Webmaker/Landing Pages: Difference between revisions

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=Goals=
=Goals=
* '''Increase our conversion rate'''. Of visitors to users. From 3% to 6%.
* '''Increase our conversion rate'''. Of visitors to users. From 3% to 6%.
* '''Customize the Maker Party story and CTAs''' for key audiences.  
* '''Customize our story and CTAs for key audiences'''. Especially Mozilla.org visitors and Firefox snippet-clickers.
* '''Provide CTAs set at the right height'''. Especially: a lower bar Maker Party CTA for Mozilla.org visitors and Firefox snippet-clickers.
* '''Provide the right CTAs'''. This is crucial. "Find or host an event" alienates a ton of traffic -- we need to test better CTAs.  
* '''Bring science'''. Rigorously test and optimize our ability to turn Mozilla traffic into users and contributors.
* '''Bring science'''. Rigorously test and optimize our ability to turn Mozilla traffic into users and contributors.


==What we're shipping==
==What we're shipping==
* 1) '''A landing page for mozilla.org referral traffic'''. Webmaker currently 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 this traffic.
* 1) '''A landing page for mozilla.org referral traffic'''. Webmaker currently 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 this traffic.
* 2) '''Firefox Maker Party snippet'''. We'll get a Maker Party Firefox snippet in July. We can use our testing results from the Mozilla.org landing page to begin testing and optimizing for this.
* 2) '''Firefox Maker Party snippet'''. 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) '''White house Maker Party announcement'''. Do we need a custom landing page for this? Or are we just sending people to https://wiki.mozilla.org/Webmaker/Maker_Party ?
* 3) '''White house Maker Party announcement'''. Do we need a custom landing page for this? Or are we just sending people to https://wiki.mozilla.org/Webmaker/Maker_Party ?
* 4) '''The right calls to action'''. We need a CTA that's tailor-made for these audiences that we can include in the page. It could be a quiz, or something else that's easy to bring people in and gather information about them.
* 4) '''The right calls to action'''. We need to think more creatively about our CTAs.


Then we will test and optimize.
Then we will test and optimize.

Revision as of 19:48, 14 May 2014

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Goals

  • Increase our conversion rate. Of visitors to users. From 3% to 6%.
  • Customize our story and CTAs for key audiences. Especially Mozilla.org visitors and Firefox snippet-clickers.
  • Provide the right CTAs. This is crucial. "Find or host an event" alienates a ton of traffic -- we need to test better CTAs.
  • Bring science. Rigorously test and optimize our ability to turn Mozilla traffic into users and contributors.

What we're shipping

  • 1) A landing page for mozilla.org referral traffic. Webmaker currently 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 this traffic.
  • 2) Firefox Maker Party snippet. 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) White house Maker Party announcement. Do we need a custom landing page for this? Or are we just sending people to https://wiki.mozilla.org/Webmaker/Maker_Party ?
  • 4) The right calls to action. We need to think more creatively about our CTAs.

Then we will test and optimize.

Links & Documentation

Sprints

  • May 16: our overall Maker Party plan is documented here.
  • May 23: first draft of Firefox snippet CTA complete.
  • June 6: landing page is live on production. we being testing with Mozilla.org referral traffic.
  • June 20: data is gathered from test. We make adjustments.
  • July 4: second round of testing complete.
  • July 18: we're ready for Firefox snippet to go live. Testing w. snippet begins.

All landing page tickets

No results.

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);

Sprint: Build testable variants

The goal of this sprint is to design, build, and demo 4 different pages in order to test them with optimizely in a future sprint.

  • Whiteboard: [2014makerparty] [landingpages]
  • Who's responsible: Aki & Kate
  • Target completion date: May 16th
  • Etherpad: wm-runway

No results.

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);

Sprint: Test and decide on winner

During this sprint, we will deploy the landing pages to production, and watch the results from optimizely. We will present our results after 2 weeks.

  • Whiteboard: [2014makerparty][landingpages-data-round-1]
  • Who's responsible: Aki & Kate
  • Target completion date: May 30

No results.

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);

Sprint: Final iteration

During this sprint, we will use optimizely results to iterate and refine the best design until the June 15 announcement.

  • Whiteboard: [2014makerparty][landingpages-followup]
  • Who's responsible: Aki & Kate
  • Target completion date: June 15

No results.

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);

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