Retention

In order for Firefox to reach our market share goals, we need to improve our ability to retain users who have downloaded Firefox. Currently, approximately 50% of the people who download Firefox actually try it and about 50% of those people continue to use it actively. This presents an incredible opportunity for us.

Some challenges we face

What's a browser?

• What makes a browser different from another?
• Isn't "the Internet" the blue e icon on my desktop?

What's Firefox?

• Why should I use Firefox?
• What makes a browser different from another?

Where's Firefox?

• What's that icon on my desktop?
• Where do I click to get Firefox back?
• Why didn't Firefox start when I clicked a link from my email?

After a public brainstorm, Mike Beltzner and JT Batson developed Firefox's 12 point retention plan. See the .pdf of our draft presentation (note things have changed). To get involved, or to give feedback, please contact jt at mozilla dot com.

Firefox Retention 12 point plan

1. Change Firefox icon name to closer resemble action of getting to web Slide examples

• Project Coordinator: Mike Beltzner

2. Force the Firefox icon to easier to find location Slide examples

• Project Coordinator: Mike Beltzner
• Lead: Jim Mathies

3. Alter the default browser settings path for better user choice Current method slide Proposed method slide

• Project Coordinator: Mike Beltzner
• Lead: Rob Strong

4. Major outbound brand marketing program driving brand recognition and differentiation

• Project Owner: JT

5. Improve download page and first run pages Slide example 1 Slide example 2

• Project Owners: David and John

6. Launch support.mozilla.com SUMO

• Project Owners: JT

7. Make common plug-ins work out of the box

• Project Owner: dmoz

8. Make add-ons and personas more accessible

• Project Owner: cbeard

9. Make the web feel more human Slide example

• Project Owner: Beltzner

10. Improve messaging through: blog.mozilla and other communication channels

• Project Owner: JT and John Slater

11. Stickier start page

• Project Manager: Basil

12. Change Firefox icon to closer resemble action of getting to web

• Project Manager: