rideBelay is a startup that guarantees income for gig workers. Gig workers experience highly irregular income, with great months and bad months. Belay smoothens the income to provide peace of mind, similar to insurance: You pay regularly to have a safety net in case you fall ill or your car breaks down (for Uber drivers), etc. The problem was that the product was so new that potential customers didn't understand its purpose.

They were rejecting it because they thought it was a loan company, leading to a high Customer Acquisition Cost (CAC) due to misunderstanding. We discovered that these workers were trying to avoid using credit cards or taking out loans during uncertain times, as it diminished their peace of mind.

So, we decided to position the product as an alternative to getting into debt, with the message: "Belay provides gig workers with a guaranteed weekly income without requiring them to take out any loans." We also redesigned the landing page to improve conversion rates, as the previous one was confusing. The new page focused on one clear idea and message, had a single call to action (start free trial), and was simplified for easier comprehension.

The new landing page, along with the revised message, resulted in a 40% conversion rate from cold ad traffic (people unfamiliar with the company) and a 79% reduction in CAC (from $120 to $25). It's important to note that 50% of these trials converted into paying customers. These results are not typical but were achieved by offering a unique product to an underserved community, presenting a compelling idea, and optimizing the landing page for high conversion rates.