Firefox used to crash all of the time for me, and the sites it'd crash on would change with every FF update. There are huge threads of reports of firefox randomly crashing, and I don't doubt that mozilla tries to fix these bugs, but the crashes always seemed to happen.
You can try disabling all of your extensions and then enabling them one by one to see if it's any of them. That worked for a while for me.
I eventually got so fed up with it I stopped using it as my primary browser.