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Research:Mobile editor engagement/Calls to action

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Overview

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Different calls to action are being tested to invite mobile users to register an account in order to perform some actions such as adding a page to a watchlist or uploading an image.

mobile_watchPageActionCta
invite mobile readers to register an account and save a page to the watchlist
mobile_editPageActionCta
invite mobile readers to register an account in order to edit a page

Research questions

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  • How effective are mobile calls-to-action (CTA) at increasing the volume of new registrations?
  • What is the activation rate of these users as a function of the CTA they came from?

Data

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We created a sample of users registered on a mobile device in a 2-week period in September 2013 (2013-09-16 00:00:00 - 2013-09-30 00:00:00).

Registered users by campaign
ID Unique users
Mobile registrations
mobile_reg_no_cta_september_2013_16-30 5,500
mobile_reg_watchlist_cta_september_2013_16-30 2,521
mobile_reg_edit_cta_september_2013_16-30 4,803
Total users 12,824
Desktop registrations (baseline)
mobile_reg_desktop_september_2013_16-30 57,534

Note Due to a bug with campaign logging, we considered users as part of a CTA cohort whether they had a CTA campaign or the corresponding article_action parameter:

#Mobile reg watchlist CTA
SELECT DISTINCT(event_userId) FROM log.ServerSideAccountCreation_5487345 WHERE wiki='enwiki' AND event_displayMobile = 1 AND event_isSelfMade = 1 AND (event_campaign = 'mobile_watchPageActionCta' OR event_returnToQuery = 'article_action=watch') AND timestamp >=20130916000000 AND timestamp < 20130930000000;

#Mobile reg edit CTA
SELECT DISTINCT(event_userId) FROM log.ServerSideAccountCreation_5487345 WHERE wiki='enwiki' AND event_displayMobile = 1 AND event_isSelfMade = 1 AND (event_campaign = 'mobile_editPageActionCta' OR event_returnToQuery = 'article_action=edit') AND timestamp >=20130916000000 AND timestamp < 20130930000000;

#Mobile reg no CTA
SELECT DISTINCT(event_userId) FROM log.ServerSideAccountCreation_5487345 WHERE wiki='enwiki' AND event_displayMobile = 1 AND event_isSelfMade = 1 AND (event_campaign IS NULL OR event_campaign NOT IN ('mobile_editPageActionCta', 'mobile_watchPageActionCta')) AND (event_returnToQuery IS NULL OR event_returnToQuery NOT IN ('article_action=edit', 'article_action=watch')) AND timestamp >=20130916000000 AND timestamp < 20130930000000;

#Desktop registrations (baseline)
SELECT DISTINCT(event_userId) FROM log.ServerSideAccountCreation_5487345 WHERE wiki='enwiki' AND event_displayMobile = 0 AND event_isSelfMade = 1 AND timestamp >=20130916000000 AND timestamp < 20130930000000 GROUP BY 1;

Cohort analysis

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1 edit in 24 hours

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1+ ns0 edit 24h threshold
ID Unique users Editing users %
Mobile registrations
mobile_reg_no_cta_september_2013_16-30 5,500 620 11.2%
mobile_reg_watchlist_cta_september_2013_16-30 2,521 51 2.0%
mobile_reg_edit_cta_september_2013_16-30 4,803 1,726 35.9%
Desktop registrations (baseline)
mobile_reg_desktop_september_2013_16-30 57,534 11,745 20.4%

1 edit in 7 days

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1+ ns0 edit 7d threshold
ID Unique users Editing users %
Mobile registrations
mobile_reg_no_cta_september_2013_16-30 5,500 651 11.7%
mobile_reg_watchlist_cta_september_2013_16-30 2,521 54 2.1%
mobile_reg_edit_cta_september_2013_16-30 4,803 1,751 36.4%
Desktop registrations (baseline)
mobile_reg_desktop_september_2013_16-30 57,534 12,355 21.5%

5 edits in 24 hours

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5+ ns0 edit 24h threshold
ID Unique users Editing users %
Mobile registrations
mobile_reg_no_cta_september_2013_16-30 5,500 56 1.0%
mobile_reg_watchlist_cta_september_2013_16-30 2,521 5 0.2%
mobile_reg_edit_cta_september_2013_16-30 4,803 124 2.6%
Desktop registrations (baseline)
mobile_reg_desktop_september_2013_16-30 57,534 1,533 2.7%

5 edits in 7 days

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5+ ns0 edit 7d threshold
ID Unique users Editing users %
Mobile registrations
mobile_reg_no_cta_september_2013_16-30 5,500 74 1.3%
mobile_reg_watchlist_cta_september_2013_16-30 2,521 5 0.2%
mobile_reg_edit_cta_september_2013_16-30 4,803 153 3.2%
Desktop registrations (baseline)
mobile_reg_desktop_september_2013_16-30 57,534 2,017 3.5%

Here is the above data in a spreadsheet.

Editor productivity

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We compared the rate of productive editors (defined as those new editors with at least one non-reverted main namespace edit within the first week of contributions).

7-day productivity
ID Unique users Editing users Productive users %
Mobile registrations
mobile_reg_no_cta_september_2013_16-30 5,500 653 379 58.0%
mobile_reg_watchlist_cta_september_2013_16-30 2,521 54 27 50.0%
mobile_reg_edit_cta_september_2013_16-30 4,803 1752 879 50.2%
Desktop registrations (baseline)
mobile_reg_desktop_september_2013_16-30 57,534 12,393 8,744 70.5%