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(those are just a few of many!) | (those are just a few of many!) | ||
Checklist: | |||
*Do you want your product discoverable by search engines like Google? | *Do you want your product discoverable by search engines like Google? (if yes, read [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Checklist-SEO SEO checklist]) | ||
*Are users who share a link to your product, sharing the best "snippet"? | *Are users who share a link to your product, sharing the best "snippet"? (if yes, read [https://wiki.mozilla.org/One-Mozilla-Project/Documentation/Checklist-SEO SEO checklist]) | ||
*Are you able to better target users that also increases their level of qualification (e.g. on the /firefox site if we over-market Aurora to the wrong user, we might lose a great GA user) | *Are you able to better target users that also increases their level of qualification (e.g. on the /firefox site if we over-market Aurora to the wrong user, we might lose a great GA user) | ||
*Who else do you need to work with to get your site, page, or app positioned for some direct-linking love? | *Who else do you need to work with to get your site, page, or app positioned for some direct-linking love? | ||
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Drop-off rate is the rate at which users bounce off of your site, page, or out of a web-app experience. No matter how well-designed, there will always be a few leaks somewhere, including those that happen when the wrong users arrive at the site. | Drop-off rate is the rate at which users bounce off of your site, page, or out of a web-app experience. No matter how well-designed, there will always be a few leaks somewhere, including those that happen when the wrong users arrive at the site. | ||
For the /firefox site, we have | For the /firefox site, we have multiple funnels for the following user flows: | ||
*new user arrives on /new downloads Firefox Desktop | *new user arrives on /new downloads Firefox Desktop | ||
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*users who arrive at /firefox/new in Chrome, Safari, or Opera | *users who arrive at /firefox/new in Chrome, Safari, or Opera | ||
We plan around each of these users, trying to maximize download and "stay in touch" social connections. | We plan around each of these users, trying to 1.) maximize download and 2.) "stay in touch" social connections. | ||
Our funnel for each use case looks like this: | |||
*Site visit (100%) | |||
*Download (this is our conversion rate for each experience) | |||
*Social connection | |||
*Return user on latest desktop version of Firefox (this is where we present a new download, usually mobile) | |||
*Recurring use (this is where we engage users from What's New & First Run pages) | |||
'''Example Firefox Product Site''' | |||
When a user arrives at the top of one of our major download funnels we attempt to learn why she doesn't download and bounces from the experience. | |||
Recently, we've been learning that we need to enhance our SEO to create the right snippet message about the product the user might be looking for, serving the expected experience helps to decrease bounce rate. | |||
==Choose an Area to Improve== | ==Choose an Area to Improve== | ||
Even the best website, web page, and application has leaks. Post-launch, starting with one area will help target your efforts and move the needle. For instance, if you're trying to increase downloads of the latest Firefox, don't expand the scope to include an analysis of how to improve social sharing. Keep it simple, focused. | |||
'''Checklist:''' | |||
<br> | |||
*What is the baseline? (state of your current data) | *What is the baseline? (state of your current data) | ||
*What layer of the funnel can you improve easily? | *What layer of the funnel can you improve easily? | ||
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'''Example: Firefox Site & 3.6 Downloads''' | '''Example: Firefox Site & 3.6 Downloads''' | ||
<br> | <br> | ||
At the time I'm writing this, the /firefox site is leaking a lot of 3.6 content and creating a conflicting experience around downloading the latest Firefox v. 3.6. | At the time I'm writing this, the /firefox site is leaking a lot of 3.6 content and creating a conflicting experience around downloading the latest Firefox v. 3.6. "3.6" is the 10th most popular keyword that brings users to the website. | ||
'''Challenge:''' We still support 3.6, but we are urging users towards the latest build. | '''Challenge:''' We still support 3.6, but we are urging users towards the latest build. | ||