718685 - Update 3.6 Major Update Billboard Copy

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Laura Mesa [:lmesa] [:lvmesa]]

Per the research we ran a year ago ( https://intranet.mozilla.org/Marketing/Insights#Q1_2011_Research_Project:_Experiencing_Security_in_Firefox )

the shrill tone of the 3.6 plugin check message did not go down well. Users did not like being told to do things "right now" and viewed software vendors with suspicion when being told that they *had* to do things at all.  They know they don't understand security and don't want to be in charge - they look to us for guidance.

I know that security software uses scare tactics, makes people feel afraid as possible.  But our first challenge is to get people to engage with the message, and secondly, we don't want to associate our product with a lack of security.


Old message
-----------

Get the Newest Firefox
Quick, easy and free update!

-Works with all your add-ons
-Faster and more stable browsing
-Keeps you safer as you browse




New message
-----------

URGENT!
Your version of Firefox will soon no longer protected against online attacks.
Get the upgrade - it's fast & free!

-stay safe online
-get faster performance
-enjoy new features

I'd avoid saying "URGENT" - or indeed, "IMPORTANT".  I'd cast this as a benefit, e.g. "Helping you to stay safe", or "A Quick Way to Improve your Firefox".

I'd also avoid deprecating Firefox.  "Firefox...no longer protected" - either now or in the future, it sounds worse than it is.  The 3.6 product still features protections, after all.  I don't want to tell people Firefox is unsafe.  Just that we offer them more, e.g.: "We have a new version of Firefox with more and better protection against online attacks."


Suggestion
----------
Helping you to stay safe

We have a new version of Firefox with more and better protection against online attacks.

Get the upgrade - it's fast & free!

-stay safe online
-get faster performance
-enjoy new features

Matej--can you help us clean up, solidify the suggested copy immediately above?

Would be great to have this complete for early next week so we can get this localized.

Comment 1

[Laura Mesa [:lmesa] [:lvmesa]]

Also, Matej, the copy will appear in this box: http://www.mozilla.org/en-US/firefox/unsupported/details/

As you can see, its small, so word count is important (as always ;))

Comment 2

[Matej Novak [:matej]]

How about this? I trimmed the headline and copy, then worked "fast, flexible, secure" language into the bullet points.


Stay safe online

There's a new version of Firefox that can better protect you against online attacks.

Get the upgrade — it's fast & free!

• get the latest in security
• experience faster performance
• enjoy greater flexibility

Comment 3

[Laura Mesa [:lmesa] [:lvmesa]]

Hi Matej--

Overall this looks really good. Only comment I and some others have is that we're not really sure what "enjoy greater flexibility" means. Maybe there's something we can add there to make that a bit more compelling.  
I'm not too sure what we add there, though. Browsing flexibility doesn't feel right either. Thoughts?

Comment 4

[Matej Novak [:matej]]

We've been using flexibility unqualified in a bunch of places recently (download page, first run, what's new, etc.), so I feel like it can stand on its own here. Otherwise I'd look to you for what you'd want to communicate in that third point instead. Happy to go back to "features," like in the original, but I was trying to keep the "fast, flexible, secure" language going here.

John, what do you think?

Comment 5

[John Slater]

"Flexible" stood out to me, too, as being a little vague. In the contest of "fast, flexible, secure" all in one bullet point it seems to work, but when it's by itself it feels a little less clear.

I know there's not a lot of room, but if we could explain what flexible means then it could be ok. Otherwise, I think going back to "cool features" is probably fine.

Comment 6

[Matej Novak [:matej]]

OK, here are a few ideas:

• enjoy greater customization

• enjoy more customization

• enjoy flexibility and customization

• enjoy flexible features

Comment 7

[John Slater]

I think "Enjoy greater customization" works...anyone else have thoughts?

Thanks Matej!

Comment 8

[Laura Mesa [:lmesa] [:lvmesa]]

Agreed. I think we can close this.

Comment 9

[Laura Mesa [:lmesa] [:lvmesa]]

So final copy is:

Stay safe online

There's a new version of Firefox that can better protect you against online attacks.

Get the upgrade — it's fast & free!

• get the latest in security
• experience faster performance
• enjoy greater customization