Experiment: Add "Try GitLab for free" CTA instead of register in the top nav of about.gitlab.com

Experiment summary

We believe that providing a global nav item to access the trial flow will help drive more traffic to the trial flow and potentially generate an increase in IACV.

To verify that, we will add a "Try GitLab for free" CTA instead of "Register" in the top nav of about.gitlab.com.

And we’ll measure the impact on the traffic in the trial flow as well as potential increase of IACV generated from trials during the experiment runtime.

Hypothesis

Users would beneficiate from quickly accessing the trial flow through the top nav of the website. Information necessary about GitLab are scattered within different pages of the website, once decision has been made users would need to navigate back to the pricing page or the homepage to start a trial, we should provide an easier and more global way to enter the trial funnel.

Supporting data

Expected outcome

  • Increase in Trial flow traffic.
  • Increase in generated IACV.

Experiment design & implementation

50% of prospect landing on about.gitlab.com will have the current experience, 50% will have the ability to access the trial flow through the global nav.

Base Variant
image image
Current version of the nav on about.gitlab.com (Variant with updated copy and CTA in the top nav

ICE score

Impact Confidence Ease Score
8 8 7 7.6

Known assumptions

  • Depending on the design the new link might get more or less attention, which will then impact traffic in the trial flow (or not).
  • Adding a global link might generate more traffic but it does not necessarily mean that we will impact only prospect.

Checklist

  • Fill in the experiment summary and write more about the details of the experiment in the rest of the issue description. Some of these may be filled in through time (the "Result, learnings, next steps" section for example) but at least the experiment summary should be filled in right from the start.
  • Add the label of the Growth subgroup that will work on this experiment.
  • Mention the Product Manager and at least one Product Designer from the group that owns the part of the product that the experiment will affect.
  • Fill in the values in the ICE score table ping other team members for the values you aren’t confident about (i.e. engineering should almost always fill out the ease section). Add the ICE Score Needed label to indicate that the score is incomplete.
  • Replace the ICE Score Needed with an ICE low/medium/high score label once all values in the ICE table have been added.
Edited by Kevin Comoli