GitLab Next

Problem

As potential GitLab user, I do not understand the value provided at each tier. The pricing page references features of GitLab that I know nothing about and as a result, it is not clear what value GitLab provides with the features at each tier.

We discovered this issue when conducting customer interviews for the new SaaS paid signup flow. It was apparent that users could not quickly parse the value that GitLab provides in the paid tiers. As a result, Most users were either visiting the features page and being linked to documentation pages where they would get lost in technicality or simply signing up for free. Our conversion rate from the pricing page to starting the paid signup process is only 2.4% - 3.9% (SaaS, Self-Managed), we believe this conversion rate should be consistently 4.5% - 5% for both products (Several studies have shown best in class conversion rates for our industry and for freemium products to be around 5%. E.g. Dropbox).

Hypothesis

A full revamp of the pricing page failed in test, one of the reasons for that failure could be that we made the copy describing the tiers more verbose. Users may come to this page looking for a quick glimpse into the underlying feature set at each tier.

Proposal

Update the current pricing page with our more detailed descriptions of the value in each tier. Test that version against the control.

Expectations

At 5% conversion we can expect an additional 98 direct paid signups per quarter (at our current paid signup completion rate which is subject to change given this experiment). Will update with revenue impact when this issue is resolved.