Closed Bug 870469 Opened 10 years ago Closed 9 years ago

Perform [sem] test in [id] and [pt-BR] with Firefox Desktop download utilizing Funnelcake builds

Categories

(www.mozilla.org :: General, defect, P3)

x86
macOS
defect

Tracking

(Not tracked)

RESOLVED FIXED

People

(Reporter: aphadke, Assigned: malexis)

References

Details

SEM wants to understand the LTV of a Firefox user in Indonesia. The funnelcake build in bug: 870464 will allow us to measure conversions related to a given ad-campaign. 

When a user comes from a "sponsored link", please modify the download firefox link on http://www.mozilla.org/id/firefox/new/ to point to the "funnelcake" build.

The sponsored link can be based either on referring url OR as an argument to http://www.mozilla.org/id/firefox/new/?type=sponsor
Depends on: 870464
Thanks Anurag!

Mike - This is a campaign Kristin and Jesse would like to kick off in June. It would be great if this can be ready by May 31, which is in three weeks from now. Can you help make this happen? 

Sponsored Link = mozilla.org/id/firefox/new/?campaign=SEM_id
Assignee: nobody → malexis
anurag: Will /id/firefox/new/ be a localized version of /en-US/firefox/new/ given that all the orange download pages will be going away soon when the Firefox Download buttons get totally localized and the /en-US/firefox/new/ is also localized.
:cmore - I am not the right person to make that call. For the funnelcake study, we would want to add a param to URL or whatever is convenient for www.mozilla.org to showcase the correct download link for paid campaigns.

-anurag
So funnelcake would be used for testing the effectiveness of SEM campaigns and long-term usage of the product? I just want to know the hypothesis that we are trying to test.
Laura: Should we wait to do a funnelcake after we have the bedrock version of the /firefox/new/ page localized in id language. In Indonesia, 60% of visitors visit /en-US/firefox/new/ while 10% visit /id/firefox/new/. Gareth is looking into stats now on is the language setting effects conversion rates given the conversation you had earlier today.
(In reply to Chris More [:cmore] from comment #4)
> So funnelcake would be used for testing the effectiveness of SEM campaigns
> and long-term usage of the product? I just want to know the hypothesis that
> we are trying to test.

:cmore - that's correct. we want to ensure that the acquired users have the same life cycle/value as our regular users.
Correction to timing. This is moving up a bit. 

New timing: go live in two weeks, by May 23rd.
(In reply to Chris More [:cmore] from comment #5)
> Laura: Should we wait to do a funnelcake after we have the bedrock version
> of the /firefox/new/ page localized in id language. In Indonesia, 60% of
> visitors visit /en-US/firefox/new/ while 10% visit /id/firefox/new/. Gareth
> is looking into stats now on is the language setting effects conversion
> rates given the conversation you had earlier today.

Let's use the highest converting landing page. But let's not block on that if it won't be ready on time for this campaign.
With Gareth's help we have confirmed that between the two pages we're serving visitors from Indonesia now (http://www.mozilla.org/en-US/firefox/new/ largely via SEO vs. http://www.mozilla.org/id/firefox/new/) the Indonesian translation converts highest (57% vs. 46%)

So for this funnel cake that confirms the use of: http://www.mozilla.org/id/firefox/new/

However, we do suspect that a localized version of the new designed landing page will convert even higher (optimized design + localized copy/fx version). That said, let's not block on that, but it would be a nice to have. I'll file a separate bug for that. 

Chris/Mike - what are next steps? Can we go live by 5/23?
Depends on: 653876
Hi all,

I am Romi, indonesian localizer. I hope I'm not too late. I just have one suggestion: could we do this for both /en-US/firefox/new/ and /id/firefox/new/

In my localization report, there are only 15-16% Indonesian users that use localized version, the rest are on en-US version. So if SEM team wants a larger audience and target, /en-US/firefox/new needs also be supported.
(In reply to Laura Forrest from comment #1)
> Thanks Anurag!
> 
> Mike - This is a campaign Kristin and Jesse would like to kick off in June.
> It would be great if this can be ready by May 31, which is in three weeks
> from now. Can you help make this happen? 
If somebody can point me where the campaign plan is, would be greatly appreciated. Maybe me or Viking Karwur can help.

(In reply to aphadke from comment #6)
> (In reply to Chris More [:cmore] from comment #4)
> > So funnelcake would be used for testing the effectiveness of SEM campaigns
> > and long-term usage of the product? I just want to know the hypothesis that
> > we are trying to test.
> 
> :cmore - that's correct. we want to ensure that the acquired users have the
> same life cycle/value as our regular users.
If this is the hypothesis, then I really suggest to support en-US version as well.

The country basically uses English as primary lingua franca for softwares.
Priority: -- → P3
This campaign is currently blocked by Funnel Cake being setup. New live date is July 24th. 

Romi: Thanks for your feedback! As discussed via email, let's chat soon about this campaign. I will setup time.
New version of id page launched today: http://www.mozilla.org/id/firefox/new/
I really want to open this to public. I want to run some campaigns as well :)
Summary: [id] Create a landing page for mozilla.org/id/firefox/new/?campaign=<campaign_id> → Perform [sem] campaign in [id] with Firefox Desktop download utilizing Funnelcake builds
Depends on: 894055
Summary: Perform [sem] campaign in [id] with Firefox Desktop download utilizing Funnelcake builds → Perform [sem] test in [id] with Firefox Desktop download utilizing Funnelcake builds
Depends on: 892848
Raymond:

Can you verify these pages download the appropriate image for each OS?

Windows:

(should download the stub installer and install)

https://www.mozilla.org/id/firefox/new/?f=23

https://www.mozilla.org/pt-BR/firefox/new/?f=23

Mac:

(should download full dmg)

https://www.mozilla.org/id/firefox/new/?f=23

https://www.mozilla.org/pt-BR/firefox/new/?f=23

Linux:

(should download full bz2 image)

https://www.mozilla.org/id/firefox/new/?f=23

https://www.mozilla.org/pt-BR/firefox/new/?f=23

Thanks!
Summary: Perform [sem] test in [id] with Firefox Desktop download utilizing Funnelcake builds → Perform [sem] test in [id] and [pt-BR] with Firefox Desktop download utilizing Funnelcake builds
All: I'm giving Nobox the green light. We are ready and will be monitoring Google Analytics after the ads are enabled.
Depends on: 900658
No longer depends on: 900658
All: We are not going to do a second SEM test as the first was successful enough and we gathered good insights. Thanks!
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