| OBJECTIVES | KEY RESULTS | ROI (1-10) | LOE (S-XL) | | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------- | ---------- | | Complete all Q3 tasks (was delayed 1-2 sprints due to IPO needs)<br><br>1. [Add personalization to homepage featured content](https://gitlab.com/groups/gitlab-com/marketing/inbound-marketing/-/epics/391)<br>2. [Add links in Docs to drive about.gitlab.com traffic](https://gitlab.com/groups/gitlab-com/marketing/-/epics/2408) | - Increase pageviews of Users that start on the homepage by x% <br>- Improve high intent Inquiries by x% <br>- Increase trials from `docs.gitlab.com` XX to YY in Q3<br>- Increase stages adopted per user associated to `docs.gitlab.com` XX to YY in Q3<br>- Increase trials from `docs.gitlab.com` XX to YY in Q3<br>- Increase stages adopted per user associated to `docs.gitlab.com` XX to YY in Q3 | 7 | M | | [**OKR** Instrument Google Analytics on Free Trial and Ecomm Flows](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/42) | - 100% of steps of free trial funnel are tracked in Google Analytics<br>- 100% of e-commerce flow is set up in Google Analytics<br> | 8 | L | | [**OKR** Implement all P1 + P2 Google Analytics recommendations](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/43) | - Increase data maturity and performance reporting | 8 | M | | [**OKR** Improve Free Trial Experience](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/44) | - Increase conversion rate of free trial to paid by X%<br>- Increase self-service conversion rate by X% | 9 | XL | | [Cookie and Google Tag Manager Clean Up](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/49) | - Review and decrease the amount of unused cookies and scripts being called on the Marketing site | 4 | S | | [Brand Evolution](https://gitlab.com/groups/gitlab-com/marketing/corporate_marketing/-/epics/173) | - Engage with 3rd party to develop our brand and deliver required digital brand assets to be used on our Marketing site | 10 | S | | [Improve Search Results page to drive conversion](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/45) | - Increase pageviews of Free Trial page by X%<br>- Increase all pageviews by X% | 6 | M | | [Improve Drift chat experience](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/46) | - Increase engagement with Drift chat from the Marketing site by X% | 4 | S | | [Improve experience on Pricing page for selecting SaaS or Self-Hosted](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/47) | - Reduce drop off rate from 15% when users need to choose SaaS or Self-Hosted | 7 | S | | [Transition 50 pages into new site architecture](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/48) | - New site architecture reduces time pages go through our pipeline to production by 90% | 5 | L | | [Customer reference landing page](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/5605) | - Increase click through rate to single customer reference pages | 3 | M | | [Update All-Remote landing page](https://gitlab.com/gitlab-com/marketing/digital-experience/buyer-experience/-/issues/22) | - Increase time on page by X%<br>- Increase downloads of content by X% | 3 | M | | [Set up social tags site wide for proper sharing](https://gitlab.com/gitlab-com/marketing/digital-experience/buyer-experience/-/issues/68) on:<br>- Facebook<br>- Twitter<br>- LinkedIn | - Automate the sharing functionality requirements to 3 leading social media platforms | 3 | S | | [Redirect gitlab.com/pricing to pricing page](https://gitlab.com/gitlab-com/marketing/digital-experience/buyer-experience/-/issues/69) | - Decrease 404s to this page by 100% | 2 | S | | **STRETCH** [Add Marketing Header And Index Opensource Projects](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/53) | - Increase SEO for most popular repositories by X%<br>- Increase traffic from Product to Marketing & Docs by X% | 6 | M | ## Level Of Effort vs. Return On Investment