Increase Quality Site Traffic
Reversing a negative trend through cross-functional collaboration
Gitab’s inbound marketing engine is a strength that has contributed significantly to the growth of the business. The Marketing site plays a pivotal role in the customer journey. From 2021 to 2023, GitLab’s Marketing site experienced year-over-year declines in traffic. The month-over-month decline was minimal, but when compounded over the year, the decline was noticeable and was concerning when reviewed over three years.
Late in FY23, a working group had been set up to address the issue but failed to move the needle. I raised my hand to lead the initiative to reverse the declining trend. I hoped first to reduce the decline, flatten it, and then increase the traffic to the Marketing site. With my experience working at GitLab for over two years, I had an idea of which cross-functional team members I needed to collaborate with on the initiative.
After getting support from the relevant leaders, I set up an action plan framework with loose actions for each function and asked the team members to apply their expertise and iterate on the plan.
The two quarterly plans are detailed here:
Due to the effective cross-functional collaboration, it only took us one month to flatten the declining traffic trend, and by the third month of the first quarter, we saw a meaningful increase in year-over-year traffic. During our efforts over the second quarter, we experience big wins: increasing sessions by 12% and pageviews by 9%.
Leading into the third quarter, we disbanded the working group due to our results while continuing to support the operational improvements we’d initiated and maintaining the consistent increases in traffic.