Ampla Product Growth
As Growth Product Manager at Ampla, I optimized user flows for applying and getting started on Ampla’s products. Ampla provides lending, banking, and other financial services for growing consumer goods brands.
3X Conversion Rate
Consolidated separate product application flows, which resulted in tripling the application completion rate
+26% Conversion Rate
Redesigned application flow to communicate product value propositions, leading to 26% increase in application completion rate
94% of Commitments Delivered on Schedule
Led engineering team to deliver 94% (16 of 17) of our commitments on schedule in Q3-Q4 2023
Role Summary
Company: Ampla
Mission: Grow active customer base across all of Ampla’s products. Help small consumer goods brands grow and run their business with an easy-to-use, integrated financial services platform.
Solutions: Optimize acquisition and activation user flows with A/B testing and data analysis. Ungate platform for prospective customers. Build free data analytics tool to retain customers.
Impact: Increased application completion rate; Increased multi-product adoption
My role: Growth Product Manager
Optimizing user flows for conversion
I led the Product Growth Team, which owned the signup, activation, and onboarding flows. Our primary goal was to optimize these user flows to increase customer acquisition and activation, which we did through product experimentation and data analysis.
It’s essential to have user analytics tools set up to understand where users spend the most time in the flow and where they get stuck. Similarly, it’s essential to have tooling in place to experiment (e.g. A/B test) different versions of a user experience to measure the difference in outcomes. Because Ampla did not already have an experimentation tool in place, I directed my engineering team to build a lightweight, custom experimentation framework, and used tools like Heap, Pendo, and Looker to track product metrics.
Using these tools together, we were able to improve key metrics around these flows and measure the impact of each change. For example, unifying the application flows for separate products led to tripling (3X) the application completion rate. And redesigning the application screens to communicate value propositions of the products that customers are applying for led to a 26% increase in application completion rate.
Setting ambitious, yet achievable goals
When leading a software development team, I aim to set an ambitious, yet achievable roadmap.
In Q3 and Q4 2023, my team delivered 94% (16 out of 17) of software development goals on time.
Launching a business intelligence tool
I also helped develop and launch Ampla’s business intelligence platform, Insights. This product helps consumer brands understand their business performance so they can make well-informed, data-driven decisions.
A key part of the overall product growth strategy was to deliver value to customers as soon as possible. So I also led an effort to insert Insights at the end of the application flow, so that customers would be able to find value in the Ampla platform even while their application was being reviewed.