Add an 'upgrade' option in the top right drop down (user settings menu) on GitLab.com
Experiment Summary
Today users have to move through various screens in the UI of Gitlab.com to access the information they need to upgrade their account.
We believe that by displaying an upgrade button in the top-right user setting drop down we will increase upgrades.
To test this we will create a button for users to engage with in the user dropdown. We will track how many times this button is clicked and track the tier change.
Hypothesis
If we display an upgrade button in the user setting drop-down, we'll increase tier upgrades from bronze to silver and from silver to gold.
Personas we're focusing on
Business problem
When an existing user signs up for a GitLab.com account they have to find their way to either their group billing page or within user settings and then to billing to find links that will take them to the customer app where they can upgrade their account to the next tier.
JTBD: As a user, I want to be 1 - 2 clicks away from the ability to upgrade my account. Today when I want to upgrade my account I have to navigate through various parts of the UI and it's distracting. Because of this, I'm likely to abandon the workflow and just stick with tier I have or shop for other similar products.
Supporting data
Summary of licensed users on GitLab.com (look at the SaaS section in the image) This data can be found in licensed users chart in Sisense
Potential IACV impact rough estimate (back of the napkin math, need an analyst to verify)
- If we were to simply upgrade 5% of our bronze users to silver and 5% of our silver users to gold we'd see an increase of ~9.5% (or 73K) in monthly recurring revenue on Gitlab.com. That's ~870K in ARR. scratchpad for maths
We will use this report to monitor the upgrade activity: https://app.periscopedata.com/app/gitlab/484507/Churn-%7C-Expansion-by-Sales-Segment?widget=6268419&udv=837853!
Expected outcome
Easy access to the billing page that will present the user with options to upgrade their account. This page will lead them on to the customers portal so we'll want to make it clear that they are leaving gitlab.com and moving to customers.gitlab.com
Experiment design & implementation
Design
If an eligible user (any bronze
or silver
user with the permissions set that makes them eligible to upgrade) selects the top right dropdown then they will see an additional option to upgrade in the menu list. If they select this 'upgrade option' they will be directed to the billing page in the GitLab.com UI. On this page, they will be presented with options to upgrade if the user clicks on any of the upgrade buttons they will then be linked to the customer portal to complete their upgrade.
Version | Copy | Design |
---|---|---|
A | Upgrade |
Design |
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Experiment
- Runtime: We'll have to run this until we get to about 13K users who have seen the button. (I'm not sure if we have an event for the user dropdown section set up in snowplow today)
In order to claim success for this experiment, we would like to see a 5% conversion rate of the users who click on the new upgrade button and advance to the customer portal.
Today on GitLab.com we have arpox. 28K bronze
and 19.6K silver
users. We should roll this out to 30% of these users so we get enough volume to test.
ICE score
Impact | Confidence | Ease | Score |
---|---|---|---|
8 | 7 | 10 | 8.33 |
Known assumptions
- We'll only be showing this to users in the
bronze
andsilver
tiers. - We'll only show this to users who can upgrade
Tracking and reporting
Tracking
- create an event for the new upgrade button
- make sure the links on the billing page can be tracked
- create an event to track how often the settings are expanded i.e. shown to a user
Reporting
- create a report that summarizes the counts for this experiment
Results, lessons learned, next steps
Follow on iterations
- include
gold trial
users into the experiment - Skip the billing page in the GitLab.com UI and link them right to the customer portal.
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, Engineering 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.
- Mention the [at]gitlab-core-team team and ask for their feedback.