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*'''Art and Copy updates to the Download Page (Early 2016):''' In user testing, people said our download page was clean, simple and professional. But they were sometimes confused by the browser window without content that sat at the bottom of the page and they generally agreed that it didn't provide any real reason to download Firefox. It worked well if you were already convinced to try Firefox - all you had to do was click the big download button. If you needed more information, you couldn't get it without clicking though to secondary links. In addition the page was missing "Firefox's personality" which was something we identified in the Onboarding Summit. So beginning in early 2016, we developed new artwork and added copy explaining why you should choose Firefox. The initial test is here in [https://bugzilla.mozilla.org/show_bug.cgi?id=1256241 Bug 1256241]. There were further revisions that resulted in the page we use today.
[[File:Search-results.jpg|link=https://wiki.mozilla.org/images/a/ae/Search-results.jpg|thumb|300px]]
*'''Search Engine Marketing (2014 - ongoing):''' 90% of people who end up on our download page get there from a web search. Research showed that a large number of people click on search ads knowing full well that they are ads but expecting, through experience, that companies buy the ads for their own products so this link should take them to the right place. The problem with Firefox is that we had ruled this out as cost prohibitive. In our absence, third-parties bought ads against our brand terms (e.g. "firefox", "download firefox", "mozilla"). This resulted in having the majority of test participants end up on third-party sites where Firefox was used as a lure to install crapware (and worse) on their computers. It was a horrible experience. We’ve fixed this problem with an ongoing SEM campaign. So now we have an ad followed by our #1 organic result. This has resulted in the millions of people more finding the correct download page and has also increased our organic downloads.
[[File:Fx29tour.png|link=https://wiki.mozilla.org/images/6/60/Fx29tour.png|thumb|200px]]
*'''Updating, Returning and New user tours for Australis (Fx 29):''' Australis was the codename for the Firefox UI update released with Firefox 29. We created a tour for Returning and Updating Firefox users to explain what was new. [https://mozilla.michaelverdi.com/building-a-new-firefox-update-experience/ Read more about that here.] We also repurposed this for New Firefox users for a number of releases before moving it to the help menu. [https://bugzilla.mozilla.org/show_bug.cgi?id=1293539 It was finally decommissioned] in September 2016.
