Firefox Retention Plan (draft) - Mozilla · 2007-07-30 · Firefox Retention Plan (draft) JT Batson...
Transcript of Firefox Retention Plan (draft) - Mozilla · 2007-07-30 · Firefox Retention Plan (draft) JT Batson...
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Firefox Retention Plan (draft)JT Batson and Mike Beltzner, at your service
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Increasing trials and user retention is key
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Current Growth (3.7%/Mo)Cut Churn by 1/4(6.3%)Goal Growth for 30% (10%/Mo)
30%
Activ
e D
aily
Use
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what if...
more of the people who willingly download Firefox actually used it?
Let’s not forget people actually choose to download this piece of software!
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Some common problems to overcome
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?
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Our 3 point marshall plan...
Getting the double click
Improving user experience
Building lasting relationships
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Getting the double click• Change Firefox icon and name to closer resemble action of getting
to web
• 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
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Attract the double-click
Make the Firefox icon and logo more closely resemble the action of getting on the web
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Force the issue
put the Firefox icon in more prominent locations
• system tray
• desktop
• quick launch bar
• OSX doc
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Now: MAKE FIREFOX YOUR PREFERRED BROWSER, DAMNIT!
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Nicer: Give Firefox a try and then let us know if you like it...
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My Firefox. My Web.
Quickly launch major brand recognition and differentiation program
• Focus:
• connect Firefox to the web
• making web experience personal
• recognition of Firefox name and logo
• Goal: Through campaign, increase activation and retention of Firefox users
• Agencies to pitch us in 2 weeks
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Improving user experience
• stickier first run and start pages
• launch support.mozilla.com
• common plug-ins working out of the box
• make add-ons and personas more accessible
• make web feel more human (round 2)
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Improved download and first run experience
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Stickier first run and start pages
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And get users up and running on the modern web
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Launch SUMO by September
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Make plug-ins painless
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Making the web feel more human
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Building lasting relationships
• Personalization through add-ons and personas
• Stickier first run and start pages– “Something new every day”
• Improve messaging through: blog.mozilla and other communication channels
• Major outbound brand marketing program driving brand recognition and differentiation
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So goes AMO, so goes retention
Personalization is a key differentiator
• Add-ons must be easier to discover and install
• More compelling options for general consumer
• Personas are a entry in to personalization for average user
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Let’s stay in touch
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I think everyone should use Firefox, but now that IE7 has tabs, what reasons can I give people?
Come’on, there is no real difference between Firefox and IE
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Pick some messaging and then stick to it
Security, personalization, speed, we’ve got your back on the web...
• First run experience
• Start pages
• Update experience
• blogs
• pr
• advertising
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