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[[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 millions more finding the correct download page and has also increased our organic downloads.
*'''Allow for a "like-new" experience for Returning Users (Fx 25 & 49):''' Firefox stores the user's data in the profile folder which persists across updates and reinstallations. Normally, this is great. The issue is that most problems manifest as something wrong in the profile folder. This sometimes results in a user who either stops using Firefox for a long time or who uninstalls it. Then at some later time, they update or reinstall Firefox resulting in an updated copy with the same old profile and thus the same old problems. To address this we've build two extensions of the [https://bugzilla.mozilla.org/show_bug.cgi?id=851364 Refresh feature] that prompt people with a Refresh command when they haven't used Firefox for more than 60 days or after a reinstallation. To be truly effective, we think we'll need to make this process automatic in the future.
**[https://bugzilla.mozilla.org/show_bug.cgi?id=498181 Bug 498181] - Offer to reset a user's profile if it's gone unused for months
**[https://bugzilla.mozilla.org/show_bug.cgi?id=1095739 Bug 1095739] - Allow a "new user" experience to happen subsequent to Firefox being uninstalled
[[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.
