Webmaker/Landing Pages

Goals

• Increase our conversion rate. Of visitors to users, from 3% to 6%.
• Customize our story 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 in Q2

• 1) A landing page for mozilla.org referral traffic.
  • Webmaker 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) White house Maker Party announcement landing page.
  • 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 for these pages.
  • We need to think more creatively about our CTAs for these pages. This might require thinking and creating something new. It could be a quiz, could be something else -- so let's call it out as a key deliverable.

Links & documentation

• Notes https://etherpad.mozilla.org/landing-pages
• 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/
• Custom third-party service for creating and testing landing pages http://unbounce.com/
• Sample interactive quiz to consider as a new low-bar CTA http://www.discoverabl.es/surveys/new

Sprints

• May 16: our landing page goals and deliverables are clearly listed here.
• May 23:?
• June 6: ?
• June 20: ?
• July 4: ?
• July 18: Firefox Maker Party snippet goes live for the first time. (?)

Roles

• Mozilla.org landing page
  • R: A: C: I:
• Firefox snippet landing page
  • R: A: C: I:
• Whitehouse landing page
  • R: A: C: I:
• New Maker Party CTAs
  • R: A: C: I:

Sprints

May 16

No results.

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

May 23

No results.

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

All landing page tickets currently filed

• We need to vet these and make sure they're up to date with current thinking. Then triaged into bi-weekly sprints.

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%);