Growth Product: FO Impact Tracker

Summary

Asset to track Monetization product changes to drive FOs

Context

Growth is driving a series of changes and improvements to the product experience to monetize our free and trial user base and grow First Orders (FOs). We desire to understand both 1) the impact of each product change or experiment at a granular level with regard to FO and 2) how all of these changes/improvements are contributing to overall FO growth.

Monetization product changes and experiments driving FOs

Product change/experiment epic	Description/Objective	Expected delivery month	Delivered ✅	Primary success metric	FO impact	Notes
Return Gitlab.com Ultimate + Duo Enterprise trials to 30 days	What: Adjust default trial path for .com to 30 days (from 60) Why: Improve conversion velocity with shorter trial period	August 2025	✅
Growth Experiment: Add Pricing Information to the User-Level Billing Page	What: Why:	September 2025	✅		8 attributable FOs as of 2025-10-28	Experiment UX is being productized in https://gitlab.com/gitlab-org/gitlab/-/issues/574458
Implementation - Billing Page Design Overhaul for First Order Optimization	What: Design overhaul of group /billings page Why: Need to simplify and streamline for ease of purchasing decisions as this is the entry point for checkout	September 2025	✅
Add Persistent Upgrade Prompt to Free Gitlab.com UX		Tracking October 2025	🏗️
Add Upgrade CTA to Profile Menu for Free and Trial Users		Tracking: October 2025	🏗️
Add active trial experience to Self-Managed Ultimate trials		Tracking: 18.6 release	🏗️
Growth Experiment: Position Premium trial at registration		Tracking: early November	🏁			Dev complete, waiting for DEX experiments to complete
Growth Experiment: Position Premium during active trial experience		Tracking: November 2025	🏗️
Add Badges to Active Trial UX to Indicate Paid Features		Tracking: November	🎨