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How Storylane Grew From 25k to 150k+ Visitors/Mo in 3 Months with Demo-Led SEO

Madhav Bhandari · Storylane

Published September 6, 2024
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What you’ll learn

Storylane describes its demo-led SEO approach, linking interactive product demos to traffic, signups, and sales conversations. The session compares demo pages with traditional blogs, explains how to scale production, and offers practical design constraints for demos.

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Connect traffic to revenue outcomes

“traffic and before you ask okay traffic and all's great you know how did that impact our Revenue uh so here's an interesting data point so our plg doubled after we you know went with the experiment but these two graphs is where I want you to sort of think a little bit okay on the left uh is sort of the signups growth that we've had from the demoed pages and on the right is uh sort of the signups we used to get from the blog the traditional SE strategy and I wanted to highlight that because on the”
Watch at 02:56

Compare demo pages with blog content

“better quality leads you know once you're into the sales conversations and you know you generally get better signups so I want to just give you a quick data point on how these compare the demol demol pages compare versus our traditional blogs so we've seen a bounce rate of around 28% versus a traditional blog which is around 70% that's the industry average uh the engagement rate is three times more so traditional blog is about 29% demol pages are about 71% and the page views are from 2 to 2.15”
Watch at 06:16

Scale production with contractors

“right if you want to scale this to 400 Pages you could work with five contractors so you know it helps us scale to you know no matter what we want um now I think the largest question is how can you apply demoed SEO so I'm going to take a couple of examples but just remember this rule that any content where a product screenshot exists or can can be added is great for demed SEO I'll share a couple of examples so let's take the first one uh chili Piper they were here right uh and I'm going to take a”
Watch at 09:10

Keep demos focused and short

“like in our case like some Enterprise deals as well so I'm happy to talk about that uh later we have a you know uh table I think table number 34 at 3 p.m. so we can we'll do a workshop there um I just want to sort of highlight some best practices with demoed SEO um the first is keep your demos to 10 steps you think of it like a Us phone number uh if your product requires more steps you break it into product tours with multiple micro demos the reason is if you have a demo with like 5050 steps it's like you're”
Watch at 12:34

Measure traffic growth

“8x Growth in Traffic 25K/Mo in Jan to 200K/Mo in Sep”
Read slide 8

Explain why demo-led SEO worked

“Why Did Demo-Led SEO Work? (some data)”
Read slide 13

Scale operations with contractors

“How We Scaled the Ops with External Help Brought in contractors to handle demo creation to scale capacity. Created a 10-min Storylane training video to make everyone demo-creators, and shared example posts for guidance. Set weekly targets of 10-25 pages based on demo complexity. Internally reviewed all demos and content for accuracy before publishing. Expanded this team as needed to hit our targets.”
Read slide 18

Use demos for how-to guides

“Step By Step Tutorial Example: Zapier Ideal for "How to" guides with many screenshots.”
Read slide 23

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About the speaker
Madhav Bhandari

Madhav Bhandari

Head of Marketing · Storylane

LinkedIn

Head of Marketing at Storylane, helping companies create interactive product demos to improve their customer acquisition efforts.

Company revenue
$2M

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Slide text

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27 passages

Demo-led SEO growth

  1. Slide 1Open deck

    SaaSOpen, September 2024 How We Grew From 25k to 150k+ Visitors/Mo in 3 Months with Demo-Led SEO Madhav Bhandari1 Head of Marketing, Storylane

  2. Slide 2Open deck

    Origin Needed to increase signups for our PLG product, prompting an SEO growth experiment. Our PLG product had great conversion rates, but PLG revenue was lagging due to low website traffic. Traditional SEO is slow and demanding, especially at the scale we needed. So we turned our interactive demos into an SEO engine. Test with goal to get to 100k/mo in traffic by END OF 2024 (!!)

  3. Slide 3Open deck

    Over the next 20 mins I’m going to show you… Demo-led SEO Summary Origin of Demo-led SEO Our results with it Why demo-led SEO works + internal data How We Applied It How You Can Apply It Getting started (KWs, tools, how we picked pages) How we executed How we scaled it Adopt Demo-led SEO for yourself Best practices Examples & next steps with Demo-led SEO

  4. Slide 4Open deck

    Demo-led SEO Summary

  5. Slide 7Open deck

    The Results Were Insane

Measuring traffic growth

  1. Slide 8Open deck

    8x Growth in Traffic 25K/Mo in Jan to 200K/Mo in Sep

  2. Slide 9Open deck

    Outranking Top Domains Even the really, really authoritative ones

  3. Slide 10Open deck

    53% of Demo-Led Pages Ranking in Top 10 and 19% ranking in Top 3

  4. Slide 11Open deck

    Google Search Console - 6x Clicks in 3 Months

  5. Slide 12Open deck

    Demo-led SEO Doubled Our PLG ARR

Why demo-led SEO worked

  1. Slide 13Open deck

    Why Did Demo-Led SEO Work? (some data)

  2. Slide 14Open deck

    Why Did Demo-Led SEO Work? Differentiate with Better Visitor Experience: Stand out with unique, interactive content that goes beyond just text. Active vs. Passive Learning: Demos let users engage and control their learning actively, unlike just skimming through text. Reduced Time To Value: Short, interactive demos helps users quickly learn what they need in an era of short attention spans. Show Not Tell: Demos give a real look at the product, helping users decide without signing up, which can lead to more conversions.

  3. Slide 15Open deck

    Demo-Led Pages vs Blog Pages What 1500+ pages, 600k visitors tell us: Metric Demo-led Pages Traditional Blog Posts Reason Bounce Rate 28.8% 70.3% (industry average) Interactive demos are inherently more engaging, drastically lowering bounce rates. Engagement Rate 71.2% 29.7% (industry average) Interactive content keeps users more engaged, nearly tripling the average engagement rate. Page Views per User 2.15 pages 2 pages (industry average) Higher user interest and intent, leading to better conversion opportunities.

  4. Slide 16Open deck

    How We Executed Demo-Led SEO

  5. Slide 17Open deck

    Finding Keywords & Creating Pages Focused on keywords that could support creating 10k+ pages and reached our ICPs. Analyzed fast-growing PLG companies SEO for ideas. Prioritized 20% keywords that drive 80% volume. Templatized page for scaling: 30 mins to build, conversion-optimized, with formulaic metadata and URL structure.

Scaling operations with external help

  1. Slide 18Open deck

    How We Scaled the Ops with External Help Brought in contractors to handle demo creation to scale capacity. Created a 10-min Storylane training video to make everyone demo-creators, and shared example posts for guidance. Set weekly targets of 10-25 pages based on demo complexity. Internally reviewed all demos and content for accuracy before publishing. Expanded this team as needed to hit our targets.

  2. Slide 19Open deck

    How Can YOU Apply Demo-Led SEO?

  3. Slide 20Open deck

    RULE: Any content where a product screenshot exists (or can be added) is great for demo-led SEO.

  4. Slide 21Open deck

    Examples

  5. Slide 22Open deck

    BOFU Example: Chilipiper Great for "best of" lists, software comparisons, competitor alternatives, and reviews.

Using demos in how-to tutorials

  1. Slide 23Open deck

    Step By Step Tutorial Example: Zapier Ideal for "How to" guides with many screenshots.

  2. Slide 24Open deck

    Visual Content Example: Ahrefs Showcase website examples, email teardowns, or strategy analysis.

  3. Slide 25Open deck

    Guide Example: Hootsuite Include your product in TOFU content with interactive demos

  4. Slide 26Open deck

    Best Practices with Demo-Led SEO Keep your demos to 10 steps, like a US phone number. If your product requires more steps, break it into product tours with multiple micro-demos, each with 10 steps. Keep content in each step short. Add optional audio voice overs or videos to make it more engaging. Add demo at the beginning, not the end. This engages the visitor immediately. Highlight the interactive nature of your content in the meta title / description. If your page just has an interactive demo, add all the steps as bullet points too, so Google can find it. Use Storylane to create demos in 10 mins - great for building a lot of demos quickly and at scale.

  5. Slide 27Open deck

    Other Ways You Can Use Interactive Demos Marketing Website conversions New product / feature launches Conferences / trade-shows Sales Outbound campaigns (demo viewed as intent signal) Sales leave-behinds Live demos or POCs Customer Success New user onboarding and education Customer support documentation Account expansion

  6. Slide 28Open deck

    Over the last 20 mins I showed you… Demo-led SEO Summary Origin of Demo-led SEO Our results with it Why demo-led SEO works + internal data How We Applied It How You Can Apply It Getting started (KWs, tools, how we picked pages) How we executed How we scaled it Adopt Demo-led SEO for yourself Best practices Examples & next steps with Demo-led SEO

  7. Slide 29Open deck

    SaaSOpen, September 2024 Build demos in 10 mins - easy, fast to load, scalable, free. [redacted email] Madhav Bhandari Head of Marketing, Storylane Thank you!