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”) and designs that reflects the app’s current state

Will result in a higher installation rate and retention rate than previously created product page designs and copy

We will know this is true when our installation rate of the most recent 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 French @TLessa-WMF
• Launch A/B/C Test Apple App Store in French @TLessa-WMF
• Check progress and determine if we should run the test longer @JTannerWMF
• Provide recommendations on next steps @TLessa-WMF

Designs

Control (Existing Designs)

Experiment B (Created by Derek+Taís) - in the process of being translated to French

Figma link: https://www.figma.com/design/QvsLu7llrctBWbAANlTHTG/iOS---%3E-App-Store-A-B-test?node-id=3038-1472&t=Q1oGW1o5Nnp6Cco0-4

Experiment C (Created by Robin)

Figma link: https://www.figma.com/design/QvsLu7llrctBWbAANlTHTG/iOS---%3E-App-Store-A-B-test?node-id=3101-5800&t=Q1oGW1o5Nnp6Cco0-4

Copy

Control (Existing Designs)-

Experiment B (Created by Derek) -

Short Description

Wikipedia: Free knowledge without ads, always at your fingertips

Long Description

The official Wikipedia app for iOS helps you explore the world’s largest free knowledge project — ad-free and free of charge, forever. With 60+ million articles in nearly 300 languages, your favorite encyclopedia is always at your fingertips.

Why you’ll love this app

Free, open, and ad-free
Wikipedia is written and verified by volunteers worldwide, supported by the nonprofit Wikimedia Foundation. No ads, no tracking — just knowledge you can trust.

Search smarter, discover more
Find the information you need without distraction. Search across 300 languages, explore trending and breaking news through a personalized feed.

Add knowledge to your Home Screen
Use widgets for quick access to trending articles, featured content, or the “Picture of the Day,” right from your Home Screen.

Read your way
Choose from light, sepia, dark, or pure black themes. Adjust text size and image dimming for comfortable reading anytime, anywhere.

Explore nearby places
Learn about landmarks and locations near you — or places you dream of visiting — through map-based article discovery.

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

Share and continue seamlessly
Share articles and images with friends, or use Handoff to keep reading across your Apple devices.

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 engage with Wikipedia.

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.

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

Contribute on the go
Manage your Watchlist to help keep Wikipedia accurate and up to date.

Additional Information

• Feedback: In the app, go to Settings → Send app feedback.
• Contribute to translations: https://translatewiki.net/wiki/Translating:WikimediaMobile
• Source code: https://github.com/wikimedia/apps-ios-wikipedia
• 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 nearly 300 languages, wherever you are. Save articles for offline reading, get personalized recommendations, and track your learning. Customize your reading with dark mode and themes. Add widgets for quick access to trending articles, explore places, and stay organized with tabs — all free, forever, while protecting your privacy.

Experiment C (Created by Robin) -

To be added by @JTannerWMF