Reconsider entry points for starting 'Free trial sign up' process (improving the positioning of the banner)
Problem to solve
Placement of the free trial banner is probably too early in the user's journey. How successful is it? Could it be placed better somewhere down the journey but in a more meaningful position?
Intended users
All GitLab users but most probably engineering managers and development leads (assumption).
Further details
Our main entry point (or at least the most noticeable) for signing up for a free trial from inside the app is the banner we show after the user logs in for the first time.
- How successful is this banner at converting/activating users?
- Are there better entry points for free trial?
Proposal
My assumption is that at this stage (after the first login) the users just want to start exploring GitLab asap. They also don't want to over commit at this stage. Would it make more sense to offer signing up for a free trial at specific features the user is interested in? For example when they navigate to a page of a feature that is locked or better at a paid plan. Is it after? You created your first pipeline, get more out of GitLab CI/CD with Gold Plan. Sign up for a free trial.
Documentation
Testing
What does success look like, and how can we measure that?
This, combined with better-guided onboarding should result in
- Increase in users signing up for the free trial from inside the app
- Higher conversion to paid plans?