Benutzer:Benedikt Schäfer (WMDE)/new-editors-test/Key Findings and Results 2018

Overview

Activities

Associated Research

Available Materials for Adoption

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2018 Campaigns Overview

This page contains key findings and results from 2018 in English. Please note that the 'Thank You' Campaign 2018 from early 2018 has been filed under Key Findings and Results 2017-2018. For the overview of the campaign pages in German, please click here. (this page is work in progress)

Spring Campaign 2018

Banner 1 ("Your contribution makes Wikipedia better")

Banner 2 ("Every new word makes Wikipedia better")

Shortly explained:

In this campaign we wanted to get more valid information on the training modules that we transferred from the english modules and its contribution to the new editors editing behavior.

Questions:

• Which banner text attracts more users?
• Do the users complete the trainings modules, when they start them?
• How does the completion of training modules affect the editing behavior?

Learnings:

• 12% (147) of the registered users are interested in the editing training modules; these users are more likly to edit, but we cannot measure the quality of the edits.
• The banner with the text "Your contribution makes Wikipedia better" shows much more registrations at the end although the clicks on the banners have quite the same number.

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Summer Campaign 2018

Banner

Shortly explained:

In previous campaigns we learned, that users lack general knowledge about Wikipedia and thus do not try to edit the wikipedia. To get questions answered and get people engaged to edit the Wikipedia we created a FAQ campaign where we answer common questions new users might have before starting.

Questions:

• Do answers to frequently asked questions create more identification with the Wikipedia project?
• Do the training modules lead to more edits?
• Which banner attracts more users?

Framing:

• Length: 12 days (2018-08-01 – 2018-08-12)
• banner diet: 80-100%
• User journey: banner -> landing page 1 (FAQ) -> landing page (learn Wikipedia) -> registrations

Learnings:

• having a second landing page reduces the total number of registrations. This additional step drastically reduces the end to end conversion rate
• to have an informed decision for the users to edit the wikipedia the FAQ page might be helpful, but in another format, to not lose users in an additional landing page in the user journey

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Autumn Campaign 2018 - Wikipedia Action Day 2018

Banner

Shortly explained:

In previous campaigns we noticed that the culture and rules of Wikipedia are very complex and difficult to inform about in online campaigns. So why not closing the gap between potentially new editors and the community, that lives the culture and knows the rules?

We combined the online banner approach with an offline event, that took place at the same time in all German speaking chapters (Germany, Swiss, Austria). We promoted the offline event online. Additionally we invited people to learn online about editing, if they do not have the time and possibility to join a local event. In fact new editors had the possibility to register online and/or come to an offline event and register there.

We worked closely together with the community spaces, that we support all over Germany and included also the other German speaking chapters in Swiss and Austria. Not only the community spaces, that already had a venue created an event, but also small communities in other locations in Germany.

Here you can find some pictures and impressions (in German).

Questions:

• Do newcomers edit more, if they get in contact with real people?
• Do people stay connected to the local community spaces after getting in contact at the event?
• Do they feel attracted to the other local community events?
• How effective are online banner invitations to offline events?

Framing:

• Length: 12 days (2018-10-19 – 2018-10-28)
• Offline event on 2018-10-28
• banner diet: 80-100%
• User journeys:
  • banner -> landing page 1 (choose your location) -> landing page 2 (local event) -> participation at the event -> registration
  • banner -> landing page 1 (choose your location) -> (no location available) -> landing page 2 (learn wikipedia online) -> registration

Learnings:

• The offline event created a lot of media attraction and is a perfect format platform to raise awareness consciousness about Wikipedia and that it’s based oncreated from volunteer work and also motivates volunteers through society's attention and appreciation.
• Having a second landing page reduces the total number of registrations. This additional step drastically reduces the end to end conversion rate
• It was difficult to help people to edit the Wikipedia, because there were too many participants at the local events. This needs to be considered next time

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