Firefox is struggling to retain its users who download Firefox and try it, but never really use it on daily basis. According to Mozilla Wiki: “Currently, approximately 50% of the people who download Firefox actually try it and about 50% of those people continue to use it actively”. To tackle this problem and increase the retention rate, they’ve laid down a 12 point retention plan which mainly focuses on changing the Firefox label to closer resemble the actions of getting on web.
It didn’t really surprise me because I’ve been seeing people around me who think Internet Explorer is the only way to access the web. This might sound stereotypical for most of us, but for non-geeky users, Firefox doesn’t really mean a web browser. As a computer user myself, I download variety of applications, but I remove 80% of these application as soon as I try it.
Mozilla’s 12 point user retention plan:
- Force the Firefox icon to easier to find location
- Alter the default browser settings path for better user choice
- Major outbound brand marketing program driving brand recognition and differentiation
- Change Firefox icon label to closer resemble action of getting to web
- Improve download page and first run pages
- Launch support.mozilla.com
- Make common plug-ins work out of the box
- Make add-ons and personas more accessible
- Stickier start page
- Make the web feel more human
- Improve messaging through communication channels
- Change Firefox icon image to closer resemble action of getting to web
They’ve been already making some serious community efforts to generate more support documentation on their new support site. I think these efforts will surely pay off for Mozilla, if the 12 point strategy is implemented well.
[via: Guardian]
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