# Goal I want to see if placing trial alert boxes strategically in docs will increase the number of free trials. ## Jobs To Be Done **Situation**: When I’m browsing docs **Motivation**: I want to find information that I’m looking for, and also upgrade to a higher tier **Outcome**: So I can get the features I want from GitLab ### Hypothesis: Can we add these alert boxes to various popular pages that will result in trials increasing? What is more likely to increase trial count: most viewed pages, or targetting GitLab Ultimate? The duration of this hypothesis is two weeks. Any alert boxes that are not performing well will be removed. > * How do we define "performing well"?* At the OKR level, we set a goal of wanting to see an 8% increase in free trial sign-ups. We have twenty locations we want to try, meaning that 35 sign-ups over two weeks would have us meeting 70% of our goal. #### MVC 1 Design:  #### Audience: * Who? * Anyone who can be upgraded from their current (tier). ## Key Results 1. Implement the "[Text box](https://gitlab.com/gitlab-org/gitlab-docs/-/merge_requests/2019)" design for marketing content 1. Increase trials from `docs.gitlab.com` 24777 Q3 to 26759 Q4 (8% increase) 1. Oct 2021: WIP 3011 (2 week delay on analytics) 1. Sept 2021: 8872 1. August 2021: 9257 1. July 2021: 6648 1. Increase stages adopted per user associated with `docs.gitlab.com` 0 to 1000 in Q3 1. Convert Free Trials to Paid plans 1. Free to Premium: 50 1. Free/Premium to Ultimate: 10 ### How are we doing this? 1. Build tracking across docs to about.gitlab with the limitation of having non-uniform cookies. 1. [Add programatic query string GLM tracking from free trial page to trial start](https://gitlab.com/gitlab-com/www-gitlab-com/-/merge_requests/92755) 1. Set a baseline for how many users are going from docs to signing up for a free trial. 1. [Add query string to badges linking to pricing page](https://gitlab.com/gitlab-org/gitlab-docs/-/merge_requests/2254), [Add query string to global cta going to about.gitlab/pricing]( https://gitlab.com/gitlab-org/gitlab-docs/-/merge_requests/2237) 1. Using existing information, rank what pages are likely to be of high value in relation to this OKR. Then, author MRs that use tracking to see which alert boxes perform the best. 1. Docs team to assist with the [writing of the content found in this spreadsheet.](https://docs.google.com/spreadsheets/d/1d1A2hR1V2RSXi0EyPUzK5jMLKZiUS_v1sPijw8JwKw0/edit#gid=0) 1. [MR to add alert boxes to docs](https://docs.google.com/spreadsheets/d/1d1A2hR1V2RSXi0EyPUzK5jMLKZiUS_v1sPijw8JwKw0/edit#gid=0) 1. Growth has a concurrent effort to funnel people over from docs to pricing. They are hoping to build a solution that will _only_ market towards users that are within appropriate tiers. A premium page feature will only market towards users on the free tier. An ultimate tier feature will only market towards users on a free or premium tier. Given that we have short toes, I have raised my hand to assist with the UI work here. 1. [MVC 1](https://gitlab.com/gitlab-org/gitlab-docs/-/merge_requests/2238) ## Relevant Resources [Docs content audit](https://docs.google.com/spreadsheets/d/1Ar87vjcliYlCBER99DcX_9-YjxGUu7xmFCvAzD01Vrk/edit#gid=722849967) [Next steps: Docs Q3 OKR Discussion](https://gitlab.com/gitlab-org/gitlab-docs/-/merge_requests/2237) [SISENSE DASHBOARD: SaaS Trials by GLM](https://app.periscopedata.com/app/gitlab/932048/SaaS-trials-by-GLM) ## ASSOCIATED ISSUES/MR * https://gitlab.com/gitlab-com/Product/-/issues/2593 * https://gitlab.com/gitlab-com/Product/-/issues/2353 * [DRAFT Docs: Testing text box for marketing content](https://gitlab.com/gitlab-org/gitlab-docs/-/merge_requests/2019) * Growth: Option to start trial or talk to sales from docs - [Private Issue only visible to team members](https://gitlab.com/gitlab-org/gitlab/-/issues/336467) * [Investigate adding structured events to docs pages](https://gitlab.com/gitlab-org/gitlab/-/issues/338538) ## Out of Scope 1. With a unified cookie, we want to only show this to people who are on lower tiers than the contents of the current page. This will need to be done product side. 1. https://gitlab.com/gitlab-com/marketing/marketing-planning/-/issues/50 and https://gitlab.com/gitlab-com/marketing/marketing-planning/-/issues/51: [Current DRAFT MR starting this effort](https://gitlab.com/gitlab-com/marketing/digital-experience/buyer-experience/-/merge_requests/21) 1. We currently have these [Figma mocks for the following pages](https://www.figma.com/files/972612628770206748/project/38594829/Why-Premium-%26-Ultimate?fuid=897942243038613382). ## RACI **DRIs** * Design: @smcguinness1 * Engineering: @jgarc **Consulted** * `@mpreuss22` * `@susantacker` * `@s_awezec` (Product Management - Growth) * `@mackanic` (Content) * `@kkarthikeyan` (Data/Analytics) * `@ncregan` (SEO) **Informed** * `@cmestel` * `@clenneville` * `Digital Experience Team` * `1 or 2 people from Growth UX Team @jackib to assist with who to tag here` * `@christinelee` ## TODO * [x] Set up a meeting with all DRIs and Consulted people * [x] Associate any proposed AB Tests or ideas relating to this issue * [x] Sort our Milestones to deliver MVCs (and feedback) * [x] Write up required issues to deliver on this OKR * [x] Build project plan with associated Issues and Milestones * [x] Baseline referral traffic from /docs to about.gitlab.com and set a numeric goal