[May30]

Notes

• Note pad: https://etherpad.mozilla.org/landing-pages

What we're shipping

By [July11]:

• 1) Mozila.org landing page.
• 2) Firefox snippet landing page.
• 3) A smart, low-bar CTA for that FF snippet page.

Detail:

• 1) Mozilla.org landing page.
  • Webmaker.org get tons of traffic from the mozilla.org front page. We can increase the conversion rate of that traffic by creating a custom landing page for Mozilla.org referrals.
• 2) A Firefox snippet landing page.
  • We'll get a Maker Party Firefox snippet in July. We need a landing page and CTAs that is tailor-made for this audience.
• 3) A new low-bar Call to Action for FF snippet page.
  • We need to think more creatively about our CTAs for this one. Something that will convert more traffic than simply "Find an event" or "Host an event."

How?

• Start with the mozilla.org page. Try to get it live by [may30]
• Use Unbounce. To make it faster and easier to get started. Less design and production work, more emphasis on testing copy, CTAs, etc. Matt can work with Studio MoFo / Engagement Team
• Test and optimize. Have Adam and Andrea make smart use of testing variants. Adam monitors the stats in Unbounce to guide us.
• Ship to production once we have a design we like. So that we can ensure proper responsieness and localization. Unbounce will handle the variants and testing part -- these are just static pages.

Goals

• Increase our conversion rate. Of visitors to users, from 3% to 6%.
• Customize our story & CTA for key audiences. Especially Mozilla.org visitors and Firefox snippet-clickers.
• Get better at testing and optimization. Rapidly test variants (in copy, imagery, etc.) to see what's working and improve. Tell a data-driven story about what we did and how it worked.

Roles

• Mozilla.org landing page
  • Overall Leadership / Project Mgmt: OpenMatt
  • Writing copy for the page: OpenMatt / Drushka. w help from Andrea.
  • Creating the page in Unbounce (picking a template and customizing it): Sabrina (?)
  • Design review: Cassie
  • Content review: Andrea
  • Analytics (making sure it's tracking data we need, filing optimization requests): Adam

All current landing page tickets

• Cassie and Matt will triage and tag May 21

Links

Landing page meeting notes

• Notes https://etherpad.mozilla.org/landing-pages

Science

• Geeking out on the snippet http://fundraising.mozilla.org/geeking-out-on-the-snippet/
• The anatomy of a perfect landing page http://blog.kissmetrics.com/landing-page-design-infographic/

Tools

• Custom third-party service for creating and testing landing pages http://unbounce.com/

CTA brainstorming

• Sample interactive quiz to consider as a new low-bar CTA http://www.discoverabl.es/surveys/new
• More CTA ideas collected in this ticket