Scope: A growth plan for every feature listed on https://wiseinvest.in/features (source: src/pages/features/index.tsx), grounded in the GSC audit (GTM Audit), the GA4 funnel analysis (Combined Growth Plan), and the codebase. Each plan states: the evidence, the feature's role in the growth model, concrete plays (acquisition / conversion / retention), instrumentation, and a success metric.
Priority tiers (where to spend effort):
| Tier | Features | Rationale |
|---|---|---|
| T1 — Grow now | Heatmaps (Nifty Performance + Explore All), Calculators, Dividend Calendar, Blog | Proven demand in GSC/GA4 today; winnable SERPs; direct funnel hooks |
| T2 — Build the engine | Stock Search/Pages, IPO Listings, My Finboard, Portfolio Insights | Big potential, needs prerendering (stocks), new content type (IPO), or serves conversion/activation rather than acquisition |
| T3 — Retain & monetize | Wealth Dashboard, My Assets / Liabilities / Cashflow, Financial News, India Economy & Policy | Retention surfaces or differentiated-but-undiscovered content; grow after T1/T2 deliver users |
| Park | My Ventures (Cloud Kitchen) | Pre-product; dilutes positioning |
/heatmap?index=NIFTY50) — T1, the flagshipEvidence: GA4: 965 views / 49 users / 19.7 views per user / 63s — the strongest habit loop on the site. GSC: "nifty50 heatmap" pos 41–47, "nifty 100 heatmap" 21.5, "nifty 200" 28.9, "heatmap" family ≈ 55 queries on pages 2–5. Zero signup prompts anywhere in the experience today.
Role: Primary acquisition wedge and primary conversion surface (funnel F1, see the Combined Growth Plan).
Plays:
/heatmap/index/nifty50 (301 the query-param variant), keyword-first title ("Nifty 50 Heatmap — Live NSE Stock Market Heatmap Today"), 300–500 words of index context + top movers below the fold, FAQ + FAQPage schema, prerendered HTML.Instrumentation: heatmap_view (exists), heatmap_interaction (exists), add signup_prompt_shown{source:"heatmap"}, save_view_clicked.
Success metric: "nifty 50 heatmap" into top 10; ≥5% of repeat heatmap visitors start signup.
/features/stock-heatmaps) — T1, the pillar pageEvidence: GSC: 389 impressions (2nd highest page on the site), CTR 0.51%, pos 53.9 — demand with a weak page. GA4: Heatmaps Directory 207 views / 21 users / 233s engagement — visitors who find it, explore deeply. Long tail of ~40 sector/group heatmaps (Alcohol, Banks, Adani Group, Tata Group…) each with trickle traffic.
Role: SEO pillar for the entire heatmap cluster; internal-link hub feeding every index/sector page.
Plays:
{Name} Heatmap — Live | Wise Invest.Success metric: cluster impressions 800 → 4,000/quarter; directory becomes top-3 internal referrer to stock pages.
/stocks-list + ~2,000 /stocks/* pages) — T2, the long-tail netEvidence: GSC: ~5,500 impressions at positions 70–95 for "X share price" (unwinnable head terms), but position 1–40 wherever competition is absent (ramasteel 1.07, ISIN queries at pos 1, blsnifty 11.7). GA4: modest but real stock-page sessions (Reliance 42 views/297s).
Role: Long-tail acquisition net + destination for heatmap clicks. Do not market these pages against large-cap head terms.
Plays:
Corporation + BreadcrumbList schema.X dividend", "X share price nse", ISIN lookups. Add a dividend-history section per stock (feeds feature #4)./stocks-list: make it a crawlable A–Z / sector-grouped directory (it's also the internal-linking layer Google needs to discover 2,000 pages).signup_prompt_shown{source:"watchlist"} tracking and return-to-context after signup.Success metric: stock-cluster average position 80 → <50 post-prerender; 300 pages with ≥1 click (vs ~22 today).
/dividend-calendar) — T1, hidden gemEvidence: GSC shows a real dividend query cluster hitting stock pages instead of this feature: "uco bank dividend" (27 imp), "jsw energy dividend" (24), "axis bank dividend", "rec dividend", "hfcl dividend", "mmtc dividend", "pnb gilts dividend", "bosch dividend", "abbott india dividend", "dividends payment date", "dividend dates". The calendar itself: 7 impressions, pos 73.6 — invisible despite matching demand.
Role: Second acquisition wedge. Dividend intent is recurring (ex-dates every week), evergreen, and weakly served by competitors' cluttered pages.
Plays:
/dividend-calendar/2026-08 etc.) with static prerendered tables — "Dividend Calendar August 2026: Ex-Dates, Record Dates & Yields"; per-stock dividend-history sections on stock pages linking here; Table-friendly markup for featured snippets.Instrumentation: dividend_alert_clicked, dividend_alert_set{symbol}.
Success metric: dividend cluster clicks 0 → 50/quarter; ≥10% of alert-clickers leave an email.
/ipo-listings) — T2, high-ceiling verticalEvidence: Near-zero GSC/GA4 traffic today — but "X IPO GMP", "X IPO allotment status", "upcoming IPOs" is one of the highest-volume recurring retail-finance query families in India, and GSC already shows unlisted/pre-IPO curiosity reaching the site ("ola unlisted share price", "blusmart share price", "zoho share price", "garuda aerospace share price", "meesho share price" — 40+ imp).
Role: Episodic-demand acquisition engine: every IPO is a 2-week traffic event with built-in urgency.
Plays:
/ipo/{name}) with dates, price band, GMP trend, subscription numbers — prerendered, updated daily during the window; an "IPO GMP today" hub page./stocks/* — link them here).Success metric: first IPO cycle with ≥500 impressions on its page; IPO alert emails ≥50 within 2 cycles.
/blog) — T1, conversion feederEvidence: GSC: "Understanding market heatmaps" at pos 13.8 (best content asset); SWP posts collecting impressions across ~30 query variants but split across duplicate slugs; credit-score cluster (~10 variants). GA4: 48 views/7 users — small but the blog_cta_click event already exists.
Role: Cluster support for T1 features + funnel F5 (content → tool → account).
Plays:
BlogPosting schema is crawler-visible.Success metric: blog clicks 0 → 40/quarter; ≥15% of blog readers click a tool CTA.
/news) — T3, keep leanEvidence: GSC: 14 impressions, pos 4.8 (brand-adjacent only). GA4: 42 views/9 users. Aggregated news can't outrank ET/Moneycontrol and adds no differentiation.
Role: Session depth and freshness signal — not an acquisition play.
Plays: Keep as a retention surface: link each news item to the relevant stock page/heatmap ("see how this moved the sector →"). Add noindex only if GSC later shows index bloat; otherwise leave. Zero content investment beyond automation.
Success metric: news → heatmap/stock click-through ≥20%; no dedicated growth spend.
/products/calculators + 12 calculator routes) — T1, intent harvesterEvidence: GSC: options calculator (pos 59–62), SWP cluster (~30 variants, 54–95), gratuity (incl. Hindi query ग्रेच्युटी कैलकुलेटर फॉर्मूला), term-insurance, investment/CAGR queries — all arriving with zero landing-page investment. GA4: Calculators hub 10 views; Income Tax 8; SIP 4 — discovery problem, not a product problem.
Role: Second-largest acquisition surface after heatmaps; funnel F2 (save/email plan).
Plays (per the GTM plan's Phase 3, sequenced by GSC demand):
Instrumentation: calculator_used{type}, calculator_saved, calculator_shared.
Success metric: calculator cluster clicks 2 → 60/quarter; 8% of completers leave an email.
/india-economy-policy) — T3, differentiated sleeperEvidence: GSC: 3 impressions (/india-insights). No query cluster yet. But the content (Budget, GDP, RBI policy, state finances visualized) is genuinely differentiated and event-driven.
Role: Authority builder + episodic traffic spikes (Budget day, RBI MPC weeks) — E-E-A-T halo for the YMYL domain.
Plays:
Success metric: first RBI/Budget event page with ≥300 impressions; ≥3 referring domains from embeds in 6 months.
/dashboard, demo) — T2, the activation destinationEvidence: GA4: 26–28 views, 2 users (internal). Currently noIndex + demo banner — correct.
Role: Not an acquisition feature. This is where funnels F1–F4 land: the post-signup home that makes an account worth having.
Plays:
noIndex; remove the "Demo" banner only when watchlist + daily-email actually persist (a demo label on the account's core value prop suppresses signups).Success metric: 7-day activation rate ≥40% of new signups; Finboard weekly return rate ≥50% of activated users.
/portfolio) — T2, the wow-moment funnelEvidence: GA4: "User | Portfolio Analytics" 66 views / 2 users / 388s (internal but deep). GSC: nothing — auth-walled.
Role: Funnel F3 — the highest-intent signup path on the site.
Plays:
holdings.csv format already in repo), instant personal heatmap, then gate saving behind signup./features/portfolio-analysis (already in sitemap but effectively empty) describing the flow with screenshots — indexable, targets "portfolio heatmap india", "analyze my stock portfolio".Instrumentation: portfolio_upload_started/completed, portfolio_heatmap_rendered, signup_prompt_shown{source:"portfolio"}.
Success metric: 2% of homepage visitors try upload; 40% of successful uploads sign up.
Evidence: GA4: 2–3 users each (founder usage), but very high engagement where touched (My Documents 921s, My Assets 647s, My Liabilities 586s). GSC: /wealth/* pages leaking into the index (fix: noIndex, GTM plan Phase 0.4). One relevant GSC signal: "wealth calculator india", "investment calculator" queries (~20 imp) suggest a public-side bridge.
Role: The retention/monetization suite for activated users — this is what the Payments/Subscriptions surface should eventually sell. Not an acquisition target until T1/T2 deliver a user base.
Plays:
/products/calculators/net-worth) targeting "net worth calculator india" — output ends with "track this automatically → Wealth Dashboard" (feeds F2 + seeds this suite).src/components/Onboarding/*) is this suite's activation flow — instrument it end-to-end (onboarding_step{n}) before promoting it anywhere.Success metric (this phase): ≥25% of F3 portfolio users add ≥1 asset/liability; onboarding completion rate measured (baseline unknown today).
/cloud-kitchen) — ParkEvidence: No traffic, marked red/in-development, unrelated to the market-visualization positioning.
Plan: Remove from the public features page (keep behind a flag) until it has a real user hypothesis. Every unrelated tile on /features dilutes the "see the whole market at a glance" story the data says to lead with. Revisit post-T1/T2.
/features)GA4: 161 views / 15 users / 10.7 views-per-user — visitors who land here explore a lot. GSC: pos 5.9 on brand queries. Quick wins: order sections by tier (Market Insights first, not Personal Finance), keep the existing ItemList schema but fix entity URLs to canonical paths, use /heatmap/index/nifty50 (not the query-param link) for the Nifty tile, and add one-line social proof/stat per T1 tile ("2,000+ NSE stocks · updated daily").
| Week | Feature work |
|---|---|
| 1–2 | Features-page reorder & canonical links · dividend-alert CTA stub · GA4 events for all new sources |
| 2–4 | Heatmaps #1–2 (landing content, canonical URLs, F1 gating) — with GTM Phases 1–2 |
| 4–6 | Calculators #8 (SWP → options → gratuity) · Dividend Calendar month pages #4 |
| 6–9 | Portfolio upload flow #11 · Finboard activation checklist #10 · Blog cadence #6 |
| 9–12 | IPO template #5 · India Economy event pages #9 · Net-worth calculator bridge #12 |
Review gate per feature: every feature above has one success metric; check them monthly in the growth review. Any T1 feature missing 50% of its 3-month target gets a root-cause pass before more investment; T3 features get zero new investment until T1 metrics are green.