To promote the urgent need for a private browser, I wrote ads and multivariate website tests for the Firefox growth team.
Challenge
Launch new assets weekly that test headlines and micro-copy in a way that will drive results and support brand equity.
Goal
Increase downloads of the Firefox browser and raise awareness of the need for internet privacy.
Result
Increased conversions by 60% through both ads and landing page copy testing
Digital Ads
These ads ran in the New York Times alongside articles focused on internet privacy. Depending on the article’s content, we directed people to our podcast or download pages.
Landing Page Testing
As a part of the Growth team, it was my job to make sure our messaging aligned with the brand tone and voice, while driving downloads. This involved writing multivariate landing page tests across mobile and desktop.
Mobile
We also reached users in the App Store. I ran A/B testing on the tile copy and updated the product description to help with SEO.
Product UX/UI
On the product side, I made it easier for people to download Firefox and included delightful messages to keep them engaged once they were in the browser.
