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Description
In-depth overview of the Saas Free and Trial Registration flow user experience and data collection updates. Includes SaaS Trial, SaaS Free - Setup for Company = True, SaaS Free - Setup for Company = False, and SaaS Free SSO flow overviews
A
Hi
everyone,
my
name,
is
Gail
Dowd
and
I
am
a
senior
product
manager
on
the
growth
team.
Today,
I
am
going
to
walk
you
through
some
recent
updates
that
we
have
made
to
the
trial
and
free
registration
flows.
This
is
part
of
a
larger
cross-functional
effort
that
we've
been
for
referring
to
as
a
free
user
efficiency
effort.
That's
really
designed
at
both
decreasing
the
cost
of
our
free
user
program
and
increasing
our
free
to
paid
conversion
rate
for
those
using
our
SAS
product.
A
This
is
a
top
12
cross-functional
Initiative
for
the
company
and
one
of
the
many
pieces
of
that
larger
for
user
efficiency
effort.
We
recently
shipped
these
changes
that
we're
going
to
talk
about
to
production
as
of
this
week,
which
is
the
last
week
in
June
of
2022
and
are
very
excited
to
share
with
you
the
changes
that
we've
made
here
at
a
high
level.
There
were
two
objectives
that
we
had
for
this
project.
One
was
to
simplify
and
optimize
our
registration
flows
for
the
free
SAS
product
and
our
trial
registration
flows.
A
Amongst
data
analysis,
growth,
experimentation,
we've
learned
a
lot
about
how
people
are
identifying
themselves
when
they
come
and
sign
up
for
our
product
and
then
how
that
ties
to
actual
product
usage
and
then
their
likelihood
to
become
a
paying
customer
over
time,
and
so
we're
going
to
be
using
some
of
that
insight
and
some
general,
like
better
user
experience,
updates
to
really
optimize
those
flows
and
make
those
more
efficient
for
the
user
to
get
them
to
what
they're
looking
for
and
also
gain
some
benefit
as
a
business.
At
the
same
time.
A
The
second
piece
is
that
we're
actually
broadening
our
data
collection
on
company
on
account
registrations
that
are
indicating
they
intend
to
use
gitlab
for
company
use.
This
effectively
allows
us
to
create
more
records
in
our
internal
systems
like
Marketo
and
Salesforce,
and
leverage
those
for
marketing
and
sales
activities
like
lead,
routing
scoring
and
product
marketing.
Email
nurture
campaigns,
all
efforts
which
are
fairly
integral
to
increasing
free
to
paid
conversion,
which
has
a
direct
effect
on
our
ability
to
grow.
A
In
addition
to
this
video
walkthrough
of
the
flows
that
we've
created,
including
this
slide
deck
that
you
see
here,
a
loom
video
from
the
beginning
of
the
project
that
provides
a
nice
detailed
overview
of
some
of
the
specific
changes
we've
made,
and
then
we've
also
put
a
written
summary
of
the
improvements
that
we've
made
here
for
you
to
utilize.
So
before
we
get
started,
we're
going
to
just
a
little
more
context,
we're
going
to
walk
through
three
different
flows.
Today,
we're
going
to
walk
through
a
trial
registration
flow.
A
This
is
for
a
user
who
is
signing
up
for
a
free
30-day
trial
of
our
ultimate
offering.
We
will
walk
through
two
different
versions
of
our
free
SAS
registration
flow,
one
for
folks
who
are
indicating
they
are
wanting
to
use
gitlab
for
company
or
team
use
and
another
for
folks
who
indicate
they
want
to
use
it
for
personal
use
and
then,
lastly,
we'll
also
touch
on
a
fourth
flow
that
we've
made
some
updates
to
recently,
which
is
our
single
sign-on
flow.
A
This
is
where
you
use
third-party
credentials,
say
from
like
Google,
GitHub
or
Twitter
to
create
a
gitlab
account.
This
is
a
actually
a
very
popular
method
and
path
that
we
see
you,
users,
take
approximately
50
of
our
users,
go
through
our
SSO
registration
and
we've
made
a
significant
change
there
that
we
hope
will
help
continue
to
collect
our
data,
collect
data
and
knowledge
about
this
cohort
and
include,
and
continue
to
improve
our
free
to
paid
conversion
rate.
A
So,
let's
get
started,
I
will
be
live
demoing.
These
so
bear
with
me
as
I.
Do
some
email
validation
but
I'd
like
to
start
with
our
trial
registration
flow
to
access
this
flow?
You
can
click
any
of
the
many
ctas
to
start
an
ultimate
trial
that
you
find
on
our
website
or
within
the
product.
These
are
kind
of
feature
Discovery
moments
and
upgrade
experiences
that
we
intentionally
put
in
the
product
to
entice
folks
to
sign
up
and
see
the
full
value
of
our
complete
ultimate,
offering
either
either
location.
A
Another
Nuance
that
you
will
see
as
a
difference
between
the
trial
sign
up
page
and
our
free
registration
flow
is
that
we
actually
list
our
SSO
options
at
the
top
for
free
registration.
We
do
this
at
the
bottom.
All
of
these
sign
up
pages
are
going
to
be
fairly
similar.
As
far
as
the
information
they
asked
to
start-
first
name
last
name,
username,
email
and
a
password
and
then
a
recaptcha
confirmation.
A
A
A
All
right,
every
user
is
going
to
go
through
this
email
confirmation
process
so
once
completing
sign
up,
you're
sent
an
email
confirmation
where
you're
provided
with
a
link
to
confirm
your
account
I'm
going
to
copy
that
and
add
that
here
and
then
refresh.
So
we
can
walk
through
that
form
together.
Great
so.
A
The
unique
thing
about
this
second
page,
where
we
welcome
you
to
get
lab,
is
that
we
have
removed
the.
What
would
you
like
to
do
question
that
we
previously
had
in
this
flow
and
the
reason?
Why
is
that?
Well,
frankly,
it
wasn't
working
as
it
was
expected
to,
and
that
was
causing
users
who
come
in
through
this
trial,
CTA
flow
to
actually
bypass
creating
a
trial.
The
last
thing
we
want
to
do
is
kind
of
inadvertently.
Have
someone
miss
the
opportunity
to
create
a
trial
when
they
came
from
a
trial
CTA?
A
A
This
is
a
page
that
we
previously
had
in
the
trial
flow,
but
we've
made
a
few
updates
and
actually
enabled
us
to
use
it
in
our
free
flow,
which
you'll
see
here
in
a
little
bit
as
well.
A
few
things
that
are
worth
noting
is
that
we
require
a
company
name,
so
I'm
going
to
use,
align,
investing,
which
is
a
former
startup
of
my
partners,
and
we
also
require
you
to
know
which
country
you're
in
this
is
so
we
can
determine
if
we
can
do
business
with
you.
A
A
We
will
still
pass
this
data
to
Salesforce
and
Marketo
for
those
marketing
and
sales
activities
that
we
were
talking
about
previously,
but
for
trials,
we're
explicitly
collecting
that
and
so
advancing
one
more
step.
This
is
our
fourth
and
final
step
for
the
trial
flow.
This
is
a
combined
group
and
project
creation
page
previously
they
were
individual
steps,
one
for
group
one
for
create
project
creation.
We
actually
ran
an
experiment
as
an
growth
adoption
team,
where
we
combined
these
and
found
that
this
page
performed
better.
A
So
let's
move
there
all
right.
Switching
screens,
we
are
now
on
the
sign
up
page
for
our
free
registration
flow.
Again,
pretty
straightforward
here
has
a
little
less
Pizzazz
than
the
trial
field,
but
our
trial
form
we
haven't,
made
any
significant
changes.
As
a
user
you're
going
to
come,
fill
out,
this
information
validate
your
email,
confirm
your
email
address
and
then
use
your
newly
created
password
to
log
in
and
land
on.
A
This
second
step,
which
is
our
welcome
page
with
an
additional
question
for
our
free
registration
votes,
looks
very
similar
to
trial.
We
again
Ask
role,
why
you're
signing
up
for
git
lab
who
will
be
using
gitlab,
and
then
we
include
this.
What
would
you
like
to
do
a
question,
and
so
the
nuances
here
is
that
you
can
select
whatever
role
you'd
like
if
you
select
that
you're
signing
up
for
git
lab.
A
And
then
your
job
to
be
done.
Excuse
me,
I
I
got
a
little
ahead
of
myself,
so
those
two
fields
are
standard
and
will
be
filled
out
where
we
start
forking.
The
experience
for
the
free
registration
is
going
to
be
in
these
two
questions,
who
will
be
using
gitlab,
and
what
would
you
like
to
do
and
the
case
that
you,
a
user,
selects
I,
want
to
use
it
for
a
company
or
team
and
create
a
new
project
upon
clicking,
continue
we're
going
to
land
them
on
the
about
your
company
page.
A
This
is
a
net
new
step
for
this
particular
user
type.
The
reason
we're
doing
this
is
that
by
indicating
they
want
to
use
it
for
a
company.
We
want
to
make
sure
that
we're
giving
them
the
best
opportunity
to
get
the
sales
and
marketing
kind
of
Outreach
that
they
need
to
see
full
value
of
the
product
and
become
paying
customers
so
very
comparable
to
the
trial
experience.
We
have
the
same
exact
fields,
same
required
and
optional
nuances.
What
you'll
see
as
a
difference
is
that
we
for
the
free
registration
flow.
A
We
don't
automatically
toggle
on
the
trial,
assuming
that
they
move
that
they
would
get
to
start
an
ultimate
trial,
but
for
our
sake,
we'll
keep
it
toggled
off
today
and
then
the
new
kind
of
aspect
of
both
adding
this
page
also
enables
us
to
create
records
upon
submission
of
this
form
in
Marketo
and
Salesforce,
so
that
those
marketing
and
sales
activities
that
we
talked
about
earlier
can
commence
from
here.
Let's
use.
A
Just
toggling
back
really
quick.
One
thing:
I
do
want
to
point
out
oops
well,
we'll
come
back
here.
I
have
another
one
set
up.
If
you
select
that
you're
joining
a
company
or
you
you're,
joining
you're
setting
up
your
account
for
team
use
and
you're
joining
a
project,
we
are
going
to
actually
let
this
user
completely
bypass
the
rest
of
the
flow
so
that
they
can
go
and
find
their
team
and
get
started.
A
A
So
the
main
difference
here
is
that,
instead
of
selecting
my
company
or
team,
the
user
is
selecting
just
me,
create
a
new
project,
we're
going
to
let
them
bypass
the
about
your
company
page,
because
they've
already
told
us
I'm
just
using
this
for
personal
use.
We
don't
need
to
collect
that
data,
that's
kind
of
twofold.
We
don't
want
to
put
extra
records
into
Marketo
and
Salesforce
for
users
who
don't
have
a
high
likelihood
to
convert
into
paying
customers
and
we'll
talk
a
little
bit
more
about
that
in
a
minute.
A
But
one
thing
you
may
have
noticed
is
I
selected
the
just
me
and
create
new
project
toggles.
We
actually
pop
up
this
email,
opt-in
box,
which
we
legally
need
to
do
if
they're
indicating
they're
using
it
for
personal
use.
We
need
to
make
that
an
optional
thing
to
Market
to
them,
and
so
we
want
to
be
respectful
of
that.
A
And
then,
in
the
scenario
where
they
select
they're
setting
up
for
just
themselves
and
they're
joining
a
team,
we
will
take
them
to
we'll
actually
bypass
the
rest
of
the
flow
and
put
them
directly
in
the
product
cool.
Thank
you
all
right.
So
we've
walked
through
those
three
flows
for
the
last
two
in
particular,
I
want
to
stress
that
the
logic
we've
designed
here
is
duly
beneficial
for
both
our
users
and
our
business.
A
Again,
we
know
from
data
exploration
that
folks,
who
are
indicating
they
want
to
use
gitlab
for
company
or
team
use,
actually
convert
at
a
higher
percentage
than
those
who
indicate
they're
using
it
for
personal
use.
Personal
use
folks
tend
to
convert
it
near
zero
percentage
and
from
a
business
perspective,
we
want
to
a
ensure
that
the
folks
who
say
they're
going
to
use
it
for
business
use
or
focusing
on
them
and
helping
them
see
success
so
that
they
become
paying
customers
and
when
that
comes
to
a
data
collection
perspective
we
want.
A
A
In
short,
what
we've
done
is
we've
connected
those
last
three
steps:
the
welcome
to
get
lab
about
your
company
page
and
combined
group
and
registration
or
group
in
Project
creation
flow.
Excuse
me:
we've
appended
that
to
the
first
part
of
an
SSO
registration,
which
is
the
third
party
auth
steps
that
you
go
through
when
you
select
a
provider
to
create
your
gitlab
account.
So
what
that
often
looks
like
oops
something's
going
on
there.
Sorry
about
that
is
that
you
will
select
your
third
party
provider.
You
provide.