1088221 - update copy on /new to "Choose Independent"

Status: VERIFIED FIXED

(www.mozilla.org :: Pages & Content, defect)

Description

[Jennifer Bertsch [:jbertsch]]

Hi All-

Eric has asked if we could make the headline on /firefox/new "Choose Independent" to match the Fx 10 campaign landing page theme.

The string is included in the strings Craig is coding for extraction for the Fx 10 landing page today.

Two questions:  
1.  any objections to this change based on the user flow to this page?

2.  Is this do-able for November 10?  If not November 10, then soon after?

And a couple of bonus questions for L10N:
3.  Should this string then be added to main.lang?

4.  How does this impact your team?

Thank, everyone,
Jen

Comment 1

[Francesco Lodolo [:flod]]

(In reply to Jennifer Bertsch [:jbertsch] from comment #0)
> And a couple of bonus questions for L10N:
> 3.  Should this string then be added to main.lang?
> 4.  How does this impact your team?

firefox/new is one of the main entry pages, localized in over 80 locales, which means we need to hide that string behind a tag to avoid displaying English content, so main.lang is not really an option.

To be honest I'm losing track of the changes we're doing in the last period, and I even received some complaints from localizers for the amount of content we sent towards them in the last weeks.

I'd suggest to determine once and for all the string changes that we still need, and expose them all at the same time together with the anniversary landing page.

Comment 2

[Chris More [:cmore]]

Do we mean replace the current headline of:

"Committed to you, your privacy and an open Web" 

and replace with:

"Choose Independent"

I think those words by themselves seem strange without any additional context.

What about:

"Choose Independent
Choose Firefox"

I've screenshot both variations.

Also, keep in mind that we expect to change based on these text changes. We've seen with previous tests that regardless of what it says, people will click the download button at the same rate. If could say "The sky is blue!" and the conversion rate would be the same. That may be fine, but I would probably not assume that changing the words here will make the conversion rate go up.

We could also easily test it in optimizely to see if it has any impact for the en-US locale.

Comment 3

[Chris More [:cmore]]

Attachment: Choose Independent

Comment 4

[Chris More [:cmore]]

Attachment: "Choose Independent Choose Firefox"

Comment 5

[Jennifer Bertsch [:jbertsch]]

Thanks for mocking those up, Cmore!  Matej and I were also earlier discussing the possible need for a sub-head of some sort.  However, that would also complicate localization.

Matej - Do you have time to think about a sub head?

Flod - I'm so sorry for all the chaos around this.  We've been trying to get strings to you as they are ready, but I can see how that could feel like an unending flood of work requests.  The "Choose Independent" string is also going to be in the campaign landing page that Craig is prepping for L10N as I type.

Comment 6

[Chris More [:cmore]]

Is anyone interested in me doing a quick A/B test on the "Choose Independent" heading by itself has on download conversion rates for en-US visitors? If we don't do a sub-head, I would love to verify that it doesn't negatively impact conversion rates. It would literally take 5 minutes to set up an A/B test and get it running.

Comment 7

[Jennifer Bertsch [:jbertsch]]

Hi Flod-

Craig has suggested putting all the anniversary copy in one lang file.  Would that help?

Maybe 2 lang files - one for dev browser since it is officially a lower priority to localize and one for everything else?

Thx,
Jen

Comment 8

[Francesco Lodolo [:flod]]

(In reply to Jennifer Bertsch [:jbertsch] from comment #7)
> Craig has suggested putting all the anniversary copy in one lang file. 
> Would that help?

Just went through quite the failure with the new Get Involved page, so I can't answer that question safely without seeing how templates are actually structured, how they're included, which ones are supposed to be activated, etc.

Using a single .lang file means that we can't easily bind strings to tags (string is in a file, tag should go in the other), so it's safer to have the string in the actual file associated to the template.

So far I have on the radar:
* title (+ eventual subtitle) on /new page, needs to be behind a tag
* fx10 landing page, I'd say its own .lang file that can be activated when ready
* home page tile, behind a tag in mozorg/home/index.lang
* (unrelated) change to firefox/sync

Do we expect more?

What I'm asking is simply to establish all the strings we need across mozilla.org. For localizers having new strings every other day it's more frustrating and time consuming than having the chance to work on all strings at the same time. 

The other day one of our most active localizers asked me if we forgot the date of the birthday, and that's why we had last minute content. I didn't have a good answer for that (for whoever reads this rant, it'd be nice to plan to send some form of practical appreciation towards l10n teams after this is finished).

Comment 9

[Matej Novak [:matej]]

(In reply to Jennifer Bertsch [:jbertsch] from comment #5)
> Thanks for mocking those up, Cmore!  Matej and I were also earlier
> discussing the possible need for a sub-head of some sort.  However, that
> would also complicate localization.
> 
> Matej - Do you have time to think about a sub head?

I think "Choose Independent. Choose Firefox." is a good solution that doesn't require a subhead.

Otherwise it would probably be something like "The only independent choice for those who value their independence online." But then I start to worry about length and how much it would push the button down.

Comment 10

[Chris More [:cmore]]

I am running an A/B test now to see what impact the copy ("Choose Independent. Choose Firefox.") has on download conversion rates.

Comment 11

[Jennifer Bertsch [:jbertsch]]

HiFlod - 

Dould you please add "Choose Independent. Choose Firefox." to the lang file as two separate strings just in case we need them for Nov 10?

Thx,
Jen

Comment 12

[Chris More [:cmore]]

The test is running for en-US only.

Comment 13

[Francesco Lodolo [:flod]]

(In reply to Jennifer Bertsch [:jbertsch] from comment #11)
> Dould you please add "Choose Independent. Choose Firefox." to the lang file
> as two separate strings just in case we need them for Nov 10?

Adding them and waiting for other strings before pushing them out.

Comment 14

[Chris More [:cmore]]

Attachment: Final variation I tested and we'll move forward with

Notice the periods at the end of each <span>

Comment 15

[Chris More [:cmore]]

Update from:

<span>Committed to you,</span> <span>your privacy</span> <span>and an open Web</span>

to:

<span>Choose Independent.</span> <span>Choose Firefox.</span>

https://github.com/mozilla/bedrock/blob/master/bedrock/firefox/templates/firefox/new.html

Comment 16

[Francesco Lodolo [:flod]]

We're good then, these are the strings that I added this morning to firefox/new.lang
http://viewvc.svn.mozilla.org/vc/projects/mozilla.com/trunk/locales/en-GB/firefox/new.lang?r1=129974&r2=133713

Comment 17

[Chris More [:cmore]]

The conditions and html craig posted here look fine:

https://github.com/mozilla/bedrock/commit/69f64e3cb90f1ae0837d5c5b4e287cc38b520378

Comment 18

[Mike Alexis [:malexis]]

This is live. If there is anything else left to do, please reopen.

Comment 19

[Stephen Donner [:stephend] Not actively reading bugmail]

Verified FIXED on https://www.mozilla.org/en-US/firefox/new/