1386622 - String changes on /new needed to align with new streamlined stub experience

Status: RESOLVED FIXED

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

Description

[Romain Testard [:RT]]

We're shipping a streamlined stub installers with FF55 that removes the options page from the installation process.
This page was providing advanced options for the installation such as selecting the install directory - all details are available on https://support.mozilla.org/kb/custom-installation-firefox-on-windows

We're advising users requiring advanced installation options to use full installers per the details on the above SUMO page although at download time, users would benefit from having some information about where to find full installers with advanced install options. Currently full installers are accessible through the “Other systems and languages” link although it's not clear that users in search of advanced install options will find what they're looking for here.

We could achieve this by modifying 2 strings on the /new page:
- Replace “Other systems and languages” link with one of these 3 strings "
Need advanced install options, other platforms or languages?",
"Need advanced install options, other operating systems or languages?",
"Advanced install options, other platforms or languages"
- On the pop-up that currently appears when clicking “Other systems and languages”, replace "Firefox for other platforms"  with "Advanced install options"

Comment 1

[Krishna]

Trying to figure this out from a copy perspective. Is the ask to vet the options above or to create new ones? If the latter, can you specifically point me to the outdated copy on the /new. It'll be easier for me to revise quickly with a side-by-side. Thanks for the background with the SUMO link.

Comment 2

[Romain Testard [:RT]]

(In reply to Krishna from comment #1)
> Trying to figure this out from a copy perspective. Is the ask to vet the
> options above or to create new ones? If the latter, can you specifically
> point me to the outdated copy on the /new. It'll be easier for me to revise
> quickly with a side-by-side. Thanks for the background with the SUMO link.

I'd like someone to confirm which string is most suitable Replace “Other systems and languages” and confirm if "Advanced install options" is acceptable regarding the other string change. I'm reviewing this with Brian Jones tomorrow to get to a decision.
I now attach shots of the places where these 2 strings need to be changed.

Comment 3

[Romain Testard [:RT]]

Attachment: First place where a string needs to change

Comment 4

[Romain Testard [:RT]]

Attachment: Second place where a string needs to change

Comment 5

[Krishna]

Thank you, Romain. That was super helpful. Here are my recos:

/new page
1) Replace “Other systems and languages” link 
Firefox for advanced install options, other platforms or languages <--worried that this maybe too long here as a hyperlink. 

Can we slim it down to: 
"Advanced install options, other OS and languages" 
-OR- 
"Get advanced install options"


2) On the pop-up
"Advanced install options" <-- your original reco works for me.

Comment 6

[Francesco Lodolo [:flod]]

For what it's worth, I strongly object on dropping "other platforms and languages" from that link, simply because "Advanced install options" has zero connection to needing a different OS or language from what is automatically suggested.

Comment 7

[Eric Renaud [:erenaud]]

Romain - what were the results of your meeting w. Brian?

Comment 8

[Brian Jones]

For "First place where a string needs to change," building in the clarity of "other op systems" + "advanced install options" + "other languages" will mean adding words. We'll need to err on the side of clarity/full disclosure or on the side of brevity. Would we consider splitting one link into two:
1. Get Firefox for other operating systems or with advanced install options
2. Get Firefox in a different language. (I'm new here, so not sure where this would link?)

Comment 9

[Krishna]

I like the approach ^^, Brian! It allows for easy reading and layout on the pages:

Shall we try for three links?

Advanced install options
Download for other operating systems
Firefox for different languages

Or shorten it to the following two...
Get advanced install or language options
Download Firefox for other operating systems  ---> (Having OS listed separately adds clarity IMO.)

Comment 10

[Brian Jones]

Hi Krishna. Are the advanced install options Windows-only? If they are, we could consider breaking the links out this way:
1. Advanced install options
2. Other OS
3. Languages

Three links is a lot, on top of the primary CTA/button, but my thinking is the 3 additional links asks less of the user than trying to cram both OS and advanced install copy into a single link (cognitive load, etc.)

Comment 11

[Francesco Lodolo [:flod]]

They would all end linking to the same page
https://www-dev.allizom.org/firefox/all/

Comment 12

[Brian Jones]

Attachment: Sketch of 2nd copy string change

Comment 13

[Brian Jones]

Krishna, I'd recommend using these 2 copy stings for the first text string change:
Get Firefox for other operating systems or with advanced install options
Get Firefox for a different language

Comment 14

[Brian Jones]

I attached a sketch for how the 2nd copy string could work. Thank you.

Comment 15

[Romain Testard [:RT]]

(In reply to Eric Renaud from comment #7)
> Romain - what were the results of your meeting w. Brian?
It's https://bugzilla.mozilla.org/show_bug.cgi?id=1386622#c8 :)
I think we just need Krishna's confirmation to Brian's recommendation now.

Comment 16

[Eric Renaud [:erenaud]]

Krishna - can you please review/confirm Brian's recommendation in comment 13?

Comment 17

[Krishna]

Brian - The 2 link idea is great. Just reco removing "Get Firefox" from the first, to avoid a line break. Let's go with the following (if there are no objections):

1. Other operating systems or advanced install options
2. Get Firefox for a different language

Comment 18

[Eric Renaud [:erenaud]]

Brian - please  confirm no objections to the copy in comment 17

Comment 19

[Brian Jones]

Thank you Krishna. Would there be room for:
1. For operating systems or with advanced install options
2. Get Firefox for a different language



(In reply to Krishna from comment #17)
> Brian - The 2 link idea is great. Just reco removing "Get Firefox" from the
> first, to avoid a line break. Let's go with the following (if there are no
> objections):
> 
> 1. Other operating systems or advanced install options
> 2. Get Firefox for a different language

Comment 20

[Krishna]

Thanks Brian - Noted. Let's move forward with the copy below then. It should cover all of the feedback thus far. 

1. Firefox for advanced install options or operating systems
2. Download Firefox for different languages

Comment 21

[Eric Renaud [:erenaud]]

Peiying - please note the forthcoming copy in comment 20 that will require localization.

Comment 22

[Craig Cook (:craigcook)]

Attachment: Github pull request https://github.com/mozilla/bedrock/pull/5046

Comment 23

[Jonathan Petto [:jpetto]]

After reviewing the PR, I don't think this is a good solution.

To a "regular" visitor coming in who just wants to download Firefox, the phrase "Firefox for advanced install options or operating systems" doesn't really make any sense. There's no context.

- What are the 'advanced options'?
- When/why would I need them?

The UI/UX is also now quite cluttered (see attached screenshot), with 3 text links underneath the primary download button. I can't imagine this will help conversions, and likely won't benefit the vast majority of visitors.

My first question is: when should users first know what advanced install options are/mean? I'm guessing it's *not* upon landing on /firefox/new for the first time. I'm *assuming* we want them to just download the default. Adding more complicated messaging is not going to help people download the product.

If the above is true, then when *should* a user be educated about advanced install options? During install seems like a little bit too late, but prior to download seems too early.

Do we have an estimate of how many users will want these advanced options? Will they be important enough to stop the current installation, go find and download a new installer, and start again? How important/prominent should this link/copy be?


Here's my proposal:

1. Rephrase the existing "Firefox for Other Platforms & Languages" link to something like "Go here to download full, customizable installers for all platforms and languages"

2. Remove the modal from /new, and have the above link point directly to /firefox/all

3. Update /firefox/all to better match our new UI and better explain what "advanced options" are


I do appreciate that this is a difficult problem, and my suggestion here probably has holes in it. However, I do think we can do better than the previously agreed upon direction.

Comment 24

[Jonathan Petto [:jpetto]]

Attachment: Screen Shot 2017-08-14 at 4.48.34 PM.png

Comment 25

[Romain Testard [:RT]]

(In reply to Jon Petto [:jpetto] from comment #23)
> After reviewing the PR, I don't think this is a good solution.
> 
> To a "regular" visitor coming in who just wants to download Firefox, the
> phrase "Firefox for advanced install options or operating systems" doesn't
> really make any sense. There's no context.
> 
> - What are the 'advanced options'?
> - When/why would I need them?
The stub installer does not have the "Options" page anymore. This means that the ability to customize the install folder or shortcut location is not available on stub installers anymore. All details on the options available with the full installers (that are not available anymore on the stub) can be found here: https://support.mozilla.org/en-US/kb/custom-installation-firefox-on-windows
You would need them if you care about the folder in which you want Firefox installed but also if you want 32 bit Firefox (FF55 now defaults to 64 bit Firefox) mostly
> 
> The UI/UX is also now quite cluttered (see attached screenshot), with 3 text
> links underneath the primary download button. I can't imagine this will help
> conversions, and likely won't benefit the vast majority of visitors.
We don't want to negatively affect conversion obviously. The goal here is to help users find advanced install options whilst not impacting conversion negatively.
> 
> My first question is: when should users first know what advanced install
> options are/mean? I'm guessing it's *not* upon landing on /firefox/new for
> the first time. I'm *assuming* we want them to just download the default.
> Adding more complicated messaging is not going to help people download the
> product.

> 
> If the above is true, then when *should* a user be educated about advanced
> install options? During install seems like a little bit too late, but prior
> to download seems too early.
40% of stub installs are re-installs and from user research we know that a good share of them are trying to fix an issue.
> 
> Do we have an estimate of how many users will want these advanced options?
> Will they be important enough to stop the current installation, go find and
> download a new installer, and start again? How important/prominent should
> this link/copy be?
When the stub installer had an options page 8% of users were clicking the "Options" button and 7.5% of users were customizing the install directory - this is not unsignificant.
> 
> 
> Here's my proposal:
> 
> 1. Rephrase the existing "Firefox for Other Platforms & Languages" link to
> something like "Go here to download full, customizable installers for all
> platforms and languages"
Per https://bugzilla.mozilla.org/show_bug.cgi?id=1386622#c8 the concern was having long strings. I'll let Brian provide feedback here.
> 
> 2. Remove the modal from /new, and have the above link point directly to
> /firefox/all
> 
> 3. Update /firefox/all to better match our new UI and better explain what
> "advanced options" are
> 
/all is indeed dated now and probably needs an update. It sounds like this proposal could work but given that FF55 is out now I'm concerned about the timelines around redesigning /all. It would be ideal to do 1 and 2 now  and then 3 if possible.

Comment 26

[Verdi [:verdi] Best to slack me]

(In reply to Romain Testard [:RT] from comment #25)
> Per https://bugzilla.mozilla.org/show_bug.cgi?id=1386622#c8 the concern was
> having long strings. I'll let Brian provide feedback here.

I'll work with Brian on a new proposal. 

For context: The strings in comment#0 are mine and this work is followup to the streamlined stub installer that I designed.

Comment 27

[Verdi [:verdi] Best to slack me]

Attachment: new strings on /new and the modal

Brian is on PTO. I worked with Michelle Heubusch on these.

We still want the modal section. We developed this because the installer now defaults to 64bit and we didn't want to add the 32bit option to the options page in the installer because we planned to remove the options page altogether (now live). If you are in the right locale but want a full installer, there is no reason to send you to /all and make you search.

Also, like Brian points out, selecting another language is a separate task. A separate link for that makes sense.  It reduces cognitive overload and we don't have to make people click twice to get to /all.

So let's have two links:
Advanced Install Options & Other Platforms [opens the modal]
Other Languages [links directly to /all]

But like Jon points out, it's getting crowded around that download button. So let's also add about 60px of space between the privacy policy link and the advanced install link to give our main CTA some breathing room. This will push the benefit copy down but still leave them visible above the fold.

In the modal, let's change the headline over the full installer links to:
Advanced Install Options & Other Platforms 
[This matches the link and makes it clear that these are the advanced options and platforms we are talking about]

We should also remove the "Available Languages" link from the modal since it's now redundant.

Comment 28

[Jonathan Petto [:jpetto]]

(In reply to Verdi [:verdi] from comment #27)
> Created attachment 8897473 [details]
> new strings on /new and the modal
> 
> Brian is on PTO. I worked with Michelle Heubusch on these.
> 
> We still want the modal section. We developed this because the installer now
> defaults to 64bit and we didn't want to add the 32bit option to the options
> page in the installer because we planned to remove the options page
> altogether (now live). If you are in the right locale but want a full
> installer, there is no reason to send you to /all and make you search.

Agree that we shouldn't make someone search on /all for their language. However, what if /all were updated to automatically display all downloads for the visitor's current locale in a separate section at the top of the page? Stub copy would be:

"Here are full installers for all platforms for your current language. These installers will give you advanced options such as install location and shortcut creation."

[ download links ]

"If you need installers for a different language, search or scroll through the list below"

[ basically the current content of /all ]

In effect, this would be placing the contents of the modal at the top of the /all page, giving users a single destination and experience for all non-default downloads. It would also give us much more real estate to explain why one might want/need advanced install options.

A side benefit here would be the ability to send visitors we know are in need of alternate downloads directly to the /all URL, rather than sending them to /new and forcing them to read/decipher link copy and open a modal.

If the above were achievable in a practical time frame, would there be any objections?

My aim here is to provide more & better information to users, and to reduce both technical complexity and messaging on the /new page.

Is there a goal/benefit around using the modal other than avoiding loading a new page?

Comment 29

[Verdi [:verdi] Best to slack me]

(In reply to Jon Petto [:jpetto] from comment #28) 
> My aim here is to provide more & better information to users, and to reduce
> both technical complexity and messaging on the /new page.
> 

We believe the plan outlined in comment27 provides the right amount of information and splitting the copy into 2 links reduces the cognitive overload. Updating /all, while worthwhile, would not change the complexity of the information on /new (you still have to give users the right information scent). 

> Is there a goal/benefit around using the modal other than avoiding loading a
> new page?

Not loading another page is an important benefit in and of itself. It also allows those who are unsure, those who click options to see what they are to remain on the page with a clear way to undo and/or continue downloading the stub installer (which is the optimal experience for the vast majority of people).

Comment 30

[Romain Testard [:RT]]

Jon, do Michael's clarifications help here?
If there are still concerns, do you typically roll-out such changes in a way that allows checking that the download rate does not suffer? In this case we could maybe roll-out to a specific locale first and then monitor that "/all + /new" download rates aren't worse than previously?

Comment 31

[Jonathan Petto [:jpetto]]

(In reply to Verdi [:verdi] from comment #29)
> 
> We believe the plan outlined in comment27 provides the right amount of
> information and splitting the copy into 2 links reduces the cognitive
> overload. Updating /all, while worthwhile, would not change the complexity
> of the information on /new (you still have to give users the right
> information scent).

I was referring to the technical complexity on /new. The modal adds a fair amount of JS, which means updates to the page are more difficult. Of all the pages on moz.org, the /new page is the one we try to keep as light and simple as possible.

If we do keep the modal, how and where do we explain to users the point/benefits of "Advanced Install Options"? Or, if we don't need to explain, where would users attain this knowledge?

> 
> > Is there a goal/benefit around using the modal other than avoiding loading a
> > new page?
> 
> Not loading another page is an important benefit in and of itself. It also
> allows those who are unsure, those who click options to see what they are to
> remain on the page with a clear way to undo and/or continue downloading the
> stub installer (which is the optimal experience for the vast majority of
> people).

This plays a bit to my point above. If a user opens the modal, how do they decide if they need/want a different installer? We don't have a *ton* of room in the modal to explain, which is where /all could help us (by providing much more real-estate). Keeping the modal may be the right play for the short term, but I still see value in updating /all. If we essentially port the modal content to the top of /all, with better messaging, the stub installer button would still be present and the primary CTA.

I'm currently seeing the modal as a faster way to get to other installers, but lacking in context/info necessary for a user to make a decision.

I think I'm still unclear as to the expected user knowledge. If a user comes in *knowing* they want/need an advanced installer, the ability to quickly back out/undo/continue to the stub installer doesn't seem of high importance. If they *do not* come in knowing which download they want, we need to do a better job of explaining what "Advanced Install Options" are.

Comment 32

[Jonathan Petto [:jpetto]]

:djst - Could you chime in here with your thoughts?

Comment 33

[Verdi [:verdi] Best to slack me]

(In reply to Jon Petto [:jpetto] from comment #31)
> 
> If we do keep the modal, how and where do we explain to users the
> point/benefits of "Advanced Install Options"? Or, if we don't need to
> explain, where would users attain this knowledge?
> 

We don't need more explanation here. 95% or so of people don't need or want any of this - this is why we simplified the installer. People who know they need advanced options, know they need them and looking at the modal makes things like 32-bit vs 64-bit (our main concern) obvious.

> 
> I'm currently seeing the modal as a faster way to get to other installers,

Yes and also a faster way just check what that means for the curious.

> I think I'm still unclear as to the expected user knowledge. If a user comes
> in *knowing* they want/need an advanced installer, the ability to quickly
> back out/undo/continue to the stub installer doesn't seem of high
> importance. 

Yes this is not a big group of people but they won't be the only ones clicking the link. No matter what we say there, some people who probably shouldn't click the link will.

>If they *do not* come in knowing which download they want, we
> need to do a better job of explaining what "Advanced Install Options" are.

We don't need to tell them more. Most people when faced with an option they are unsure of will back out.

Comment 34

[Romain Testard [:RT]]

Thanks Michael.
Jon, we discussed this flow between UX and product as the way forward to adapt /new to the new streamlined stub experience.
If there are no technical blockers to the proposed design, I think we should address longer term solutions such as the /all redesign in another bug and move to implementation for this given that the streamlined stub is already out there.
In any case we'll be monitoring the "/all + /new" download rates to make sure we don't impact the experience negatively.

Comment 35

[David Tenser [:djst]]

(In reply to Jon Petto [:jpetto] from comment #32)
> :djst - Could you chime in here with your thoughts?

I think comment 27 looks like a good, clean solution. Most (95%) will just click the standard download button and won't think about clicking anything "Advanced", so we don't need to worry about confusion or lack of description.

For the self-selected 5% who are looking for install options, they will know why they are inclined to click on "Advanced Options ..." and I would guess the majority of them would still pick the default options and the correct platform. They just happen to be a different kind of user who likes that additional sense of control of the process (side-note: I'm one of those people; I like clicking on options to get an overview of my choices, and I particularly care about picking 64-bit versions whenever there's a choice. As a consequence, I'm the kind of person who would see the full installer of Firefox).

I suggest we move forward with comment 27 here - including the additional air and removal of the "Available Languages" link on the modal page.

Thanks!

Comment 36

[Eric Renaud [:erenaud]]

Jon, per IM conversation, please pick this up one per David's comment 35

Comment 37

[[github robot]]

Commits pushed to master at https://github.com/mozilla/bedrock

https://github.com/mozilla/bedrock/commit/fe94cddfc60b2595f55f252f1580306f6225c358
[fix bug 1386622] Update /new strings for advanced installs.

https://github.com/mozilla/bedrock/commit/48efd4d23d13d73fc80afcb504f7e2e6eb0d32e9
Merge pull request #5062 from jpetto/bug-1386622-fxnew-update-strings-advanced-install-options

[fix bug 1386622] Update /new strings for advanced installs.

Comment 38

[Romain Testard [:RT]]

When selecting "Advanced install options & other platforms" on Windows the "Windows 64 bit" and "Windows 32 bit links point to stub installers when they should be pointing to full installers (respectively 64 bit and 32 bit full installers).
Jon can you please confirm what may be going wrong?

Comment 39

[GitHub Bugzilla PR Linker]

Attachment: Link to GitHub pull-request: https://github.com/mozilla/bedrock/pull/5425

Comment 40

[[github robot]]

Commit pushed to master at https://github.com/mozilla/bedrock

https://github.com/mozilla/bedrock/commit/e25d5a7c0079330b2134600b6ce2adca23d4ec57
[fix bug 1386622] force full win installers in modal on /new page.