Anonymous editor acquisition

This is a 2013 Growth team project at the Wikimedia Foundation.

Rationale and background
Anonymous editors are a significant part of the community of Wikipedia contributors. Every month about a million edits are made by anonymous contributors in English alone. While we have run reader and donor oriented acquisition campaigns in the past, these require a high degree of noise with little gain. We already know that anonymous editors who sign up are highly valuable new contributors. This year, we will be focusing on anonymous editor acquisition campaigns to increase the number of new registrations.

Project scope
As the title makes fairly clear, this project's scope is limited to ways that we can convince anonymous editors of Wikipedia to register accounts.

User experience
Our acquisition methods break down in three broad types:
 * 1) Invite anonymous editors to sign up, and demonstrate the advantages of having an account (explicitly or implicitly)
 * 2) Increase visibility of current calls to action or create new ones for attracting potential contributors who aren't yet registered
 * 3) Reduce signup friction by reducing the steps involved and requirements

Research and data analysis

 * Research questions and associated data on Meta