Closed Bug 1385087 Opened 7 years ago Closed 7 years ago

Add/Change Download Button For Firefox

Categories

(support.mozilla.org :: General, enhancement)

enhancement
Not set
normal

Tracking

(Not tracked)

RESOLVED FIXED

People

(Reporter: bensternthal, Assigned: safwan)

References

Details

Attachments

(3 files)

= Summary
Winston mentioned a high priority task was to add a firefox dl button to SUMO for non Firefox browsers. This was captured in a bug for the lithium platform (bug 1347312).

Since we are sticking with Kitsune, we should re-up this task.

It turns out their are already download buttons on the site, but I think the logic for their display and the GA tags they use are not ideal.

So I will need some guidance from y'all on implementation.

Fabio/Patrick - I will need feedback on which pages this should appear on and under what conditions.

Gareth - I will need you to advise on tracking.


= Current Behavior

Homepage
--------
Firefox DL button will appear if

- Browser != Firefox
- Product == Thunderbird
- User not Authenticated


See: https://github.com/mozilla/kitsune/blob/master/kitsune/products/views.py#L79
See: https://github.com/mozilla/kitsune/blob/master/kitsune/sumo/jinja2/base.html#L140

Firefox Product Page
---------------------
Firefox DL button will appear if:

- Product-slug == firefox

See: https://github.com/mozilla/kitsune/blob/master/kitsune/products/jinja2/products/product.html#L23



= Suggested Behavior

This could be as simple as adding the download button (see screenshot) to most pages of the site whenever the browser is not firefox.

If the above is the way to go, please provide:

1. The correct link (where this should go)
2. How it should be tagged for ga/utm params (please audit the code links above to see what already exists).
3. See attached screenshot for current graphical treatments, if these are ok we can save some time by re-using.

Note it might also be worth looking into our current GA traffic to get some idea of what a good conversion rate would be.
Flags: needinfo?(garethcull.bugs)
Flags: needinfo?(frios)
As far as I remember, I implemented the "Firefox Download Button" for non Firefox user in 2015 as per the request from the growth team of Firefox. A growth intern had a experiment with it and it was a success
So we implemented in Bug 1180947. Long history short, we have seen that most of the user from non Sirefox browser comes to Thunderbird page. Therefore we added the button there.
See Also: → 1180947
(In reply to Safwan Rahman (:safwan) from comment #2)
> As far as I remember, I implemented the "Firefox Download Button" for non
> Firefox user in 2015 as per the request from the growth team of Firefox. A
> growth intern had a experiment with it and it was a success

Hi all -- am said former intern. We ended up implementing this on only non-Firefox pages, as it seemed to be improper UX to prompt users looking for FX support with a FX download button.
> Hi all -- am said former intern. We ended up implementing this on only
> non-Firefox pages, as it seemed to be improper UX to prompt users looking
> for FX support with a FX download button.

Here is the strategic justification for reconsidering this implementation:

1) Our support site ranks well for countless search terms. It is currently first for "private browser", for example, a keyword we covet for our _products_.

2) Prominent links from pages that rank highly for a term to pages we _want_ to rank highly is one of the most powerful ways to change search ranking. Adding links to SUMO pages that search engines can find to www pages that rank lower is how we can share SUMO's powerful search authority with our product marketing pages.

3) Any person using Chrome who searches for "private browser" is at least as likely to be searching for a different browser as they are to be searching for Firefox support. If that user clicks the first search result and lands on our support site and we don't encourage them to download, we've missed an opportunity.

Therefore, I recommend adding a big green download button to the code of all pages on SUMO. If it's hidden for Firefox users, I can accept that. Specs for this button were implemented in Lithium earlier this year via bug 1347312; they are ready to apply to Kitsune.
No need for justifications we are all on-board. I think there is agreement on just showing this to non firefox users.

I'd like to use the existing button we have now, in the near future sumo will have updated branding, this button's treatment can be evaluated then.

So what i need is consensus on the link and the UTM tags.

=The Link=
Suggest DL link is consistent and is always https://www.mozilla.org/firefox/new/?scene=2

=UTM Tags=

Current tags are:

utm_source=support.mozilla.org
utm_medium=referral
utm_campaign=non-fx-button#download-fx

Justin's previous bug suggested:

utm_source=support.mozilla.org
utm_medium=article
utm_campaign=universal_cta
utm_content={{article_slug}}

So there are some inconsistencies there and I do not want to corrupt historical data.

Gareth can you advise on our approach and which tags we should create to be consistent both with SUMO and the rest of our sites.

Also I am not sure if we need utm_content=slug, I would have thought this would have been present in the referrer?
Flags: needinfo?(frios)
If someone is visiting the support page with Chrome, can't we assume they have Firefox installed and are visiting to correct a problem with their browser? Wouldn't it be a better experience to implement a refresh button in this case?

My reasoning is that if someone has Firefox installed they are likely not going to click an install Firefox button and from a Customer support experience it would be frustrating to see install Firefox button's when I'm having a problem.
(In reply to Patrick McClard;pmcclard from comment #7)
> If someone is visiting the support page with Chrome, can't we assume they
> have Firefox installed and are visiting to correct a problem with their
> browser? 

I don't think we should assume this. They might have been persuaded by an ad campaign, typed "private browser" and clicked the first Firefox result, which is our support site. 

> 
> My reasoning is that if someone has Firefox installed they are likely not
> going to click an install Firefox button and from a Customer support
> experience it would be frustrating to see install Firefox button's when I'm
> having a problem.

I do agree that we should give them a good experience. See below for a suggestion?

> =The Link=
> Suggest DL link is consistent and is always
> https://www.mozilla.org/firefox/new/?scene=2

I do not think we should link directly to scene2. First, because doing so circumvents part of the onboarding experience and immediately starts a file download (a jarring UX); second, because we want to understand our funnel and skipping part of it reduces our understanding; and third because we can (and sometimes do??) offer a "Refresh" experience at scene1 that addresses Patrick's concerns above.
Justin. OK just to be 100% is the link you are requesting -> https://www.mozilla.org/firefox/new/
(In reply to Ben (:bensternthal) from comment #9)
> Justin. OK just to be 100% is the link you are requesting ->
> https://www.mozilla.org/firefox/new/

Yes!
Gareth - can you double/check provide the correct GA tags for this one? See comment #6 for the details, much thanks.
(In reply to Ben (:bensternthal) from comment #6)

> =UTM Tags=
> 
> Current tags are:
> 
> utm_source=support.mozilla.org
> utm_medium=referral
> utm_campaign=non-fx-button#download-fx
> 
> Justin's previous bug suggested:
> 
> utm_source=support.mozilla.org
> utm_medium=article
> utm_campaign=universal_cta
> utm_content={{article_slug}}
> 
> So there are some inconsistencies there and I do not want to corrupt
> historical data.
> 
> Gareth can you advise on our approach and which tags we should create to be
> consistent both with SUMO and the rest of our sites.

I would say that 'article' is not a medium. It should be referral like what ben proposed. I would also not include a #download-fx in the utm_campaign as I believe GA will strip that out. I'd propose:

utm_source=support.mozilla.org
utm_medium=referral
utm_campaign=non-fx-download-button

I would also send the following event on click:
ga('send', 'event', 'Firefox Downloads', 'Firefox for Desktop');
Flags: needinfo?(garethcull.bugs)
See Also: → 1347312
Hey all, what's the ETA for this one to go live?
Week of the 20th, when Giorgos returns from PTO.
Gareth, There are another Firefox Download button in the landing page of Firefox Product.(1), should we add some GA tracking info there also?

1. https://support.mozilla.org/en-US/products/firefox
Flags: needinfo?(garethcull.bugs)
Proposed PR: https://github.com/mozilla/kitsune/pull/2911
Assignee: nobody → safwan.rahman15
On prod. Please validate all the things.
Status: NEW → RESOLVED
Closed: 7 years ago
Flags: needinfo?(garethcull.bugs)
Resolution: --- → FIXED
Attached image support-downloads.jpg
Thanks all. Since go live we've seen a big boost in downloads coming from support.mozilla.org. Chart is from non-Firefox users on desktop in the US. 

Big, big win.
Fabio, thanks for providing the update. It's great to know how these changes perform.
See Also: → 1631389
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