Credible is a consumer product that helps customers check their eligibility for credit, and provides them with a directory of potential lenders that can grant them loans based on their credit rating. In a nutshell, Credible is a marketplace where credit-worthy borrowers and trust-worthy lenders get matched.

For this product, I led the beta launch end-to-end. My involvement spanned conducting research, naming the product, developing the launch plan, prepping all launch assets, and executing the outlined plans. As the PMM, this also required stakeholder management and cross-collaboration with relevant teams — product and customer success.

The beta launch goal of Credible was 100 users in 60 days. However, we ended up hitting that mark and exceeding the goal by 587% — by acquiring 687 users within the stipulated time. Here’s all the details leading to how we achieved this.

We employed various research methods to inform our GTM plan.

1. Quantitative research: A short, intuitive form was created and distributed across various channels.
2. Quantitative research: Conversations were had with people to understand their current lending challenges, and get a better sense of who they are, what they do, how/where the like to spend their time. These conversations greatly impacted our personas, the ideal positioning & messaging, tone of voice, and choice of audience channel.
3. Community: Understanding the relevance of conversations that people have had in the past, I visited conversations in forums similar to Reddit and Quora - Nairaland. I also used social listening tools - Mention and Talkwalker to visit past and new conversations on the topic of loans — especially regarding challenges faced. This research painted a clearer picture of the most ideal positioning & messaging for this product.

Findings based on the research paired with the internal launch prioritisation exercise guided the launch plan and activities to drive success. The launch plan highlighted the following:

1. Launch goal - 100 users, 300 organic and paid landing page views
2. User personas
3. Competitors
4. Positioning & messaging
5. Launch roadmap
   1. Assets - landing pages, emails, videos
   2. Channels - Nairaland, social media, Google ad network, YouTube, Telegram for community
   3. Sequenced launch
6. Proposed budget
7. Tracking and reporting

Landing page

Developed the structure and copy for the landing page

Launch video

Wrote the script for this launch video and partnered with a freelance motion graphics designer to create this launch video.

Display Ads

I wrote the copy and provided direction for the ad creatives.

Email marketing

Worked on the email copy and design. Link to email.

With a goal of just 100 users, we successfully exceeded that goal by 587%.

• 5000 unique landing page visits
• 13.74% conversion rate
• 687 users acquired
• 67.54% activation rate

While the beta launch campaign was a success, revisiting the campaign’s success post launch, a few impressive things stood out, and in other areas, there were opportunities for  improvement. See below.

• Shorter and clearer landing copy: Improvements to the landing page copy for it to be shorter and clearer, while still communicating the value. For example, a better alternative to “Now you can experience truly being in control of your loan process” is “Gain true control over your loan application process”, as the only influence the product has is on the application stage.

  This also optimises for the recommended section title length which is max 10 words, and could be applied to other sections of the landing page.

• Better feedback loop: Feedback was integrated into the product much later which had an impact on activation.
• Quality work matters: Being intentional about quality is important, and this reflected in everything down to the form. I received feedback from marketing experts that filled the form sharing how intuitive it was, and how it encouraged them to fill the form. This validated how much the form experience mattered in getting the right responses from people.