New user onboarding — GitHub to GitLab migration landing page
We should have a "GitHub to GitLab" and "GitHub vs GitLab" landing pages as entry points to signup and new user onboarding. We should store the information that their journey started on these pages and adapt their First-mile and new user onboarding journeys accordingly.
Current user journey:
Current user journey, mapped on Mural
When users search for "GitHub vs GitLab" they'll eventually land on our landing page dedicated to this. From there, they can sign up and start a free trial. We probably don't record that they came from this landing page and that they're most probably a GitHub user exploring the opportunity to switch to GitLab.
When users search for "GitHub to GitLab they won't see the landing page mentioned above. At best, they'll find our Docs page which is full of information and probably isn't very helpful at that point. We should have a landing page for this search engine search term as well as it's clear that the interest over time is comparable to the one of "GitHub vs GitLab".
Other search results:
- https://jsramblings.com/strategies-for-migrating-from-github-to-gitlab/
- https://medium.com/gits-apps-insight/import-project-to-new-repo-github-to-gitlab-part-1-fc4168d0bbf0
- https://mender.io/blog/how-are-we-migrating-from-github-to-gitlab-and-keeping-our-loved-open-source-workflow
- Official GitLab video (way down): https://www.youtube.com/watch?v=VYOXuOg9tQI&vl=en&ab_channel=GitLab
Why we should introduce a "GitHub to GitLab" landing page (and record in user data that they signed up from these landing pages):
- GitHub conversion rate is 6.7% vs a baseline of .5% - that's over 13x (source)
- interest in this migration seems to be increasing slowly but steadily
- there is no single official source that would acquire interested users, introduce them to the topic and funnel them down the correct path—the path that we control (besides the docs which is a text-heavy web page)
- CTA to start the user onboarding flow—It's basically a landing page for a slightly customised user onboarding: it can help us onboard users coming from GitHub more quickly and more efficiently because we know they're coming from GitHub
- possible modifications to the user onboarding journey
- no need to ask the users if they're coming from GitHub, we just send them down the right path straight away
- we ask users to import a GitHub repo in the "First Mile" journey
- we explain the differences in nomenclature (pull request is a merge request etc.)
- we showcase the features that make GitLab stand apart from GitHub
- we showcase how the two can work together (in case the user isn't sure about the transition and they want to approach it slowly and carefully)
- we can take advantage of their familiarity with git and other things that GH and GL have in common
- possible modifications to the user onboarding journey
Next steps:
- define an MVC for the GitHub/GitLab landing page
- create a more elaborate prototype of what the First-mile user flow could be like, test with GitHub users.
See also: