1181241 - /firefox/products/ CTA Change for Non-Firefox Users

Status: RESOLVED WONTFIX

(mozilla.org Graveyard :: Webdev, task)

Description

[Francesco Polizzi [:fpolizzi]]

Attachment: Current CTA for Non-Firefox Users

Context: There currently exists a banner CTA to download firefox on the /firefox/products page (screenshot attached).

Hypothesis: If the CTA is changed from a banner to a button, then more users will click the CTA to download Firefox.

Target Audience: Non-Firefox, Desktop, English, United States users

Target URL: (Sub-string match) https://www.mozilla.org/en-US/firefox/products/

Sample Size: 20% of traffic

Variations:
1. Original Page (Version A) - 25% of sample
2. Version B - 25% of sample
3. Version C - 25% of sample
4. Version D - 25% of sample

Results:
1. Original Page (Version A)
     * 45.60% Download Rate
2. Version B
     * 67.11% Download Rate
3. Version C
     * 60.27% Download Rate
4. Version D
     * 64.59% Download Rate

Conclusion: Pushing variation B to production is projected to provide 138,000 incremental downloads from the /firefox/products/ page monthly.

Comment 1

[Francesco Polizzi [:fpolizzi]]

Attachment: Variation B (winning variation)

This is the winning variation.

Comment 2

[Francesco Polizzi [:fpolizzi]]

Here is a link to the detailed mana: https://mana.mozilla.org/wiki/pages/viewpage.action?pageId=48598740

Comment 3

[Jennifer Bertsch [:jbertsch]]

Hi-

Let's discuss this one in more detail too when we chat this afternoon.

This is another page that was purposely designed to be not optimized specifically for Firefox downloads - the goal is exposure to the full Firefox product offering with the ability to optimize for specific CTAs (like the google play button currently in the Android browser module).

Additionally, we want to be sure that this page doesn't steal SEO value from /new, the primary download page, which was another reason for making the download CTA less prominent.

Talk to you this afternoon,
Jen