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Revive email CTA pre-download on /firefox/ for EN, DE and FR #6886

Closed ejregithub closed 5 years ago

ejregithub commented 5 years ago

Description

Restore content asking for email signup prior to download of Firefox, on the /firefox/ webpage, making this shown to 100% of:

Reference:

Estimates

Estimates
TL
PM
ENG 1 1/2 days
SEO
ANA
DES
COPY

:yellow_heart: Success Criteria :yellow_heart:

:heavy_exclamation_mark: Risks :heavy_exclamation_mark:

Tasks

alexgibson commented 5 years ago

Work in progress is up on demo:

I still need to spend some time writing tests and tidying things up. Whilst that is happening, I wonder if there are any quick / simple improvements that we could make in a short amount of time before this goes out, focusing particularly around the "Continue Firefox Download" link perhaps?

Particularly interested in @vincejoyiv's thoughts here.

alexgibson commented 5 years ago

I also updated the success criteria, as well as the risks section above ^

hoosteeno commented 5 years ago

Particularly interested in @vincejoyiv's thoughts here.

The team discussed in Slack. @craigcook produced a mockup that @vincejoyiv gave the nod to. I'm attaching it. Let's launch this modified version of the modal to 100% of /firefox/ visitors in locales where we have localizations already (I think Tier 1, true?). Let's plan for this to be a part of the page for at least several weeks, if not longer.

image

alexgibson commented 5 years ago

Let's launch this modified version of the modal to 100% of /firefox/ visitors in locales where we have localizations already (I think Tier 1, true?)

We have existing translations for English, French and German.

alexgibson commented 5 years ago

It occured to me that I can't write automated tests for this feature yet since it is behind a switch 😕

I'll file a followup issue to write tests once we're live and are confident that data looks ok.

alexgibson commented 5 years ago

Ok, design updates are in and up on demo, this is good for review.

alexgibson commented 5 years ago

@hoosteeno @sghoseWI One thing we could do with is some extra verification that we're tracking clicks on the right things still, now that this is being promoted to "not just an experiment".

Previously we we're firing custom GA events for the page variations, but obviously here we're now no longer doing that.

Key questions that could do with some validation:

Some other questions:

Demo link: https://bedrock-demo-agibson.oregon-b.moz.works/en-US/firefox/

hoosteeno commented 5 years ago

Thank you Alex!

* Are newsletter signups being counted correctly still (should be a "yes" as nothing has changed here).

Let's take "no changes" as the answer here. If the form post is occurring, then any instrumentation questions are out of our hands right now.

* Is signing up for the newsletter and then being forwarded to /thanks/ enough to register as a regular download in GA?

Yes.

* Do we need to track anything specific on the "Continue Firefox Download" link for it to count as a regular download?

I think we should instrument an event on the "Continue Firefox Download" button. The count of "no thanks" is valuable info. But visiting /thanks will trigger a download increment.

* Will clicking the regular (green) download button prior to the modal opening count as a download event in GA? Do we need to do something to try and prevent this event from happening?

Only one download per session counts as a download in our reporting. We often see sessions clicking 2, 3, 6, 8 times. Those count as one download.

* In the experiment we only showed the modal on the primary download button. Should we now be doing this for every download button on the page? (I'm assuming yes).

Yes, please, excluding global nav if that helps reduce complexity.

* I'm using the copy from variation B, which (i think) was the winner when compared to C. Is this OK?

Yes, variation B is the one to use.

claychaffin commented 5 years ago

@here I propose that for tomorrow we add the word "your" to our headline, as follows (quotation marks mine): "Learn how to make your Firefox even faster, smarter and more secure."

I'll propose more extensive improvements next round.

hoosteeno commented 5 years ago

@here I propose that for tomorrow we add the word "your" to our headline, as follows (quotation marks mine): "Learn how to make your Firefox even faster, smarter and more secure."

Solid suggestion. We're trying to launch in 5 locales (3 EN, but still) with no localization step, which means we can't change strings.

alexgibson commented 5 years ago

I think we should instrument an event on the "Continue Firefox Download" button. The count of "no thanks" is valuable info. But visiting /thanks will trigger a download increment.

We already have data-attributes for GA on the continue download link, so hopefully this should be enough as is.

I propose that for tomorrow we add the word "your" to our headline, as follows (quotation marks mine): "Learn how to make your Firefox even faster, smarter and more secure."

As Justin says, the text is localized so we can't change it without requiring new translations. I can change this for English only however, which is easy enough to do. I'll make sure we add it 👍

claychaffin commented 5 years ago

Thanks @alexgibson -- I'm glad you can change it for English

vincejoyiv commented 5 years ago

When a user does enter their email in the form, the modal content changes to a “thanks” message, which flashes for a half-second before automatically loading the /thanks page.

https://www.dropbox.com/s/r0su83403kodlmb/Screenshot%202019-03-08%2013.16.04.png?dl=0

What should this experience be?

hoosteeno commented 5 years ago

I'd like your thoughts on the optimal experience, @vincejoyiv. IMO, a button saying "Download Firefox & Sign Up" should do both things. As a user choosing that option, I would prefer it to do both things.

alexgibson commented 5 years ago

@vincejoyiv @hoosteeno I've been thinking about what happens here and I think we can likely eliminate this flash of messaging entirely.

What would happen is:

I've pushed this to demo so you can test it out.

https://bedrock-demo-agibson.oregon-b.moz.works/en-US/firefox/

Note: I could also likely tweak this to something more specific, if that may be preferable.

vincejoyiv commented 5 years ago

@alexgibson that looks 💯 to me. Thanks!

hoosteeno commented 5 years ago

Agree. Great work.

hoosteeno commented 5 years ago

In Lauren's absence, Michele is the stakeholder reviewing the treatment here. TLDR, we have a green light to launch and improve.

Screen Shot 2019-03-11 at 3 08 14 PM
hoosteeno commented 5 years ago

Usertesting on this modal is here.