Over the past few months we’ve learned a lot about browser plugin functionality, product co-promotion, and distribution strategies. There were two posts this weekend that encouraged me to share a bit of what we’ve learned so far.
Fred wrote a post titled “Plugin Functionality - In the Browser or on the Page?” exploring how plugins deliver value by either adding functionality to the browser or adding functionality to the page. He ended with the following: “I am curious if others agree with me that delivering the functionality on the page instead of in the browser is better. I certainly think it is.”
We can answer that question: we’ve quantitatively observed that users prefer functionality delivered on the page.
When we launched Indigo we transitioned from solely adding functionality to the browser to adding functionality to both the browser and the page. We even went one step further: in some cases where functionality was added to the browser we inserted subtle calls-to-action into the page.
The result? Engagement and interaction have increased. So too has the rate of account creation, growth of active users, etc. Additionally, we’ve qualitatively heard that the community appreciates the addition of delivering functionality in the page.
On the same day that Fred wrote his post, Nihaar wrote a post discussing distribution strategies, specifically asking for input from us:
AdaptiveBlue’s first product was a firefox extension (BlueOrganizer) and then later widgetized their services offering the SmartLinks widgets to content producers. It would be very interesting to see the comparative success they’ve had with the widgets and the firefox extension and if they have any further thoughts or lessons learned on this topic of distribution.
Here’s the first lesson: don’t think of BlueOrganizer or the widgets as distinct products and different services. Think of them as two delivery mechanisms for the same service, that cross-promote one another.
BlueOrganizer begets widget creation and SmartLink installation. Widgets and SmartLinks beget BlueOrganizer downloads.
The last release of BlueOrganizer further blurred the distinction between the two products. As stated above, we introduced features into the plugin that brought functionality into the page. One feature specifically was SmartLinks, a product that was initially a publisher widget.
In time the distinction will only further blend and the plugin and the widgets will definitely feel like a single service; one a server side pathway the other a client side pathway. Both promoting the adoption of one another.
As for specific lessons learned when it comes to the distribution of either a Firefox addon or publisher widgets? If you’re interested let us know, we’re happy to talk about it :)
