Archive | firefox

The Robots Are Coming!

Goal: Create a first run page for the latest Firefox 3 beta that would be eye-catching enough to make people stop and explore ways they can provide feedback.

Solution: A giant robot, of course.

Your Challenge: Answer the unanswered questions…who is behind this rampaging robot? Are the UFO’s in the background working with or against it? What’s the significance of it all? Post your theories in the comments section – the best one gets a Firefox t-shirt.

The robots are coming

Thanks to Nobox for getting in touch with their inner sci-fi geeks and creating the very cool art for this page.

**Update**
The informal contest is now over (details here)…thanks to everyone who submitted their theories. I’ve been really blown away by all your ideas!

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New Approaches to an Old Challenge

Convincing people to download and begin regularly using an entirely new web browser is a pretty tall task for an online ad, which is why we’re always testing different approaches to see what works.

We recently asked Nobox to come up with concepts for two online ads around the themes of security and customization (key points of differentiation between Firefox and the competition). The ads started running a few days ago…my esteemed colleague David Rolnitzky has a detailed breakdown of the thought process behind them on his new blog, so definitely check that out.

Our main request to Nobox for the security ad was that it be very benefits-focused…in other words, communicate how browser security (or the lack thereof) directly impacts the user, rather than just making a generic statement about what Firefox’s security features are. For the customization one, we asked them to explore some non-technical metaphors (besides the somewhat played-out one of souping up your vehicle) that would help explain what add-ons are and how they can help you.

Nobox processed all that and came back with an interesting approach: cartoons. When they first proposed this I have to admit I was a little uncertain, but they quickly sold me with their specific concepts, which communicated our key points in a very fun and engaging way. I feel like it’s important to be serious about what we do, but also not to take ourselves too seriously, and to me these ads do a good job of doing that. Of course, online advertising provides very well-defined results so the users will have the final say!

The landing page for the security ad is below. You can see the other landing page plus the ads themselves on David’s site.

New Approaches to an Old Challenge

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Addressing Firefox Retention on the Download Page

A few weeks ago, JT and Beltzner presented their 12-point plan for improving Firefox retention. David Rolnitzky and I were tasked with point #5 – “Improve download and first run pages”, so I’m happy to say that we launched a new download page earlier today.

As a bit of context, this is the page that users see after they click the Download Firefox button, and it remains up throughout the entire download process. So, rather than just showing a promo for a messenger bag (which is what the previous version of the page did), our hypothesis is that users will be better served by seeing instructions (with visuals) on how to complete the installation process.

We plan to keep testing and evolving this page over time, so consider this more of a work in progress than a “final” page. Obviously the use of screenshots complicates the localization process, so we’re just launching the en-US version now while we actively try to figure out the best way to localize these pages worldwide. In addition to the Mac page shown here, we also created XP and Vista versions, and other OS’s may follow eventually.

Update 9/4/07: Several commenters correctly pointed out that this page wasn’t always viewable from certain key browsers. That was a known bug at the time we launched the page, and I’m happy to report that it was fixed last week.

Addressing Firefox Retention on the Download Page

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