Hypothesis

We believe that showcasing the features valued by users based on reviews from the App Store and Google Play using modern visuals and benefit-focused messaging (e.g.: “ad free access to articles on millions of topics and languages”) that reflects the app’s current state

Will result in a higher installation rate and retention rate than the existing product page designs and copy

We will know this is true when our installation rate of the improved designs and copy exceed the existing designs and copy on the app store.

Task

• Finalize copy @JTannerWMF
• Align on designs in English in preparation for translation and design missing screens @TLessa-WMF
• Get copy and designs translated into Japanese @TLessa-WMF
• Launch A/B Test in Google Play Store in Japanese @TLessa-WMF
• Check progress and determine if we should run the test longer @JTannerWMF
• Provide recommendations on next steps @TLessa-WMF
• Publish winning designs and copy

Designs

Control

Experiment - in the process of being translated to Japanese

Figma link: https://www.figma.com/design/QvsLu7llrctBWbAANlTHTG/iOS---%3E-App-Store-A-B-test?node-id=3031-776&t=Q1oGW1o5Nnp6Cco0-1

Copy

Control:

Save and organize articles with Reading lists
Learn about nearby Places
Add Widgets to your home screen
Switch between articles with Tabs
Read comfortably in Dark mode
Explore new content on your customized feed
Search in 300+ languages
Edit articles with ease
Discuss articles with Talk pages
Stay updated with Notifications

Experiment:

Experimental Refreshed Copy for Android

Title (Short Description)

Wikipedia: Free knowledge without ads, always at your fingertips

Long Description (Body Copy)

The official Wikipedia app for Android helps you search, read, and contribute to the world’s largest free knowledge project — ad-free and free of charge, forever. Explore 60+ million articles in over 300 languages, wherever you are.

Why you’ll love this app

1. Free, open, and ad-free

Wikipedia is created, edited, and verified by volunteers worldwide, supported by the nonprofit Wikimedia Foundation. No ads, no tracking — just knowledge you can trust.

2. Search smarter, discover more

Find the information you need without distraction. Search across 300 languages, explore trending and breaking news, and save personalized recommendations to your reading list.

3. Stay connected offline

Save articles to custom reading lists and access them offline — perfect for travel or learning without internet access.

4. Test your knowledge

Try a daily trivia game to see how much you know and learn something new along the way.

5. Explore nearby places

Discover articles about landmarks, cities, and places near you — or places you dream of visiting.

4. Read your way

Choose from light, sepia, dark, or pure black themes. Adjust text size and switch to night mode for comfortable reading anywhere, anytime.

5. Get insights into your activity

See your own reading and contribution activity on Wikipedia with personalized insights that help you understand and celebrate how you use the app.

6. Stay organized with tabs (UPDATED from: Keep knowledge organized with tabs so it fits in 2 lines)

Open multiple articles in tabs and switch between them with ease, just like in a browser. Compare topics, keep your place, and dive deeper without losing track.

7. Join the conversation

Read and reply to article discussion pages, and get notifications when discussions you follow are updated.

8. Contribute on the go

Make micro-contributions with Suggested Edits or manage your Watchlist to help keep Wikipedia accurate and up to date.

Additional Information

• Feedback: From the app menu, go to Settings → About the Wikipedia app → Send app feedback.
• Contribute to development: If you have Android development experience, join us at https://mediawiki.org/wiki/Wikimedia_Apps/Team/Android/App_hacking
• FAQ on permissions: https://mediawiki.org/wiki/Wikimedia_Apps/Android_FAQ#Security_and_Permissions
• Privacy Policy: https://m.wikimediafoundation.org/wiki/Privacy_policy
• Terms of Use: https://m.wikimediafoundation.org/wiki/Terms_of_Use
• About the Wikimedia Foundation: https://wikimediafoundation.org/

Highlights Copy

Free knowledge made easy. Explore 60M+ articles ad-free in 300+ languages, wherever you are. Save articles for offline reading, get personalized recommendations, and track your learning. Play trivia, explore places, and stay organized with tabs — all free, forever, while protecting your privacy.