Refresh Downloads page

Description

Two things should be made extremely simple on GitLab.com: downloading CE, and easily discovering our paid offer (EE or Gitlab.com or Githost).

https://about.gitlab.com/downloads/ is the 2nd most visited page on the site.

The current Download page, despite being very complete:

• lacks a proper structure to indicate the different ways we can get CE
• mixes links together ("Update" is hidden inside a set of links in the content)

We should make it better.

What is the goal of changing the page?

• We want to have a better structure on the page
• Make it look less like a side project, and more like a complete, professional product.

What metrics are we trying to affect?

• We want to increase the number of signups on the newsletter.
• We want to increase the number of visits to the EE page from the Download page

How will we decide if the change was successful or not?

• We will check the evolution of the number of signups
• We will check traffic change on Google Analytics

Proposal

Missing from the wireframe and still need to find a place:

• newsletter box
• mention of GitLab Runner (why is that important?)
• Browse the packages

@luke @amara what do you think? This is a first draft and the kind of vision where we could go.

@regisF Two requests:

• "Select Operating system": For attribution purposes, having each of those boxes clickable, or require some type of trackable action, would be ideal.
• "Newsletter Box": Make it very clear that the email field is for newsletter sign ups, because currently its not clear at all. Also from a database perspective having a person's first name (at a minimum) would be nice as well because then we can personalize any follow up email marketing to them. Ideally, I would like a first & last name and email address but I understand some people may not want to give all the information just to sign up for a newsletter.
  Finally, it is my opinion that we should work to make the newsletter signup field uniform across all pages on the website, perhaps adding it to the footer, or create a thin "content bar" just above the footer that appears on every single page that is for newsletter sign ups.

@regisF Just putting it on your radar, I will be creating a landing page for email subscription preferences, that will be a link provided at the bottom of each email for subscribers to manage what content/lists they are included on.
It was something Hank was tasked with about 5 months ago and as soon as I finish rebuilding our Marketo instance, I will be working on it. If you'd like to comment or put your thoughts on the existing issue, you can find it here. LMK if you have questions. :)

https://gitlab.com/gitlab-com/www-gitlab-com/merge_requests/4493#note_22177048 This MR mentions that we have a lot of signups for the newsletter on the page. I'll update the wireframe with a way to continue capturing this information.

We also need to answer those questions:

• what is the goal of changing the page?
• What metrics are we trying to affect?
• How will we decide if the change was successful or not?
• Would we revert the changes if we decided that it was not a success?

If it's helpful, I have been tracking which OS people are choosing from the dropdown. The results can be seen in this report on Google Analytics:

https://analytics.google.com/analytics/web/#report/content-event-events/a37019925w65271535p67064032/%3Fexplorer-segmentExplorer.segmentId%3Danalytics.eventLabel%26_r.drilldown%3Danalytics.eventAction%3Aselect%26explorer-table.plotKeys%3D%5B%5D/

@mitchellwright I don't have access. But yes, it'll be very very useful.

@regisF I gave you access to Google Analytics.

Done in a new /installation page.

closed