Experiment: Add "Try for free" CTA under the Gold/Ultimate plan in pricing page.
Experiment summary We believe that providing a way to access Gold and Ultimate trial directly from the plan table within the pricing page will help users better associate the plan/feature set they will try, hence drive more traffic to the trial flow, increase the number of trials and generate an increase in IACV.
To verify that, in addition of the "Buy now" we will add a "Try for free" CTA within the Gold and Ultimate plan in the pricing page.
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 clarification regarding the GitLab plan they will try. So far there is no easy way to tell which plan will be tried which causes confusion and does not facilitate decision making. Making this clear before users enter the trial flow will avoid doubts (and potential drop) during the process.
Business problem
We're more likely to increase IACV and overall conversion by offering a trial of the highest plan of GitLab before making the purchase.
Supporting data
Expected outcome
- Increase in Trial flow traffic.
- Increase in Trial started.
- Increase in generated IACV through trials.
Experiment design & implementation
50% of traffic entering the pricing page gets only the "Buy now" option, 50% get the option "Try for free" and "Buy now" option.
Base | Variant |
---|---|
Current pricing page in about.gitlab. | Design TBD Try for free and buy now option. |
ICE score
Impact | Confidence | Ease | Score |
---|---|---|---|
TBD | TBD | TBD | Average(1:3) |
Checklist
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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.