Closed Bug 871732 Opened 11 years ago Closed 11 years ago

[SEM] Apply optimized page design to Indonesia and Russia download pages

Categories

(www.mozilla.org :: Pages & Content, enhancement, P3)

Product:
www.mozilla.org
Component:
Pages & Content
Type:
enhancement

Tracking

(Not tracked)

Status:
RESOLVED FIXED

People

(Reporter: lforrest, Unassigned)

References

Details

We'd like to run SEM ad testing in the Russia and Indonesia locales starting May 23rd. 

Currently these locales use the old download page designs that do not convert as high as the new design that we've only rolled out to en-US. So we can enjoy these higher conversion rates please rollout the new design to these pages:

http://www.mozilla.org/ru/firefox/new/
http://www.mozilla.org/id/firefox/new/ 

Doing so will increase downloads for this campaign by about 1,300 and save about $1,502. More substantially it will increase downloads in those two regions by 360,000.

Data: https://docs.google.com/a/mozilla.com/spreadsheet/ccc?key=0AjaxRp_DtAIbdERjeEtmZHpVcUlDMnZVdW5uMXlKdmc&usp=sharing
Hi Laura-

It is my understanding that we need additional back end work to be completed in order to roll out /new individually by locale, in addition to confirming that localization work for the pages and download buttons is complete.

I would guess that we cannot complete that work by a May 23 deadline.  Let's discuss in our meeting this afternoon.

Thanks,
Jen
Priority: -- → P3
The translation of this updated page is being done now for all locales. Note that the current /new page has an important wording for SEO and locales which is that we have in the title 'Firefox in LANGUAGE' (Firefox in Russian, Firefox in Indonesian, Firefox in French...).

The en-US version of the page does not mention the language because for English speakers this is not an issue. But for many people in the world it is. I would very much like that we keep this for locales otherwise searches for 'Firefox + language name' in google will no longer lead to a mozilla site but to third parties (download.com types of sites)

Also, as mentionned by Jennifer, for pages that already exist as a PHP page, it is not clear how we can gradually migrate pages per locale. In this case the Indonesian and Rusian pages would be served by the newer python backend while older pages are server by the older php backend. This is not a problem for new pages that didn't exist on the older codebase, but for pages being migrated, it's kind of all or nothing. We would probably need some webdev help here.
It doesn't have to be all or nothing. We like to write the apache rules to catch all the locales when we can, but we can do a rule at a time for each locale until we get them all and can consolidate.
+ Holly to consult about "Firefox + language" in comment 2
Flags: needinfo?(hhabstritt.bugzilla)
(In reply to Pascal Chevrel:pascalc from comment #2)
> The translation of this updated page is being done now for all locales. Note
> that the current /new page has an important wording for SEO and locales
> which is that we have in the title 'Firefox in LANGUAGE' (Firefox in
> Russian, Firefox in Indonesian, Firefox in French...).
> 
> The en-US version of the page does not mention the language because for
> English speakers this is not an issue. But for many people in the world it
> is. I would very much like that we keep this for locales otherwise searches
> for 'Firefox + language name' in google will no longer lead to a mozilla
> site but to third parties (download.com types of sites)
> 
> Also, as mentionned by Jennifer, for pages that already exist as a PHP page,
> it is not clear how we can gradually migrate pages per locale. In this case
> the Indonesian and Rusian pages would be served by the newer python backend
> while older pages are server by the older php backend. This is not a problem
> for new pages that didn't exist on the older codebase, but for pages being
> migrated, it's kind of all or nothing. We would probably need some webdev
> help here.

I've reviewed in-bound traffic for people downloading Firefox from non-en-US locales and people are *not* searching on "firefox [language]" as search terms. I reviewed the top 25 searches that lead to a download traffic and zero of them contain any mention of "indonesia". They are all variations of "firefox", "mozilla firefox", and "download firefox". I would not assume that having a language writtenout in the title affects SEO. There already is a lang="[language]" in the HTML tag at the top of the page.
Given what Chris stated from the metrics, and our need to get this released asap, let's move on without specific "Firefox in [language]" applied to the /new page itself. 

However, one of the next steps in download funnel improvements is to take a look at our download button performance. Spending time testing how being explicit about language on (or near) the download button themselves would mean this is information that the user would see across mozilla.org, wherever a download button is seen. 

I propose getting the current page copy translated asap, get our logic implemented for users viewing from all platforms (separate bug), then address the language issue on a greater scale than just /new.
Flags: needinfo?(hhabstritt.bugzilla)
More stats. 77% of Indonesia users have their browser language set to en-US, 91% of India users have their browsers set to en-US. Russian on the other hand only has 2% of their visitors set to en-US. Let's get the download buttons all translated and get the /firefox/new/ translated as-is and we can make more improvement in the future. We are technically unblocked now and we need to get this improved paged pushed to other target locales.
>We are technically unblocked now and we need to get this improved paged pushed to other target locales.
Bug 879708 is a blocker
(In reply to Pascal Chevrel:pascalc from comment #8)
> >We are technically unblocked now and we need to get this improved paged pushed to other target locales.
> Bug 879708 is a blocker

I don't think 879708 needs to block this project.  Linux is a small amount of our total traffic.
Pascal: [id] is translated, staging site looks OK.

(In reply to Chris More [:cmore] from comment #7)
> More stats. 77% of Indonesia users have their browser language set to en-US,
> 91% of India users have their browsers set to en-US. Russian on the other
> hand only has 2% of their visitors set to en-US. Let's get the download
> buttons all translated and get the /firefox/new/ translated as-is and we can
> make more improvement in the future. 
There was a proposal for that: bug 606092. Except Malaysia & Singapore, South-Asian countries are generally bilingual (local language+en-US).
Sorry, what I really meant is South-East Asian countries are using both English and local language in software context.
(In reply to Pascal Chevrel:pascalc from comment #12)
> This was pushed today along with 37 other locales:
> http://www.mozilla.org/id/firefox/new/
> http://www.mozilla.org/ru/firefox/new/

Great news. Now that this is live, we can build the new A/B testing/Funnel cake build functionality into the Bedrock download buttons for SEM and other types of testing.
Closing as per Comment 12.
Severity: normal → enhancement
Status: NEW → RESOLVED
Closed: 11 years ago
Locale: id / Indonesian, ru / Russian
OS: Mac OS X → All
Hardware: x86 → All
Resolution: --- → FIXED
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