1105927 - Ship solution to increase mobile EOY conversion rate

Status: RESOLVED INCOMPLETE

(Mozilla Foundation :: Metrics, task)

Description

[Andrea Wood [:andreawood]]

I thought the conversion looked way too low (0.15% vs. 8% desktop):
http://note.io/1zZJvEJ

Worth a check to make sure our tracking is correct? Or if something is seriously broken for mobile on the form... I know it'll be low, but THAT low?

Comment 1

[Adam Lofting (:adamlofting)]

Attachment: Screen Shot 2014-11-28 at 10.35.55.png

The tracking is in place, and the conversion rate looks like it really is that low.

The traffic is coming from Firefox for Android, and is sending good traffic for the last two days which I'm guessing is our mobile snippet?

I tried to see the snippet on a device here, but couldn't get it (I'm not sure who sees it under what circumstances) but I think this is an opportunity for a tactical intervention.

@Andrea - Could you add a screenshot or description of the 'Ask' the user is seeing?

Comment 2

[Adam Lofting (:adamlofting)]

I'm renaming this bug to use it for working on a solution.

Subject to seeing the ask these visitors are responding too, I think we should test giving Firefox for Android snippet traffic a version of the donate page which includes the fundraising ask: "If everyone reading this donates a few dollars..."

We could also test simplifying the form to just use PayPal, as simpler is often best for mobile.

Both of these can be A/B tested.

Setting to [p2] as there are some dev [p1]s already, but can be bumped up when ready.

Comment 3

[Andrea Wood [:andreawood]]

Attachment: Screenshot_2014-11-26-11-31-01.png

Comment 4

[Andrea Wood [:andreawood]]

Attachment: Form screenshot FF

Comment 5

[Andrea Wood [:andreawood]]

Just made this a P1, we're seeing 15% of traffic from mobile.
http://note.io/15HXrty

Comment 6

[Andrea Wood [:andreawood]]

Fabio, Mobile is making up as much as 20% of our snippet traffic, so we want to try some things to pull up the conversion rate from 0.15% (the desktop conversion rate is about 11.0%) I think we should try to use language that is closer to language we know tests well. I was having a hard time getting the key phrasing down to 100 characters, but here is the copy:

"If everyone seeing this gave $3, Mozilla’s fundraiser would be over within a day. Donate today."

Can you update the copy to this copy as soon as you have a chance? We're also going to do some A/B testing on the landing page.

Comment 7

[Andrea Wood [:andreawood]]

Let's also switch the link for the FFOS snippet to our sequential form. I think the sequential form will actually improve the mobile donation sequence for users by eliminating the need to scroll. Here is a new link Fabio:

https://sendto.mozilla.org/page/contribute/givenow-seq?ref=EOYFR2014&utm_campaign=EOYFR2014&utm_source=FFOS_Android_seq&utm_medium=snippet

Comment 8

[Fabio Rios [:frios]]

Andrea, I'd like to share the text with MJ. I think we need to provide some context about why we are fundraising. My guess is that not a lot of people know we are a non-profit. OK to adjust slightly? I should be able to get this up tomorrow.

100 characters is tough, I know!

Comment 9

[Fabio Rios [:frios]]

Confirming this went up yesterday. Andrea, I'll share some suggested copy once MJ and I can review.

Comment 10

[Andrea Wood [:andreawood]]

Just looked at the mobile stats in Google Analytics again and the bounce rate for FF for Android is very high:
http://note.io/1A7Fspm

It's higher for FF for Android than for *any other mobile device/OS*. Something is still wrong.

Comment 11

[Adam Lofting (:adamlofting)]

Yes, I'd like to prioritize this this week.

I think this is still a case of the FF for Android snippet traffic needing more context about the fundraising appeal (and an easier mobile experience).

Ali is making progress on Bug 1106929 which I think will be a good test of this theory once it's ready. 

FWIW, the difference in bounce rate is more likely an audience rather than a device issue (the other devices are majority existing supporters responding to email appeal whereas the FF for Android is higher volume colder audience clicking on the snippet).

Comment 12

[Adam Lofting (:adamlofting)]

We are now testing this new landing page for this audience. Updates to follow soon.

For details on the test, see Bug 1108987