Demo Landing Page Conversion MVC
Goals
Increase Demo landing page conversion rate on about.gitlab.com with collaborative, data-driven MVC.
Requirements
Must Have
- Co-design an improved and compliant solution - Co-design a conversion-driven MVC that meets or exceeds the design and usability the current state solution. The MVC should be informed by conversion best practices, marketing strategy and brand and website standards. Consider page speed, content and form optimization.
- Set KPIs - Set MVC KPIs in order to test the positive and negative impacts of your change - especially marketing KPIs. How might your changes negatively affect experiences and metrics?
- Validate performance If testing proves the MVC is positive change, share demonstrable data, merge, and ensure health monitoring and reporting.
- Share change events - Document and share change events and results with relevant GitLab teams.
Should Have
Could Have
Wont Have
- Non-cohesive demo experience - Ensure the new landing page experience is aligned to the overall demo workflow (i.e. continuous content and design experience).
KPIs
Design KR: Increase Demo landing page conversion rate by 50%.
Current State Benchmark: Conversion rate is 9.5% (23,821 unique pageviews QTD; 2,272 unique submit events)
Proposed Tasks
-
WIP: Conversion audit & recommendations (Shane) -
KPI's -
Planning -
MVC Requirements -
Iterative Co-Design -
Build the page @skarpeles -
Test -
If success: Merge, monitor and report -
Create follow-on issues, as needed.
Edited by Brandon Lyon