►
Description
Danielle Morrill, Senior Director of Growth Marketing, speaks with Shane Rice, Growth Marketing Manager, about the history of changes to the GitLab.com call-to-action for signing up and thought process for our forms.
A
Hi
this
is
danielle,
I'm
here
with
shane
rice
and
I'm
continuing
to
learn
about
the
gitlab.com
marketing
site.
So
today,
shane
has
been
very
generous
to
offer
to
walk
me
through
some
of
the
iterations
that
the
free
trial
sign
up.
Experience
has
gone
through
and
then
also
what
those
metrics
look
like.
So
I'm
going
to
share
my
actually
shane.
Do
you
want
to
share
your
screen?
So
you
can
share
metric
stuff.
B
B
A
B
B
B
We
had
a
carousel
on
the
home
page
in
the
hero
before
that
and
free
trial
was
one
of
the
options
there
along
with
you,
know,
six
or
seven
other
offers,
and
that
week
of
january
27th
we
went
to
a
single
offer
or
two
offers
in
the
hero
free
trial
and
demo,
and
that's
when
the
free
trial
visits
the
free
trial
just
kind
of
took
off,
and
at
that
point
it
was
something
like
this.
So
this
is
this
is
the
the
what
the
form
looked
like
on.
B
You
know
when
I
joined
in
june
2018,
you
know
very
you
know
similar
message,
but
just
kind
of
a
different
design.
You
know,
I
don't
think
the
form
looked
like
this.
I
think
this
is
just
like
an
artifact
from
the
archive,
but
then,
let's
see,
if
we
go
back
to
look
at,
let's
say
just
you
know
january,
let's
say
february
of
2019.
Give
you
a
look
at
what
that
looks
like
there.
B
And
so
this
was
the
view
for
a
long
time,
so
you
had,
you
would
hit
the
free
trial
and
then
you
would
land
on
download,
install,
get
lab
self-managed
as
the
default
trial
option
and
there's
a
tab
for
the
sas
option
and
so
to
go
to
the
sas
trial.
You
would
click
out
and
that
would
take
you
to
gitlab.com.
B
Otherwise,
if
you
fill
this
out
here,
hit
submit
that
goes
into
our
regular
sales
flow,
and
so
then,
in
august
of
this
year
or
sorry
august
or
last
year,
2019,
we
made
an
update
to
okay.
We
need
to
add
that
part
out,
because
it
had
the
the
container
information
because
of
the
debug
window
here
so
I'll
start
over
real
quick.
B
So
in
august
of
2019
we
changed
the
design
of
the
free
trial.
We
moved
away
from
the
tab
view
to
a
a
2
cta
offer
view
like
this,
with
gitlab.com
free
trial
on
the
left,
self-managed
trial
on
the
right,
and
so
when
that
happened,
we
saw
an
uptick
in
clicks
on
the
gitlab.com
free
trial
and
we
saw
a
decrease
in
self-managed,
gitlab,
free
trial,
request
and
visits
to
the
self-managed
free
trial
page,
which
is
a
page
behind
this.
So
if
you
click
on
this,
it
takes
you
to
a
page
that
looks
like
this
now.
B
This
is
the
self-managed
trial
today,
and
so
around
that
time.
As
you
know,
when
we
we
saw
that
decrease,
I
set
up
a
test
where
we
flipped
the
order
of
the
buttons
here.
So
we
put
the
self-managed
trial
on
the
left,
the
free,
the
dot
com,
free
trial
on
the
right,
and
that
did
decrease
the
number
of
clicks
to
the
dot-com
free
trial
and
increase
self-managed.
But
it
didn't
match
the
interest
we
were
seeing
on
with
dot
com
on
the
left.
B
So
when,
when
the
dot
com
free
trial
was
alright,
this
is
over
two
week
period.
They
were
like,
I
want
to
say,
1700
clicks
to
the
dot
com
free
trial
and
then,
with
the
self-managed
trial,
on
the
left.
We
got
about
700.
so
about
you
know
double
more
than
double,
with
the
the
dot-com
offer
on
on
the
left.
So
that's
kind
of
a
broad
overview.
Are
there
specific
questions
you
have
that
I
can
answer
about
where
it
is
today
or
where
it
was
in
the
past.
A
A
B
I
definitely
I
think
I
think
I've
advocated
for
that.
We
haven't
had
a
lot
of
traction
around
that
conversation.
You
know
there
are
some
other
opportunities
there
too.
You
know
we
could
use
some.
You
know
some
data
to
try
to.
You
know
like
enrich
the
path
to
say.
Like
hey,
you
know,
based
on
your
company
size,
we're
going
to
suggest
that
you
try.
You
know
gitlab.com
today
or
you
know
we're
going
to
push
you
to
the
self-managed
trial,
but
we
haven't
really
made
any
decisions
or
even
tests
in
that
direction.
B
I'm
I'm
definitely
an
advocate
for
if
we
can
unify
create
a
free
trial
process
that
you
know
removes
the
choice
of
which
one
do
I
choose
here
and
just
like
say,
you
know,
give
a
semantic
question
so
like.
How
do
you
want
to
use
gitlab
that
we
can
then
route
based
off
that
instead
of
having
it
go
through?
You
know
this
kind
of
you
know
it
demands
a
choice
and
when
people
don't
know
what
to
choose
they're
going
to
bounce
right.
A
B
Yes,
so
increased
a
little
bit
when
we
increase
the
number
of
visits
and
then
over
the
summer
of
last
year.
This
is
this
is
actually
before
any
changes
were
made
and
at
least
on
the
the
dual
offers
mm-hmm
and
then
you
know
higher
up.
But
then
it's
back
down
to
kind
of
that
normal,
like
50
60
percent
range
here.
So.
A
A
B
A
Yep
yeah,
I
mean
I
just
looking
at
this
page.
My
first
reaction
is
like
I'm
pretty
confident
a
big
single
button.
You
know
that
was
also,
maybe
not
in
a
stop.
Color
like
I
realize
our
brand
color
is
orange,
but
like
it's
not
really
it's
not
an
action.
Color
like
a
big
green
button
generally
would
do
better.
I'd
be
very
curious,
like
these
are
the
kinds
of
experiments
I
love
to.
You
know
run
with
launch
darkly
or
optimizely
for
us
just
to
see
what
happens.
B
B
Not
at
gitlab
I've
done
some
experience.
Experiments
like
that
in
other
roles.
You
know
the
closest
I've
come
so
one
of
the
challenges
I
think
we
have
is
because
you
know
gitlab.gitlab.com
is
a
static
site.
Some
of
the
tools
like
you
know,
optimizely
and
google,
optimize
that
you
know,
javascript
kind
of
testing
is
not
just
doesn't
work
as
well.
We've
had
a
lot
of
performance
issues
with
that.
B
I
know
there's
performance
issues
with
that
in
general,
no
matter,
you
know
what
site
you're
using,
but
it's
it
seems,
like
you
know,
there's
something
about
the
way
our
site
set
up.
That
makes
it
particularly
difficult.
Okay,
it
really
depends
on
how
much
you're
trying
to
test
like
if
you're,
just
moving
an
element
like
moving
from
one
side
to
the
other
fine.
But
if
you
want
to
test
a
whole
new
design,
it's
a
very
difficult
process,
which
is
why
we're
using
launch
darkly
for
that
for
that
kind
of
test.
B
A
A
A
A
B
A
B
So
I
didn't
know
these
were
clickable
until
we
started
talking
about
it
and
I
think
probably
what
happened
is
that
this
is
a
an
element
that
we
use
on
multiple
pages
and
we
just
edit
it
in
here
as
an
include
without
really
thinking
about.
Oh
hey,
these
links
are
clickable.
We
need
to,
you,
know,
have
a
separate.
You
know:
customers
widget,
that
is
not
clickable,
for
you
know,
landing
pages
or
conversion
pages.
A
A
So
this
is
a
nice
form,
it's
quite
simple,
and
it's
got.
It
follows
the
rules
of
no
exits
really
nicely.
I
am
curious.
Have
we
done
much
experimentation
with
the
content
on
this
page,
because
one
thing
I'm
noticing
is
this
form
doesn't
really
continue
to
sell.
Git
lab
it's
very
it's
very
functional,
but
I'm
just
curious
like
have
we
played
with
having
this
form
like
next
to
like
kind
of
reselling,
the
value
points
again
or
anything
like
that.
B
No,
we
haven't
this.
This
form
is
relatively
new,
I
mean,
I
think
it
launched
back
in
october,
and
so
you
know
previously
to
if
you
clicked
on
that
you
know
start
your
gitlab.com
free
trial.
It
took
you
to
customers.gitlab.com
and
would
work
you
through
the
the
trial
and
sign
up
processor,
and
it
was.
It
was
kind
of
confusing
because
you
have
you
know
you
have
a
customers.gitlab.com
login
as
well
as
a
gitlab.com
login
and
so
got
rid
of
that
and
simplified.
B
It
here,
it'll
be
great
to
do
that
and
then
yeah
make
it
a
little
bit
more.
Like
the
you
know,
the
the
free
trial
page,
not
in
the
necessarily
the
look,
but
just
in
the
sense
that
you
know
it
does
keep
hammering
home
those
points
of
like
the
benefits
of
the
gold
trial,
like
what
you
get
out
of
it.
What.
A
What
you
can
do
like?
Oh
once
you
have
this
you're,
going
to
be
able
to
collaborate
with
your
team
you're,
going
to
be
able
to
manage
your
code
and
you're
going
to
be
able
to
start
building
pipelines
like
all
these
cool
things
that
we
could
just
reminding
you
like.
You
really
do
want
to
fill
in
this
form.
Don't
bounce.
B
Yeah
exactly
now,
I
think
that
would
be
a
really
great
thing
to
test
and
look
at
on
this
page
as
well,
and
then
it
continues
after
this.
So
there's
this
page
and
then
there's
a
second
page
where
I
think
you
add
your
group,
maybe
there's
an
additional
step
after
this,
but
I
think,
like
continuing
that,
like
you
know
to
to
call
out
that
journey
right
like
to
say
like
here's,
what
you're
getting
ready
to
do,
here's,
why
you're
adding
this
now
you
know,
like
you,
know,
help
people
kind
of
walk
through
that
process.
B
A
Yeah,
I
have
a
hunch,
because
there's
no
contact
information
on
this
page
other
than
telephone
number
that
maybe
they
get
created
in
salesforce
as
a
lead,
but
I
sort
of
would
imagine
without
an
email
address,
given
that
we
were
set
up
as
a
company
like
I,
it
seems
like
a
lot
of
friction
to
make
a
trial.
If
you
like,
I'm
cons,
I
wonder
why
we
don't
just
say:
give
us
your
name
and
email
set,
a
password
and
here's
your
trial
and
then,
by
the
way
now
we
need
before
you
can
activate
your
trial.
B
I'm
sure
that's
probably
been
a
thought.
I
know
it's
not
anything.
We've
test
tested
or
you
know
designed
out.
I
think
I
think
this
is
kind
of
that.
You
know
next
iterative
step
from
what
was
happening
on
customers
and
I
think
what
you're
talking
about
is
a
great
next
iterative
step
to
improve
this
process
too,
because
we
know
you
know
like
we
want
to
simplify
and
make
it.
A
Yeah
yeah
exactly
I
mean,
I
think
that
this
does
feel
a
little
bit
like.
I
just
want
a
trial.
I
don't
want
to
fill
out
a
sales
form
like
I
don't
mind,
giving
it
to
making
them
fill
out
the
form
after
we've,
given
them
the
trial,
but
I
like
the
idea
that
they
can
kind
of
if
they
want
to,
they
can
still
sort
of
get
out
of
it.
I
mean
most
people
will
still
just
do
what
you
tell
them
to
do,
but
yeah
interesting.
A
I
mean
by
the
way
it's
none
of
this
is
criticism
of
you
or
anyone
else,
watching
this
video
on
the
decisions
they've
made,
I'm
just
looking
at
this
from
the
fresh
eyes
of
like
I'm
new
on
this
team
and
there's
some
design
patterns
that
I'm
used
to
seeing
in
sas,
and
so
some
of
this
doesn't
quite
match.
So
I'm
just
trying
to
understand
the
history.
So
if
for
you,
shane-
and
anyone
watching
this
later,
please
know
like
this
is
not
a
judgment
of
your
decisions.
B
A
A
B
A
The
question
I
have
is
also
like:
if
you
really
just
want
to
bounce,
maybe
you
should
bounce,
but
I
don't
know
if
we
should
give
you
an
out
here
like
this
is
a
pretty
important
continue
button.
We
really
want
you
to
click
that,
so
we
can
actually
because
we
have
no
abandonment
capture
path,
so
we
might
be
inadvertently
kind
of
making
our
lives
a
little
harder.
A
B
A
B
Yeah
yeah,
I
think
we
we
don't
want
users
to
enter
this
page
and
feel
like
we're,
forcing
them
into
a
trial
and
create
a
fee,
a
negative
feeling
towards
a
gitlab
as
a
project.
So
maybe
that's
it,
but
no,
I
agree
like
it's.
It
doesn't
doesn't
seem
like
it's
a
risky
request,
like
you
know,
we're
gonna,
give
you
this
free
for
30
days.
If
you
like
it
great,
you
can
pay
for
it.
B
A
Yeah
interesting
yeah,
I
mean
the
thing
I
keep
wondering
is
just
like
that.
Just
gives
me
another
question
to
answer
as
a
person
I'm
like
wait,
am
I
supposed
to
click
continue
or
am
I
supposed
to
click
skip
like
I
want
it
to
be
free
and
when
you
put
free
on
a
page,
it's
like
whoa.
I
want
that
whatever
that
free
thing
is
just
gets
my
attention.
So,
okay,
absolutely
well.
This
is
super
helpful.
I'm
really
happy
to
learn
and
yeah
thanks
for
taking
me
through
this
shane.