Research:Mobile editor engagement/Calls to action
Overview edit
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 edit
- 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 edit
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).
| 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 edit
1 edit in 24 hours edit
| 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 edit
| 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 edit
| 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 edit
| 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 edit
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).
| 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% |