Portfolio
Requestly's Growth Experiments
At Requestly, Kaavian helped shape the product narrative and led experiments that improved onboarding, usage, and growth across self-serve and team plans.
Year :
2023
Industry :
Tech
Client :
Requestly
Project Duration :
11 months
Problem :
Requestly is a powerful tool used by 200,000+ developers, but the story wasn’t clear, especially to first-time users. It had solid developer love and was generating some traction through Stack Overflow, but growth was inconsistent. Blogs were inactive, welcome emails didn’t wasn't performing, and there was zero investment in paid acquisition. Without a content engine or structured messaging, the product’s visibility and ability to scale were capped.
Challenge
The product had multiple use cases and kept evolving. The challenge was to build a repeatable growth system, clarify value across shifting narratives, and support frequent pivots—all while ramping up acquisition through scalable channels like content and paid ads.
Solution
Kaavian kicked off a structured growth approach. He launched paid ad campaigns, set up a content calendar targeting high-intent keywords, and scaled the blog output from ad-hoc to 10–12 solid posts per month. He also created onboarding email sequences, overhauled product messaging, and helped launch key pivots like Session Replay. When Session Replay launched on Product Hunt, it became “Product of the Day.” Traffic to the landing page also 4x’d in just four months.
Summary :
With Kaavian’s efforts, Requestly moved from one-off spikes in attention to a more predictable growth engine. Paid, content, email, and clear messaging all came together to support product launches, improve visibility, and accelerate traction, regardless of how the product evolved.
More Projects
“Framer is one of the best web builders I have ever tried. It’s like magic.”
“Framer is one of the best web builders I have ever tried. It’s like magic.”
Author
Portfolio
Requestly's Growth Experiments
At Requestly, Kaavian helped shape the product narrative and led experiments that improved onboarding, usage, and growth across self-serve and team plans.
Year :
2023
Industry :
Tech
Client :
Requestly
Project Duration :
11 months
Problem :
Requestly is a powerful tool used by 200,000+ developers, but the story wasn’t clear, especially to first-time users. It had solid developer love and was generating some traction through Stack Overflow, but growth was inconsistent. Blogs were inactive, welcome emails didn’t wasn't performing, and there was zero investment in paid acquisition. Without a content engine or structured messaging, the product’s visibility and ability to scale were capped.
Challenge
The product had multiple use cases and kept evolving. The challenge was to build a repeatable growth system, clarify value across shifting narratives, and support frequent pivots—all while ramping up acquisition through scalable channels like content and paid ads.
Solution
Kaavian kicked off a structured growth approach. He launched paid ad campaigns, set up a content calendar targeting high-intent keywords, and scaled the blog output from ad-hoc to 10–12 solid posts per month. He also created onboarding email sequences, overhauled product messaging, and helped launch key pivots like Session Replay. When Session Replay launched on Product Hunt, it became “Product of the Day.” Traffic to the landing page also 4x’d in just four months.
Summary :
With Kaavian’s efforts, Requestly moved from one-off spikes in attention to a more predictable growth engine. Paid, content, email, and clear messaging all came together to support product launches, improve visibility, and accelerate traction, regardless of how the product evolved.
More Projects
“Framer is one of the best web builders I have ever tried. It’s like magic.”
“Framer is one of the best web builders I have ever tried. It’s like magic.”
Author
Portfolio
Requestly's Growth Experiments
At Requestly, Kaavian helped shape the product narrative and led experiments that improved onboarding, usage, and growth across self-serve and team plans.
Year :
2023
Industry :
Tech
Client :
Requestly
Project Duration :
11 months
Problem :
Requestly is a powerful tool used by 200,000+ developers, but the story wasn’t clear, especially to first-time users. It had solid developer love and was generating some traction through Stack Overflow, but growth was inconsistent. Blogs were inactive, welcome emails didn’t wasn't performing, and there was zero investment in paid acquisition. Without a content engine or structured messaging, the product’s visibility and ability to scale were capped.
Challenge
The product had multiple use cases and kept evolving. The challenge was to build a repeatable growth system, clarify value across shifting narratives, and support frequent pivots—all while ramping up acquisition through scalable channels like content and paid ads.
Solution
Kaavian kicked off a structured growth approach. He launched paid ad campaigns, set up a content calendar targeting high-intent keywords, and scaled the blog output from ad-hoc to 10–12 solid posts per month. He also created onboarding email sequences, overhauled product messaging, and helped launch key pivots like Session Replay. When Session Replay launched on Product Hunt, it became “Product of the Day.” Traffic to the landing page also 4x’d in just four months.
Summary :
With Kaavian’s efforts, Requestly moved from one-off spikes in attention to a more predictable growth engine. Paid, content, email, and clear messaging all came together to support product launches, improve visibility, and accelerate traction, regardless of how the product evolved.
More Projects
“Framer is one of the best web builders I have ever tried. It’s like magic.”
“Framer is one of the best web builders I have ever tried. It’s like magic.”
Author