Analysing thank-you-for-downloading-[browser] pages: Google Chrome

This post is a part of the enterprise I have set out on—an analysis of how different web browser developers use words and images after you have decided to give their product a try by downloading it.

Google Chrome logo
Google Chrome logo

Web browser: Google Chrome

Google Chrome is the first browser I downloaded for the test. Its thank-you page is clean and simple, echoing the overall feel of the website. The gratitude is expressed by “Thank you for installing Chrome”, which is the line of text set in largest font size, bound to attract attention.

1. What is about to happen

Google Chrome’s thank-you page shows three steps of how the process of getting the new web browser on your machine goes down. Quite as expected, the first step is “Download”. The second step is “Install”, and the last one is “Run”. The three steps are illustrated by relevant images of how an operating system handles the download and installation.

Google Chrome’s thank-you page in Safari on OS X
Google Chrome’s thank-you page in Safari on OS X

The screencapture images illustrating the three steps match the operating system that you use at the moment. For example, if you download Google Chrome on Windows (regardless of which browser you use to gain access to the download page), the images show Internet Explorer’s installation dialog window.

2. What is required of user

On Windows 7, the user is not required to do anything beyond what Chrome installer cannot do by itself. The text says, “Once installed, Chrome should start automatically.”

Google Chrome’s thank-you page in Internet Explorer on Windows 7
Google Chrome’s thank-you page in Internet Explorer on Windows 7

On OS X, however, there is instead a line of text that says, “After installing, you can right-click the Chrome icon and select ‘Keep in Dock’ to access Chrome easily.” Though not a requirement, this encouragement is also shown visually in the last image, where Google Chrome icon already sits in Dock between System Preferences icon and Contacts icon.

Chrome make it easy for the user to force download, should it not begin automatically, by including a link to the file just above the three workflow images: “click here to retry”.

3. How to get started

Users seem to be expected to know how to operate a web browser. There are not many clues as to what a browser is and what one should do to get started browsing the web. However, there is a link to Google Chrome’s Help centre: “Have questions? You can find more information in the Chrome Help center.”

4. Spreading the love

On their thank-you page, Google Chrome do not show that they rely on the word of mouth markteing of their product. The only way for you to share the just-downloaded browser is a small +1 button just below what may be considered as a mega footer. That is the button and a humble number of 2.2 million users who already showed their appreciation for the browser.

Other observations

Google Chrome make their mobile browser and integral part of the thank-you page. The section of the page where there are links to Google Chrome for Android devices and iOS devices is just as noticeable as the three step illustrations, though it is located below them. They prompt users to “bring [their] Chrome experience to [their] phone or tablet”.

The differences between how Chrome’s thank-you page is shown on different operating systems are only slight and well-grounded.

Conclusion

My suggestion is to not take users’s web browser experience for granted and provide a better way of showing how to get started with Chrome, in order to get the most of it.

Next up: Mozilla Firefox. Don’t miss it, follow me on Twitter for updates.

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