Mozilla Marketing
An effective Firefox download page
During the last month we’ve been testing some variations of the US Firefox download page. You can read about the details in-depth here, but our goal was pretty basic — increase the download conversion rate (individuals that landed on the Firefox download page and subsequently decided to download).
Well, we have a winner! This best performing page converted at a rate of nearly 70%. In comparison, this page performed better than the control page (or current Firefox page) by a little over 1%. To give you some perspective, while a 1% increase in conversion may sound small, if applied to all Firefox visitors, that’s an extra couple hundred thousand downloads each month. The other pages were too close to call — their conversion rates were, for all practical purposes, the same as the control page.
This is not to say that this should be the final iteration — in fact, the next challenge should be to try and create a version that bests this one. And I want to emphasize that this page only applies to the US. While this version performed best in the US, the results may have been very different in other areas around the globe. We’re going to continue to find ways to do testing like this in other locales.
70% seems like a pretty healthy download conversion rate — that once people hit the Firefox download page, they are ready to dive-in and experience a better browser. To me, this rate indicates not only the positive effect of some of our outbound marketing efforts and our ability to differentiate from some of the alternatives, but the powerful effect of word-of-mouth from satisfied Firefox users sharing their browser recommendation. A special thank-you to our community and those that are spreading Firefox in being integral to our 70%.
How does your download rate compare?
The winning page for this round
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5 comments for “An effective Firefox download page”
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1% of a big number is still a big number! Great work!
It is really cool that you shared this.
Howdy! I just wanted to say I love your blog, and I’ve always wanted to know more about Mozilla’s marketing, especially of Firefox. Just subscribed to your RSS.
Thanks Anthony!
After a frustrating night of rewriting chunks of our site to make it more IE friendly, I got approval to add a Get Firefox page and display ads to our website. It will actually be 3 websites for our network of radio stations. As soon as I build our Get Firefox page, I’m going to get on our morning show ant talk about Firefox a bit. I’ve even offered to burn and mail Firefox cds to our listeners for free… I’m so sick of having to write new code just to have a site that functions on IE. It’s ridiculous.
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