It's no secret that Chrome has an effective monopoly on the web now, and while Firefox is stable for the last 6 months at a reasonable 8 - 10%, it's not growing. This is worrying because during that time period, Quantum generated a lot of positive press. There are some basic things we could improve on, and I'm hoping someone at Mozilla marketing is reading this. I love the new branding, but the on-page & meta content on Mozilla websites need to say more.
In this post, I'm going to disect and compare [chrome.com](https://chrome.com) with [firefox.com](https://firefox.com) and show what Google is doing very well and what Mozilla could learn from them in attracting new "casual" users.
Straight away, compare the URLs. This may not seem like a big deal, but we need to keep it catchy and simple.
[Chrome.com](https://Chrome.com) redirects to a pleasing [google.com/chrome](https://google.com/chrome):
While [firefox.com](https://firefox.com) redirects to a bunch of filepaths:
The last two are totally redundant. Redirecting to [mozilla.org/en-GB/firefox](https://mozilla.org/en-GB/firefox) would make it much more pleasing, and there is even a case to get rid of the localisation and simply shortering to [mozilla.org/firefox](https://mozilla.org/firefox). Much more memorable for a landing page.
On to the real meat and potatoes; the actual marketing. On the Chrome landing page, I've underlined the obvious unique selling points of Chrome. I'm very interested in this browser because it offers speed and simplicity, plus it intrigues me by waving "the power of Google" in front of me:
[Interesting features underlined in red](https://preview.redd.it/rdraw8n8pwa31.png?width=1922&format=png&auto=webp&s=d14bd6cb80d5fb190e9fec7f54a2641e133fbe23)
Now if I'm intrigued by Firefox, I see it respects me (very vague) and is privacy focussed. That's it. This is the default view on the [firefox.com](https://firefox.com) page. The call to action button is good, but there does not need to be a "fix a problem" link there, as it subconciously gets me thinking about browser crashes and sites not loading:
[Interesting features underlined in red](https://preview.redd.it/r7inzl3lpwa31.png?width=1916&format=png&auto=webp&s=27a9ce3eb96d93acb6196c52d41087ea06b33095)
Unfortunately, things don't get much better upon scrolling down. Firefox asks us to join a community (nice but not nessecerily what the majority of users are here for), emphasises a pretty standard feature such as remembering passwords and repeats itself about privacy before getting to the footer. Also where am I meant to go to learn more about what the browser does and looks like?
[Page 2 of Firefox.com \(plus the footer!\)](https://preview.redd.it/a4hanhk1qwa31.png?width=1922&format=png&auto=webp&s=931299cc3e14ea0edfa2ebff32ab305bc2463d60)
For context, here's what Chrome packs in before even reaching the footer. Wow - feature after feature. It's fast, it has great security and it has a swiss-army knife of translators and a powerful omnibar:
[Page 2 of Chrome.com](https://preview.redd.it/4iia5kreqwa31.png?width=569&format=png&auto=webp&s=88e1d247d6080cc10d639ce8c59abeb52bf63bd2)
So what can Mozilla do to get a landing page that users old and new alike positively associate Chrome with?
1. **Simplify the URL** \- no complex filepaths or question marks (old fashioned click tracking)
2. **Use HTML5 to expand the beutiful purple/orange background to the fullwidth of the screen** (and place "fix a problem" somewhere else!)
3. **Add what makes Firefox great** (THIS IS THE MOST IMPORTANT). Privacy should remain the focus, but it's not all Firefox offers. It offers amazing services which even have their own iconography and strong branding. Capitalise on the following by giving them their own snippets on the white part (page 2);
1. *Speed - The new Quantum engine renders webpages 3x faster than before*
2. *Sync - Use your Firefox account to browse seamlessly on Linux, Windows, macOS, iOS and Android*
3. *Secure - Our built-in firewall and virus scanner ensures you can browse with confidence*
4. *Extend - Our library of open source extensions means you always have control of the web*
5. *Monitor - We'll let you know if one of your accounts has been hacked*
6. *Build - With it's reputation for open standards, it's never been a better time to build and test on Firefox*
I hope that helps and Mozilla can do something along those lines. I think the new logos etc are fantastic but in terms of selling Firefox as THE browser for everyone, we need to say more.