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) '''[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.
* Plus some additional lower-priority deliverables listed here:
https://etherpad.mozilla.org/landing-pages
 
==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
 
==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>
<bugzilla>
{
"product": "webmaker",
"whiteboard": "[landingpages][may16]",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"order": "bug_id"
}
</bugzilla>
</div>
 
==May 23==
<div>
<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 ==
* We need to vet these and make sure they're up to date with current thinking. Then triaged into bi-weekly sprints.
<div>
<div>
<bugzilla>
<bugzilla>
{
{
"product": "webmaker",
"whiteboard": "[landingpages] [may30]",
"whiteboard": "[landingpages]",
"include_fields": "id, component, summary, status, assigned_to",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"maxrows":"50",
Line 74: Line 13:
</div>
</div>


== Sprint: Build testable variants ==
=Notes=
* Note pad: https://etherpad.mozilla.org/landing-pages


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.
=What we're shipping=
<big>By [July11]:
* 1) '''Mozila.org landing page.'''
* 2) '''Firefox snippet landing page.'''
* 3) '''A smart, low-bar CTA for that FF snippet page'''.</big>


* '''Whiteboard:''' [2014makerparty] [landingpages]
'''Detail:'''<br>
* '''Who's responsible:''' Aki & Kate
* 1) '''Mozilla.org landing page.'''
* '''Target completion date:''' May 16th
** 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.
* '''Etherpad:''' [http://workopen.org/p/wm-runway?theme=monokai wm-runway]
* 2) '''A Firefox snippet landing page'''.
<div>
** We'll get a Maker Party Firefox snippet in July. We need a landing page and CTAs that is tailor-made for this audience.
<bugzilla>
* 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."
"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 ==
=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.


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.
=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.  


* '''Whiteboard:''' [2014makerparty][landingpages-data-round-1]
==Roles==
* '''Who's responsible:''' Aki & Kate
* Mozilla.org landing page
* '''Target completion date:''' May 30
** '''Overall Leadership / Project Mgmt''': OpenMatt
<div>
** '''Writing copy for the page''': OpenMatt / Drushka. w help from Andrea.
<bugzilla>
** '''Creating the page in Unbounce''' (picking a template and customizing it): Sabrina (?)
{
** '''Design review''': Cassie
"product": "webmaker",
** '''Content review''': Andrea
"whiteboard": "[2014makerparty][landingpages-data-round-1]",
** '''Analytics''' (making sure it's tracking data we need, filing optimization requests): Adam
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"order": "bug_id"
}
</bugzilla>
</div>


== Sprint: Final iteration ==
= All current landing page tickets =  
 
* Cassie and Matt will triage and tag May 21
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>
<div>
<bugzilla>
<bugzilla>
{
{
"product": "webmaker",
"product": "webmaker",
"whiteboard": "[2014makerparty][landingpages-followup]",
"whiteboard": "[landingpages]",
"include_fields": "id, component, summary, status, assigned_to",
"include_fields": "id, component, summary, status, assigned_to",
"maxrows":"50",
"maxrows":"50",
Line 130: 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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