Friday, January 2, 2009

Landing Page Progress and Analysis

As Pascal and Seth have blogged in the past month, we have been working on a landing page project to bring better visibility to the newer locales and to improve the user experience for non-English speaking Firefox users. We currently have 27 landing pages complete (you can read Pascal's blog entry here) and still have 10 remaining.

Since some of the pages have been running since early November, I wanted to share the page view numbers we're seeing (the locales in yellow do not yet have landing pages).


The first columns shows the number of page views from the relevant country of the en-us version of mozilla.com. I'm hoping this will give a better idea of how many people these landing pages may be able to help. The second column shows the number of page views of the relevant landing page for November, while the third column shows the page views for December. (If the second column has an "x" in it, the landing page was not ready in November).

These pages are generally accessed by users typing in "download Firefox" and their locale--for example, "Firefox Arabic" in either English or the native language. The landing page should display first organically on whichever search engine the user uses.

From looking at the spreadsheet, you can see that every locale that had a landing page available in November had improved page views in December. Although some locales have very low page views, like occitan (oc) only had 44 page views in December, we need to take into account the size of the population and when the page was available. I suggest that the page views for December are lower than an average month because of the holidays--we'll only really know that after another two months of tracking, but until then I do think the number of page views of the landing pages will continue to increase as more people find out about these landing pages. Although we cannot be sure of exactly where this traffic is coming from and how much of it is coming from newer versus older users, we can guess that the people hitting these pages are hitting them for a reason--because the language and the content of these pages are relevant to the users.

Regardless of how these pages continue to perform, I do think that creating these pages has been both helpful in improving the UE of mozilla.com and the existing Firefox and Thunderbird community sites that are linked to these landing pages. Even if Occitan continues to average 44 page views a month, I feel like the improved UE for those 44 users was worth the effort and work of the marketing and localization team.

I will report back about page views in January and periodically there after, but for the time being, I'd like to tentatively call this project a success. We will continue working on the remaining ten languages and start working on more locales this coming quarter.

Happy New Year!

14 comments:

Tomer said...

What are the conversation rate of these surfers? Are they going to the download page or clicking on the links at the bottom?

For 'he', which has 51k page views in December, we got about 1k clicking on the link to the local community website. I'm wondering how many of them actually downloaded the application directly from the landing page.

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