[Experiment] Follow up: Display known fields in locked fields within trial sign up form (remove_known_trial_form_fields_v2)
Overview
This experiment is a follow up to a previous experiment https://gitlab.com/gitlab-org/growth/team-tasks/-/issues/281 where we removed known fields from the SaaS trial form. The hypothesis being that we will increase the form submission rate by reducing the number of fields the user has to submit to complete the form.
New hypothesis
Users are concerned about submitting a form that starts with company information like "company name" "number of employees" as it implies they are submitting the form on behalf of their company and not as an individual person/user of GitLab. Users would value seeing their previously submitting information while still enjoying a shorter form to submit.
Experiment design
To test this hypothesis we will test two designs vs the control experience as seen below:
Control | Non-editable group | Welcoming group |
---|---|---|
Default form with prefilled values | Greyed-out prefilled values | Copy change + hiding prefilled values |
However, in this previous test shown above the control outperformed the experiment with statistically significant results, a full recap can be viewed here https://gitlab.com/gitlab-org/growth/team-tasks/-/issues/281#note_540419469.
Oldest design
Control | Experiment |
---|---|
cel |
Older design
Variant - Control | Variant - Non-editable | Variant - Welcoming |
---|---|---|
Experiment tracking
- Track user_ids of users in the control and experiment groups
- Users in the control should have known values in first, last name fields
- Users in each experiment (one of three variant groups shown above) group should have values in the first, last name fields
- For both the experiment and control groups (one of three variant groups shown above) track the unique views and the unique submissions of the form
Note this tracking is the same as the tracking we used in the initial experiment with the only change being that we need to also track if the user/namespace was included in the control or variant 1 (non-editable) or variant 2 (variant - welcoming)