, these people search online for help if they run into issues with their current solution. A great opportunity for SEOs.”

– Marco Schlauri (Digital Leverage)

By identifying these pain points, a long list of long-tail keywords around problems with GitHub emerged.

And Rewind created blog content around these issues like “how to make a git backup” or “how to write a github backup script”.

The advantage of such product-led content is that it also provides an excellent opportunity to showcase your own solution.

Not only is it easier to reach the right audience, but it’s also easier to convert them, by making your product the most appealing solution.

A blog article on rewind.com about customer challenges:

Results

By focusing on the right buyer persona and creating content initiatives around the problems the dev ops teams were facing, Rewind was able to increase traffic and conversions.

As per data from ahrefs.com, 8 of the top 10 pages that generate organic traffic run on the blog:

By refocusing on the right audience and then creating pain-point driven content along the customer journey, Rewind was able to double the number of product installs.

“What I love about this case, is how refocusing yourself on your ideal customer and conducting interviews can unearth their biggest pain points, which not only drive traffic, but tend also to convert at a much higher rate”.

– Marco Schlauri (Digital Leverage)

More about Content Lift and the case study can be found here: https://www.contentlift.io/my-one-case-study