SAAS / MODULE EXPANSION & UPGRADE CAMPAIGN

EMPLOYMENT HERO (NSW)

HR & payroll SaaS platform increasing payroll module adoption through product-specific landing pages, targeted search capture, and in-app upgrade optimisation.

📌 Company Snapshot

Industry: HR & Payroll SaaS
Audience: Australian SMEs
Market: Australia
Goal: Increase payroll subscriptions

Strong HR feature adoption
Low payroll module uptake
Messaging too broad
No payroll-specific campaigns

🚧 Challenges & 🧠 Strategy

Challenges

Cross-sell friction within existing users
Low payroll awareness
Generic marketing positioning
Limited in-app upgrade prompts

Strategy

Payroll-focused landing pages
Google Search for “payroll software Australia”
Retargeting existing platform users
In-app upgrade prompts

⚙️ Execution

Dedicated payroll landing experience launched

High-intent payroll keyword campaigns deployed

Retargeting campaigns for HR-only users

In-app prompts aligned to payroll usage triggers

📈 Results (5 Months)

Payroll adoption: +43%

Upgrade revenue: +37%

CPA: -24%

MRR per customer: Increased

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