One of my new responsibilities as I work with John Slater and the Creative Marketing team on Mozilla.com is to test, improve and optimize our web pages. This joint project with Blake Cutler and the Metrics team is one of many in the A/B testing pipeline.
One of the first pages we're working on is the First Run page.
The First Run page is a huge page for us for two reasons:
1) It's our first impression.
The First Run page is the first page that loads immediately after Firefox is launched for the first time. Everyone who downloads Firefox sees this page, and it's our first opportunity to visually (and verbally) introduce ourselves to a new user.
2) It's one of our only touch points.
We have very few ways to get in touch with our users. The First Run page is the first time we can make contact with a Firefox user to share information, answer questions and differentiate ourselves from other browsers outside from the normal product interactions.
We are currently testing three different designs inspired by some of the most popular sites on the Web:
This is the "Task" oriented design, with expandable tabs that open to show more content. This page was inspired by Southwest Airlines.
This is the "Tab" oriented design, allowing users to click on tabs to see relevant information. This page was inspired by Mint.com.
This is the "Process" oriented page, where users can go through steps to "get started". This page was inspired by the Skype and Digg sign-up processes.
These are just three of the different rough layout concepts that The Royal Order came up with during the brainstorm process to try and improve engagement*. It will take another month or so to finish the initial testing, but there will still be plenty to do! The winning design will need to jump through many more hoops as we test variations of the design to find the best or most "optimized" page before it will be implemented on Mozilla.com.
Big Thanks Blake Cutler and the Metrics team, Steven Garrity, Stephen Donner and the WebQA team, The Royal Order for all their help on this project.
Thoughts? What do you think should go on the First Run page?
[*Improved engagement for this particular page means more clicks on our CTAs (Personas and Add-ons), longer times spent on the page, and lower bounce rates. ]