723500 - [Firefox Beta] Promote Firefox Beta in Fx GA snippets [design + copy]

Status: RESOLVED FIXED

(Snippets Graveyard :: General, defect)

Description

[Grace Jimenez :grace]

Hi Laura, 

This request if for a snippet to promote firefox beta in Fx GA snippets.

Our target audience are the early majority (general audience - tech/web savvy), Firefox Fans (loves Firefox and wouldnt mind providing feedback via feedback button or be in test pilot, they might be facebook or twitter followers).  

The goal of this snippet is to get them to try Firefox Beta and encourage them to provide feedback.

We need copy, design (maybe resize firefox beta with sash logo) and localize to de, fr, pt-BR, es, ru, pl, it and ja 

Would it be possible to get this in a week or two? Maybe we can roll out en-US first and then localized snippets as we get them?

Please assign to matej, once reviewed and ready for copy. 

Tara, once reviewed by Laura, can you please review and see who can help us resize the beta logo. 

Thanks!

Comment 1

[Laura Forrest]

(In reply to Grace Jimenez :grace from comment #0)
> Hi Laura, 
> 
> This request if for a snippet to promote firefox beta in Fx GA snippets.
> 
> Our target audience are the early majority (general audience - tech/web
> savvy), Firefox Fans (loves Firefox and wouldnt mind providing feedback via
> feedback button or be in test pilot, they might be facebook or twitter
> followers).  

Nice to know. These snippets show to a mass market audience, so we won't really be able to target here, although we do know that some markets (de, is a top one, but check with Insights for others) are more early adopters than others. 

That said, if this is a top Q1 company goal, then we should use the snippet channel to help. 
 
> The goal of this snippet is to get them to try Firefox Beta and encourage
> them to provide feedback.

Sounds good. I suggest trying to accomplish one thing well with this snippet; giving a captivating reason for GA users to try Beta. If Matej can incorporate the feedback component too, then great! (that may be part of the reason to try!) 
 
> We need copy

I suggest getting 3 versions made then testing to see which conversion converts the best. 

 design (maybe resize firefox beta with sash logo) 

Note that we may need a new assets since we don't want to show two different Firefox logos on the same page. Tara can help out there.  

and localize
> to de, fr, pt-BR, es, ru, pl, it and ja 

Great - please file a l10n bug. 
 
> Would it be possible to get this in a week or two? Maybe we can roll out
> en-US first and then localized snippets as we get them?

We can get a en-US snippet live asap, sure. 

> Please assign to matej, once reviewed and ready for copy. 
> 
> Tara, once reviewed by Laura, can you please review and see who can help us
> resize the beta logo. 
> 
> Thanks!

Comment 2

[Grace Jimenez :grace]

thanks Laura. really appreciate the insights. 

assigning this bug to matej for copy or should i open a new bug for each component?

let me know.

thanks!

Comment 3

[Tara (musingt)]

Lets keep as copy and design in one.

However, we should figure out what an appropriate graphic would be here.  Since we don't have a unique identity for beta (as we know) and the logo+sash won't work since we're avoiding the use of two logos on the start page. 

cc-ing Lee for design.  And lets discuss design options for the snippet while Matej crafts copy.

Comment 4

[Matej Novak [:matej]]

Here are some options. Let me know what you think.


Download Firefox Beta and try out the latest performance, customization and security enhancements almost ready for prime time.

Try Firefox Beta and provide feedback on performance and functionality to help make our next version our best yet.

Love Firefox? See what we've got in store for our next version. Download Firefox Beta today.

Download Firefox Beta and provide feedback to have an impact on 450 million Firefox users.

Test features, help us refine and polish them and have an impact on our next version. Download Firefox Beta today!

Comment 5

[Grace Jimenez :grace]

hi matej, 

thanks for these! 
these look good. 

couple of feedback, 
1. Since this is targeted to current Fx GA users, i like the Love firefox? message.
2. Besides download, it would be great to have a clear CTA on what we want them to do or why they should try firefox
- test features and provide feedback to help refine the next version of firefox/make the next version of firefox even more awesome
3. i know that in the website we use making an impact in the third bullet. I think it make sense on how we use it in the site. However, just saying "making an impact" is pretty general and strong. 

lastly, it would be great if you can recommend something slightly different from what they will see in the website - since they will also see the website once they click the snippet.

thanks again!

(see in line comments)


Download Firefox Beta and try out the latest performance, customization and security enhancements almost ready for prime time.
- i dont really want to focus on the latest features messaging for beat

Try Firefox Beta and provide feedback on performance and functionality to help make our next version our best yet.
- i like this one..maybe we can re-phrase "help make next version our best yet." it doesnt flow as well.


Love Firefox? See what we've got in store for our next version. Download Firefox Beta today.
- i like the love firefox messaging since this is targeted to current firefox users. however, again i think it would great to focus the messaging in providing feedback as cta for download beta.

Download Firefox Beta and provide feedback to have an impact on 450 million Firefox users.
- i also like this one. however... "have an impact on 450 million Firefox users." seems strong as well. maybe we can rephrase and say something like.. download firefox beta and help make firefox used by 450 million Firefox users even more awesome. or something like that. 

Test features, help us refine and polish them and have an impact on our next version. Download Firefox Beta today!
-also like this one.. but "have an impact" seems pretty general and strong.

Comment 6

[Grace Jimenez :grace]

hi lee, 

did you get a chance to review the design request for this?

thanks!

Comment 7

[Matej Novak [:matej]]

OK, here are three reworked based on the above comments, plus one new one:


Try Firefox Beta and provide feedback on performance and functionality to help make our next version the best Firefox yet.

Love Firefox? Download Firefox Beta, provide feedback and help make our next version even more awesome for 450 million users.

Test features, refine and polish them and help us make our next version even more awesome. Download Firefox Beta today!

Love Firefox? Want to help make our next version even better? Download Firefox Beta and give us feedback today!

Comment 8

[Grace Jimenez :grace]

hi matej, 

these look great. thanks for incorporating the comments above. 
would it be possible to rephrase some of the language to differentiate the experience from seeing the snippets to users going to the website.

we want users to see the website and find it more informative, rather than having the same experience as the snippet.

thanks!

Comment 9

[Lee Tom]

Hi Grace, 
Can you clarify that we are NOT going to use the Firefox w/ sash logo for this snippet? I was also wondering if there's is an approved Beta logo (other than the sashed logo) that we've been using for our release channel downloads.

Comment 10

[Matej Novak [:matej]]

(In reply to Grace Jimenez :grace from comment #8)
> hi matej, 
> 
> these look great. thanks for incorporating the comments above. 
> would it be possible to rephrase some of the language to differentiate the
> experience from seeing the snippets to users going to the website.
> 
> we want users to see the website and find it more informative, rather than
> having the same experience as the snippet.
> 
> thanks!

I don't think these are the same as the site. They use some of the same words, but they're teasers that only tell part of the story. They get the whole thing when they get there. I think it would be more distracting if they used different language than the site just for the sake of it.

Comment 11

[Lee Tom]

Attachment: snippet - firefox beta sashed logo

Hi guys, I spoke with John this morning and we thought that the sash logo would be OK to go with, on the start page. It might be a tad odd sharing the page with the GA logo, but we currently don't have an alternative symbol that is as 'official' as this one.

Comment 12

[Grace Jimenez :grace]

(In reply to Matej Novak [:matej] from comment #7)
> OK, here are three reworked based on the above comments, plus one new one:
> 
> 
> Try Firefox Beta and provide feedback on performance and functionality to
> help make our next version the best Firefox yet.
> 
> Love Firefox? Download Firefox Beta, provide feedback and help make our next
> version even more awesome for 450 million users.
+1 
like this one. i also like the mention of the 450 million users... but im not sure it's quite clear what that is in this sentence. 

> 
> Test features, refine and polish them and help us make our next version even
> more awesome. Download Firefox Beta today!
+1 
i also like this one if we can just tweak some of the words "refine and polish" so it's not the same as the website. i also like the "make the next version even more awesome" however there will be multiple snippets live at the same time, so maybe if we can rephrase this one a little bit so it's not the same as the other snippets that will also be live.

> 
> Love Firefox? Want to help make our next version even better? Download
> Firefox Beta and give us feedback today!
+1
i like this one the best. delivers the message across and it's straightforward.


thanks matej!

Comment 13

[Matej Novak [:matej]]

I think we really need to keep "refine & polish" in there. Our positioning between Aurora and Beta is quite similar and that's the language we use for Beta. To change it just for the sake of it will confuse the issue and dilute the language and branding we've established for that channel. Here are the rest of the changes:


Download Firefox Beta, provide feedback and help make the next Firefox even more awesome for our 450 million users.

Test features, refine and polish them and help us make our next version better than ever. Download Firefox Beta today!

Love Firefox? Want to help make our next version even better? Download Firefox Beta and give us feedback today!

Comment 14

[Grace Jimenez :grace]

thanks matej. 
i think we are all set here!

Comment 15

[Grace Jimenez :grace]

(In reply to Lee Tom from comment #11)
> Created attachment 596210 [details]
> snippet - firefox beta sashed logo
> 
> Hi guys, I spoke with John this morning and we thought that the sash logo
> would be OK to go with, on the start page. It might be a tad odd sharing the
> page with the GA logo, but we currently don't have an alternative symbol
> that is as 'official' as this one.

thanks lee! this looks great!
we will be running multiple beta snippets. 
would it be possible to maybe get another option? so we can alternate the images when running beta snippets?

thanks!

Comment 16

[Lee Tom]

Hi Grace, I'm glad that graphic works for you. 
In regards to the alternate Beta icon, I would recommend having a chat with John or Sean about that. My conversations with John around a non-sash version of the Beta logo has led me back to the sash version - as it is our most 'official' mark to date. I would hate to spend the time creating a new mark willy-nilly, knowing that it most likely will not fly.

Comment 17

[John Slater]

Grace, did you have any directional thoughts on what that graphic could be? Like Lee said, that sash is our primary bit of beta imagery. 

We could try to spin something up for a later deadline, but Lee has a super full plate and needs to move on to other things for the next couple of days.