Monday, February 8, 2010

A/B Testing: First Run Page

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:

Design A:


This is the "Task" oriented design, with expandable tabs that open to show more content. This page was inspired by Southwest Airlines.


Design B:



This is the "Tab" oriented design, allowing users to click on tabs to see relevant information. This page was inspired by Mint.com.

Design C:




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. ]

84 comments:

Steuard said...

I'm not a fan of the "Process" version. To my eye, it makes it feel like there's some list of stuff that you have to do before you can actually use the browser. That could be a significant discouragement to some new users.

The "Task" version is nice and simple: that's a big point in its favor. But I think I like the "Tab" version best, because it gives a more immediate visual impression of what options you're considering.

Pike said...

I might look at the error console too often, but to me, red text implies an error message. Broken link or something.

That basically rules out A for me.

I don't fully understand the functional differences between B and C, is C only with three items because it ran out of horizontal space for English already? Both might have issues with that for more verbose languages.

Anonymous said...
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EduardoE said...

As Steuard said, the "Process" design has the flaw than force people to do tasks in order, as "do this is first place, in second place, ...".

Also, the "Task" version is simple but isn't atractive to people.

For that I think than the "Tab" design is the best because is simple as the "Process" and atractive as the "Task" version.

RexDixon said...

Be sure to share/upload your results to www.abtests.com - however the testing turns out! We'd love to see the final on this. Also, follow us on Twitter @abtests

Einstein said...

Hey Laura,

I guess, most certainly you'd be having your own server side A/B testing framework but if you'd like to use a tool, you can try (my product) Visual Website Optimizer http://visualwebsiteoptimizer.com/

Happy to help you with the tool, if you think it fits your needs.

-Paras

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