User Story:
As the Growth team, we want to run a controlled A/B experiment with clear instrumentation so that we can understand how logged-out users interact with key entry points for account creation and editing, and use this data to inform future product decisions.
Overview
Set up instrumentation and experiment configuration for an A/B test using the Test Kitchen platform. This work will enable measurement of user exposure and interaction with key entry points related to account creation and editing.
Experiment Configuration
Experiment framework: Test Kitchen A/B test
Pilot wikis:
English Wikipedia (enwiki)enwiki is the only wiki that does not provide VE as default to mobile users, so we will exclude it from this experiment.- Arabic Wikipedia (arwiki)
- French Wikipedia (frwiki)
- Spanish Wikipedia (eswiki)
- German Wikipedia (dewiki)
- Russian Wikipedia (ruwiki)
- Chinese Wikipedia (zhwiki)
- Italian Wikipedia (itwiki)
- Portuguese Wikipedia (ptwiki)
- Persian Wikipedia (fawiki)
- Polish Wikipedia (plwiki)
Experiment split:
50 percent treatment
50 percent control
Audience:
Roll out to the largest audience percentage permitted by the Experimentation Platform
Must respect current limitations for logged-out traffic: https://wikitech.wikimedia.org/wiki/Test_Kitchen/Conduct_an_experiment#Experiment_design:_user_traffic_per_wiki
Release date: March 26, 2026
Instrumentation Requirements
Ideally both the OLD and NEW Warning Message have similar instrumentation so we can compare the CTAs.
Impressions
- Track impressions for the experiment entry point
Impression should fire when the experiment UI or experience is rendered and visible to the user
Click Events
Track clicks for all interactive elements within the experiment experience, including:
- Sign up
- Log in
- Edit without logging in
- Temporary accounts / learn more
KPIs
- Account Creation
- TBD: Constructive Activation
- TBD: Constructive Edit Rate
Acceptance Criteria
- Experiment is successfully configured in Test Kitchen for all specified pilot wikis
- Treatment and control allocation is verified at a 50/50 split
- Rollout respects Experimentation Platform constraints for logged-out traffic
- Impression events fire reliably and only once per eligible view
- Click events are logged for all specified interactions
- Event data is available (and ideally a clear dashboard is available to compare CTRs for each element along with downstream KPIs like Account Creation, Constructive Activation, and Constructive Edit Rate)
Metrics added to the experiment
| Metric | Instrument source |
| Experiment exposures | experiment_exposure |
| Create Account link clickthrough | 'Sign up' |
| Log in link clickthrough | 'Log in' |
| Edit without publishing link clickthrough | 'Anon editing' |
| Temporary Account Learn More link clickthrough | 'Temp account info' |
| VE close button clickthrough | 'Close button' |
| Constructive edit rate (mobile web) | edit_saved |
| Constructive edit rate of newer editors (mobile web) | edit_saved |