1112333 - EOY Snippet Testing: Choose 4 copy variations for existing snippet

Status: ASSIGNED

(Mozilla Foundation Communications :: Website, task)

Description

[Adam Lofting (:adamlofting)]

This snippet is currently our best performer:
https://snippets.mozilla.com/show/4807/

But it's been live a while now and we want to catch some new eyes on the homepage.

Can we pick say 4 new copy variations we can include in the testing mix, noting which bit to highlight for each.

--- Existing copy for reference ---
Dear Firefox users: Mozilla puts the public good and user privacy before profit. If Firefox is useful to you, take one minute to support the non-profit behind it. If everyone reading this donates $3, Mozilla's fundraiser would be over within an hour. Thank you.
---

Comment 1

[Andrea Wood [:andreawood]]

Hi Adam! For reference, here are the animated icons Sabrina designs and the default snippet text in case there's anything here you find useful: https://docs.google.com/a/mozillafoundation.org/document/d/1EfHDEGPWIsvqaC3N1TJ0UgnLnBsY_9JzT84bqBiAjvg/edit 

Here's a couple of wikipedia banner screenshots with copy we might adapt:
http://note.io/1AEfAlj

http://note.io/1BX2YKh

Here are variant options to consider, they're based on some things I've seen on wikipedia and other language we have:

A. Dear Firefox users, we'll get right to it: This is the time we ask you to help Mozilla. We put the public good and user privacy before profit. If everyone reading this right now gave $3, our fundraiser would be done within an hour. That's right, the price of a cup of coffee is all we need. Thank you.

B. Dear Firefox users: Right now is when we ask Firefox users to help us. Mozilla will always put the public good and user privacy before profit. Mozilla relies on donations and grants. If everyone reading this right now gave $3, our fundraiser would be done within an hour, so donate now. Thank you.

C. Dear Firefox users: Mozilla is something special, because the nonprofit behind Firefox will always put the public good and user privacy before profit. Mozilla relies on donations and grants. If everyone reading this right now gave $3, our fundraiser would be done within an hour, so donate now. Thank you.

D. Dear Firefox users: Mozilla is the nonprofit behind Firefox and we fight to keep the Web open and free. We rely on grants and donations from people like you. If everyone reading this right now gave $3, our fundraiser would be done within an hour, so donate now. Thank you. [possibly remove "grants" as a variation]

Other thoughts: 
- Wikipedia always italicizes "thank you" so I think we should test or just do it always.
- They're also testing putting "DEAR FIREFOX USERS:" in all caps

Comment 2

[Andrea Wood [:andreawood]]

Just want to emphasize you should feel free to hack any and all of these! One thing to consider is we want to be careful about implying that donations support Firefox vs. Mozilla, which can get surprisingly tricky after you've been word-smithing the same paragraph for hours. :)

Comment 3

[Andrea Wood [:andreawood]]

one last crazy idea after looking at the Creative Commons promo:
http://note.io/1AEh3Ij

What about just "Donate to Mozilla, the nonprofit behind Firefox" with a big red button?

probably crazy.

Comment 4

[Adam Lofting (:adamlofting)]

(In reply to Andrea Wood [:andreawood] from comment #3)
> one last crazy idea after looking at the Creative Commons promo:
> http://note.io/1AEh3Ij
> 
> What about just "Donate to Mozilla, the nonprofit behind Firefox" with a big
> red button?
> 
> probably crazy.

I'm curious to test, but donations usually need to appeal alongside the CTA (especially as people don't know we're a non-profit).

Comment 5

[Adam Lofting (:adamlofting)]

(In reply to Andrea Wood [:andreawood] from comment #1)

These are great. 

As we're using these partly to keep the snippet fresh in repeat visitors eyes, I think we need to mix up the opening words a bit (http://www.nngroup.com/articles/first-2-words-a-signal-for-scanning/). As a general note I suspect "Dear Firefox Users" may be our best opening, but for fighting fatigue I think we need a few variations.

Possible openings:

Thanks for choosing Firefox! ...
Did you know Mozilla is a nonprofit? ...
Friends of the web: ...
+ any others
+ keep "DEAR FIREFOX USERS:"... as one of the options

I've moved this into an Etherpad for a further hack, and looping in Erika. 

https://etherpad.mozilla.org/eoy-snippet-text-variations

Nearly there? Who else needs to work on this in MoCo?

Comment 6

[Erika Drushka]

Made some comments in the pad.

Comment 7

[Andrea Wood [:andreawood]]

I added a few notes to the bug, Adam I think there's enough to get started: https://etherpad.mozilla.org/eoy-snippet-text-variations 

Great job and I'm excited about the results.

Comment 8

[Andrea Wood [:andreawood]]

meant I added notes to the etherpad here: https://etherpad.mozilla.org/eoy-snippet-text-variations

Comment 9

[Adam Lofting (:adamlofting)]

These 5 variations are now setup in the Snippet Service (but not live) so that you can preview them in the context of about:home.

I've dropped screenshots into a doc for commenting: https://docs.google.com/a/mozillafoundation.org/document/d/1cHEIstdzc-G-Ctbc368pwwkCBfNq8vRBVf2wedvhPWo/edit#

Are these good to ship to a test percentage? Who needs to approve?