Analysing thank-you-for-downloading-[browser] pages: Mozilla Firefox

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.

Mozilla Firefox logo
Mozilla Firefox logo

Web browser: Mozilla Firefox

Mozilla Firefox is the second web browser whose thank-you page I tested. It is simple and reminds of Google Chrome’s thank-you page with a big headline and three images. The gratitude is expressed by “Thank you for downloading Firefox!”, which is part of a line of text just below the headline that says, “Different by design” attracting more attention than the thank-you phrase itself.

1. What is about to happen

Just as Google Chrome, Mozilla Firefox utilises visual means to simplify the description of the process of downloading and installing their product. The three steps are not labelled, but rather there are several-line-long descriptions under the images of what happens when a user has clicked the download button.

Mozilla Firefox’s thank-you page in Safari on OS X
Mozilla Firefox’s thank-you page in Safari on OS X

In the case of Firefox, just like with Chrome, the three images illustrating the three steps match the operating system that you use at the moment. However, the first image sports a downloads window… of Mozilla Firefox. I do not know how often you browse your way to Firefox’s thank-you page using Firefox. The browser version that is being downloaded in the illustration is 12 versions older than the present one. Which shows when the thank-you page was updated last.

2. What is required of user

Mozilla Firefox recognise that the process of installing a program on Windows is more complicated than that on OS X, for example. They ask the user to clicking Run in the Internet Explorer dialog bar. In the next step, they ask you to launch the Mozilla Firefox setup wizard and follow the instructions (with a disclaimer that the process is made as painless as possible).

Mozilla Firefox’s thank-you page in Internet Explorer on Windows 7
Mozilla Firefox’s thank-you page in Internet Explorer on Windows 7

On OS X, Mozilla do not just encourage users to drag the icon of the newly installed web browser into Dock or, like Chrome, right-click it and select ‘Keep in Dock’. They make it part of installation procedure instead.

Firefox make it easy for the user to force download, should it not begin automatically. However, the link is less prominent than on Chrome’s thank-you page (the link text is “click here”) and is a constituent of the first step.

3. How to get started

Firefox do not provide a loud reference to a tutorial on how users are to get started with the new browser. There is, nevertheless, a helpful list of links (Tour among them) which lead users to resources that are meant to enhance their browsing experience with Firefox. The list includes links to Support pages as well as Mozilla’s rather new mobile browser.

4. Spreading the love

On their thank-you page, Mozilla Firefox do not in any way let their new users share what they’ve just accomplished.

Other observations

Mozilla appear to focus on the interaction between the browser and the user on a much deeper level than Chrome, at least according to their thank-you page. By careful choice of words and images, they show that users’ experience with their browser starts of by comparison. It is one of several browsers on their machine, and if they give it a try, they will find it superior to the others. Far-fetched as this interpretation might be, here’s what I find supporting this idea: the Dock in OS X sporting shiny new Firefox icon has also Safari on it.

Mozilla come across as more agressive concerning competition on the browser battlefield than Chrome. They focus on contrast: “Different by design”, “You’re going to love the difference”, “[Download] could take a few minutes, but it’s worth the wait”, “[C]lick on Firefox whenever you want to use the web!”

The differences between how Firefox’s thank-you page is shown on different operating systems are only slight. Besides, they do not interfere with Mozilla’s goal of appearing as “different” (read “superior”).

Conclusion

My suggestion to Mozilla is to continue making a stand for the browser superiority and adding a way to share users’ download activity with their friends.

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

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