1197956 - Provide copy guidance for 2nd tab testing

Status: NEW

(Marketing :: Copy, task)

Description

[Holly Habstritt Gaal [:Habber]]

For the Fall campaign, /firstrun users will see a second tab display behind the active tab. The active tab promotes Account signups. The second tab will be used to communicate other campaign-specific messaging to our users as described in the project brief. Key Messaging: Firefox gives users more control with an enhanced private browsing mode that minimizes behavioral tracking. 

We will be testing the 2nd tab before our Fall campaign launch primarily to confirm that functionality, funnel cake, and tracking are working as planned.

This is also an opportunity to display a couple variations of content in this tab which help us to understand how users engage with the content on this page. We will modify the following page for this experiment - https://www.mozilla.org/firefox/desktop/customize/


Could you please take a look at the copy proposed for v1 and v2 for our test? See screenshot for context.

--------------

v1 promotes DNT as this type of messaging is similar to the upcoming Private Browsing / Tracking Protection theme. (Screenshot of setup in Optimizely http://cl.ly/image/2A0l1i0C140R)

Title: "Firefox gives users more control"

Desc:"Take control over the ways your personal information is collected, used, stored and shared.
When our Do Not Track feature is enabled, Firefox will tell advertising networks and other websites that you want to opt-out of tracking for purposes like behavioral advertising."

CTA: "Enable Do Not Track"

--------------
v2 promotes a softer message for customizing your browser: themes.
(Screenshot of setup in Optimizely http://cl.ly/image/202c0T1f1p0v)

Title: "Make Firefox Your Own"

Desc: "Make Firefox match your style. / "Choose from thousands of themes and dress up your browser in a single click."

CTA: "Try Themes"

Comment 1

[Matej Novak [:matej]]

Hey Holly,

These are looking good.

In v1, does the headline say "users" instead of "you" on purpose? Might be more direct if it said "Firefox gives you more control."

I'm not sure if legal has to review this, but there may be a concern over the first line of the DNT description. Since it only sends a request, but doesn't ensure that you'll be opted out, that may be an over promise. It's a really fine line when we're talking about DNT. I would consider just going from the headline into "When our Do Not Track feature is enabled…" (the first sentence just sounds like a restatement of the headline anyway).

Also (and this isn't as big a deal for a test), both headlines should be sentence case, so the second one should be "Make Firefox your own."

Comment 2

[Holly Habstritt Gaal [:Habber]]

(In reply to Matej Novak [:matej] from comment #1)
> Hey Holly,
> 
> These are looking good.
> 
> In v1, does the headline say "users" instead of "you" on purpose? Might be
> more direct if it said "Firefox gives you more control."

"you" is definitely better. I'll change it to "Firefox gives you more control."

> 
> I'm not sure if legal has to review this, but there may be a concern over
> the first line of the DNT description. Since it only sends a request, but
> doesn't ensure that you'll be opted out, that may be an over promise. It's a
> really fine line when we're talking about DNT. I would consider just going
> from the headline into "When our Do Not Track feature is enabled…" (the
> first sentence just sounds like a restatement of the headline anyway).

+1 I'll modify the copy. Having shorter copy here is a nice benefit too. I'll run this by cmore as well to confirm whether legal should review. 

> 
> Also (and this isn't as big a deal for a test), both headlines should be
> sentence case, so the second one should be "Make Firefox your own."

We should be picky about the copy we test with and consistent with your copy guidelines. I'll make sure to use sentence case. 

Thanks!

Comment 3

[Chris More [:cmore]]

+1 to comment 2 except for one part. I agree it feels like an over promise and is grey:

"Firefox will tell advertising networks and other websites that you want to opt-out of tracking for purposes like behavioral advertising."

"other websites" is vague and "like behavioral advertising" opens the discussion up to other things too -- which is also vague. 

Should we say instead:

"Firefox will tell advertising networks that you want to opt-out of tracking for behavioral advertising purposes.

Feels a bit more direct, specific, and could leave out other interpretations. 

Thoughts?

Comment 4

[Holly Habstritt Gaal [:Habber]]

(In reply to Chris More [:cmore] from comment #3)
> +1 to comment 2 except for one part. I agree it feels like an over promise
> and is grey:
> 
> "Firefox will tell advertising networks and other websites that you want to
> opt-out of tracking for purposes like behavioral advertising."
> 
> "other websites" is vague and "like behavioral advertising" opens the
> discussion up to other things too -- which is also vague. 
> 
> Should we say instead:
> 
> "Firefox will tell advertising networks that you want to opt-out of tracking
> for behavioral advertising purposes.
> 
> Feels a bit more direct, specific, and could leave out other
> interpretations. 
> 
> Thoughts?

I like your shortened suggestion and I think it still explains the feature in enough detail when removing "other websites" - as long as legal would be fine with it. Take a look at the current copy on the DNT page. This is where I got my initial suggestions from. Could legal have wanted it to be vague? https://www.mozilla.org/en-US/firefox/dnt/

Comment 5

[Matej Novak [:matej]]

I think we should keep it as is. That's the same language we're using on Smart On Privacy, which was vetted and cleared by legal. The vagueness may indeed be part of it. There was a lot of back and forth on that.

Comment 6

[Chris More [:cmore]]

True. Vagueness could be on purpose. Sounds all good to me.

Comment 7

[Holly Habstritt Gaal [:Habber]]

Thanks everyone. I'll update the copy in Optimizely.