Engagement/Product Marketing/3.6 Upgrade
From MozillaWiki
Contents
Background
General:
We currently have 26-32% of ADIs using Firefox 3.6.X and we want to start migrating those users to the latest version of Firefox. There are several things we are doing to move these users from a product and marketing standpoint and they are described below.
Studies:
Several studies have been done in the past few years to try to understand why some users don't upgrade. They basically include:
- Speed/Speedometer - Focused on visually depicting speed to address 13% of speed/memory concerns (http://blog.mozilla.com/metrics/2009/08/21/why-people-dont-upgrade-their-browser-part-i/)
- Fewer Crashes/Crash-o-meter - Focused on crashes less (wording taken from metrics team survey -http://blog.mozilla.com/metrics/2010/01/28/why-people-dont-upgrade-their-browser-part-iii/)
- Add-ons & Plug-ins/Free Compatibility Check - Focused on 13% concerned about Add-ons/Plugin Compatibility Check (http://blog.mozilla.com/metrics/2009/08/21/why-people-dont-upgrade-their-browser-part-i/)
- Bookmarks/We've Packed up Your Favorite Stuff - Focused on users concerned about bookmarks and browser history (http://blog.mozilla.com/metrics/2009/08/21/why-people-dont-upgrade-their-browser-part-i/)
- You can read more here:
Goal
- Move majority of users from Firefox 3.6.X to Firefox Latest by end of Q2 2012.
Elements
Product
- Major Upgrade offer on 12/1/2011 for 3.6.24 users to 8.01.
Campaign
Snippets
- 1-2 Months out: Shape messaging around top 3 reasons people aren't upgrading (DONE)
- 3-4 Months out: Increase urgency of Upgrade messaging (DONE)
- 4-6 Months: Change visuals on current Google start page working with Partner Services; change background color?, upgrade message, animated gif, banner sash on logo, etc.
- 6 months: Host ourselves - move people over via DNS redirect. Work with IT to implement.
New Info: Cut-over date is July 1, 2012
- Considerations
- Open Bugs: some amount users who have upgraded still see the old start page [Bug 721444]
- ESR Users: some amount of users stay on 3.6 due to lack of enterprise support to upgrade (Is this still a issue since our ESR release?)
Website Changes to Mozilla Websites
- Add persistent messaging to Mozilla.org/Firefox AMO and SUMO (Owned by LForrest)
- .org already complete
- Add persistent messaging to Firefox Live (Owned by WReynolds)
- not yet complete
- Need a permanent place to promote landing pages--Plugins Check page?
Upgrade Landing Pages
- Develop 4 landing pages to address speed, add-ons, bookmarks and crashiness.
- Speed: http://www.mozilla.org/en-US/firefox/speed/
- Bookmarks Mock: http://bit.ly/s6LcNW
- Crashes Less Mock: http://bit.ly/vJWLzC
- Add-Ons: Coming Soon.
- Gmail page in partnership with Google.
- Read more: https://wiki.mozilla.org/Mozilla.org/Roadmap_2011/Q4/3.6-Upgrade
Social
- Den Blog Post FAQs about upgrading (owner CCollins and WReynolds)
- List of FAQs around upgrading with answers to common questions, link to upgrade page add link to speed page from Den blog post
- FB and Twitter posts about once a week pointing to landing pages and Den post.
- Upgrade messaging included in emails starting in January 2012. (owned by WBowden).
Affiliates
- Build a set of buttons to redirect all users using a less than current version of Firefox to upgrade (owned by CNovak-https://bugzilla.mozilla.org/show_bug.cgi?id=699890)
- Because of integrating BrowserID into Affiliates this dev work has been delayed to Q1.
- Add JS to buttons to work properly
- Copy (in progress: https://bugzilla.mozilla.org/show_bug.cgi?id=699948
- Creative
Ad Buy
- Display Ads to run through Q1 in 4 Phases. (Owned by LMesa-https://bugzilla.mozilla.org/show_bug.cgi?id=708319)
- Phase 1: en-US ads for Speed. (January)
- Phase 2:fr, de and pt-BR for Speed.
- Phase 3: en-US for add-ons, crashes
- Phase 4: other l10n for remaining landing pages.
