Display security navigation in left sidebar to a cohort of net new .com signups
Hypothesis
Some free users do not know that the GitLab platform offers security features.
Supporting data
When a net-new user signs up for GitLab.com account, the only way the can discover the security features is by reading the documentation on their own, talking to someone at GitLab, starting a trial or upgrading.
Experiment design
We split net new sign-ups into two groups. The control gets the standard experience today where we do not display Security in the navigation. The experiment group will get the same onboarding experience as the control but the Security navigation item will be present in the left-hand side navigation. If a user selects the security options we will display a paywall state where we pitch the value of security features available in GitLab and give them the opportunity to upgrade or start a trial.
Internal approvals for navigation changes
The handbook states the navigation is a shared space across the product organization based on who owns a particular feature. The secure PM has signed off on us running this experiment in this issue gitlab-org/growth/product#97.
Design
We will use this locked feature page design and allow users to toggle between 3 images and related text.
Latest design
Title copy:
(goes above the image)
Security capabilities, integrated into your development lifecycle.
Main body copy: Dynamic based on the image that the user is on as they toggle between the images; images, and related text are listed above.
CTAs: Primary CTA: Start a free trial
Primary CTA URL: http://localhost:3000/-/trial_registrations/new
Primary CTA custom CSS class: security_paywall_trial_cta
Secondary CTA: Upgrade now
Secondary CTA URL: https://gitlab.com/profile/billings
Secondary CTA custom CSS class: security_paywall_upgrade_cta
Feedback button custom CSS class: security_paywall_feedback Feedback button URL: gitlab-org/growth/ui-ux#25 (closed)
Events
- security-discover-feedback-cta
- security-discover-upgrade-cta
- security-discover-trial-cta
Event property shows the slide the user sees:
Event Category : groups:security:discover:show
Event Action : click_button
Event Label : security-discover-feedback-cta
Event Property : 1
Event property shows the previous and next slides
Event Category : groups:security:discover:show
Event Action : click_button
Event Label : security-discover-carousel
Event Value : sliding1-2
Summary:
- Issue: gitlab-org/growth/ui-ux#25 (closed)
- Trial: https://gitlab.com/-/trial_registrations/new
- Upgrade: https://customers.gitlab.com/plans With gold plan already selected: https://customers.gitlab.com/subscriptions/new?plan_id=2c92a0fc5a83f01d015aa6db83c45aac&transaction=create_subscription
Success metric
We will compare the upgrade and trials rates of the control vs experiment group at both the user and account (namespace) levels. We will also want to track the page view to CTA section to action taken (i.e. trail started or upgrade succeeded) so we have a baseline to compare to for any future iterations to this experiment.
ICE score
Impact | Confidence | Ease | Score |
---|---|---|---|
6 | 7 | 8* | 7 |
- Needs to be revised after UX design