When launching a new feature for your product or service, where you send your potential customers matters more than you might think. Enter the standalone feature page - a dedicated webpage designed to showcase and promote a specific feature of your offering. This approach differs from simply announcing your feature in a blog post or on your main website.

The power of a standalone feature page lies in its laser focus on conversion. Unlike a blog post that might aim to inform or entertain, a feature page has one primary goal: to turn visitors into users. It achieves this through targeted messaging, compelling visuals, and clear calls-to-action that highlight the benefits of your new feature.

Creating a standalone feature page requires some extra effort, but the payoff can be significant. When you're promoting your feature on platforms like Product Hunt or in media coverage, linking to a dedicated page can dramatically increase your chances of converting that initial interest into actual sign-ups or sales. It allows you to control the narrative and guide potential users toward taking action.

Consider the example of Auth0, a company that effectively uses standalone feature pages. Their WordPress Single Sign On feature page is a prime example of how to do this right. With its eye-catching design, benefit-driven copy, and prominent call-to-action, it's clear that every element of the page is geared towards encouraging visitors to try the feature. This approach stands in stark contrast to their blog post about the same feature, which serves a different purpose altogether.

Why this works

Standalone feature pages work effectively for several reasons:

1. Focused messaging. A dedicated page allows you to craft a narrative specifically tailored to the feature, highlighting its unique value proposition without distractions from other product aspects.

2. Improved conversion rates. By removing navigation elements and focusing solely on the feature, you create a distraction-free environment that encourages visitors to take action.

3. Better tracking and analytics. Isolating a feature on its own page makes it easier to measure its performance, track conversions, and gather user feedback specific to that feature.

4. Enhanced SEO opportunities. A standalone page allows you to optimize for feature-specific keywords, potentially improving your search engine rankings for those terms.

5. Increased shareability. A dedicated URL is more likely to be shared and linked to by other websites, potentially increasing your reach and authority.

6. Flexibility in design and testing. You have more freedom to experiment with different layouts, copy, and calls-to-action without affecting your main website or other features.

7. Improved user experience. Visitors interested in a specific feature can quickly find all relevant information in one place, without having to navigate through your entire website.

Here are some examples of how different types of online businesses can benefit from standalone feature pages:

• SaaS company. A project management software startup created a dedicated page for their new time-tracking feature, resulting in a 35% increase in feature adoption compared to when it was only mentioned in their blog.

• E-commerce platform. An online marketplace for handmade goods launched a standalone page for their new seller analytics tool, leading to a 50% increase in seller sign-ups for the feature.

• Digital product creator. A course platform used a standalone page to introduce their new mobile app, resulting in a 40% higher download rate compared to when it was announced via email only.

• Subscription box service. A meal kit delivery company created a dedicated page for their new vegetarian meal option, leading to a 25% increase in new subscriptions from vegetarian customers.

To maximize the effectiveness of your standalone feature page:

1. Keep it simple and focused. Avoid cluttering the page with unnecessary information or links that could distract from the main call-to-action.

2. Use compelling visuals. Include screenshots, videos, or animations that clearly demonstrate how the feature works and its benefits.

3. Highlight key benefits. Focus on how the feature solves specific user problems or improves their experience with your product.

4. Include social proof. Add testimonials or case studies from beta users or early adopters to build credibility.

5. Optimize for mobile. Ensure the page looks great and functions well on all devices, as many users may discover your feature through mobile platforms.

6. A/B test different elements. Experiment with various headlines, layouts, and call-to-action buttons to find what resonates best with your audience.

By leveraging standalone feature pages, you can significantly increase the chances of converting interest into action, ultimately driving adoption of your new features and growing your user base.

How you can steal this

Here's how you can create and implement a standalone feature page for your business:

1. Choose the right feature. Focus on a new or significant feature that solves a specific problem for your target audience. Prioritize features that have a clear value proposition and are likely to drive conversions.

2. Create a dedicated URL. Set up a unique URL for your feature page, ideally using a simple, memorable structure like yourdomain.com/feature-name.

3. Design an engaging layout. Create a visually appealing page that highlights the feature's benefits. Use high-quality images, screenshots, or videos to demonstrate how the feature works. Consider using tools like Unbounce or Instapage for quick, professional-looking designs.

4. Craft compelling copy. Write clear, benefit-driven headlines and body text that explain why users need this feature. Focus on solving pain points and improving the user experience. Use bullet points to highlight key advantages.

5. Add a prominent call-to-action (CTA). Include a clear, attention-grabbing CTA button that encourages visitors to try the feature, sign up for a free trial, or make a purchase. Make sure the CTA stands out visually and is placed strategically throughout the page.

6. Incorporate social proof. Include testimonials, case studies, or usage statistics from beta testers or early adopters to build credibility and trust.

7. Optimize for search engines. Use relevant keywords in your page title, meta description, headers, and content to improve visibility in search results for queries related to your feature.

8. Ensure mobile responsiveness. Test your page on various devices to ensure it looks and functions well on both desktop and mobile.

9. Set up tracking and analytics. Implement tools like Google Analytics or Mixpanel to monitor page performance, user behavior, and conversion rates.

10. Create a promotion plan. Develop a strategy to drive traffic to your feature page, including:

    • Social media campaigns. Share your feature page across relevant platforms, using eye-catching visuals and compelling copy.
    • Email marketing. Announce the new feature to your existing user base and email subscribers, linking directly to the feature page.
    • Content marketing. Create blog posts, videos, or infographics that highlight the problem your feature solves, linking back to the feature page.
    • Paid advertising. Consider running targeted ads on platforms like Google Ads or social media to reach potential users interested in your feature.

11. Conduct A/B testing. Experiment with different headlines, layouts, images, and CTAs to optimize your page's conversion rate over time.

12. Update regularly. Keep your feature page current by adding new testimonials, updating statistics, and refining your messaging based on user feedback and performance data.

Remember, the goal of your standalone feature page is to convert visitors into users or customers. Keep your messaging focused, highlight the benefits clearly, and make it easy for visitors to take action.

Examples of standalone feature page

Here are some examples of how different types of online businesses have effectively used standalone feature pages:

• SaaS company. A project management software startup created a dedicated page for their new time-tracking feature. The page highlighted how the feature seamlessly integrated with their existing task management system, showcased real-time usage statistics from beta testers, and included video demonstrations. This resulted in a 35% increase in feature adoption compared to when it was only mentioned in their blog.

• E-commerce platform. An online marketplace for handmade goods launched a standalone page for their new seller analytics tool. The page featured interactive graphs showing potential earnings, testimonials from successful sellers, and a step-by-step guide on how to use the tool. This approach led to a 50% increase in seller sign-ups for the feature.

• Digital product creator. A course platform used a standalone page to introduce their new mobile app. The page emphasized the ability to access courses offline, included screenshots of the app's user interface, and offered a limited-time discount for early adopters. This resulted in a 40% higher download rate compared to when it was announced via email only.

• Subscription box service. A meal kit delivery company created a dedicated page for their new vegetarian meal option. The page showcased vibrant images of plant-based dishes, included nutritional information, and featured quotes from satisfied customers who had tried the new meals. This led to a 25% increase in new subscriptions from vegetarian customers.

• Productivity app. A note-taking application launched a standalone page for their new AI-powered summarization feature. The page demonstrated how the feature could condense long articles into quick summaries, included before-and-after examples, and offered a free trial. This resulted in a 30% increase in premium plan upgrades.

• Online learning platform. A language learning website created a dedicated page for their new speech recognition feature. The page included an interactive demo allowing visitors to test the feature in real-time, displayed accuracy statistics, and highlighted how it accelerated learning. This led to a 45% increase in daily active users for the feature.

• Cloud storage provider. A file-sharing service launched a standalone page for their new collaborative editing tool. The page showcased how multiple users could work on documents simultaneously, included a video walkthrough of the feature, and offered a team discount. This resulted in a 55% increase in business account sign-ups.

These examples demonstrate how standalone feature pages can effectively showcase new functionalities, provide detailed information, and drive user adoption across various types of online businesses. By creating focused, conversion-oriented pages, these companies were able to significantly increase feature usage and overall platform engagement.