{"id":250,"date":"2008-12-04T17:02:03","date_gmt":"2008-12-05T00:02:03","guid":{"rendered":"http:\/\/blog.mozilla.org\/metrics\/?p=250"},"modified":"2019-09-18T12:07:09","modified_gmt":"2019-09-18T19:07:09","slug":"the-download-button-drives-downloads","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/metrics\/2008\/12\/04\/the-download-button-drives-downloads\/","title":{"rendered":"The Download Button Drives Downloads"},"content":{"rendered":"

As previously introduced<\/a>, and subsequently rolled out in an initial test<\/a>, we recently wrapped up our evaluation of a multivariate website optimization tool with a more complex test on the main Firefox product page \u2013 www.mozilla.com\/firefox.\u00a0 We considered several variations of three components on the page \u2013 the headline, sub-headline, and text within the download button.\u00a0 To accomplish this, the tool had us create 16 different variations<\/strong>, or recipes, of our page.\u00a0 We then exposed these recipes to a small percentage of IE visitors to our site.<\/p>\n

What did we find?<\/p>\n

Some good news and some not so significant news.<\/p>\n

The first thing we noticed was that no recipe performed significantly better than our existing Firefox product page (the control page during our test) in a statistically significant way.\u00a0 That said, there was one strong and valid finding.\u00a0 The four recipes shown below all performed significantly worse than our existing page in a statistically significant way.\u00a0 What’s the common thread among these four recipes?<\/strong><\/p>\n

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These are the four recipes using \u201cTry Now!\u201d<\/strong> as the text within the download button.\u00a0 The other two variations of text used within the button were \u201cDownload\u201d and \u201cFree Download\u201d.<\/p>\n

How does this change our business\/creative decision making?<\/p>\n

As some of us already guessed, it appears that it’s the download button itself that matters most here.\u00a0 Thinking about the size, shape, color, and placement (among other characteristics), our findings indicate that future testing could reveal surprising \u2013 and positive findings \u2013 based on changes to the download button.\u00a0 In other words, it wouldn’t be a stretch to imagine that future tests, that adjust such characterisitcs of the download button, could easily translate to a 2% lift (or much greater), and in turn, a substantially improved experience for millions of new Firefox users each year.<\/p>\n

———–<\/p>\n

For those interested, the full results from our test are below.\u00a0 The “winner” is highlighted in green and the four recipes discussed above are highlighted in red.<\/p>\n

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As previously introduced, and subsequently rolled out in an initial test, we recently wrapped up our evaluation of a multivariate website optimization tool with a more complex test on the main Firefox product page \u2013 www.mozilla.com\/firefox.\u00a0 We considered several variations … Continue reading<\/a><\/p>\n","protected":false},"author":60,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101],"tags":[],"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/posts\/250"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/users\/60"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/comments?post=250"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/posts\/250\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/media?parent=250"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/categories?post=250"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/tags?post=250"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}