Talk:Growth/Newcomer experience projects

Encouraging donors to edit (Thank you page experiment)
The Wikimedia Foundation's Fundraising team started a community discussion so volunteers can learn more about fundraising and share ideas for how we can improve the 2023 English fundraising campaign: Wikipedia:Fundraising/2023 banners

One theme that emerged from volunteer feedback was around the need to recruit more editors, rather than just fundraise: "We need editors, not money."

The Fundraising team reached out the Growth team to ask if we would be able to expand the Thank you page experiment to English Wikipedia if the community is interested. The Growth team has committed to the work, and providing edit funnel analysis afterwards if there is support for trying this on English Wikipedia.

Previously we tested a revised Thank you page with a “Try editing Wikipedia” call to action with donors in Latin America, India, and South Africa. And then in early 2023, we scaled the Thank you page experiment to Swedish, Italian, Japanese, French, and Dutch Wikipedias. Donors who created an account were sent to a custom account creation page for donors, and then received the standard Growth features and onboarding.

Here’s what we learned:
 * Approximately 7% of donors in these markets showed interest in editing immediately after donating, based on the estimated click-through rate from the Thank you page.
 * The landing page achieved a 45.1% account creation rate, which is a promising result compared to other channels.
 * Only 4.6% of the accounts created right after donating started editing within 24 hours of their creation, which is significantly lower than organic registrations.

I'm starting this discussion to see if there is support for expanding this revised Thank you page and donor onboarding at English Wikipedia. What questions do you have? What concerns do you have? Do you have any suggestions for improving this experiment?


 * Hello! I left a few thoughts on en:wp.  My main feedback is threefold:
 * A "Thank you!" campaign (or any messaging campaign) that was A/B tested for effective recruiting would be fantastic.
 * A/B testing of the newbie-first-edit funnel would be a good companion process; I'd strongly like to see people invited to make edits, reviews, or other engagement with content in the first minute after choosing to start contributing. (Think of a smooth Magnus tool or a vote for great photos; something that can be reduced to a quick evaluation and annotation, while also showcasing the breadth and depth of the projects)
 * Topical messages that filter for readers interested in a particular hobby or topic area might have dramatically different effects, and over time would help us build up an [opt-in and] well-categorized network of supporters and participants by area of enthusiasm, which is closer to what permanent community sustainability looks like
 * When is the last time we tried this for a banner campaign, other than "Wiki Loves X"? Which of those have targeted logged-out readers?  What sort of A/B testing have we done on them?  :)
 * Thanks for the work on the past experiments, and for starting this thread. Sj (talk) 23:34, 3 August 2023 (UTC)