Closed Bug 672950 Opened 13 years ago Closed 13 years ago

Android Market description

Categories

(Marketing :: Copy, task)

Product:
Marketing
Component:
Copy
Platform:
x86
macOS
Type:
task
Priority:
Not set
Severity:
major

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: jfu, Assigned: jslater)

References

(
URL
)

Details

We're focusing on optimizing the Android Marketplace description to ensure Firefox for Android is discoverable and compelling.  The current copy is a bit outdated, contains errors, and is not SEO-friendly.  

The repetition of keywords in the description helps boost our search rankings (currently Firefox is really low down the list when "browser" is searched).  We want to test different keywords to see what works the best, starting with the keyword "browser". Can the word "browser" be inserted as many times as possible in the copy without it being too obvious? (DolphinHD's description: https://market.android.com/details?id=mobi.mgeek.TunnyBrowser)

Additionally, some minor changes for this update:
- addition of "official" in the first line(s) to differentiate from other Firefox lookalikes 
- "Go from desktop to mobile without interruption." is duplicated twice

We don't want to make too many changes in the messaging of the copy because that will be separate later for positioning testing.  

Thanks!
Mayumi says this is urgent, so I'll jump on it (Matej is on PTO this week...I won't make that mistake again).
Assignee: Mnovak → jslater
Some other things to add..

-link to SUMO somewhere near the top to help drive questions/issues: http://support.mozilla.com/mobile (Can look at DolphinHD for example) 

We should also shorten it a bit and make it more reader-friendly (bullet points for features would be good). Elements to keep:
-supported devices
-language support
-"Take Firefox anywhere" message 

Would it be possible to get this by the end of the week if not sooner? Thank you!
Ideally, it's around 650-700 words (including spaces).
Sorry I meant 650-700 characters
Here's a quick re-draft to help prioritize although note I didn't include the SUMO link or add "browser" or "web" as much as we should to get better SEO.  

The official Firefox browser – Browsing on your Android has never been so easy.

Firefox is fast, easy to use and completely customizable. 
-	Synchronize your history, bookmarks, tabs and passwords between your Android and computer. 
-	Install add-ons right your phone or tablet to customize your browser 
-	Type less with the Awesome Screen, which gives you one-tap access to your bookmarks, history and custom list of search engines. 
-	Tabbed browsing allows for easy navigation and fast switching between Web sites with just one swipe of your finger.

Firefox is compatible with a wide range of Android devices, however some older devices are currently not supported - Check if we support your device http://mozilla.com/mobile/platforms/.  Firefox is available in over 10 languages
ABOUT MOZILLA FIREFOX
Mozilla is a global, nonprofit organization dedicated to keeping users in control of their online experiences and shaping the future of the Web for the public good. For more information visit www.mozilla.org.
Ok, here's my first pass at it. Also, I notice the Dolphin page has quite a bit more info once you click More (including a very overt paragraph of keywords)...should we look into something like that?

**********************

Take your Firefox browser with you wherever you go! This official version of Firefox from Mozilla brings the best of desktop browsing to your mobile, and lets you access the Web quickly and easily from anywhere.

* Sync your browsing history, bookmarks, passwords and open tabs between your Android and computer.
* Customize your browser with easy-to-install add-ons.
* Type less and browse more with interface innovations like the Awesome Screen.
* Navigate between tabs with just a single swipe of your finger.

Have questions? Need help? Visit our _support page_ for the answers you need.
The Firefox browser works on most Android phones, but you may want to check our _list of supported devices_ to be sure.

ABOUT MOZILLA FIREFOX
Mozilla is a global, nonprofit organization dedicated to keeping users in control of their online experiences and shaping the future of the Web for the public good. For more information visit www.mozilla.org.
A few more thoughts:

* my suggested text in comment #6 is really a first pass more than anything else. I still think it can be improved upon.
* would suggested thinking about more below the fold content like Dolphin has. We should also try to differentiate ourselves more...the Dolphin features list reads exactly like ours, but our advantage is that we have a massive desktop userbase to connect to. We should emphasize that.
* I think Matej is back on Friday...if so, would be great to have him polish this up a bit more.
Some thoughts:

-would like the SUMO link to be towards the top (maybe right after the first section?) so if they need help it's easily reachable. could be as simple as "Need help? _link_) 
-"this official version of Firefox" sounds a little off, can we say "The official Firefox Web browser brings.." 
-maybe sprinkle a couple more "browser" keywords in there - so far there's only 2

What about elaborating on the feature list? That's probably the area users care about the most. Can we make this section easily digested, for example capitalizing/highlighting the first words? 

Ex.
*SYNC your browsing..
*CUSTOMIZE your...
*TYPE LESS...
*TABS...
*SECURITY 
etc
Matej - if you're back on Friday (and I think you are), can you take this one?

Jaclyn - 
* I tried to keep those bullets pretty short & sweet. If we want to do a full features list I recommend putting it below the fold like Dolphin did. That would require more direction from you guys and more time to write though. Maybe that's a phase 2?
* re: SUMO at the very top, it seems to me like a weird message to put the customer support link at the very beginning...makes it feel like the product is buggy and you'll probably need help.
* I actually had 3 uses of 'browser' in there, but I'm sure Matej can at least try to fit in more. What about putting a keywords paragraph at the end (below the fold) like Dolphin does?
One more thought:
It feels like our messaging around mobile has shifted a bit...can we get a brief from the PMM team about our main point to communicate (is it "on the go", "now on Android", etc, etc?) plus the supporting features/benefits?

Something like that would go along way toward more consistent and effective communications around mobile.

(this applies to bug 673282 too)
Hey John,

Suggested outline: (Hope this is what you need) 

[Value prop section] Firefox is fast, EASY, and customizable  Brief sentence about security and privacy like "stay safe online". 

[SUMO section] Have questions or issues? _link_

[Features section] 
-Awesome Screen (instantly see bookmarks, tabs from other computer, most visited sites) 
-Sync (personalized and seamless desktop to mobile experience)
-Add-Ons (easy to install dozens of add-ons and add functionality to customized browser)
-Speed (get to the Web quicker)
-Tabs (tabs as thumbnails to easily navigate where you'd like to go next) 
-Personas (dress up your Firefox and make it look the way you want it to)
-Share (share websites via apps like email, FB, Twitter, Google, more) 
-Location Aware (find info that's more relevant and useful. Firefox doesn't share without permission) 

[Support section] Device link and language support 

[Keyword section]
Keywords: browser, Web, mobile
For the features, some of the descriptions from the Spark campaign (http://spark.mozilla.org/en-US/home) in "Take a Look inside" are short and pithy and so maybe we can use those, as not to re-invent the wheel.
Thanks Jaclyn. We'll probably have more questions, but this is a good start.

Matej, can you take a look at this today? I know you're busy being just back from PTO, so let me know if you need help evaluating priorities.

Also, +1 for not reinventing the wheel (comment #12).
Been trying to work on this, but as new comments come in, I'm getting a bit confused. Am I reviewing and reworking what's in comment 6? Or am I writing to the outline in comment 11 (i.e. with SUMO at the top, which I agree seems an odd place for it)?
I would suggest reworking comment 6 to better match comment 11. I don't think they're *that* different.

Maybe list out your main questions or areas of uncertainty first, so Jaclyn can address. (ex. the SUMO placement)
Agree with Slater to rework comment 6 into comment 11 structure.  For SUMO, essentially we're trying to get it above the fold and trying to ultimately lower the number of Help type questions we get in the reviews.
And to follow-up with comment 16, if it seems to forced or desperate than I definitely don't want it, but I do think it would help.
Here are some statistics, for orientation, regarding the occurrence of "browser" in the top 6 results when searching for it. All of our top competitors are in these first results for "browser". Keyword occurrence is not the only criteria for search results ordering, but is somethings we can influence. I hope this makes sense:

All of them have "browser" in the title

1. Opera Mini Web Browser
*  6 times of "browser" in the description 
* ~1200 characters in the description (without spaces)
* = 1 occurrence per 200 characters

2. Dolphin Browser HD
* >25 times of "browser" in the description
* ~3300 characters in the description (without spaces)
* = 1 occurrence per 132 characters


3. Skyfire Web Browser 4.0
* 12 times of "browser" in the description
* ~2900 characters in the description (without spaces)
* = 1 occurrence per 241 characters

4. Opera Mobile web browser
* 4 times of "browser" in the description
* ~1000 characters in the description (without spaces)
* = 1 occurrence per 250 characters

5. Dolphin browser Mini

* 7 times of "browser" in the description
* ~640 characters in the description (without spaces)
* = 1 occurrence per 91 characters

6. Miren Browser

* 4 times of "browser" in the description
* ~300 characters in the description (without spaces)
* = 1 occurrence per 75 characters
Adding Michelle regarding the SUMO inclusion.
OK, here's a pass at combining the content in comment 6 with the outline in comment 11. I'd hesitate to capitalize the first words in the features section (as mentioned in comment 8), but it would be great if we could make them bold or italicize them. I also added a couple of extra features that were in the link in comment 12, but those could stay or go.


Firefox Web browser

The official Firefox Web browser from Mozilla brings the best of desktop browsing to your mobile device. It’s fast, easy to use and customizable, with the latest security and privacy features to help you stay safe online. Now you can take your Firefox browser with you wherever you go! And if you have any questions or need help, just visit our _support page_.

Features:

Awesome Screen —  Browse your favorite sites with minimal or no typing.

Sync — Access your browser history, bookmarks, passwords and open tabs from any device.

Add-ons — Customize your browser quickly and easily.

Speed — Get to Web and find what you’re looking for fast.

Tabs — Enjoy the convenience of tabbed browsing on your mobile device.

Personas — Dress up your browser the way you like it.

Sharing — Use apps like Google, Twitter, Facebook and more to keep your friends in the loop.

Location-Aware Browsing — Get better, more relevant information when on the go.

Bookmarking — Swipe to the left and bookmark any site with one touch.

Full Screen View — The browser stays out of the way of the content you’re looking at.

The Firefox browser works on most Android devices, but you may want to check our _list of supported devices_ to find out if it works on yours.

ABOUT MOZILLA
Mozilla is a global, non-profit organization dedicated to keeping users in control of their online experiences and shaping the future of the Web for the public good. For more information visit www.mozilla.org.
Thanks Matej!  Very concise.  
- Do you think we need "Now you can take your Firefox browser with you wherever you go! " without a mention of sync this seems out of context (see note below) 
- Maybe we can add a second short paragraph with some of the features copy from the existing description and then put the support link at the end of this paragraph and to set the stage for the features list.  
"With Firefox for Android, you can synchronize your history, bookmarks, tabs and passwords between all your computers and mobile devices. Discover and install add-ons right from your phone or tablet to customize your browser exactly the way you like. Type less with the Awesome Screen, which gives you one-tap access to your bookmarks, history and custom list of search engines. Tabbed browsing allows for easy navigation and fast switching between Web sites with just one swipe of your finger. See more features at http://mozilla.com/mobile/features/."
Here's another go at this based on the feedback in comment 21. I'm not sure if we still want to keep (or even need) the bullet points, though they were requested back in comment 2.


Firefox Web Browser

The official Firefox Web browser from Mozilla brings the best of desktop browsing to your mobile device. It’s fast, easy to use and customizable, with the latest security and privacy features to help you stay safe online. 

With the Firefox browser, you can synchronize your history, bookmarks, tabs and passwords between all your desktop and mobile devices; discover and install add-ons right from your phone or tablet; type less with the Awesome Screen, which gives you one-tap access to your bookmarks, history and custom list of search engines; and use tabbed browsing to navigate between Web sites with just one swipe of your finger. 

For a complete list, check out our _features page_. If you have any questions or need help, visit our _support page_.

Firefox Web Browser Features:

Awesome Screen —  Browse your favorite sites with minimal or no typing.

Sync — Access your browser history, bookmarks, passwords and open tabs from any device.

Add-ons — Customize your browser quickly and easily.

Speed — Get to Web and find what you’re looking for fast.

Tabs — Enjoy the convenience of tabbed browsing on your mobile device.

Personas — Dress up your browser the way you like it.

Sharing — Use apps like Google, Twitter, Facebook and more to keep your friends in the loop.

Location-Aware Browsing — Get better, more relevant information when on the go.

Bookmarking — Swipe to the left and bookmark any site with one touch.

Full Screen View — The browser stays out of the way of the content you’re looking at.

The Firefox browser works on most Android devices, but you may want to check our _list of supported devices_ to find out if it works on yours.

ABOUT MOZILLA
Mozilla is a global, non-profit organization dedicated to keeping users in control of their online experiences and shaping the future of the Web for the public good. For more information visit www.mozilla.org.
+1
looks good to me, thanks Matej!
Looks good, we'll post this today or tomorrow.  I'll close this bad boy out.  Let's see how this goes and make revisions in a couple weeks if we need to.
Status: NEW → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
Blocks: 684373
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