UX: Improve the sign-up landing page

[almeidapaulooliveira]

This is a design issue of this Epic:

• 45541

Define

Hypothesis: Sourcegraph's current sign-up page struggles to engage visitors in either signing up for a trial or exploring the product further. Our hypothesis is that we don't show the full value of Sourcegraph to visitors who come from a very short (one-line or one-paragraph) hook, and as a result, we don't engage them right away and don't convince them to explore further or sign-up.

Discover

• [x] Data insights collected from Amplitude.

  • The data collected includes information on visitors who landed on the sign-up page from search results, the homepage, and the TLDR newsletter.
  • In the last 30 days, 704 of 906 users that landed on the Cloud sign-up page from the Search results (77.7%) abandoned the sign-up process before completing it. It may be worth exploring potential reasons for this behavior, such as difficulty navigating the page, lack of understanding, or interest in the product.
  • This data provides evidence for the hypothesis that the current page struggles to engage visitors in exploring the product further or signing up for a trial.
    • The conversion rate for visitors who click on a CTA from the navigation bar is 0.541% in the last 30 days.
    • The conversion rate for visitors who click on a CTA from the Search results page body is 3.51% in the same time period.
    • It could also be useful to analyze the specific content and design of the CTAs to see if any changes could increase their effectiveness in driving conversions.

Design

• [x] Hi-fi visual design (Figma file).
• [x] Designer review.

Testing

• [ ] Usertesting.com task-based evaluation.
• [ ] Dovetail raw data and synthesis.
• [ ] Research stats.
• [ ] Research report (Dovetail).

Measure

• [ ] Track the 'sign-up' page bounce rate.
• [ ] Track different events. (TBD)

Design process (Size: S)

• Estimate: Three to four days
• Weighting factors:
  • MEDIUM risk
  • MEDIUM clarity

[st0nebreaker]

Is part of the Amplitude low conversion rate from /about because of this anonymous_user_id bug, @kelsey-brown ? If it is the hypothesis may not be totally accurate because of the inaccurate data we have from /about right now

[kelsey-brown]

Good question - AFAIK the bug only affects users who click a CTA on the about site. Users who click a CTA on dotcom shouldn't have issues with their anonymous_user_id.

The nav bar CTA exists on both dotcom and about, so that's the one I'd recommend being careful about for the next couple of weeks until clean data flows in post bug-fix. Until then, you can ensure that you're looking at users who clicked the nav bar CTA on dotcom by filtering by URL where the event fired

Another way to understand signup conversion is to just look at conversion for anyone who landed on the cloud landing page (excluding the CTA click event from the funnel altogether). Conversion is about 15%, which still feels like a pretty steep dropoff to me, though it appears to be improving steadily.

[almeidapaulooliveira]

Thanks, Kelsey. I believe we're Ok because the 'Discover' data for this design issue was collected only from dotcom in Amplitude.