We made a persona page one of our highest-converting, highest-engagement pages on the site.
One embedded tour later, 53% of page visitors engaged, 3% booked meetings, time on page jumped by nearly a full minute, bounce dropped, and our search impressions more than doubled.
This was not the plan. But here’s exactly what we did, and why it worked.
I did not expect a persona page to drive meetings, yet here we are.
Persona pages are usually… fine.
Helpful. Informative. Polite.
Also the digital equivalent of a brochure someone skims when they lose cell service in a waiting room.
So we ran an experiment to spice up one of these pages, and see if we could drive more engagement and conversions from marketers.
The experiment
In early August, we embedded a full-width Consensus tour directly into our Marketing Persona Page.
It wasn’t gated. We didn’t hide it behind a “request a demo” button.
It was just… there. Doing its thing, living its best life.
Specifically, we added it to the second module on the page, right below the hero. It was technically below the fold, but juuuust visible enough to whisper, “Hey. Want to see this instead of reading?”
It looked like this 👇
What happened next (aka: the part where demand gen gets smug)
It did stupidly well.
In the first month alone:
- 53% of visitors who reached that module clicked into the first step of the tour
→ ~450 out of 850 people - 3% of tour starters clicked the ending CTA to “Book a Meeting”
For a persona page.
Let me say that again for the folks in the back:
3% of people who started a self-guided tour on a PERSONA page raised their hand for a meeting.
There wasn’t any form friction. No nudge from an SDR. No “Schedule time?” pop-up chasing them around the page.
Just buyers… buying their way forward.
Engagement didn’t just improve short term — it stayed improved
I’ve broken enough things on websites before to know that I can’t rely on my gut and should never assume a change is an improvement. So we picked some metrics to look at behavior on the page before and we embedded the tour.
Before embedding the tour:
- Avg time on page: 2.8 minutes
- Bounce rate: respectable, it was FINE, but not thrilling
After embedding the tour:
- Avg time on page: 3.7 minutes
- Bounce rate: dropped noticeably
- Engagement didn’t spike and fall — it kept climbing steadily in the months after
Take a look at our view data:
This wasn’t a novelty bump. It became how people actually used the page. They stayed a whole extra minute longer on this page. In that time, I could have swiped through 8 TikToks or scheduled our next email newsletter.
The SEO side quest we didn’t fully anticipate
Here’s the part that surprised me most. I knew we would see a change in user behavior on the page, but I didn’t think that search engines would also take notice. After embedding the tour, we saw:
- A slight improvement in the average ranking for the page
- A massive jump in impressions week over week
According to Google Search Console:
- Before the tour: ~900 impressions/day
- After the tour: ~2.3k impressions/day
Same URL, nothing else on the page changed. What did change was our new behavior signals: 1) Longer time on page. 2) More interaction. 3) Lower bounce.
The Google gods, apparently, noticed.
Why this worked (from one demand gen marketer to another)
This was about showing, not telling.
- Persona page intent = “Is this for me?”
- Tours answer that faster than paragraphs ever will
- Buyers didn’t want to be convinced — they wanted to see
We didn’t tell marketers what Consensus can do for them. We enabled them to explore on their own. This worked well for the marketing leaders who just wanted a glimpse of the tool for proof that it actually worked, and for the mid-level marketers (I see you!) who need to “play around with it” before committing to learning a whole new tool for a free trial or endorsing a purchase.
Giving visitors the ability to experience the product on their own terms meant they could move forward when they were ready.
Which, shockingly, made them more likely to convert.
The takeaway
If your persona pages are doing their job, they should perform (not just inform).
For us, embedding a tour:
- Turned a static content page into an interactive experience
- Increased engagement across every meaningful metric
- Quietly improved SEO
- And generated real pipeline intent without adding friction
Not bad for something that used to be… just a persona page.
Next up: figuring out what else on our site deserves to stop talking and start showing. 👀
