Analysing thank-you-for-downloading-[browser] pages: Internet Explorer

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.

Internet Explorer logo
Internet Explorer logo

Web browser: Internet Explorer

Version: 10

Internet Explorer is the third web browser in my thank-you-page test. The thing about Internet Explorer is that there is no thank-you page to analyse. There is, however, a get-our-latest-web-browser page from Microsoft. Let’s look at it instead.

1. What is about to happen

Microsoft do not offer any kind of an overview of what is about to happen when you click, or have clicked, on their signature flat-designed button “Get Internet Explorer 10”. The largest font-size on the page belongs to the heading “Fast and fluid for Windows 7”, which makes a point and destroys it. The word “fluid” does not necessarily have a good connotation, to my mind. In combination with “fast”, it has the “unpredictable” and “confused” ring to it.

2. What is required of user

One thing Microsoft do include, nevertheless. The users are informed that by clicking “Download now” (let me tell you, I’ve searched the page to and fro for another instance of the phrase or a thing to click, without any success), they agree to “the Internet Explorer Software license terms | Privacy statement | System requirements”. The three documents are interesting and if you haven’t read them, I encourage you to do so, if only to get acquainted with what you are getting yourself into, when you decide to get Internet Explorer 10 on your machine.

Except for a computer meeting system requirements, the users are not required to do anything. Microsoft must rely wholeheartedly on the ease of installation of their product.

Internet Explorer’s download page in Internet Explorer 9 on Windows 7
Internet Explorer’s download page in Internet Explorer 9 on Windows 7

3. How to get started

Microsoft has a page-wide introduction to Internet Explorer 10 with a hard-to-interpret heading “See what’s next for Internet Explorer”. The link “See it now” leads to Internet Explorer 10 presentation page, where you are led to understand that Microsoft’s browser and latest operating system are forever interwoven.

Back to the download page. Microsoft provide users with superb marketing shmoodle and shambalamba. The new Internet Explorer is “Fast”, “Easy”, and “Safer”. There are links to a page where you can download a different language or version of Internet Explorer 9, to a page where you can explore what’s new and exciting about Internet Explorer 9 and to a page where you can get support for… you guessed it, Internet Explorer 9.

4. Spreading the love

Microsoft provide a way for users to share the download page with their friends on Facebook and followers on Twitter. Moreover, they include the Facebook Like button for page visitors to click on, thus joining the rest of 2.5 million of planet’s inhabitants showing appreciation of the company.

Other observations

There is an option for users to choose to set Bing as a default search engine before they download the browser. This is how I interpret “I would also like Bing and MSN defaults” anyway. What an MSN default is, I have no clue.

Conclusion

My suggestion to Microsoft is to get the purpose of the page straight and get rid of all the noise and bloat. I am left confused, when I think about who the target audience is. I would be surprised if Microsoft knew the answer themselves.

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