716061 - [Firefox Aurora Update] Add Firefox Aurora description in the Firefox Aurora Page

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Grace Jimenez :grace]

Hi Matej, 

We've been running online ads for Firefox Aurora the last couple of weeks. 
The CTR results are looking pretty good, getting higher than industry standard on CTR. However, we are finding that conversion rates of the page (downloads/visits)  are a bit low.

We are just trying to think what slight improvements can we make in the landing page and see if it would make any difference in conversion performance.

We've identified two little small improvements that we want to try, one will require a copy tweak. 

1. Add "Learn More" link in the 1, 2, 3 copy boxes
Preview Features --> http://www.mozilla.org/en-US/firefox/11.0a2/auroranotes/
Share Feedback --> http://input.mozilla.com/en-US/feedback
-eventually i want to get a new page that provides instructions on how to provide feedback
Shape Firefox --> TBD

2. NEED COPY HELP: The tagline right below Firefox Aurora wordmark that says "Download Aurora and help shape the future of Firefox"

I was wondering if we can make this line more of a straightforward description of what Aurora is (ie. this is an alpha version of Firefox, early versions of firefox where we test upcoming and experimental features or something around that). 

the goal is to make the description to be understandable by someone who has no idea what aurora is about. 

let me know what you think. I'm hoping we can update the page while we are still running the campaigns. will you be able to provide recommendation by early next week?

thanks!

Comment 1

[Grace Jimenez :grace]

hi matej, 

would you be able to provide the updated description sometime today by any chance, so steven can implement by tomorrow?

If not, implementation will be for next Tuesday.

thanks!

Comment 2

[Matej Novak [:matej]]

I have a couple of concerns here.

We've been using "help shape the future of Firefox" with Aurora for a while now, so changing it would be inconsistent. We're also using that line on the mobile version of the page, so suddenly they would be different.

Also, anything we say about this being an early version of Firefox and that you can test the latest experimental features is already covered in the 1, 2, 3 points below, so it would be unnecessarily redundant.

I'd really hate to make a change here without thinking more about how it's going to affect the rest of the page and the mobile version as well. I know you're trying to get this out quickly, but I'd like to discuss this more before proceeding. Unfortunately I'm going to be OOO for the rest of the day, but let's try to catch up tomorrow.

Comment 3

[Grace Jimenez :grace]

hi matej, 

talked about your question this morning. 
please let me know if you have any additional questions. 

again this change is just not because of the campaign, this is generally to improve the landing page.

thanks!

Comment 4

[Matej Novak [:matej]]

Here are some options for this:


Firefox Aurora
Get in before Beta to preview features, share feedback and shape Firefox.

Firefox Aurora
Preview features, share feedback and shape Firefox.

Firefox Aurora
The latest features and experiments, before they go to Beta.

Firefox Aurora
Download the pre-Beta build of Firefox.

Firefox Aurora
Where we try out the latest experiments before they go to Beta.

Comment 5

[Kristin Baird]

My two cents. I like this as its direct and straight forward: 

Firefox Aurora
Download the pre-Beta build of Firefox.

Comment 6

[Grace Jimenez :grace]

let's try that. 

thanks matej and kristin!