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Expanded Visitor Registration Optimization

Created by: anna-mmikhova

Problem to solve

Our focus as a sales led business is to generate quality leads that we can turn into paid enterprise customers. Our current focus is to bring Sourcegraph value closer to our users from the time they visit onward. We want our users to get immediate value from our platform and sign up to be our customer to unlock more useful features.

Early stages of the user journey are not fully optimized to quickly demonstrate value to website visitors. The value proposition of the product is broad and technical. Converting a user to a lead can require multiple interactions over days, weeks, or months; particularly if the user is interested in self-directed product exploration rather than jumping straight to a demo. If visitors do not sign up, it is hard to bring them back to the product to have those interactions.

Currently we only register visitors who choose to explore Sourcegraph via our cloud offering. Yet, the language in our "getting started" user flow drives visitors toward self-hosted deployment (which lacks registration). We want to encourage visitors to register early on so we can better track progress through the entire funnel, have more detailed information to qualify leads, and can experiment with more nuanced onboarding flows to drive activation.

Measure of success

  • Time to Registered - Average # of days from Date of first visit to Date of registration among those who do register
  • Registration - % registered by month: of all new web visitors in a calendar month who are registered (minus suspected bot traffic) - % registered within x days: of new web visitors to sourcegraph.com who are registered within time period x

Solution summary

Experiment with optimizing registration flows from product owned pages on sourcegraph.com (e.g. from the Get started button on sourcegraph.com/search or the Create Account CTA in code editor extensions). Create unified registration that precedes the cloud vs self-hosted deployment page and includes email verification flow.

Explore messaging and features that present our value proposition and encourage users to sign up. Projects such as the getting started tour directly address this.

What specific customers are we iterating on the problem and solution with?

None. Given this is addressing anonymous website visitor -> free account sign up

Impact on use cases

Delivery plan

  • Email verification in-app reminder banner added to existing registration flow
    • Data baseline status: exploring events, metric to be % of users with email that is verified (5/3 status: asking bizops to fix null data in Amplitude)
    • Issue status: blocked 34643
  • Expanded registration for Sourcegraph (irrespective of deployment method)
    • Map existing registration flows; Issue status: in review 34254
    • RFC to collaborate with marketing on the scope & coordination required to work together on registration testing RFC-961
    • #36247
    • Identify modifications to existing cloud registration page to be deployment agnostic (needs-design), to be hosted on a new page so we can A/B test new/old experiences
    • Ensure all registrants accept terms & conditions / privacy policy (make sure legal signs off on links used)
    • Refactor post-registration flow design for cloud to find an alternate ways to present self-hosted deployment (needs-design)
    • Add language to self hosted to clarify admin vs sg.com account (screenshot here)
  • Design & run A/B tests gathering data to compare designs/approaches to unified registration
    • Design test & put behind feature flag - testing the "get started" buttons (need to identify all the inbound flows we want to include) to redirect to this new flow rather than the current deployment choice page
    • Work with analytics to ensure proper events are firing to monitor & evaluate the measures of success listed above
    • If test is successful move to GA for that inbound flow & consider further testing (inbound from other CTA points, A/B testing button language, etc)
  • Collaborate with demand gen to plan post-registration comms tests