To date, Mozilla has done a reasonably good job getting people to download Firefox, but our data shows that a very high percentage of those people do not become long term, active Firefox users. We need to figure out how we overcome the default behavior of “clicking on the blue e.”
This obviously is not just a marketing challenge, but one that the whole company (and broader community) must face head on. To this end, we asked for an early round of ideas on how to improve Firefox retention. Below is an edited version of that feedback. What do you think? What are we missing?
Some high level questions:
How do we make Firefox people’s default browser (in choice and in practice)?
How do we make people “own” their browser and make it more personalized?
How do we change the habit of “clicking the blue e”?
Understanding our users
Segmenting users to understand why and how they use the internet/Firefox
Understand our user touch points along the user life cycle
Improved and more sticky start page
Better auto-updating process
Icon/name on desktop
-“get on the internet”
-Fx in start menu
Focus on security
Make plug-in finder much easier (Windows media player, flash, etc)
Window that pops up if you haven’t used Fx in a while
Partners as a retention tool (ebay, kodak, joga, google)
add ons contest (for people who download—not develop)
Security (in product and general messaging)
Brand campaign around thanking users of Firefox (and a tell a friend link)
Message benefits of open source and mission of Mozilla
-support as a way to turn people in to evangelists—after all support requests, say “you were just helped by a Mozilla volunteer, get involved today”
- feedback loop helps tell engineering, qa and product what doesn’t work before people tell us in the exit survey
User Education “tools, tricks, tips”
Mozilla store as retention tool
User groups and community events (college reps, etc)
User Parties (more than just 1 for Fx launches)
Community as a part of retention
- get people to sfx
Email newsletter with combo of cool blog posts, tips and tricks
To make comments or suggestions and to ask questions, please visit the spreadfirefox.com forum topic.