[European Firefox Product Pages] Test Persistent Messaging Unit for Upgrades

RESOLVED WONTFIX

Status

RESOLVED WONTFIX
7 years ago
6 years ago

People

(Reporter: lmesa, Assigned: christine.brodigan)

Tracking

unspecified

Firefox Tracking Flags

(Not tracked)

Details

(Reporter)

Description

7 years ago
We'd like to test some copy for europe-focused persistent messaging discussed in 681150. 

Here is copy that Greg would like to work with--needs to be cleaned up by Matej. 

Lifestyle test 1 - 3.6 and below 

> Big Heading:
Don't be out of date! Upgrade Firefox and start enjoying the modern web.

> Below Heading:
Join the 66% of users who got their update to experience the latest features, speed and security fixes. It’s fast and free!

> Button copy: 
Upgrade now

> Below button:  
learn more.  [link to features page]


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

Lifestyle test 2 - 3.6 and below

> Big Heading:
You need an update! Don’t settle for less and take your web to the next level.

> Below Heading:
2 users out of 3 got their update to experience the best in browsing 
and customization on the Web. Join them, it’s fast and free.

> Button copy: 
Upgrade now

> Below button:  
learn more.  [link to features page]
(Reporter)

Updated

7 years ago
See Also: → bug 681150

Comment 1

7 years ago
Just a few small changes from me:


Lifestyle test 1 - 3.6 and below 

> Big Heading:
Get up to date! Upgrade your Firefox and start enjoying the modern Web.

> Below Heading:
Join the 66% of users already experiencing the latest features, speed and security fixes. It’s fast and free!

> Button copy: 
Upgrade now

> Below button:  
learn more.  [link to features page]


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

Lifestyle test 2 - 3.6 and below

> Big Heading:
Don’t settle. Update your Firefox and take browsing to the next level.

> Below Heading:
2 out of 3 users are already experiencing the best in browsing 
and customization on the Web. Join them now. It’s fast and free!

> Button copy: 
Upgrade now

> Below button:  
learn more.  [link to features page]

Comment 2

7 years ago
Thanks Matej. It's much better!
John suggested we avoid using "66%" and I agree. It does sound a bit weird. Maybe we could use "2 out of 3 users" or something similar here?

Will add a couple more options I would like to test in several locales in a few mins and thy will likely need wordsmithing too. Would be great if you could take a stab at these too.

Comment 3

7 years ago
2 more test proposals. It would be interesting for me to see how these resonate in various European locales. I expect privacy to work best in de, fr and uk but I am not sure to what level compared to more standard security messagine. Lifestyle and performance might performance coparatively better in es and it... Let's check.

3.6 and below [Privacy]
Big Heading:
You need an upgrade! Protect your computer and your personal data.

Below Heading:
Download the free upgrade and stay in control of your browsing to experience the latest features, privacy controls and security fixes.

Button copy: 
Upgrade now

Below button:
learn more.  [link to features page]

--------

3.6 and below [Performance]
Big Heading:
You are using an old version of Firefox! Get your upgrade and browse faster.

Below Heading:
Download the free upgrade! Enjoy a streamlined experience along with the latest features, performance enhancements and security fixes.

Button copy: 
Upgrade now

Below button:
learn more.  [link to features page]

Comment 4

7 years ago
(In reply to Gregory Jost from comment #2)
> Thanks Matej. It's much better!
> John suggested we avoid using "66%" and I agree. It does sound a bit weird.
> Maybe we could use "2 out of 3 users" or something similar here?

How about "2/3" in this one? So we'd get:

> Big Heading:
Get up to date! Upgrade your Firefox and start enjoying the modern Web.

> Below Heading:
Join the 2/3 of users already experiencing the latest features, speed and security fixes. It’s fast and free!

Comment 5

7 years ago
How do these look?


3.6 and below [Privacy]
Big Heading:
Protect yourself and your computer. Get the free upgrade!

Below Heading:
Download it now to stay in control of your personal data. Experience the latest features, privacy controls and security fixes.

Button copy: 
Upgrade now

Below button:
learn more.  [link to features page]

--------

3.6 and below [Performance]
Big Heading:
You are using an old version of Firefox. Get your upgrade for faster browsing!

Below Heading:
Enjoy a streamlined experience with the latest features, performance enhancements and security fixes. Download the free upgrade now!

Button copy: 
Upgrade now

Below button:
learn more.  [link to features page]

Comment 6

7 years ago
(In reply to Matej Novak [:matej] from comment #4)
> How about "2/3" in this one? So we'd get:
> 
> > Big Heading:
> Get up to date! Upgrade your Firefox and start enjoying the modern Web.
> 
> > Below Heading:
> Join the 2/3 of users already experiencing the latest features, speed and
> security fixes. It’s fast and free!

I am ok with this for English. Not sure how this would translate in other languages though. I guess we will have to let the localizers adapt. Thanks.

Comment 7

7 years ago
(In reply to Matej Novak [:matej] from comment #5)
I like it!

Updated

7 years ago
Target Milestone: 3.9 → 3.10

Updated

7 years ago
Target Milestone: 3.10 → 3.12

Updated

7 years ago
Target Milestone: 3.12 → 4.0

Updated

7 years ago
Target Milestone: 4.0 → 4.1

Updated

7 years ago
Target Milestone: 4.1 → 4.2
Target Milestone: 4.2 → 4.3

Updated

7 years ago
Target Milestone: 4.3 → 4.4

Comment 8

7 years ago
Greg - What are the next steps here?

Comment 9

7 years ago
Sorry, I am pretty busy with Mozcamp and had to put this on hold for a few days.

The next steps here are as follows:
- Greg to post final messaging on this bug
- Greg to post urls with tracking tags on this bug
- Greg to file bug to get messaging units localized in de, fr, es-ES, it, pl, ru (please advise if you think we don't need a separate bug here)

Will try to do this asap.

Updated

7 years ago
Target Milestone: 4.4 → 4.5
(Assignee)

Comment 10

7 years ago
Closing for now.

The current version is converting at 79+%, which is great, it's unlikely that copy updates will make a statistically relevant difference.

In the future, we can open a new bug to test an alternate design, which could impact this campaign.

We'll be guiding l10n efforts towards Bug 699895

Thanks all!
Status: NEW → RESOLVED
Last Resolved: 7 years ago
Resolution: --- → WONTFIX

Comment 11

7 years ago
Chrissie,
The objective of this test is two-fold:
1/ exploring alternative messaging that might resonate with certain locales better and increase conversion in the process
2/ learn from local variations to distinct message to feed our reflexion on local product/brand messaging and positioning.
So while I agree conversion is paramount - and I am glad to see the current version is converting well - we don't know for sure that alternate versions will not perform better and I am expecting more of this test than just conversion anyway. For these reasons I woul like to give the test a chance. I am ok with closing temporarily but would like to reopen as soon as I (and you guys) have more bandwidth to pursue.

Could you share a breakdown of conversion rate per locale? Would like to see if there are any significant differences per locale.

Thanks
(Assignee)

Comment 12

7 years ago
(In reply to Gregory Jost from comment #11)
> Chrissie,
> The objective of this test is two-fold:
> 1/ exploring alternative messaging that might resonate with certain locales
> better and increase conversion in the process
> 2/ learn from local variations to distinct message to feed our reflexion on
> local product/brand messaging and positioning.

Yes, I understand 100%

> So while I agree conversion is paramount - and I am glad to see the current
> version is converting well - we don't know for sure that alternate versions
> will not perform better and I am expecting more of this test than just
> conversion anyway. For these reasons I woul like to give the test a chance.
> I am ok with closing temporarily but would like to reopen as soon as I (and
> you guys) have more bandwidth to pursue.

Definitely and what I was recommending. We don't have resources for this right now and have prioritized the next 3.6 upgrade campaign to increase our reach to more users. Bug 699895.


> 
> Could you share a breakdown of conversion rate per locale? Would like to see
> if there are any significant differences per locale.

Currently, per Pascal's comment https://bugzilla.mozilla.org/show_bug.cgi?id=685679#c12 - we aren't able to do this, because the campaign is universal and shares one WT tag.

A few ideas and ways I can help: 

*file webtrends bugs for the locales you'd like to do a deeper dive into
*gather metrics on those locales
*test one locale like France, where we can do the localization ourselves (You can own the translation)
*work this into the coming 2-3 releases (I'll steward for you, since I know you're crazed with Moz Camps)
*we can study the results and reconvene at this at the end of the quarter if there was a significant difference per your objectives 1 and 2 above plan for Q1 2012

Lastly, the persistent message has an incredible rate of conversion and copy updates don't usually make a difference to the bottom line, which is where we're putting our Q4 resources right now. Metrics has studied the users who aren't converting and learned that 13% perceive the newer Firefox as crashing more/memory hogging, 13% don't want to upgrade because they will lose add-on compatibility and plugins, and 9 % don't want to upgrade because they don't think their browsing history or bookmarks will follow them to the new version. Bug 699895 is going to address these issues boldly with courageous imagery and copy, so stay tuned my friend!

These posts from the Metrics Team have been super helpful to me in learning more about why people don't upgrade:

http://blog.mozilla.com/metrics/2009/08/21/why-people-dont-upgrade-their-browser-part-i/

http://blog.mozilla.com/metrics/2009/08/24/why-people-dont-upgrade-their-browser-part-ii/

http://blog.mozilla.com/metrics/2010/01/28/why-people-dont-upgrade-their-browser-part-iii/

http://blog.mozilla.com/metrics/2010/04/21/why-people-don%E2%80%99t-upgrade-their-browser-%E2%80%93-part-iv/

Talk soon!
> 
> Thanks
Component: www.mozilla.org/firefox → www.mozilla.org
Product: Websites → Websites
Component: www.mozilla.org → General
Product: Websites → www.mozilla.org
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