Closed Bug 712503 Opened 12 years ago Closed 12 years ago

/fx Copy Needs to Include, "Good News Your Browser is Up to Date"

Categories

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

defect
Not set
normal

Tracking

(Not tracked)

VERIFIED FIXED

People

(Reporter: limi, Assigned: sgarrity)

References

()

Details

(Keywords: ux-consistency, ux-control, Whiteboard: r=99784, b=trunk)

Attachments

(1 file)

If I go to firefox.com or mozilla.org/firefox from Firefox, I'm offered to download the Android tablet version of Firefox. This makes very little sense for a number of reasons:

* We can't assume that they have an Android tablet just because they have Firefox installed.

* The likelihood that they go to this page to troubleshoot or ensure that they have the latest version of Firefox is much, much higher than the likelihood of them having an Android tablet.

* Polling on IRC, even people *working at Mozilla* had accidentally clicked the link and found themselves in the Android Market, going "WTF".

* The number of Android tablet users in the world is not appreciably different from 0% of the browser usage in the world. (Sorry for the flippant tone, but really.)

I realize that there is a smaller, less prominent link on the page that allows you to download Firefox, but people don't get that far — they skim pages, they don't read — and will click the first button that looks like a download button.

Can we at least flip the priority of these two? Telling people about our Android versions is fine and dandy, making the main Firefox download page do it from our desktop product seems confusing and irrelevant.
(and if I appear rant-y, I apologize in advance :)
Updating the bug title to be a bit less rant-y too. Sorry about that. Late in the day. :)
Summary: Offering Android tablet version of Firefox to desktop users makes no sense → Offering Android tablet version of Firefox to desktop users seems irrelevant and confusing
OS: Mac OS X → All
Hardware: x86 → All
Summary: Offering Android tablet version of Firefox to desktop users seems irrelevant and confusing → The offer of Fennec should have lower priority than the desktop browser if viewing from desktop Firefox
Copying the PMM team.
I'd also suggest that this shouldn't focus so much on Android Tablet -- even the mobile team's priority is on the native Mobile (phone) form-factor, not tablet. [AIUI, the only reason there's tablet UI in the first place is that it just happened to land right before the big push to switch to a native Android UI implementation.] Maybe this page just predates that recent shift?
The android download link isn't specific to tablets, as far as I can tell (it will work for people with android phones too). Also, the green download button for Desktop Firefox is just as large as the blue Android button for me (though lower down on the page, indeed).
The tablet promo on mozilla.org/firefox/fx is meant to inform our current Firefox desktop users that there is a mobile/tablet version of the same Firefox they love on desktop. Users who hit this promo have already downloaded Firefox for desktop (people who are accessing from a different browser get the mozilla.org/firefox/new page which is indeed only desktop focused). I agree that returning users are looking for something, so we're taking this opportunity to also let them discover a new cool thing.  For those who are returning to this site to get a fresh new copy of desktop Firefox, I'm not sure how a differentiated blue download button that has "Android" on it could be any clearer. User studies can give us real data and insight on this though. 

We are investing in our tablet product now because 1) it's a great experience and our users/press love it and will help us raise our ratings 2) because Native UI is underway and we can't market it to our GA audience now 3) tablets are gaining traction in the market and we have the chance now to start establishing ourselves. Until Native UI is released on GA, we're going to be focusing a lot on tablets. If we get more press on tablets and on how cool and evolved Firefox mobile has become, that will also help us later with Native UI. 

Our marketing strategy for mobile is to target existing Firefox desktop users, and having a promo on /fx really targets Firefox desktop users and those who are likely to have a greater interest in Firefox. Since the Firefox tablet experience value add is largely with Firefox Sync, it also makes sense that we target existing Firefox desktop fans (although we do understand not every 450MM Firefox user will own an Android tablet). 

I will also be more than happy to share metrics and learnings from this tablet promo later.
The download link is fine, I was referring to the mozilla.org page that says "FIREFOX IS NOW OPTIMIZED FOR TABLETS" (sic, in caps) + big picture of a tablet. :)
Jaclyn, thanks for sharing insight and for keeping track of metrics. (more inline)

(In reply to Jaclyn Fu from comment #6)
> The tablet promo on mozilla.org/firefox/fx is meant to inform our current
> Firefox desktop users that there is a mobile/tablet version of the same
> Firefox they love on desktop. Users who hit this promo have already
> downloaded Firefox for desktop (people who are accessing from a different
> browser get the mozilla.org/firefox/new page which is indeed only desktop
> focused). 

Great to understand the use case here.

>I agree that returning users are looking for something, so we're
> taking this opportunity to also let them discover a new cool thing.  For
> those who are returning to this site to get a fresh new copy of desktop
> Firefox, I'm not sure how a differentiated blue download button that has
> "Android" on it could be any clearer. User studies can give us real data and
> insight on this though. 
>

Alex & all, we're waiting for Bug 700746 to clear, so we can start to A/B test this and other pages (it's been stuck for most of the quarter with IT and the data center move).
 
> We are investing in our tablet product now because 1) it's a great
> experience and our users/press love it and will help us raise our ratings 2)
> because Native UI is underway and we can't market it to our GA audience now
> 3) tablets are gaining traction in the market and we have the chance now to
> start establishing ourselves. Until Native UI is released on GA, we're going
> to be focusing a lot on tablets. If we get more press on tablets and on how
> cool and evolved Firefox mobile has become, that will also help us later
> with Native UI. 
> 

Jaclyn, I think at one point you mentioned to the website team that there's also market insight into how tablets are the "gift to give" this season, and we wanted to tune into that opportunity. (very cool btw!)

> Our marketing strategy for mobile is to target existing Firefox desktop
> users, and having a promo on /fx really targets Firefox desktop users and
> those who are likely to have a greater interest in Firefox. Since the
> Firefox tablet experience value add is largely with Firefox Sync, it also
> makes sense that we target existing Firefox desktop fans (although we do
> understand not every 450MM Firefox user will own an Android tablet). 
> 
> I will also be more than happy to share metrics and learnings from this
> tablet promo later.

Super excited to watch this with you. It looks like the feedback is to do more testing on the headline. If it's cool, I think we can close this out or tweak and make dependent on Bug 700746, and when sitespect is redeployed (any day now!) open a new bug to A/B test the headline.

Great work Jaclyn, thanks for the fast response! Thanks Alex and Justin, lots of good feedback with thoughts on positioning and understanding more about where the ideas have come from.
Renaming bug, adding Laura Forrest to comment more on the mechanics of the page and some missing content, and assigning to the first milestone of the new year. Thanks all!
Assignee: nobody → steven
Summary: The offer of Fennec should have lower priority than the desktop browser if viewing from desktop Firefox → /fx Copy Needs to Include, "Good News Your Browser is Up to Date"
Target Milestone: --- → 1.0
(In reply to mcbmoz from comment #9)
> Renaming bug, adding Laura Forrest to comment more on the mechanics of the
> page and some missing content, and assigning to the first milestone of the
> new year. Thanks all!

The primary functionality of this page was removed somehow with this promo. The primary function is to let people know they're running the most recent version of Firefox (which they all are). That should be part of the headline, as it has been in the past. 

The secondary function of this page is to share our other products with existing Firefox users. Most Firefox users don't know we have a mobile product line.  

We'll need to repurpose the structure of this page a bit to include the "you're up to date" line. Steven - can you help here? We may need to get creative with the formatting.
Blocks: 708032
Target Milestone: 1.0 → 1.1
(In reply to Alex Limi (:limi) — Firefox UX Team from comment #0)
> * We can't assume that they have an Android tablet just because they have
> Firefox installed.
> 
> * The likelihood that they go to this page to troubleshoot or ensure that
> they have the latest version of Firefox is much, much higher than the
> likelihood of them having an Android tablet [or phone]. 

This is still the case. I understand what we're trying to do, I just don't think it's the best way to accomplish it, and it's also a non-trivial thing to get the measure of success right here. 

If you only measure the upside ("more Android downloads after we put this page live, yay!") instead of the more common case ("I was looking for the Firefox download, but got a page for tablets instead"), it's easy to make suboptimal choices here. Of course there will be more clicks to the Android market from this, but at what cost?

It violates some very basic principles of what people expect when coming to this page, it's different than the last time they were there (user control and consistency heuristics), and it's telling them about a product that is statistically unlikely to be relevant to them.

Another violation is that people will send URLs to others as a way to download Firefox. If I load this URL in e.g. Safari, it still tells me to download the Android tablet version of Firefox instead of downloading Firefox. 

There's currently no way for me to actually get to the main Firefox download page to send that link to someone else unless I use a browser that isn't Firefox. That's not good.
(In reply to Alex Limi (:limi) — Firefox UX Team from comment #11)
> Another violation is that people will send URLs to others as a way to
> download Firefox. If I load this URL in e.g. Safari, it still tells me to
> download the Android tablet version of Firefox instead of downloading
> Firefox. 

Linking to this redirect page has even started happening on our own pages, written by our own employees:
https://wiki.mozilla.org/Firefox/Unsupported_OSes#Windows
(all the links point not to the Firefox download page, but the Android-centric one)
I see two distinct bugs here:

First, Alex's original issue with the general content of the page (it's nice to see the website considered in the overall product experience like this).

Second, the loss of the "Your browser is up-to-date" message that this page had been used for.

While the bug is assigned to me, I don't think I have enough information or consensus on what to do for either. Can we split off into two separate bugs?

As for the "Your browser is up-to-date" issue, the tablet headline will probably have to be re-written to make room for it. I've attached a screenshot of the message jammed in there, but it's too much.
(In reply to Steven Garrity from comment #13)
> Created attachment 586440 [details]
> Crowded headline with (my) poor punctuation
> 
> I see two distinct bugs here:
> 
> First, Alex's original issue with the general content of the page (it's nice
> to see the website considered in the overall product experience like this).
> 
> Second, the loss of the "Your browser is up-to-date" message that this page
> had been used for.
> 
> While the bug is assigned to me, I don't think I have enough information or
> consensus on what to do for either. Can we split off into two separate bugs?
> 
> As for the "Your browser is up-to-date" issue, the tablet headline will
> probably have to be re-written to make room for it. I've attached a
> screenshot of the message jammed in there, but it's too much.

Steven, for this bug, can you please:

*Revert the H2 copy to read the former "Your Browser is up to date"
*Leave the H3 copy as it currently

So what will be deleted is, "The power of the Web, right in your hands."

Copy, "Good News..." should be the main message and " Firefox is now optimized" the sub-message

Thanks so much!
Status: NEW → RESOLVED
Closed: 12 years ago
Keywords: qawanted
Resolution: --- → FIXED
Whiteboard: r=99784, b=trunk
pushed to production r99858
verified fixed http://www.mozilla.org/en-US/firefox/fx/
Status: RESOLVED → VERIFIED
Component: www.mozilla.org/firefox → www.mozilla.org
Component: www.mozilla.org → General
Product: Websites → www.mozilla.org
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