[Engineering] MVC trial onboarding
Experiment summary
Users coming from the marketing website, starting a trial of GitLab Gold and creating a group ends up skipping the onboarding and get redirected to their group "homepage". This is not optimal for 2 reasons:
- We are missing an occasion to lead users to product and trial value
- We are dropping users in a deep part of our Information Architecture (User > Groups > Group > Group overview), which could be confusing.
Hypothesis
We believe we can increase the trial conversion rate by providing trial users with a similar onboarding experience that we provide to net new signups.
Supporting data
- Current flow - New user from Marketing website
- User walkthrough - Video - 13'40mn.
- This new user onboarding experience of utilizing an issue board proved to be successful for net new users in a previously run experiment where we increased the stages adoption rate by 5-12% (variance is on the timing of when the data was pulled historically).
Proposed experiment
We provide 50% of net-new trial signups (note we're only targeting 50% of trials that come from https://gitlab.com/-/trial_registrations/new) with the experience documented below, the control cohort gets the same experience that they get today.
User experience:
- Users in the experiment will be walked through the steps of signing up for GitLab (same as control). Note in the GIF below that the signup page shows register and sign in, this is currently be changed in an active MR to only display register.
- Users in both the control and experiment group fill out the welcome page
- Users in both the control and experiment submit the trial registration form
- Users in the control are then shown the trial section page where they can apply the trial to a group or personal namespace, after this they are landed on the group overview page. This is the end of the control experience.
- Users in the experiment (after submitted the trial registration form) are shown the group creation page
- Users in the experiment are then shown the project creation/import page
- Users in the experiment are then shown the informational page about the onboarding issue board
- Users in the experiment are then landed on their onboarding issue board.
Gif of the experiment user experience:
Link to the onboarding issue board internal issue & direct link the board
- note that this issue board is different from the standard "Learn GitLab" issue board we should free signups as it contains issues specific to features they only have access to during their trial.
How de we measure success
- We observe a statistically significant increase in the trial conversion rate to paid vs the control group.
- sub metrivs we will track during the experiment include
- Overall increased stage adoption in the experiment vs control
- Higher adoption of paid features highlighted in the issue board vs the control
- Higher team invitation rate vs the control
- sub metrivs we will track during the experiment include
In order to track this experiment and enable the analysis we need to track enrollment in the experiment users table with a unique experiment ID and put the users in the control in the group_type
of 0
and users in the experiment version in the group_type
of 1
. Note if @dreedy work around adding namespace_id
to the experiments table is ready, it would be preferred to filter this experiment on the namespace the trial is associated with otherwise utilizing the previously mentioned user_id method will work.