756163 - Change to Firefox Download Page

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Winston Bowden]

Attachment: Firefox download

We've been getting higher than normal spam complaints from the welcome email that subscribers receive after signing up for the Firefox & You newsletter.  We believe the problem is coming from individuals who are opting into the newsletter from the download page.  

This page is a fantastic source of subscribers for us, but we want to ensure that the individuals understand that they’re signing up for a newsletter – not to download Firefox.  We'd like to have the page adjusted as soon as possible.  

Our theory:
- Individuals who come to download Firefox see the email sign up below the download instructions and assume an address is required to download. This could be negatively impacting downloads and creating the spam complaints.

Solution:
- Provide some kind of division between the email sign up and the download instructions.  This will lead to a reduction in email sign ups (which is fine - we want qualified subscribers) and possibly a boost in download conversion.

Goal:
- Keep the opt-in on this page but make it clear that the email sign up is optional and not a required part of the download process.

Comment 1

[Winston Bowden]

Hi there.  Any idea on timing for this / thoughts on an approach?

Comment 2

[Tara (musingt)]

Thanks Winston.  I'm cc-ing Matej as well since I think we can approach this in both copy and design tweaks to better divide the actions and make it clear that this is a newsletter sign-up vs. anything related to the download process itself for the product. 

Might be worth changing the header of that section to specifically call out "newsletter" vs. Features... that in itself I think will help quite a bit - perhaps more important that design tweaks.  But, assigning to Ty to share his thoughts as well.

Comment 3

[Tara (musingt)]

(In reply to Winston Bowden from comment #0)

> Solution:
> - Provide some kind of division between the email sign up and the download
> instructions.  This will lead to a reduction in email sign ups (which is
> fine - we want qualified subscribers) and possibly a boost in download
> conversion.

I think we already have that division, right? so I suggest tweaking the copy first.  The other thing you can do is expand the CTA on the download button "sign up for the newsletter" or simply highlight that this is a newsletter promo in the header as I suggested earlier.  I'd say we can make the promo box a different shade to further separate it from the rest of the content -- as long as it doesn't overpower the install instructions which is the key content for this page.

Comment 4

[Matej Novak [:matej]]

I'm not sure calling out "newsletter" in the header will necessarily solve this, since that still doesn't make it clear that it isn't mandatory (which I think might be the key here), but here are a few options:


Even More Firefox.
Sign up for our monthly newsletter if you'd like the latest tips and tricks.

Tips, Tricks and More
Sign up for our monthly newsletter if you'd like to stay on top of the latest.

Monthly Newsletter.
Sign up if you'd like the latest tips and tricks delivered right to your inbox.

Comment 5

[Tara (musingt)]

Thanks Matej.

I guess my sense was that people didn't understand that this block was related to a different type of information (newsletter) vs. the installation process.  So, they saw a form field and "sign up" and assumed it was a necessary step to progress.  

That's why I thought that changing the copy to highlight that this is a newsletter sign up would help make that clearer.  Not saying that the copy is the only solution, we can probably make some design tweaks too... but my personal take was that copy would help quite a bit.

With that said, I prefer the third option personally:  "Monthly Newsletter".  And perhaps we can follow it up with a question... "do you want to get the latest tips tricks blah blah? sign up here..." so they know it's opt in vs. required.

Winston what do you think?

Comment 6

[Winston Bowden]

I think a copy change is a good first step.  We'll see how that impacts spam complaints.   No. 3 works and I like the idea of phrasing it as a question.

Comment 7

[Matej Novak [:matej]]

That sounds good to me:


Monthly Newsletter
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I also like the idea from comment 3 of putting "newsletter" in the button, either "Sign up for our newsletter" or "Newsletter signup" to keep it shorter.

Comment 8

[Tara (musingt)]

Perfect. !!  Thanks all.

Winston if we're good to go, lets close :)