GitLab Digital Experience, 12 Jan 2021

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From YouTube: Digital Experience FY22 Q1 OKR Candidates

Description

Overall OKR Candidates: https://gitlab.com/groups/gitlab-com/marketing/inbound-marketing/-/epics/150

Digital Experience Specific OKRs
• [Q1 FY22 OKR Candidate] Slippers Design System
• [Q1 FY22 OKR Candidate] Inquiry Generation
• [Q1 FY22 OKR Candidates] CMS & Blog
• [Q1 FY22 OKR Candidates] Measurement
• [Q1 FY22 OKR Candidates] Tech Debt/Improvement

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Hey team: I just wanted to make a quick overview. Video of the q1 fy22 okr candidates, submitted from the digital experience team, try and keep this really short. I'm going to share my screen.

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So I have them nested here under our main q1 fy22: okay, our candidates, epic, these ones up here- I've created them as their own individual epics.

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So this came about um our entries came about as a team from our off-site held in the first week of january 2021, and we did an exercise where we just spent some time a fair amount of time.

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He was about an hour writing down the tops, five things with one, the six as a bonus and uh what I went through as you can see here, as I went through everybody's group them into themes, I saw- and we started with um just these overall overarching arching um objectives, so todd's, I'm sorry, sids is just increa increase iacb for the company todd's from the strategy deck that he shared a few months ago, hit 130 million dollars, iacv and fy 22 on a flat, year-over-year marketing budget.

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So things that we are putting forward that we can do to drive todd's number and then ultimately, sid's number is continuing to build out slippers. The design system we'll have a very nbc1 version done by the end of this quarter as a successful delivery of our q4 okr.

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There's a lot of things we need to do um to make it operationalizable it's a bit of a mouthful of a word, um primarily uh thinking about implementation, thinking about localization how it relates to local legislation, efforts we have going on operationalization governance and documentation and then accessibility.

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So we don't have any targets in mind yet, but you can see here, we've we're sticking to this format, so we will deliver changes that drive our metrics, which will be inquiries on the marketing site faster by measured by these below. Here I won't go into those individually feel free to click into each one of these, for example, implementation.

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Just a couple notes so implementing it. So, let's rolling it out so on the navigation. If we don't complete that this month, um the feature maturity chart on our home page other pages that we have in flight, um basically saying that we're gonna build this out, while we're supporting other okrs that we commit to. So this one will sort of be a a yes and okr for us.

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So if it's localization that we've commit to as a team, great 20 of that time would be really well suited for us to do the localization, but also bring that into our design system and do a couple things to make sure that we're by the end of q2, able to roll this out company wide and anyone can go through the documentation, copy paste and build these sites, which is the ultimate goal for us. Speed us up, make our team of currently nine into effectively 1300 or whoever.

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However, many people work for gitlab or want to contribute inquiry generation. So we really want to think about things that we can drive our key metric forward. So things that came up um diversifying lead sources, uh making sure that we have consistent lead, gen mechanisms on every page, improving the ux of inquiry, capture, focusing on specific segments and target audiences, so meeting people where they're at giving them a little bit of personalized content with the limited ability we have to do. So.

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I still think there is opportunity for us to make things a little bit more relevant and then we've also put localization into here as well, because effectively, if we don't have an experience for japan and we then have an experience for japan, we've just diversified our inquiry generation by 100 percent, it's kind of easy math and again each one of these. You can go into and there's just a little bit more information.

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Continuing to invest in the cms and blogs so we'd like to roll out the cms to more parts of the site. So we will we have it on the topics pages. We have a stretch goal and a big belief that we will have it rolled out for the blog by the end of this quarter.

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That could slip, and if it does, we want that to be something that is brought into q1 measurement metrics that we're looking at are inquiries generated from blog content increase in page views, bounce rate time on page some pretty standard metrics. You expect to go up by putting some time and effort into you know, enhancing your your content, delivery mechanisms so just clicking into this redesign of the blog homepage, because this is something I think we have a ton of opportunity.

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It's that first impression of people coming to um you know, engage with all this amazing content. The content team is making and it just doesn't really do the best job of positioning us as the awesome company that we are.

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Measurement, this is something we'd like to put a lot of effort behind making sure that we we're measuring the right things. So we know icv is important.

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We know that inquiries is our metric, but there's a lot of tangential things that are going on on the site that we'd start to like to get an understanding on of like what are the things that lead to inquiries that lead to conversion.

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We don't want to just start measuring everything, because that it inevitably slows down the site and then makes a whole bunch of data, that's useless, so really being able to explicitly communicate. Hey. We changed this and we saw this number go up. We know when that number goes up this other number.

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You know, maybe its inquiries goes up by this many percent, so we can start having a data informed approach to all the work, we're doing and being able to report back, uh maybe twice a month on how like quantitatively, how the work we're doing is having a positive impact to gitlab as a company.

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Finally, tech, debt and improvement. So this is the one that no one likes to talk about. um We aren't going to beat the drum too hard on this one. There's things that are just necessary.

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um You know having a a stable tech stack is really going to enable everybody in marketing or the company site-wide, and we also would like to have a agreement that, while we're doing the work against everyone else's okrs as as our own, while we have a page open we'd like to dedicate a small amount of time to just making sure we can make that page as good as possible.

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So everything is incremental tech, debt, tech improvement, things like um a digital asset manager and cdn integration. So these are things that are going to massively help our performance so having a single source of truth for marketing assets on the dam and then delivering our images via cdn is gonna. Have a twofold benefit. One our page load speed is gonna, go up immensely, which is obviously a good thing, and by removing using a cdn and moving all of our images outside of git.

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It's going to drastically reduce the size of our git repo, which has the benefit of making it way faster for us to develop and do builds. So it's going to make us a lot more efficient.

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So that's everything that we're putting forward as um candidates for q1 fy22. A lot of this is work that we will be able to do in sync with other okrs that need our team's expertise.

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So I'm really excited to find a way for us to all thread the needle and just keep delivering against this, and I look forward to seeing where this.

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