Oh, to have such problems…
If you’re hoping to download Firefox 3, it looks like it’s now safe to do so. But for nearly two hours yesterday, when the latest version of the popular Web browser first launched, so many people rushed the Firefox landing page that Mozilla’s servers crashed from the volume.
A round of applause for the marketing team at Mozilla. The pent up demand for their product combined with a brilliant “Firefox 3 Download Day” campaign to produce a perfect storm of online marketing genius. As of 7am PDT today, over seven million people have downloaded Firefox 3. They even made it into the Guinness Book of World Records for the most software downloads in a day. As CNet reports, “The download rate, which peaked at 14,000 per minute Tuesday, was about 6,600 per minute Wednesday morning.”
Mozilla’s secret: An effective landing page and a commitment to website optimization testing.
In February of last year, we explained how Call to Action buttons make a difference on each of the landing pages for the major web browsers (including Firefox 2). Back then, FutureNow Conversion Analyst Joshua Hay noticed that…
“The non-standard shape stands out from the background of the page and has been given a persuasive color that draws the eyes to it [and] reinforces their brand. Within the Call to Action, Firefox lists the benefit and tells the visitor exactly what he is getting. Directly below the Call to Action, Firefox provides links that answer visitors’ questions if they aren’t quite ready to take action…”
Clearly, the download button for Firefox 2 was effective. It had been downloaded hundreds of millions of times; an impressive feat for software that, as Seth points out, “…wasn’t the default when you first turned on your computer.”
But Mozilla didn’t stop there. With version 3, they kept the same basic design, but they changed a few subtleties with the design, to bring us this:
Now is when I imagine some of you rolling your eyes, thinking, “How can something so make a difference? They barely changed it!” Believe me, I understand your doubt, but making small improvements is why Amazon has one of the best conversion rates online.
Do you see everything Mozilla changed? I count five “small” tweaks that helped them convert seven million and counting. (I’ll explain why it worked to the first person who can correctly list all
three five changes in the comments.)
Maybe your landing pages aren’t giving away free software. Maybe you don’t need to break world records to meet your goals. Maybe you don’t expect to go from zero to 5% market share in 24 hours. But don’t think it’s impossible to, say, double your landing page conversion rate.
Want to test your way to a better conversion rate? Do it strategically. FutureNow can help.