Call it what you will, but estimates have it that 75% of the folks that download Mozilla’s Firefox, end up discarding it like a badly bruised apple. Naturally, Mozilla’s team wants to plug that leak.
So, they are 12-stepping it. OK, not really, #1 and #12 are the same so Mozilla one-upped the 12-step programs. They are:
Firefox Retention 12 point plan
1. Change Firefox icon label to closer resemble action of getting to web
2. Force the Firefox icon to easier to find location
3. Alter the default browser settings path for better user choice
4. Major outbound brand marketing program driving brand recognition and differentiation
5. Improve download page and first run pages
6. Launch support.mozilla.com
7. Make common plug-ins work out of the box
8. Make add-ons and personas more accessible
9. Make the web feel more human
10. Improve messaging through communication channels
11. Stickier start page
12. Change Firefox icon image to closer resemble action of getting to web
Hot on the heels of this news is word that a malware blocker will definitely (well, almost definitely) be part of the build for Firefox 3, due out this year. Perhaps that will go a long way into help differentiate their product from Microsoft’s (#4).