►
From YouTube: Multiple CTAs on GitLab.com - Danielle & Jensen Discuss
Description
In this video, Danielle (Growth Marketing) and Jensen (Product Growth) discuss the challenge of multiple CTAs on the front page of GitLab.com, how we got here, some of the different goals and insights, and possible paths forward
A
Hello,
it
is
Danielle
again
with
Jensen,
it's
gonna
be
uploaded
right
after
the
other
video,
which
you
should
all
watch
as
well,
we're
gonna
do
a
little
get
lab.
Comm
I'll
call
it
a
teardown
we're
gonna
explore.
What's
going
on
in
the
upper
right
hand,
corner
a
bit
more
and
Jensen's
here
with
me
to
talk
about
the
CTA's
that
he's
thinking
about
and
cares
about.
Most
helped
me
understand
more
about.
What's
going
on
up
there,
all.
B
B
Those
three:
are
they
speak
to
three
different
things?
One
is
one
is
installing
gate
lab
is,
is
clearly
a
call
to
action
for
self-hosted
to
get
started
on
your
user
journey.
Creating
your
yourself
hosted
instance.
Get
free
trial
is
sort
of
a
replacement.
In
my
mind,
for
get
you
know,
get
started
for
free
and
register
is
essentially
saying
the
same
thing
get
started
for
free,
so
these
two
are
basically
the
same
the
same
CTA,
but
we
call
it
two
different
things.
B
If
I
could
put
my
if
I
put
myself
in
the
shoes
of
a
developer,
I
have
heard
of
get
lab,
because
you
know
a
company
that
I
know
is
using
the
tool
setter.
I
know
this
awesome,
robust
CI
tool
is
it's
a
you
can
use
in
get
lab
or
whatever,
but
I'm
not
really.
Super
familiar
I
just
know
that
it's
sort
of
like
github
and
that
I
can
use
it
like
github
when
I
can
come
to
this
site
and
I
see
everything
related
to
a
trial.
B
That's
really
confusing
because
as
a
developer,
I
want
to
come
in
and
kick
the
tires
and
and
test
the
application
and
maybe
use
it
like
I
would
use
github.
For
you
know,
setting
up
my
my
web
app
or
my
business
or
whatever
and
I
need
that
to
be
free
for
some
extended
period
of
time,
because
it
might
take
me
a
year
or
more
to
build
this
application
and
get
lab
is
my
first.
B
It's
the
first
thing
that
I'm
exploring
and
so
when
I
see
get
free
trial,
I'm
really
put
off,
because
I
don't
want
to
try
this
for
30
days.
I
want
to
use
a
freemium
product
for
an
extended
period
of
time
and
tell
my
business
is
up
and
running
or
my
until
my
web
app
is
up,
and
so
when
I
see
that
I'm
just
confused
and
just.
A
So
you've
said
a
few
times
as
a
developer,
but
what
I'm
really
curious
about
is
well,
if
you're,
not
a
developer
like
I'm
wondering
if
the
outside
of
the
developer
world
there's
other
people
who
might
sign
up
that
we're
like
free
trials
are
more
normal
to
them
like.
Can
you
speak
it
all?
To
that
perspective,
yeah.
B
B
It
might
be
a
you
know,
VP
who
makes
the
final
purchasing
decision,
but
it's
gonna
come
from
a
set
of
recommendations
from
technical
folks
right,
and
so
these
technical
folks
are
exploring
the
product
in
a
way
that
allows
them
to
evaluate
it
and
send
their
recommendations
to
an
executive
team.
I
think
that,
in
that
case,
a
trial
experience
is
much
more
suited
to
like
to
that
type
of
acquisition.
B
But
the
problem
with
that
is
that
one,
your
constraining
that
team
to
a
short
period
of
time,
even
if
that's
like
just
a
perception
right
that
they
have
30
days
to
try
this
out,
and
so
they
may
come
to
this
site
and
say
well
we're
just
sort
of
exploring
what's
available.
What's
out
there,
we're
not
ready
to
sign
up
for
this
yet
because
we
will
need
longer
than
30
days,
and
so
they
come
to
this
site
and
they
see
that
and
they're
sort
of
put
off.
B
But
now
the
reason
why
I
know
this
is
we
did
a
ton
of
user
interviews
on
on
people
who
evaluate
the
product
and
use
what
you
see
is
like.
Basically,
they
get
a
team
of
people
together
and
that
might
be
a
developer
or
security
analyst.
You
know
DevOps
DevOps
person
like
people
who
own
different
parts
of
the
DevOps
lifecycle
they
get
them
all
together.
They
start
their
gold
trial.
B
So
if
our
target
is
to
bring
on
companies
are
like
already
established
companies,
that's
fine,
but
if
you're
after,
like
smaller
startups
or
whatever
or
just
you
know,
developer
audience
it's
it's
not
gonna,
be
as
effective
at
getting
traction
as
as
a
you
know,
a
more
robust
like
a
more
clear
communication
that
you
can.
You
can
use,
get
lab
for
free.
A
A
So
I
can
totally
imagine
that
part
of
this
is
just
what
we
don't
want
to
turn
you
off
before
you
even
begin,
but
what
I
am
a
little
worried
about
is
like
what,
if
I
get
here
and
I'm,
just
like
okay,
see
three
different
ways
to
kind
of
begin:
I,
don't
know
anything
about.
What's
behind
each
of
these
buttons,
this
one
buttons
orange
it's.
So
it
sort
of
feels
like
it's
the
one
screaming
at
me
to
be
clicked
right
now.
A
I've
noticed
that
when
you
click
get
free
trial,
do
you
mind
clicking
it
for
me
just
so,
people
can
see
that
it
was
behind.
It.
I've
noticed
that
this
page
also
has
another
set
of
decisions
that
you
have
to
make
like
two
buttons,
equally
kind
of
weighted
here
and
then
I'm
thinking
they
might
be
like
well.
Crap
I
picked
the
wrong
thing
right
now.
I
have
to
make
another
decision.
A
We
can
obviously
make
button,
say
anything.
We
want
how
we
thought
about
maybe
just
having
a
single
get
started
button
that,
like
let's
kind
of
pushes
that
decision
down
a
bit
like,
rather
than
having
three
calls
to
action
on
the
very
front
page,
because
it
seems
like
that's
kind
of
what
this
is
trying
to
do
so
I'm,
just
wondering
if
you
can
fill
me
in
on
like
the
history,
because
it
seems
like
we're.
Gonna
have
to
get
to
some
point
a
conviction
of
like
what's
the
desired
path.
B
A
B
And
so
one
I
think
that
that
really
this
install
gitlab
and
this
free
trial
option
where
you're
signing
up
for
for
a
self-management
since
they're
the
same
thing.
The
only
difference
is
that
you
know
we
asked
you
to
sign
up
for
a
customer.
Saki
lab
calm,
account
here
and
then
sort
of
say.
Alright,
your
journey
is
done.
B
Here's
your
your
trial
key,
but
we've
done
nothing
to
guide
the
user
through
actually
downloading
or
making.
You
know,
as
you
say,
both
the
right
decision
and
so
I.
Don't
think
that
choosing
between
your
your
two
options
is,
is
it
necessarily
a
bad
thing
because
we're
just
sort
of
expanding
like
here's?
Here's
our
offering
you
choose
the
best
thing,
that's
right
for
you!
It
does
become
a
bad
thing
when
you
already
have
this
massive
decision
at
the
outset,
right,
like
you,
have
registered,
get
free
trial
in
style
get
loud
which
one
of
these
am
I.
B
Gonna,
choose
I,
choose
get
free
trial
now,
I
have
another
choice
like
I
have
to
educate
myself
even
more
on
offering
and
then
I'm
just
sort
of
left
to
my
own
devices
to
actually
come
back
here
and
press
install,
get
lab
and
follow
these
directions
once
once
I
sign
up
to
a
trial.
What
is
the
trial
given
me?
If
it
hasn't
shown
me,
you
know
what
to
do
and
how
and
how
to
configure
how
to
get
started.
A
Because,
after
you
click
on,
for
example,
start
your
get
lab
calm
free
trial,
you
still
actually
have
two
more
pages
of
forms
to
fill
out
with
buttons
at
the
end
of
each
one.
Like
it's
just
a
very
long
funnel,
it
seems
like
odds
you're
gonna,
make
it
to
the
other
side
today,
just
to
do
whatever
you
want
to
do
like
you
might
even
pick
the
wrong
thing.
That
might
be
fine.
We
have
a
great
product
hiding
behind,
like
so
many
layers
of
stuff,
a.
B
Lot
of
layers
and
very
little
guidance,
you
know
we
leave
it
up
to
you
to
like
we
get
you
through
this
trial
funnel
and
then
leave
it
up
to
you
to
actually
figure
out
how
to
use
the
product.
Where
is
it
should
sort
of
be
the
opposite
like
the
product
should
be
getting
them
to
use?
The
product
should
be
central
because
using
the
product
is
what
converts
folks.
B
So,
if
I,
if
I
come
here
and
I,
see,
try
get
left
for
free
on
the
hero,
image
and
I
click
on
this,
and
then
for
the
first
time
its
mentioning
that
I
only
have
a
limited
amount
of
time
to
try
it
for
30
days.
This
is
really
confusing.
It's
just
like
really
confusing.
Like
you
told
me,
I
could
I
could
try
for
free
and
now
you're
telling
me
30
days
seems
like,
like
there's
a
lack
of
clarity
to
the
you
know
the
different
CTAs
here,
Oh.
A
Stepping
back
a
little
bit
to
talk
about
goals,
cuz
I
think
that's
a
key
thing
like
if
you,
if
we
want
to
make
a
decision
here,
we'll
have
to
tie
it
to
our
goals.
I
have
a
feeling.
The
free
for
30-days
is
because
we're
trying
to
create
pressure
in
the
sales
process
to
like
make
a
decision
which,
from
a
growing
iacv
perspective,
makes
sense,
but
it
only
works.
A
If
these
people
are,
you
know,
it's
gonna
be
responsive
to
pressure
like
if
they're
only
ever
planning
to
$9
a
month,
then
it
may
not
really
matter
like
we're,
probably
more
likely
to
win
on
product
features,
but
if
it's
actually
like
a
mid
market
or
large
mq.
Oh,
like
a
big
account,
a
company,
then
I
think
the
time
pressure
is
really
valuable
because
it's
like
otherwise
they
could
just
go
on,
and
you
know,
discuss
forever
and
not
make
a
decision.
So
it
does
really
seem
like
it's
very
persona.
A
B
What
what
I
think
is
you
can
accomplish
this
inside
the
product?
You
can
accomplish
the
applying
the
pressure
inside
the
product
rather
than
doing
it
in
the
marketing
site,
so
that,
like
we
wouldn't
lose
out
on
the
acquisition
source,
we
would
get
that
user
and
we'd
have
the
ability
to
bring
them
back
in
or
educate
them
on
features
or
whatever,
and
then
create
this
pressure
inside
the
product.
Okay,.
A
So
like
a
little
inside
baseball
here
is,
we've
got
two
different
goals
right,
so
he
bought
these
MQL
goals
in
the
marketing
team.
We've
got
SMB
mid
market
and
large,
I'm
ql
targets
both
inbound
and
paid,
and
then
we've
got
on
your
team.
A
conversion
goal
which
is
like
we
want
to
maximize
the
conversion
rate.
A
Both
are
good
goals,
but
when
you
put
them
together,
they
do
create
some
like
conflicting
objectives,
but
they
don't
have
to
because
of
what
you
just
said,
which
is
that
we
can
achieve
some
of
these
goals
inside
the
product
and
it
might
come
down
to
a
question
of
like
where
does
someone
become
an
MQL
right
so
like
right?
Now
we
have
them
fill
out
a
form.
They
tell
us
some
things
based
on
the
thermographic
data,
like
how
big
their
company
as
we
decide
there,
whatever
kind
of
lead
they
are.
A
So
all
the
incentives
and
marketing
are
around
pushing
people
to
like
fill
out
this
form.
The
question
that
might
be
fun
question
for
you
and
me
is:
is
that
the
right
spot
to
him
ql,
someone
like
it's
kind
of
is
then
the
realm
of
lead
scoring
too
it's
like
it's.
Not
it's
only
so
important
to
have
MQL
is
like,
if
I
generate
at
the
bunch
of
mid-market,
I'm
qls,
but
they
all
have
a
very
low
score,
because,
if
they're
at
buying
intent
not
being
there,
it
doesn't
really
matter
cuz.
A
A
B
It's
a
great
predictor
of
success,
of
like
conversion.
Right
conversion
goes
up
dramatically
from
it
for
a
user
who
signs
up
for
a
trial
versus
is
just
a
regular
freeze,
and
it's
like
these
high
intention
actions
where
we
want
them
to
sign
up
for
a
trial
inside
the
product
and
you're
also
getting
sort
of
filtering
down.
Those
leads
I
think
what's
happening
here.
B
Is
you
have
these
marketing
qualified
leads
that
are
coming
in
from
this
acquisition
source
and
there's
a
massive
number
of
them,
but
they're
just
going
through
the
path
that
we've
pushed
them
through
they're?
Not
actually,
they
don't
actually
have
high
intention,
whereas
if
you
were
to
put
this
in
the
product
we
know
their
intention
is
high,
because
they've
gone
in
the
products,
they've
potentially
started
using
it
right,
and
then
they
signed
up
for
for
trial
right.
It's
it's.
B
B
A
Okay,
so
I
want
to
key
with
you
and
I
want
to
connect
that
back
to
something
from
earlier,
which
is
we've
got
this
also
install,
get
lab
and
sign
up
now,
experience
like
outside
of
the
trial
flow
and
I'm
just
trying
to
figure
out
like
well.
How
does
that
connect
to
what
we
just
said
because,
like
how
would
we
feel
if
we
had
to
make
this?
The
page
everybody
went
through?
Is
that
terrible,
I
wish?
We
could
make
a
data-driven
argument
for
just
any
any
particular
option
but
like
what
would
be
the
best?
A
We
wanted
to
hit
our
iacv
goal
and
we
can
only
have
one
call
to
action
instead
of
three,
which
one
has
like
the
highest
probability
of
getting
us
where
we
want
to
go
I'm
not
saying
we're,
gonna
execute
that
I'm
or
just
want
to
understand
so
I
can
like
stack,
rank
and
like
their
impact.
In
my
mind,
yeah.
B
I
think
that
getting
them
to
register
for
the
product,
whether
that's
so
yeah.
This
is
the
way
that
I
would
think
about
this
they're
they're
signing
up
for
free
they're
signing
up
for
the
you
know
freemium
product,
but
they
need
to
choose
between
doing
it
on
self
hosted,
and/or,
calm,
so
either
way
is
fine.
Like
we
just
basically
say
you
know,
sign
up
for
or
register
for
the
product,
whether
that's
for
calm
or
for
self
hosted.
B
A
Is
the
30
days
limitation
really
the
thing
that
is
the
most
problematic
here,
like
literally,
if
we
just
took
off
the
30
day
limitation,
it
seems
like
what
you
just
described
is
exactly
what
that
little
split
page
with
the
two
options.
Does
it's
just
that
time
constraint
feels
like
the
thing?
That's
really
rubbing
the
wrong
way,
yeah.
B
It
is
it's
also
like
what
does
the
user
get
out
of
signing
up
for
a
trial
like
what
have
we
given
them?
We
haven't
really
given
them,
something
that
they've
asked
for
so
so
you
know
the
free
trial
is
it's
a
great
tool
and
it's
a
great
thing
for
users?
It's
just
that
as
the
primary
CTA
we
haven't
given
them.
A
A
B
I'm
not
entirely
sure
I
think
you
know,
you'd
have
to
ask
them
the
marketing
group
about
that.
My
assumption
is,
is
that
we
have
a
the
primary
CPA
on
here.
It
used
to
be
to
install
your
Gilliam
instance
mm-hmm,
and
we
sort
of
replace
that
with
the
free
trial
and
I
think.
A
lot
of
that
was
because
we're
we
really
lack
the
data
that
we
need
to
like
help.
Users
become
or
help
users
convert,
and
so
the
free
trial
gives
us
that
information
yeah.
A
That
makes
sense.
This
is
really
helpful.
Yeah
I'm
still
under
think
some
of
the
history
by
the
way.
None
of
these
questions
are
judgments
of
the
decisions
like
people
watching
this.
If
I
made
these
decisions
like
I,
don't
know
what's
right
and
what's
wrong,
all
I
know
is
there's
a
lot
of
things.
We're
asking
the
easier
to
do
here,
and
we
probably
can't
ask
for
quite
as
many
decisions
if
we
want
to
guide
them
to
like
a
good
outcome,
so
I
just
want
to
learn
about
kind
of
some
ideal
visions
like
I
guess.
A
My
question
to
you
is:
how
much
of
this
needs
to
get
solved
on
the
marketing
site
versus
how
much
of
this
can
we
start
to
address
with
more
like
in
product
messaging
and
some
of
the
email
and
other
things
we
might
do
kind
of
post
sign
up
like?
What's
what's
your
vision
for
like
an
ideal
journey?
Yes,.
B
If
we
need
this
information
about
getting
a
child
should
be
sort
of
like
where
we're
gathering
that
progressively
and
qualifying
the
user
progressively
to
understand
like
who
they
are,
but
also
giving
them
something.
In
return
for
that,
you
know,
for
example,
I
have
an
issue
that
is
to
give-
and
this
is
just
an
idea
at
the
moment,
so
you
know
don't
take
this
as.
A
B
Example,
I
have
an
issue
that
is
basically
stating
that
for
users
that
are
large
enough
and
for
users
that
we
consider
like
high
intention
qualified
leads,
we
should
give
them
support
during
their
during
their
30-day
trial
of
them,
access
to
support
and,
and
what
that
basically
proposes,
is
like
when
they
go
to
sign
up
for
a
trial.
We
ask
them
a
minimum
number
of
questions,
but
if
they
say
they're
large
enough,
we
said.
Would
you
like
access
to
support
during
your
trial?
A
So
reinforce
what
you
just
said:
if
we
say
to
them,
you
told
us:
your
role
is
blah
at
a
company
like
blah
and
company,
and
people
like
you
normally
end
up
buying
this,
which
include
support.
So
we
want
to
give
you
support
like
then
it's
even
better
for
them,
because
they're
like
oh,
you
didn't
just
try
to
get
another
form
field
for
me,
right,
I!
Think
that's
what
you're
saying
is
you
want
it
to
have
a
loss
of
call-and-response
dynamic
right
where
they.
A
A
I,
like
that,
a
lot,
and
they
also
feel
like
there
are
a
lot
of
form
fields
to
fill
out,
so
even
the
getting
that
first
email
and
if
it
said
like
hey,
you
told
us
some
things
and
here's
what
we
here's,
what
we
recommend.
Here's
some
content
like
making
you
feel
like
you've,
been
like
targeted
in
some
more
personal
way.
Is
this
about
personalization.
B
Think
that's
part
of
it.
I
also
think
it's
not
super
apparent
what
they're
missing
out
on-
and
you
know
that's
especially
liked
by
by
persona
like,
for
example,
a
product
manager
might
come
in
and
value
something
very
differently
than
a
developer,
but
we
sort
of
treat
everyone
like
a
developer
mm-hmm
and
try
to
push
them
to
to.
A
A
This
experience
recently
created
a
new
gitlab
account
for
a
kovat
project.
I
was
working
on
and
we
were
like
you
know.
We
don't
even
have
I
mean
half
code
yet
actually
we're
just
like
figuring
out
the
project
and
I
knew
like
oh
gosh.
If
we
start
with
Google
Docs
instead
of
epics
and
issues,
this
is
gonna
be
a
huge
amount
of
work.
For
me
later
I
was
gonna
start,
you
know
in
the
right
place.
It
seems
like
that's
a
great
thing
to
start
with.
A
You
know
using
it
as
kind
of
like
it
was
visit,
a
handbook
for
us,
our
team
until
we
actually
had
code
to
start
writing,
yeah,
I,
I'm
really
curious,
like
so.
If
I
signed
up,
say,
I
sign
up
with
an
Apple
comm
email
address
and
I'm,
just
an
individual
person
with
that
email.
Do
we
even
connect
them
to
their
larger
account,
or
do
we
like
if
you
were
like
a
individual
employee
who's
like
I,
just
started
a
new
project
at
Apple
and
I
love
using
gitlab?
Maybe
I
just
joined
this
company
I.