659491 - [Mobile] Make /mobile more actionable & drive downloads

Status: RESOLVED FIXED

(www.mozilla.org :: General, defect, P1)

Description

[Caitlin Looney]

Mozilla.com/mobile links to mozilla.com/mobile/download, making desktop users click one more level deeper to download. 

I'd like to merge /mobile and mobile/download content together to make /mobile more actionable. This means including the download button CTAs for Android and Firefox Home to the surface. I'd also like to see real estate allocated for Sync CTA to setup sync account or sync your mobile. If someone wants more info on downloading, we can then send them one level deeper to mobile/download for the desktop builds, beta builds etc.

Comment 1

[John Slater]

Laura, Chrissie - what do you think? Can we just remove mozilla.com/mobile from the equation?

Comment 2

[Jason Grlicky [:grlicky]]

tl;dr - should we consider separating Firefox for Mobile and Firefox Home as products, so we don't even need /mobile/download?

The question is: Why is this a two-step download flow?

The bigger question is: Why is Firefox Home being shown to users who clicked the button to download Firefox for Mobile?

One answer is that right now mozilla.com treats Home like a sub-product of Mobile. From what I remember hearing, Home is slated to become its own top-tier product in the near future.  If the Home info wasn't on /mobile/download, we wouldn't even need the page. We can't cut it just yet though, since Home's product page isn't linked from anywhere else. Maybe making our top-tier product pages more consistent with each other would yield the best results here.

I think it would be worthwhile to assemble a cohesive strategy for how we'll present our top-tier products (Desktop, Mobile, & Home) on mozilla.org. This is definitely something we'll have to address in the upcoming .com/.org merge, and it's not too soon to start the discussion… so I'll dive right in and kick things off with an initial (lengthy) proposal:

For each of these products, it makes sense to keep the download experiences as simple and consistent as possible. Of course, we also want to make sure to inform the user about what they're looking at before they click Download. Striking the right balance is going to be key.

One path towards this consistency would be to model Firefox for Mobile and Firefox Home's landing page on the current Desktop download page. This page has had a lot of time to evolve, and has more research behind it than any other page on the site, so it's got to be doing something right! Like this page, there are some important elements we'd want to make sure we have on each top-tier product page:

1) Introductory text/explanation - this could be pretty short, like in a well-known product like Firefox. For Firefox Home, we'll clearly need more explanation.

2) Graphic - to clearly depict what the user is getting if they click the download button

3) Big Green Button™ That Just Works - this means using UA detection like we do on the desktop page. We'd guess the user's operating system, with a link to the supported systems if we guess incorrectly.

4) One click to get to other products - make it easy for people to explore what we have to offer

The third element is the part that this bug concerns. If we promote Firefox Home to a top-tier product, then let's put it on its own page, and remove it completely from /mobile. As for the desktop builds and beta builds, let's treat them like Firefox for Desktop does, and keep them 100% away from the mainstream download flow - I really like the idea of  separate "Developers" and "Future Releases" pages.

Ideally we could apply this level of consistency through every aspect of how we treat our products on mozilla.org - from release notes to download buttons to site navigation. Of course, if you guys have already discussed this, feel free to bring me up to speed. Either way, I think this type of discussion is going to be our greatest aid in keeping such problems from creeping in to the site design.

Comment 3

[Caitlin Looney]

(In reply to comment #2)
> tl;dr - should we consider separating Firefox for Mobile and Firefox Home as
> products, so we don't even need /mobile/download?

We need one page or the other - not both. 
> 
> The question is: Why is this a two-step download flow?

Yes, it currently is. Ideally, we'd work with the content on mobile/download and integrate the items that work from /mobile.
> 
> The bigger question is: Why is Firefox Home being shown to users who clicked
> the button to download Firefox for Mobile?

"Firefox" being more general, but agree. It gives the perception that a user can get the full browser on Android and iPhone this way. That's why we'd want to bring the different app  options to the surface. 
> 
> One answer is that right now mozilla.com treats Home like a sub-product of
> Mobile. From what I remember hearing, Home is slated to become its own
> top-tier product in the near future.  If the Home info wasn't on
> /mobile/download, we wouldn't even need the page. We can't cut it just yet
> though, since Home's product page isn't linked from anywhere else. Maybe
> making our top-tier product pages more consistent with each other would
> yield the best results here.
> 
> I think it would be worthwhile to assemble a cohesive strategy for how we'll
> present our top-tier products (Desktop, Mobile, & Home) on mozilla.org. This
> is definitely something we'll have to address in the upcoming .com/.org
> merge, and it's not too soon to start the discussion… so I'll dive right in
> and kick things off with an initial (lengthy) proposal:

We should discuss this. It's top tier, but I think Home is being categorized under "mobile" as it's an app (like Firefox for Android) that brings parts of the Firefox experience to iphone (and Blackberry, Symbian in the future). 
> 
> For each of these products, it makes sense to keep the download experiences
> as simple and consistent as possible. Of course, we also want to make sure
> to inform the user about what they're looking at before they click Download.
> Striking the right balance is going to be key.

Agreed.
> 
> One path towards this consistency would be to model Firefox for Mobile and
> Firefox Home's landing page on the current Desktop download page. This page
> has had a lot of time to evolve, and has more research behind it than any
> other page on the site, so it's got to be doing something right! Like this
> page, there are some important elements we'd want to make sure we have on
> each top-tier product page:

I think this makes tons of sense. 
> 
> 1) Introductory text/explanation - this could be pretty short, like in a
> well-known product like Firefox. For Firefox Home, we'll clearly need more
> explanation.
> 
> 2) Graphic - to clearly depict what the user is getting if they click the
> download button
> 
> 3) Big Green Button™ That Just Works - this means using UA detection like we
> do on the desktop page. We'd guess the user's operating system, with a link
> to the supported systems if we guess incorrectly.
> 
> 4) One click to get to other products - make it easy for people to explore
> what we have to offer
> 
> The third element is the part that this bug concerns. If we promote Firefox
> Home to a top-tier product, then let's put it on its own page, and remove it
> completely from /mobile. As for the desktop builds and beta builds, let's
> treat them like Firefox for Desktop does, and keep them 100% away from the
> mainstream download flow - I really like the idea of  separate "Developers"
> and "Future Releases" pages.

Ok. I'd like Slater to weigh in here. There's an argument for keeping Home under the mobile umbrella. However, FH is a different product and treating FH as a separate product could be beneficial for discovery, education and may also help convey that Firefox Home isn't a full browser. John - what say you?
> 
> Ideally we could apply this level of consistency through every aspect of how
> we treat our products on mozilla.org - from release notes to download
> buttons to site navigation. Of course, if you guys have already discussed
> this, feel free to bring me up to speed. Either way, I think this type of
> discussion is going to be our greatest aid in keeping such problems from
> creeping in to the site design.

These are all great thoughts, Jason. I'd really like to go your route, using the desktop homepage as inspiration for this new page.

Comment 4

[John Slater]

(In reply to comment #3)
> > The third element is the part that this bug concerns. If we promote Firefox
> > Home to a top-tier product, then let's put it on its own page, and remove it
> > completely from /mobile. As for the desktop builds and beta builds, let's
> > treat them like Firefox for Desktop does, and keep them 100% away from the
> > mainstream download flow - I really like the idea of  separate "Developers"
> > and "Future Releases" pages.
> 
> Ok. I'd like Slater to weigh in here. There's an argument for keeping Home
> under the mobile umbrella. However, FH is a different product and treating
> FH as a separate product could be beneficial for discovery, education and
> may also help convey that Firefox Home isn't a full browser. John - what say
> you?

In terms of site architecture, it makes sense to keep Home in the mobile section, but I think breaking it out into its own page makes a lot of sense. I think the best case scenario is serving the appropriate page to people visiting on various mobile OS's (so iPhone users would see Firefox Home, Android users would see Firefox for mobile, etc) and then have all of them available in the directory for people visiting from PCs.

Let me know how I can help!

Comment 5

[Caitlin Looney]

We still link to this page from the desktop, so I'm not sure if that covers all of it, plus, I think there is some concern on Jason's behalf around resources to make the Firefox Home page mobile friendly in the near future. For clarity's sake, can we decided exactly what the plan is.

1) Merge mobile and mobile/download as Jason articulated? (For desktop users) 
2) Redirect iOS users to mobile/home on their iphone (near term)
3) Optimize Firefox Home for mobile viewing (Q3) 

?

Comment 6

[Caitlin Looney]

Assigning to Chrissie. Thanks.

Comment 7

[Caitlin Looney]

Resolved with redirect. Proposing a longer-term solution for Q3.