Webmaker/Landing Pages: Difference between revisions

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[[File:Landing page track.012.jpg|600px]]
=Goals=
__NOTOC__
* '''Increase our conversion rate'''. Of visitors to users, from 3% to 6%.
= [May30] =  
* '''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) '''[https://bugzilla.mozilla.org/show_bug.cgi?id=1004659 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==
<div>
<div>
<bugzilla>
<bugzilla>
{
{
"product": "webmaker",
"whiteboard": "[landingpages] [may30]",
"whiteboard": "[landingpages][may16]",
"include_fields": "id, component, summary, status, assigned_to",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"maxrows":"50",
Line 55: Line 13:
</div>
</div>


==May 23==
=Notes=
<div>
* Note pad: https://etherpad.mozilla.org/landing-pages
<bugzilla>
{
"product": "webmaker",
"whiteboard": "[landingpages][may23]",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"order": "bug_id"
}
</bugzilla>
</div>


== All landing page tickets currently filed ==
=What we're shipping=
* We need to vet these and make sure they're up to date with current thinking. Then triaged into bi-weekly sprints.
<big>By [July11]:
<div>
* 1) '''Mozila.org landing page.'''
<bugzilla>
* 2) '''Firefox snippet landing page.'''
{
* 3) '''A smart, low-bar CTA for that FF snippet page'''.</big>
"product": "webmaker",
"whiteboard": "[landingpages]",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"order": "bug_id"
}
</bugzilla>
</div>


== Sprint: Build testable variants ==
'''Detail:'''<br>
* 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) '''[https://bugzilla.mozilla.org/show_bug.cgi?id=1004659 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."


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.
=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.


* '''Whiteboard:''' [2014makerparty] [landingpages]
=Goals=
* '''Who's responsible:''' Aki & Kate
* '''Increase our conversion rate'''. Of visitors to users, from 3% to 6%.
* '''Target completion date:''' May 16th
* '''Customize our story & CTA for key audiences'''. Especially Mozilla.org visitors and Firefox snippet-clickers.
* '''Etherpad:''' [http://workopen.org/p/wm-runway?theme=monokai wm-runway]
* '''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.
<div>
<bugzilla>
{
"product": "webmaker",
"whiteboard": "[2014makerparty][landingpages]",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"order": "bug_id"
}
</bugzilla>
</div>


== Sprint: Test and decide on winner ==
==Roles==
 
* Mozilla.org landing page
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.
** '''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


* '''Whiteboard:''' [2014makerparty][landingpages-data-round-1]
= All current landing page tickets =
* '''Who's responsible:''' Aki & Kate
* Cassie and Matt will triage and tag May 21
* '''Target completion date:''' May 30
<div>
<div>
<bugzilla>
<bugzilla>
{
{
"product": "webmaker",
"product": "webmaker",
"whiteboard": "[2014makerparty][landingpages-data-round-1]",
"whiteboard": "[landingpages]",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"order": "bug_id"
}
</bugzilla>
</div>
 
== 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
<div>
<bugzilla>
{
"product": "webmaker",
"whiteboard": "[2014makerparty][landingpages-followup]",
"include_fields": "id, component, summary, status, assigned_to",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"maxrows":"50",
Line 138: Line 63:
</bugzilla>
</bugzilla>
</div>
</div>
==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 [https://bugzilla.mozilla.org/show_bug.cgi?id=1004659 collected in this ticket]

Latest revision as of 17:54, 28 May 2014

Landing page track.012.jpg

[May30]

Full Query
ID Component Summary Status Assigned to
1014476 Metrics Decide on tracking requirements for Unbounce pages RESOLVED Adam Lofting (:adamlofting)

1 Total; 0 Open (0%); 1 Resolved (100%); 0 Verified (0%);

Notes

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

No results.

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

Links

Landing page meeting notes

Science

Tools

CTA brainstorming

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