Background
In FY2024-25, the Wiki Apps product team and External Comms team partnered on a test to increase app downloads in Japan.
Strategic Approach: Ensure we’re increasing downloads among the right audiences who are most likely to come back and use the app, by generating awareness of the app and its features
Theory of change: App usage brings readers further down all Wikimedia user funnels, likely leading to increased readership loyalty and donation conversions with time
Objective of AB Test
Determine which designs and copy are most likely to result in at least a .05% install rate during the upcoming Wikipedia 25 Peak 3 across our focus markets.
Markets
- English (Nigeria, South Africa, India, US, Kenya and UK)
- Japanese (Japan)
- Portuguese (Brazil)
- French (France)
- Spanish (Mexico)
- Malay (Malaysia)
Metrics for success
- Primary: Install rate uplift (installs per product page view)
- Secondary: Product page impressions
Length of test
- We will check each test after the first 14 days to see if we've reached the sample size needed to detect statistical significance
- If we do not reach statistical significance in 14 days we will run the test for an additional 7 days