Driving Product-Led Growth Through a Chrome Extension
Shaping the product marketing strategy, experience, and rollout for a Chrome Extension that improved activation rates and maintained 95% post-install retention.
Overview
I led the product marketing for a Chrome Extension that offered a lighter, self-service version of Matik’s enterprise platform, supporting a product-led growth (PLG) entry point.
My role was to ensure the experience could be understood and used immediately without sales involvement, with a focus on clarity, onboarding, and activation.
Because the extension often represented a user’s first interaction with Matik, the experience needed to feel intuitive while remaining consistent with enterprise expectations.
What I Owned & Shaped
User research and activation insight
Conducted 30+ qualitative user interviews to understand real usage patterns, activation blockers, and where users struggled to succeed independently.Experience clarity and in-product language
Defined terminology and messaging across the extension to align with user expectations while remaining consistent with the broader platform.Onboarding, landing experience, and activation paths
Shaped the sign-up flow, onboarding modals, lifecycle emails, and standalone landing page to reduce friction and support faster time-to-value.Go-to-market execution and iteration
Partnered with Demand Gen and Product to support paid acquisition, newsletter placements, and ongoing iteration informed by behavioral data.
Why This Work Matters
This project reinforced the importance of designing product marketing systems that hold up beyond launch moments.
By grounding decisions in user behavior, aligning closely with product development, and prioritizing activation and retention, the Chrome Extension became a durable experience rather than a one-off experiment. The patterns and learnings from this work continue to inform how I approach onboarding, messaging, and adoption across products and teams.
Performance Signals
Daily installs more than doubled following improvements to onboarding, activation, and landing page clarity, with the trend sustaining over subsequent weeks.
Landing page conversion rates increased by over 10%, indicating clearer positioning and higher-intent engagement.
Sign-up completion improved by more than 30% following targeted improvements to the sign-up experience and error recovery.
Over half of new users used the new onboarding experience, accelerating time-to-value compared to previous activation approaches.
95% post-install retention, indicating that users who activated continued to use the extension rather than churning shortly after install.